InnovaG. Núm. 5 (2019)
URI permanente para esta colecciónhttp://54.81.141.168/handle/123456789/185353
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Ítem Acceso Abierto La armonía familiar y la dirección en una empresa familiar(Pontificia Universidad Católica del Perú, 2019-10-17) Perez, MilagrosThe majority of Peruvian companies are born being relatives. This characteristic makes them unique because they have institutions, leaderships and their own laws that must be managed so that they can survive, since the majority does not manage to pass to the second generation. This article provides an overview of management within a family business. For which an analysis is made on the conformation of a family business, to then analyze the government family business and the objectives that it pursues. Family harmony is the central axis to understand the dynamics within family businesses.Ítem Desconocido ¿Es el neuromarketing una realidad o simplemente una teoria? La importancia de su aplicación en las empresas comerciales(Pontificia Universidad Católica del Perú, 2019-10-17) Rodriguez Trujillo, Ana LizbethThe present study focuses on knowing what the consumer's behavior is, with respect to the use of marketing strategies that companies in the commercial sector give to the development of their brands, from the perspective of neuromarketing. The theoretical framework details the elements studied by this discipline, such as the human brain and the external and internal factors that influence it. This framework will help companies to have a clearer notion of their target audience when they are defining the marketing strategy that is planned to implement, for which they must take marketing insights into account.Ítem Acceso Abierto ¿Mundos casi paralelos?: Las similitudes de una Marca de Alta Moda y una Multinacional de Productos de Conveniencia(Pontificia Universidad Católica del Perú, 2019-10-17) Gallardo Landauro, ClaudiaIn times as variable as the century we live in, adapting to the needs of the environment is essential to survive market competition; However, the real challenge lies in identifying the future needs of the consumer and being able to develop products or services that satisfy them. This challenge arises in many of the existing industries, so we can say that both Procter Gamble and Louis Vuitton must deal with it. This text explains how the giants of innovation teach the industry of trends, fashion shows and fabrics how to obtain administrative success in such a changing market.Ítem Acceso Abierto INNTEGRA: ¿Por qué integrar el valor de la Innovación Sostenible en la ciudad?(Pontificia Universidad Católica del Perú, 2019-10-17) Montalván Bazán, Anthony IsaacIndisputably, the world in which we live in is a product of an extensive historic process. In fact, the last 100 years of humanity has witnessed big dicoveries and inventions that undoubtedly revolutionized in an accelerated way our social, economical and political system. In front of it, cities have become a source and nucleus of economic and technological development. However, this system of accelerated growth and focus in the accumulation of capital has not been questioned itself if it’s impact could be sustainable in time. After the first evidence of a threatening global climate change for the survival of humanity, a series of organisms around the world have decided to undertake the decision of controlling the chaotic situation and reconstruct a new model of development. In 2015, the United Nations announced the Global Agenda until 2030 that incorporate the 17 Sustainable Development Goals and demands the transversal action from the public and private sector, university and civil society. In other words, an integrated compromise from all the sectors of society is sought. In this context, emerges the entrepreneurship INNTEGRA which seeks to join the global force and lead the local agenda by incorporating the value of Urban Sustainable Innovation.Ítem Acceso Abierto El mayor impedimento para el desarrollo social sostenible: la desigualdad global(Pontificia Universidad Católica del Perú, 2019-10-17) Lopez, HellenThe rising of global inequality has become a universal concern. The evidence suggest that the gap between rich and poor has widened in the last three decades despite the economic growth in some countries. Moreover, the increase of inequality is not only between countries but also within countries mainly in western OECD-countries. Because of this, the social and economic opportunities for most of the citizens are limited. This article analyzes the impact of global inequality on sustainable social development. It argues that global inequality impedes the equality of social and economic opportunity because creates barriers for an equal chance to access to assets or capabilities that allow society to develop their own projects. Furthermore, it explores the concept of social exclusion as the outcome of global inequality and its impact in health inequality.