Pub Date : 2021-12-15DOI: 10.14349/sumneg/2021.v12.n27.a8
Valentina Cardozo-Torres, Alberto Méndez-Morales, Milton M. Herrera
Brands are an intangible asset with high strategic value for organisations. Although brands influence the market, the relationship between investment in these assets and the financial impact on firms is still not very clear. This article aims to understand the way in which the creation, management, and promotion of brands, as intangible assets, have on financial performance of firms, in the same direction, we wonder which are the variables mediating on that relationship. The paper presents a systematic review of the literature of the studies brought related to investment in brands and its impact on organisational performance between 2016 and 2020. The results show the studies refer to two-level relationships between brands and business results, that they use data from perception surveys and third-party databases, and that it has carried these studies out for developing countries. This review contributes with a look at future research directions in relation to investment in intangible assets and organisational performance.
{"title":"La inversión en marcas y su relación con los resultados empresariales","authors":"Valentina Cardozo-Torres, Alberto Méndez-Morales, Milton M. Herrera","doi":"10.14349/sumneg/2021.v12.n27.a8","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a8","url":null,"abstract":"Brands are an intangible asset with high strategic value for organisations. Although brands influence the market, the relationship between investment in these assets and the financial impact on firms is still not very clear. This article aims to understand the way in which the creation, management, and promotion of brands, as intangible assets, have on financial performance of firms, in the same direction, we wonder which are the variables mediating on that relationship. The paper presents a systematic review of the literature of the studies brought related to investment in brands and its impact on organisational performance between 2016 and 2020. The results show the studies refer to two-level relationships between brands and business results, that they use data from perception surveys and third-party databases, and that it has carried these studies out for developing countries. This review contributes with a look at future research directions in relation to investment in intangible assets and organisational performance.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45388184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The knowledge of the healthiness of organic products opens possibilities for the improvement of the diet and possible reduction of morbid diseases. The purpose of this study is to analyze the effect on the perceived value of coffee labeled organic with respect to aspects such as taste and nutritional perception. Five factorial experiment designs are applied, considering among others, the factor product/coffee label, whose levels are: A, B, organic, regular and C; without informing that A is regular coffee and B is organic coffee and C is regular coffee. The healthiest, most nutritious, and best tasting organic products are perceived; in addition, it is found that the label on the packaging of organic coffee generates a halo effect by predisposing its perception with better flavor and healthy perception over the other types of labeled products, even though one of them is masked with another label being from the same organic. The organic production of coffee has generated added value, increasing the healthy and environmental market, taking advantage of the identity achieved by organic products, as demonstrated in the research by its high perceived added value, contributing in the increase of possibilities of marketing, sales and new developments.
{"title":"Efecto halo: estudio del café orgánico con diseños de experimentos","authors":"Marisol Valencia Cárdenas, Guberney Muñetón Santa, Jorge Aníbal Restrepo","doi":"10.14349/sumneg/2021.v12.n27.a1","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a1","url":null,"abstract":"The knowledge of the healthiness of organic products opens possibilities for the improvement of the diet and possible reduction of morbid diseases. The purpose of this study is to analyze the effect on the perceived value of coffee labeled organic with respect to aspects such as taste and nutritional perception. Five factorial experiment designs are applied, considering among others, the factor product/coffee label, whose levels are: A, B, organic, regular and C; without informing that A is regular coffee and B is organic coffee and C is regular coffee. The healthiest, most nutritious, and best tasting organic products are perceived; in addition, it is found that the label on the packaging of organic coffee generates a halo effect by predisposing its perception with better flavor and healthy perception over the other types of labeled products, even though one of them is masked with another label being from the same organic. The organic production of coffee has generated added value, increasing the healthy and environmental market, taking advantage of the identity achieved by organic products, as demonstrated in the research by its high perceived added value, contributing in the increase of possibilities of marketing, sales and new developments.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46665354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-15DOI: 10.14349/sumneg/2021.v12.n27.a5
José Armando Deaza Ávila, Ángela Cristina Pinto Quijano, S. E. Castiblanco-Moreno
This article analyzes the behavior of the Free Trade Agreement signed between Colombia and the Northern Triangle countries. It is based on the hypothesis that, because there is an agreement between countries of the South, similar global development conditions reduce the asymmetries in terms of trade, characteristics of North-South agreements. To evaluate the hypothesis, this article analyzed the trade flows of the last ten years (2010 – 2019), and different international trade indicators are estimated. The results indicate that the agreement has been favorable for Colombia, generating a surplus trade balance and an increase in exports of products with high added value and complementarity between trade partners. It is suggested to deepen and expand this agreement and promote its use by the national productive apparatus.
