Centrum PUCP
URI permanente para esta comunidadhttp://54.81.141.168/handle/123456789/124061
Centrum PUCP, escuela para los buenos negocios de la Pontificia Universidad Católica del Perú (PUCP), es un referente académico nacional e internacional en la formación integral de profesionales, buscando un impacto positivo en la sociedad. En esta comunidad encontramos reportes, estudios, rankings, libros académicos e investigaciones que son realizadas por sus investigadores reafirmando su compromiso por la transformación de la educación gerencial y la formación de líderes responsables en promover el desarrollo sostenible y la gestión responsable.
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Ítem Acceso Abierto A Model for Assessing the Quality of Marketing-Management Education(CENTRUM Publishing, 2015) Rivera Camino, Jaime Eduardo; Alarcón Ramírez, Víctor FidelThis study proposes and tests a model of educational quality in marketing management incorporating resource-capability variables linked to learning outcomes for students and the competitive positioning of universities. Drawing on resource-dependence theory, the study develops a comprehensive model for measuring educational quality. The hypothesised relationships in the model are tested with a sample of Spanish university teachers using a two-stage least squares regression analysis, while controlling for the possible effect of the public/private nature of the university. The results validate the model and show that educational capabilities are reliable variables for predicting the educational quality of marketing-management programs at Spanish universities. As with all educational research, certain problems are acknowledged with respect to the data and the theoretical constructs that are utilised in the study. Future studies could replicate this study using more direct objective measures of the theoretical constructs and extend the study to other countries with different educational contexts. This is one of the few studies to apply resource-dependence theory to an analysis of the variables associated with the quality of marketing-management education. In doing so, the study presents original multi-item scales to improve the measurement of model constructs. The results provide guidance to university marketing teachers in designing high-quality marketing-management educational programs and in developing self-diagnostic tools that determine a university’s likelihood of competitive success.Ítem Acceso Abierto A model for predicting attitudes towards spanish product, brands and country image: An exploratory international study(CENTRUM Publishing, 2015) Cerviño, Julio; Rivera Camino, Jaime EduardoThis article aims to respond to recent demands for more in-depth study on how consumers use brand-associated images to shape their attitudes to buying. A multi-attribute design is used to analyze how certain variables among buyers (ethnocentrism and similarity) are related to brand images (country and product) in the formation of attitudes within an international context. This research is based on a sample of 215 international experts from 31 countries whose responses were analyzed with structural equation modeling. The results obtained have implications for academics, government officials and directors of international marketing. Among the contributions made by the present study is its attempt to clarify the existing literature regarding the causes and effects of brand images and, as well, the measures it develops to make certain key variables (as indicated in the literature) operational.Ítem Acceso Abierto A Non-radial DEA index for Peruvian regional competitiveness(CENTRUM Publishing, 2016) Vincent, Charles; Díaz, GuillermoIn this paper, we propose a method to measure competitiveness performance at the subnational level, with an application to Peruvian regions. For this, we propose a benefit-of-the-doubt composite index that summarizes the information of several indicators that characterize competitiveness. It is based on an optimization approach, using Data Enveloping Analysis (DEA) techniques, so that each indicator is weighted in an endogenous way, and each unit is evaluated in the most favourable light. Our proposed index is a non-radial variant of the typical DEA scores, which avoids the traditional pitfalls of DEA-based composite indexes, such as unreasonable weights. Additionally, we propose a meta-frontier approach in order to compare the competitiveness performances across different periods of evaluation. Our assessments of the Peruvian regions' competitiveness performance improve on the results of traditional DEA methods, which award high marks to regions with very heterogeneous performance (i.e., regions with very high scores in some indicators, and very poor in others). Additionally, the comparison of the performance across time shows a general decrease in the average competitiveness between 2008 to 2014 in the Peruvian regions.