Ítem Acceso Abierto Neoliberalismo, Estado de derecho y gestión de la corrupción(Pontificia Universidad Católica del Perú, 2019-10-17) del Aguila M., LevyThe corruption of public management systems is a place of recurrent citizen interpellation in Peru. Long historical, the last few years have meant a kind of escalation in the history of corruption, as well as the moment in which the magnitude and depth of public corruption has begun to be known; specifically, for the democratic period that results from the fall of the Fujimorist regime in 2001. The present article proposes that, from the point of view of the Management Sciences, the understanding of this phenomenon demands a proper perspective of the systems complexes to account for the organizational framework in which the phenomenon of corruption takes place. A complex perspective on the issue must begin by addressing the mutual dependence between the corruption of the public and the agency of the private companies that have flourished under its umbrella, which, in turn, have synergistically modeled certain public systems so that they are conveniently disposed to their accumulation interest. Also, from a historical perspective, a way to understand the modernization of the State and, more broadly, the development model in the country, where the priority of capitalist interest on the interest of the common has been patent. Our hypothesis is that, after the Fujimorist regime fell, corruption mutates and manages to adapt to its new conditions of reproduction. Thus, the neoliberal development model endures under the parameters of post- Fujimori democratic State of law. It makes so with a way of understanding and privileging business economic activity to the detriment of the interests of the national community. In this privilege is that corruption finds its place and its systemic opportunity. To address this question, we begin with some general theoretical considerations about the relationship between the private and the public in modern societies. In the second place, we have characterized the knot of our question about the installation of the liberal-democratic regime in Peru from 2001 to the present, to argue that corruption was able to come together and find its occasion under legal and public management structures perfectly installed in the democratic State of law. Then, the Odebrecht case will be used to illustrate in a tangible way the scope and depth that corruption has achieved in the country. Finally, we will raise some reflections on the practical challenges of dealing with this phenomenon with radicalism, questioning the development model and the current way in which modernization of the State operates, as well as on the cognitive challenges that this means for Management Sciences.Ítem Acceso Abierto Ventas y marketing en entornos empresariales basados en Internet de las Cosas(Pontificia Universidad Católica del Perú, 2019-10-17) Céspedes, JorgeIn this era of enterprises digital transformation, sales and marketing professionals have to face countless challenges due to accelerated development of Internet of Things within B2C markets and uncountable spectrum of possibilities that Industrial Internet of Things (IIoT) brings to B2B markets. This paper tries to explain how sales and marketing strategies should be aligned to new business models based on technologies of the so-called “fourth industrial revolution”.Ítem Acceso Abierto Déjame que te cuente: el storytelling en las campañas políticas actuales(Pontificia Universidad Católica del Perú, 2019-10-17) Escalante Villar, JuanThe changes in society’s perception on politics and corruption, and distrustfulness in politicians’ actions, have made necessary for candidates to transform their campaign strategies. Storytelling, a marketing technique focused on narrating a story in order to transmit a simplified message, is one of the most innovative methods for the optimization of democracy, but its use is still limited. In this article the utility of storytelling is explained, as well as the problems politicians have because of their dependence on the opinion voters have of them. Then, the opportunities, responsibilities and dangers that storytelling entails during political campaigns are briefly evaluated. Finally, recommendations for an adequate use of the technique are established.Ítem Desconocido Gestión del turismo en Áreas Naturales Protegidas(Pontificia Universidad Católica del Perú, 2019-10-17) Romo Román, Pablo CésarTourism in Natural Protected Areas (ANP) has increased in recent years and the trend is that it continues to do so. This has been beneficial, mainly economic and social, but at the same time, a worldwide concern has arisen from the environmental consequences that development can produce in these natural spaces. Currently, there are protected natural areas that receive a number of visitors unthinkable in the past, and seasonally resemble mass tourism destinations, which previously only arise in beaches and cities, as is the case of the model of tourist development of the city of Cancun. In Peru, there is also tourism in ANP that comes to generate the benefits mentioned previously, and despite this, there is a large investment gap to achieve proper management of them. This need for investment translates into a diversity of limitations that negatively influence the management of this spaces and therefore the sustainability and long-term permanence of tourism activity. It is so, from a good management in the conservation of the ANP that includes a good tourist management, these spaces have the potential to ensure in perpetuity the realization of tourist activities that generate benefits for entrepreneurs, local community and also opportunities for recreation of tourists and local community. In this sense, various actions are required to improve tourism management of these sites, from the increase in the budget of the entity responsible for its administration, as well as a prioritization of the entity in charge of tourism policy at the national level.This article will address the relevance of protected natural spaces in the tourism sector, as well as the challenges for the sustainability of the activity and those spaces. Consequently, it will address some international cases and the reality of the issue at the national level; to finally provide the conclusions of the analysis and the proposals to improve public policy.Ítem Acceso Abierto Editorial. InnovaG; Núm. 5 (2019)(Pontificia Universidad Católica del Perú, 2019-10-17) Escalante, JuanNo presenta resumen