{"title":"Tratado de libre comercio Colombia-Triángulo del Norte: un ejemplo de desarrollo comercial sur-sur","authors":"José Armando Deaza Ávila, Ángela Cristina Pinto Quijano, S. E. Castiblanco-Moreno","doi":"10.14349/sumneg/2021.v12.n27.a5","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a5","url":null,"abstract":"This article analyzes the behavior of the Free Trade Agreement signed between Colombia and the Northern Triangle countries. It is based on the hypothesis that, because there is an agreement between countries of the South, similar global development conditions reduce the asymmetries in terms of trade, characteristics of North-South agreements. To evaluate the hypothesis, this article analyzed the trade flows of the last ten years (2010 – 2019), and different international trade indicators are estimated. The results indicate that the agreement has been favorable for Colombia, generating a surplus trade balance and an increase in exports of products with high added value and complementarity between trade partners. It is suggested to deepen and expand this agreement and promote its use by the national productive apparatus.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48468819","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The collaborative consumption is mainly based on digital business models, where three fundamental actors intervene: the service provider, the technological platform (intermediary) and the end-user, in this sense, the trust level developed in this triad determines the durability of the economic model. This paper aims to determine the correlation among trust in the intermediary, service providers and purchase intention. The focus of the study is quantitative, the data collection instrument applied to 233 people was a questionnaire. Among the main findings, the hypotheses raised were verified, a significant positive correlation is evidenced between trust in the technological platform and the intention of purchase, and between trust in service providers and purchase intention.
{"title":"Consumo colaborativo: la confianza, un factor crítico en la intención de compra","authors":"Óscar Armando Mejía Delgado, Christian Paulina Mendoza Torres, Yury Yazmin Mejía Delgado","doi":"10.14349/sumneg/2021.v12.n27.a6","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a6","url":null,"abstract":"The collaborative consumption is mainly based on digital business models, where three fundamental actors intervene: the service provider, the technological platform (intermediary) and the end-user, in this sense, the trust level developed in this triad determines the durability of the economic model. This paper aims to determine the correlation among trust in the intermediary, service providers and purchase intention. The focus of the study is quantitative, the data collection instrument applied to 233 people was a questionnaire. Among the main findings, the hypotheses raised were verified, a significant positive correlation is evidenced between trust in the technological platform and the intention of purchase, and between trust in service providers and purchase intention.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47065536","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-15DOI: 10.14349/sumneg/2021.v12.n27.a2
J. L. Verdegay, M. T. Lamata, David A. Pelta, Carlos Cruz
Computers process information and make decisions. Until recently, the decisions they made were not complex, but due to the incessant technological advances that occur, systems based on Artificial Intelligence are achieving levels of competence in decision-making that in many contexts equal or exceed people. These are Autonomous Decision Systems that, although they can increase the capacity and efficiency of people in their fields of action, could also replace them, something that worries the whole of Society. Avoiding missfunctions in these systems is a priority social, scientific and technological objective, which requires having theoretical models that collect all the richness and variety of decision problems, that define precisely the elements that characterize them and that address the ethical approaches which should guide its operation. This paper describes each of these aspects in a separate section.