Ítem Acceso Abierto A proposed framework for solving conflicts of mining projects(CENTRUM Publishing, 2015) Álvarez, César; Alfaro Paredes, Emigdio AntonioThe purpose of this paper, is to propose a framework for solving conflicts of mining projects, based on the inclusion of: a) the alignments to the project management framework of the Project Management Institute, b) the implementation of an Integrated Sustainable Development Program, c) a public surrender of accounts, and d) the continuous audit processes by internal institutions and by external, independent and international institutions. This proposed framework was contextualized to the Tía María mining project in Peru; also, a generic solution framework is presented. Finally, some recommendations for future researches were proposed.Ítem Acceso Abierto A Satisficing DEA Model to Measure the Customer-based Brand Equity(CENTRUM Publishing, 2015) Vincent, Charles; Zavala, JorgeEver since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time to measure the customer-based brand equity; nevertheless, they all evaluate brand equity in an absolute sense. The present research paper provides an avenue to measure the customer-based brand equity in a relative sense using a satisficing DEA model. The information for this model has been collected through a customer-based survey questionnaire in line with predefined brand equity dimensions, which have been verified through a confirmatory factor analysis. We demonstrate the approach by means of applying the proposed model to measure the efficiency of cell phone brands.Ítem Acceso Abierto A translation invariant pure DEA model(CENTRUM Publishing, 2015) Vincent, Charles; Färe, Rolf; Grosskopf, ShawnaThis short communication complements the DEA model proposed by Lovell and Pastor (Eur. J. Oper. Res. 118 (1999), 46-51), by incorporating both positive and negative criteria in the model. As such, we propose a DEA model, known as pure DEA, using a directional distance function approach.Ítem Acceso Abierto Acceptance and purchase intention of irradiated foods in Brazil: Effect of positive information(CENTRUM Publishing, 2012) Martins, Cecilia G.; Behrens, Jorge Herman; Montes-Villanueva, Nilda Doris; Bernadette Dora Gombossy de Melo, Franco; Landgraf, MarizaFood irradiation remains underutilized in Brazil, despite the approval and regulation of the official health authority since 1973. However, consumers risk perception, mostly due to lack of information about the technology, seem to be the main barrier to the adoption of food irradiation by the Brazilian industries, like in other countries. The aim of this study was to investigate the effect of information on the acceptance and purchase intention of minimally processed and irradiated organic watercress (Nasturtium officinale). Consumers (N=236) participating in the sensory acceptance test were divided into four experimental groups according to an experimental design which combined presence or absence of information about the food irradiation process – main characteristics, benefits to food safety and preservation, cost-benefit and environmental issues - and identification or not of the irradiated product in a sensory acceptance test. Results did not show significant effect (p>0.05) of information either on acceptability or in purchase intention of the irradiated product compared to the non irradiated counterpart, although an exploratory statistical analysis revealed underlying patterns suggesting that consumers segmentation must exist as well as favorable and unfavorable attitude to food irradiation.Ítem Acceso Abierto Adapting Fuzzy Linguistic SERVQUAL Model: A comparative analysis of bank services in Malaysia(CENTRUM Publishing, 2012) Vincent, Charles; Kumar, Mukesh; Suggu, SrinivasFuzzy logic provides a useful tool for dealing with decisions in which the phenomena are imprecise and vague. The application of non-parametric statistical analysis in the SERVQUAL model could be more meaningful in the presence of skewed distribution of customers’ scores. The current paper aims to construct a fuzzy SERVQUAL method for evaluating the service quality of banks in Malaysia for different market segments, namely conventional, Islamic and foreign banks. Further, a comparison of service quality gaps has been assessed with respect to demographic characteristics of the customers to answer a fundamental question “What do customers want from banking services and which elements of service quality is important for different customers?” The sample is made up of 766 bank customers, consisting of the customers from conventional, Islamic and foreign banks from different parts of Malaysia. The data have been collected by using the structured questionnaire, which consists of three sections. Section 1 deals with consumers’ usage of banking channels and their banking behavior. Section 2 contains 26 statements related to service quality dimensions based on past literature. Finally, Section 3 contains the questions related to the socio-demographic profiles of respondents. First, the effectiveness of the Fuzzy linguistic scale and the Likert scale was compared by using the test of internal consistencies on dimensions of service quality. Further, the assumptions of analysis of variance (ANOVA) were checked for appropriateness of statistical analysis to be performed for the comparative analysis. Finally, the SERVQUAL gaps are analyzed and compared across 3 market segments and different groups of customers based on demographic characteristics by using non-parametric approach.Ítem Acceso Abierto Analizando la Evolución de los E-servicios en los Principales Municipios Peruanos(CENTRUM Publishing, 2012) Bohórquez López, Victor WilfredoThe aim of this study is to analyze the evolution of development of e-services provided by major Peruvian municipalities, for which information is collected in late 2006 and mid 2012 in 43 municipalities of Lima. The results show that they have evolved positively in terms of access to information, as well as consultations and online payments, but there are many e-services to improve. On the side of citizen participation, municipalities are using social networks to be closer to citizens, giving them the option to interact in an environment that is more familiar to them.Ítem Acceso Abierto Behavioural Dynamic Model of Consensus, Cohesion, Conflict and Potency of Top Management Teams in a Textile and Apparel Sector(CENTRUM Publishing, 2015) Chang, Luis; Alfaro Paredes, Emigdio Antonio; Marquina Feldman, PercyThis research studied the relationships among the consensus, the cohesion, the conflict and the potency of the top management teams in a textile and apparel sector. In order to achieve its goal, this study used four validated scales: (a) Strategic Orientation of Business Enterprises Scale for measuring consensus, (b) Perceived Cohesion Scale for measuring cohesion, (c) Interpersonal Conflict Scale for measuring conflict, and (d) Guzzo, Yost, and Campbell Scale for measuring potency. The conclusions were the following: (a) by well managing cohesion, consensus and conflict, the top management team can acquire potency, (b) the used scales with small changes are appropriate for evaluating the constructs, and (c) the proposed model was validated, with the precision that the influence of cohesion by itself seems not too important. Finally, some topics were suggested for future researches.Ítem Acceso Abierto Benchmarking the Efficiency of Public Water Companies in Peru: A Conditional DEA Approach(CENTRUM Publishing, 2015) Díaz, GuillermoBenchmarking has been suggested as a useful regulatory tool for water companies in both developed and developing countries, specially due to the predominance of public firms in these sectors. However, in order to be effective, the comparison should be about credibly reflecting differences in the firms' performances, rather than capturing differences in their operating contexts. In this paper I apply a conditional data envelopment analysis (DEA) benchmarking technique that specifically controls for these different operating environments. As a result, I find that conditioning on the population density in each firm's area of operation affect the estimated efficiencies in a significant way. The results are consistent with previous findings in other countries (which use different methodologies), and are new in the case of Peru.Ítem Acceso Abierto Buenas prácticas de emprendimientos sociales en el Perú. Casos de éxito del Desafío Kunan (2014- 2020)(Pontificia Universidad Católica del Perú. CENTRUM, 2022-05-19) Centrum PUCP, Centro de Negocios de la Pontificia Universidad Católica del Perú; Kunan. Asociación por la Innovación SocialEl libro nos muestra cómo muchos emprendimientos en el Perú han alcanzado el reconocimiento de KUNAN (organización que ayuda al ecosistema emprendedor) y cómo cada uno de sus fundadores y equipos, han sabido identificar distintas necesidades sociales y ambientales, para crear sus startups o empresas. Los fundadores de los casos que veremos en el libro tienen muchas cosas en común y en sus emprendimientos. Todos de alguna forma, buscan por ejemplo: dignificar su sector, identificar un problema o brecha social y/o ambiental, generar data que no existe o es muy valiosa para ir transformándose, trazabilidad en su gestión, impulsar el reciclaje, empoderar a sus trabajadores o comunidades con quienes trabajan, equidad social, equidad de género, ser modelos de negocio referentes, crear consciencia en lo que hacen y por qué lo hacen, generar empleo formal, transformar productos y servicios, generar impactos positivos en todas sus acciones y procesos, y mucho más. Todos los puntos en común son características de un líder sostenible. Es decir, que busca que lo que nace cómo su emprendimiento debe tener siempre el triple impacto: social, ambiental y económico. Cuando inicias un negocio, debe nacer 100% correcto, es decir, cumplir con los principios básicos de honestidad, generosidad, respeto a las normas y reglamentos, y sobre todo, valorar a su equipo y entorno con quienes trabaja (liderazgo ético). Hoy el mundo necesita de más y más emprendedores, valientes, porque asumen retos generalmente disruptivos, o retos que buscan satisfacer necesidades del ser humano, que ni el mismo ser humano aún ha descubierto que las necesita o las va a necesitar.