{"title":"Inteligencia artificial y problemas de decisión: la necesidad de un contexto ético","authors":"J. L. Verdegay, M. T. Lamata, David A. Pelta, Carlos Cruz","doi":"10.14349/sumneg/2021.v12.n27.a2","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a2","url":null,"abstract":"Computers process information and make decisions. Until recently, the decisions they made were not complex, but due to the incessant technological advances that occur, systems based on Artificial Intelligence are achieving levels of competence in decision-making that in many contexts equal or exceed people. These are Autonomous Decision Systems that, although they can increase the capacity and efficiency of people in their fields of action, could also replace them, something that worries the whole of Society. Avoiding missfunctions in these systems is a priority social, scientific and technological objective, which requires having theoretical models that collect all the richness and variety of decision problems, that define precisely the elements that characterize them and that address the ethical approaches which should guide its operation. This paper describes each of these aspects in a separate section.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42995235","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-15DOI: 10.14349/sumneg/2021.v12.n27.a3
Yuly Vanessa Castrillón-Castaño, Yulieth Catalina Correa-Marulanda, Daniela Jaramillo-Bedoya, J. Correa-García
The objective of this paper is to identify actions referred to the creating shared value (CSV) carried out by Colombian Business Groups (BG). CSV allows organizations to realize what business success not only depends on the maximization of financial results, but also requires on the positive contribution to the environment and communities where they operate. The article focuses on BG, because they are the predominant organizational form for large Latin American and Colombian companies. We worked with a sample of 38 BG s listed on the Colombian Stock Exchange using their corporate reports through a content analysis. It was found that many of these BGs s perform various activities that presuppose the existence of benefits and two-way value generation between stakeholders and companies, so this article opens space for future work considering that it is an emerging research topic.
{"title":"Acciones de valor compartido realizadas por los grupos empresariales de Colombia","authors":"Yuly Vanessa Castrillón-Castaño, Yulieth Catalina Correa-Marulanda, Daniela Jaramillo-Bedoya, J. Correa-García","doi":"10.14349/sumneg/2021.v12.n27.a3","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a3","url":null,"abstract":"The objective of this paper is to identify actions referred to the creating shared value (CSV) carried out by Colombian Business Groups (BG). CSV allows organizations to realize what business success not only depends on the maximization of financial results, but also requires on the positive contribution to the environment and communities where they operate. The article focuses on BG, because they are the predominant organizational form for large Latin American and Colombian companies. We worked with a sample of 38 BG s listed on the Colombian Stock Exchange using their corporate reports through a content analysis. It was found that many of these BGs s perform various activities that presuppose the existence of benefits and two-way value generation between stakeholders and companies, so this article opens space for future work considering that it is an emerging research topic.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47465560","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-15DOI: 10.14349/sumneg/2021.v12.n27.a4
Diogo Campos-Teixeira, Jorge Tello-Gamarra
Although there is research pertaining to the boundaries of firms, this field of study still requires more development. The objective of this paper is to analyse firm boundaries considering technological and transactional capabilities. The method chosen was that of multiple case studies conducted in firms having different technological intensity levels. The main results are contained in three propositions. Firstly, all industrial firms have technological and transactional capability. Secondly, firms with more developed capabilities (technological and transactional) expand their boundaries. Thirdly, the firms are able to expand their boundaries by means of the accumulation of technological capability, transactional capability, or both. As a conclusion to this paper, technological and transactional capabilities are essential for expanding the boundaries of firms at any level of technological intensity.
{"title":"Technological capability, transactional capability and firm boundaries","authors":"Diogo Campos-Teixeira, Jorge Tello-Gamarra","doi":"10.14349/sumneg/2021.v12.n27.a4","DOIUrl":"https://doi.org/10.14349/sumneg/2021.v12.n27.a4","url":null,"abstract":"Although there is research pertaining to the boundaries of firms, this field of study still requires more development. The objective of this paper is to analyse firm boundaries considering technological and transactional capabilities. The method chosen was that of multiple case studies conducted in firms having different technological intensity levels. The main results are contained in three propositions. Firstly, all industrial firms have technological and transactional capability. Secondly, firms with more developed capabilities (technological and transactional) expand their boundaries. Thirdly, the firms are able to expand their boundaries by means of the accumulation of technological capability, transactional capability, or both. As a conclusion to this paper, technological and transactional capabilities are essential for expanding the boundaries of firms at any level of technological intensity.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49145495","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-01DOI: 10.14349/SUMNEG/2021.V12.N26.A8
Sandra Milena Torres-Cano, Diego Andrés Correa-Mejía
Corporate Governance is a mechanism that seeks to strengthen the control bodies and their efforts, by combining principles and techniques to invigorate the value of companies and generate confidence in investors and all Stakeholders. This research seeks to analyze the impact of corporate governance on the values of companies that belong to the Latin American Integrated Market (MILA). The financial statements of the 97 companies from the years 2012 to 2018 were analyzed using a statistical panel data model to establish the relationship between the corporate governance variables and the financial performance variables. Lastly, it is concluded that non-economic mechanisms such as the implementation of adequate control policies positively influence the value of companies and generate support for investors.