Ítem Acceso Abierto China’s Banking Industry(CENTRUM Publishing, 2012) Valer Dávila, José CarlosThe present report will show that in 10 years time, China’s banking industry would still be dominated by Chinese firms. Analyzing the future competitive environment in China’s banking industry, we can see from the different sources that the non-market environment (mainly governmental policy) will drive the trends of the future (see p.18). Thus, only if the government continues to open industries, like banking, to foreign investment (see p.20), will we see an increase from the current 2% market share of multinational banks. In that scenario, Chinese banks could suffer pricing pressure and lower profitability, as seen in China’s banking value chain (see p. 11). For a better understanding of the issue, this report presents an overview of China’s banking industry (brief history, current status of its value chain) and then it highlights trends in both the international and Chinese market environment using scenarios that, as we will see, depend mostly on economic development and stability. The uniqueness of China’s banking industry arises from the institutional voids (immature financial market, poor regulation, large ownerships by government entities, lack of trained professionals, limited financial markets and products, and an inefficient finance allocation due to virtual intermediation monopoly and the capital controls). In order to evaluate if Chinese firms are able to compete with foreign firms in the domestic market (see p.32), I find that the CAGE distances (comparing with the banks in the Asian regions and worldwide averages) are the main obstacles to be overcome by multinational firms. However, multinational banks have the advantage of a more developed financial knowledge that could allow them to ARBITRAGE the immaturity of China’s fee-based business, to ADAPT, not by buying but by investing in the listed shares, or to AVOID the rules by listing foreign banks (dual listing, depositary receipts or A-H share classes), as an HSBC example will show. Finally, I must state that preparing this report has been particularly difficult because of the institutional void of information. For instance, “the numbers say Chinese Banks are doing brilliantly” but the market doubts the veracity of the numbers given the institutional void of poor information and regulation (The economist, 2011).Ítem Texto completo enlazado Conferencia Magistral Desafíos en el Siglo XXI del Sector Energético del Perú(Pontificia Universidad Católica del Perú. CENTRUM, 2020-12-02) Pontificia Universidad Católica del Perú. CENTRUMCentrum PUCP Business School, escuela de negocios de la Pontificia Universidad Católica del Perú, presentó la conferencia “Desafíos en el Siglo XXI del Sector Energético del Perú” con los panelistas: Felipe Cantuarias, Presidente Sociedad Peruana Hidrocarburos; Eduardo Guevara, Presidente de Petroperú; Rosa María Flores-Aráoz Cedrón, Gerente General de KALLPA; Gonzalo Castro de la Mata, Director de Asuntos Externos de Pluspetrol y Luis Del Carpio Castro, Director de Maestrías Especializadas Centrum PUCP. Se trataron temas de impacto para el sector energético y los desafíos que impactan en la economía del país y del mundo con proyecciones para el 2021 y proyectos de inversión e impacto social en el país para los próximos años. Asimismo se enfatizarán los principales desafíos para el 2021 como: la cobertura de la energía a nivel nacional para el desarrollo del país, los cambios que se vienen dando hacia la energía renovable, el posicionamiento del desarrollo de la electromovilidad y la gestión de los hidrocarburos reduciendo el impacto ambiental. Esta conferencia enfocada en el sector energético se realizó en el marco del lanzamiento de la nueva maestría en Administración de la Energía de Centrum PUCP en alianza estratégica con la escuela de negocios HEC Montreal, afiliada a la Universidad de Montreal de Canadá y cuenta con el respaldo de nuestros Sponsors: Petroperú, Plusperu, Primax, Solgas, HPO, Starkrafts, Promigas, Enel, Plusetrol, ISA, Caña Brava, Quavil, Gasnorp.Ítem Acceso Abierto Corporaciones y empresas sociales con impacto en el Perú. Colaboraciones que generan desarrollo en el país(Pontificia Universidad Católica del Perú. CENTRUM, 2021-04-28) Kunan; KPMGEsta publicación refleja el arduo trabajo que vienen realizando las empresas para contribuir con el desarrollo del país. De esta manera, el texto busca responder a la pregunta ¿Por qué una empresa grande con recursos y capacidades estaría interesada en colaborar con un emprendimiento social? A lo largo del libro, expertos en el tema explican que es momento de que las corporaciones generen alianzas y colaboraciones con emprendimientos sociales, los cuales a pesar de la crisis que enfrentan siguen trabajando para impactar positivamente en las poblaciones que atienden, sin perder su compromiso, dedicación, pasión y sobre todo, su propósito.Ítem Acceso Abierto Corrupción en el Perú: Visión del Ejecutivo Peruano(CENTRUM Publishing, 2015) Daly, Jorge Luis; Navas, Óscar DaríoEl propósito de este estudio es precisar la visión que tiene el ejecutivo peruano de la corrupción y definir las formas que impactan en su actuar.Ítem Acceso Abierto Coverage-Based Service Vehicle Routing when only some Tasks are Known in Advance(CENTRUM Publishing, 2012) Larco Martinelli, José Antonio; Dekker, Rommert; Kaymak, UzayIn this paper we deal with a common problem found in the operations of security and preventive/corrective maintenance services: that of routing a number of mobile resources (vehicles) to perform foreseen and unforeseen tasks during a shift. We define the (Stochastic Service Team Orienteering Problem) SSTOP as the problem of making a routing strategy to maximize the expected weighted number of tasks served within the specified time-windows. To obtain solutions to this problem, we propose to solve successively the Coverage Team Orienteering Problem with Time Windows (C-TOPTW). The C-TOPTW considers information related to known tasks and also information about the arrival process of new unforeseen tasks. We find that the information about the arrival process of new unforeseen tasks is of value in generating routes for vehicles to maximize the expected proportion of tasks accomplished within the specified time windows.Ítem Acceso Abierto Culture and innovation in Peru from a management perspective(CENTRUM Publishing, 2012) Scott, Gregory Joseph; Chaston, IanPolitical stability, macro-economic caution and the aggressive pursuit of free trade have enabled Peru to emerge as one of the fastest growing economies in Latin America. This economic expansion has created heightened interest in the evolution of corporate culture and its influence on firm performance. This paper examines organizational performance in relation to the influence of cultural values on innovation by means of a survey of upper level managers. Involvement in innovation did not assist sales growth whereas involvement in open innovation did. There was a positive relation between open innovation and power distance and uncertainty. No relationship was identified for individualism and masculinity. Practical implications are open innovation may enhance business performance while declining power distance and lower aversion to uncertainty can have a positive impact as well.Ítem Acceso Abierto Débil Competitividad e Institucionalidad: El crecimiento no sostenible del modelo informal(CENTRUM Publishing, 2015) Arroyo Laguna, JuanEl estudio se basa en una amplia revisión bibliográfica y documental, así como en bases de datos de estadísticas nacionales e internacionales. Revisa las diferentes teorías sobre las relaciones entre informalidad, competitividad e institucionalidad y las contrasta con lo sucedido en los últimos diez años en el Perú, valorando aquellas que pueden dar cuenta de la articulación de lo formal e informal. Revela que se ha producido una combinación de crecimiento sin competitividad y con un debilitamiento institucional, que es el modelo de economía y sociedad de la informalidad. Se fundamenta el paso de la “informalidad blanda” a la “informalidad dura”, con la consiguiente expansión de la cultura de trasgresión y encarecimiento de los costos de transacción. Concluye que el ciclo de crecimiento no sostenible que se vivió en la década pasada produjo un éxito fácil que estará a prueba con el cambio en el entorno global y nacional.Ítem Acceso Abierto Determinants of doctorate holders’ job satisfaction. An analysis by employment sector and type of satisfaction in Spain(CENTRUM Publishing, 2015) Escardíbul, Josep-Oriol; Afcha Chávez, Sergio MoisésIn this study we analyze the determinants of job satisfaction of doctorate holders in Spain. Specifically, we consider overall job satisfaction as well as basic and motivational satisfaction following Herzberg’s typology (based on Maslow’s hierarchy of needs). Using data from the Spanish Survey on Human Resources in Science and Technology of 2009, representative of the Spanish doctoral graduate population, we develop an analysis by gender and institutional sector (university and non-university) where employees are employed. We propose OLS regression to identify the determinants of basic and motivational satisfaction at job as well as an ordered logit model for overall job satisfaction. Results do not allow us to confirm Herzberg’s differentiation for the Spanish PhD holders, since factors related with basic motivation (such as salary or working conditions referred to ‘safety’) have a bearing on all types of job satisfaction (not only the basic one as expected). Likewise, results do not show significant differences by gender. However, it seems that these ‘basic’ needs are less important for the job satisfaction those PhD holders working at the University. Our results seem reasonable for a Southern European country where monetary conditions in labor relations are worse than in other developed countries.