{"title":"Impacto del gobierno corporativo en el valor de las empresas latinoamericanas: evidencia desde el MILA","authors":"Sandra Milena Torres-Cano, Diego Andrés Correa-Mejía","doi":"10.14349/SUMNEG/2021.V12.N26.A8","DOIUrl":"https://doi.org/10.14349/SUMNEG/2021.V12.N26.A8","url":null,"abstract":"Corporate Governance is a mechanism that seeks to strengthen the control bodies and their efforts, by combining principles and techniques to invigorate the value of companies and generate confidence in investors and all Stakeholders. This research seeks to analyze the impact of corporate governance on the values of companies that belong to the Latin American Integrated Market (MILA). The financial statements of the 97 companies from the years 2012 to 2018 were analyzed using a statistical panel data model to establish the relationship between the corporate governance variables and the financial performance variables. Lastly, it is concluded that non-economic mechanisms such as the implementation of adequate control policies positively influence the value of companies and generate support for investors.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":"12 1","pages":"73-82"},"PeriodicalIF":0.3,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47336865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-29DOI: 10.14349/SUMNEG/2021.V12.N26.A9
Samir Ricardo Neme-Chaves, Campo Elías López-Rodríguez
The relevance of employer branding guides its reason for being in the collaborators of the organizations, these being one of the main stakeholders to whom it must guide the nature of marketing, providing value proposals to this important internal client. The objective of this study is to show an overview of the development of research on the subject. Using the Scopus database, 430 records were analyzed. Through the exploration of different bibliometric indicators, the most productive authors and countries, the most cited publications, as well as cooperation between authors, analysis of the co-occurrence of citations and keywords are identified. Finally, it seeks the identification of current and future research areas of the employer branding.
{"title":"Employer branding: una exploración del campo de conocimiento a partir de indicadores bibliométricos","authors":"Samir Ricardo Neme-Chaves, Campo Elías López-Rodríguez","doi":"10.14349/SUMNEG/2021.V12.N26.A9","DOIUrl":"https://doi.org/10.14349/SUMNEG/2021.V12.N26.A9","url":null,"abstract":"The relevance of employer branding guides its reason for being in the collaborators of the organizations, these being one of the main stakeholders to whom it must guide the nature of marketing, providing value proposals to this important internal client. The objective of this study is to show an overview of the development of research on the subject. Using the Scopus database, 430 records were analyzed. Through the exploration of different bibliometric indicators, the most productive authors and countries, the most cited publications, as well as cooperation between authors, analysis of the co-occurrence of citations and keywords are identified. Finally, it seeks the identification of current and future research areas of the employer branding.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":"12 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67089768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article starts with the question of What are the characteristics of the entrepreneurial profile of the Paraguayan youth population? For this, the work was developed with a quantitative approach, descriptive and prospective design. 5,972 questionnaires were applied in a national survey to young people in urban areas, aged 15 to 29 years. The main results allow inferring that the profile of the study population is characterized by an intermediate development of the guidelines that make up entrepreneurial behavior, variables such as: setting goals and demanding efficiency and quality stand out. However, some guidelines are considered underdeveloped, such as the abilities to seek opportunities, take calculated risks, plan tasks and fulfill commitments, as well as the abilities to persuade and create networks of contacts.
{"title":"El perfil emprendedor en Paraguay, análisis de la población juvenil","authors":"Ever Villalba Benítez, Rolando Junior Ortega Carrasco","doi":"10.14349/SUMNEG/2021.V12.N26.A4","DOIUrl":"https://doi.org/10.14349/SUMNEG/2021.V12.N26.A4","url":null,"abstract":"The article starts with the question of What are the characteristics of the entrepreneurial profile of the Paraguayan youth population? For this, the work was developed with a quantitative approach, descriptive and prospective design. 5,972 questionnaires were applied in a national survey to young people in urban areas, aged 15 to 29 years. The main results allow inferring that the profile of the study population is characterized by an intermediate development of the guidelines that make up entrepreneurial behavior, variables such as: setting goals and demanding efficiency and quality stand out. However, some guidelines are considered underdeveloped, such as the abilities to seek opportunities, take calculated risks, plan tasks and fulfill commitments, as well as the abilities to persuade and create networks of contacts.","PeriodicalId":42652,"journal":{"name":"Suma de Negocios","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67089639","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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