InnovaG. Núm. 7 (2021)
URI permanente para esta colecciónhttp://54.81.141.168/handle/123456789/185355
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Ítem Acceso Abierto La investigación como proceso clave para la planificación estratégica del marketing(Pontificia Universidad Católica del Perú, 2021-12-01) Valdivieso, AlexandraCurrently in business world, information has become one of the most valuable intangible assets for companies, since it allows us to understand the past, analyze the present and predict the future of organizations. In that way, research processes focused on collecting and analyzing information to generate knowledge about offer and demand are necessary for the success of business strategies. Decisions supported by reliable information can achieve better results for companies, as well as control and reduce market risks, while the lack of and efficient management of information can lead to economic losses and positioning among the target audience. This is how market research has a important role for strategic business management. This article provides a brief introduction to market research, based on the analysis of different market research methods applied to success and failure cases of recognized organizations.Ítem Acceso Abierto Gestión deportiva: un débil camino hacia el deporte de alto rendimiento(Pontificia Universidad Católica del Perú, 2021-12-01) Tello De La Cruz, José CarlosWithin the government agenda, the sport has not had relevant participation despite the multiple benefits it has on society. However, with the passage of time and the effort of different actors and institutions, this is gradually being inserted into the programming of State projects. Sports management not only involves administration issues within sports entities; rather, like management itself, it covers issues outside the organization; and, it should be noted, that sport is usually divided into 3 parts: the recreational practice of sport, sports masses, and high performance sports. That is why it is necessary to obtain a holistic and comprehensive vision of the path that the athlete has to be able to develop towards any of these aforementioned divisions.Ítem Acceso Abierto Concept Stores: El futuro de la atmósfera de tienda tras la pandemia(Pontificia Universidad Católica del Perú, 2021-12-01) Escurra Rodriguez, Carolina; Collando Santos, ViancaCould it be that due to the pandemic, all experience within a store will be left as a second choice or how much the change will affect the stores to make them rethink their strategy? There is no simple answer to this question, it could be that digital adaptation works for some companies, but for concept stores, for whom their proposal lies in the delivery of a 360 customer experience, which includes both the product and the service delivered, the answer becomes much more interesting. Based on this, this article focuses on the Marketing area, and allows to discuss new trends and changes in the management of the environment of the retail sector, and their effect on consumer's purchase intentions, under the current context due to COVID-19.Ítem Acceso Abierto La importancia del pensamiento sistémico para el diseño de estrategias exitosas(Pontificia Universidad Católica del Perú, 2021-12-01) Soto Quispe, NataliaThe word strategy, for many centuries, made reference only and exclusively to a military context. As the decades passed, people began to broaden the spectrum of strategy and transfer it to other areas. Since the technological development of the 20th century, drastic and constant changes have occurred as at no other time in history, forcing organizations to adapt: changes that, at the time of writing (2021), are still in the making. Therefore, the key question is how to achieve change without losing direction and meaning. To achieve this, constant change must be part of the very concept of strategy. The need arises to manage strategies in order to make them adaptable; and, to this end, it is essential to understand the systemic dynamics of the organizational structure. The latter, at the same time, needs an organizational purpose and a shared vision. Therefore, the central argument is that when the structure of the system is understood, a strategy can be designed according to the needs of the organization; in other words, strategy management can be developed in the right way.Ítem Acceso Abierto Gamificación: ¿Nueva tendencia en los procesos de gestión de Recursos Humanos?(Pontificia Universidad Católica del Perú, 2021-12-01) Huertas Muñoz, Luis Victor MiguelSince the emergence of human resources in the 1920s, it has been possible to observe the constant and rapid progress that this has presented in organizations. Where positive results will be obtained in productivity and achievement of organizational objectives. Therefore, the mere existence of human resources would be something elusive for an organization in current times. Therefore, by always using the same model monotonously, it tends to be predictable and discouraged for employees. This is where gamification would enter the scene, since many companies have begun to use it in various processes and these same ones have managed to obtain better results in productivity and scope of achievements. Gamification, on the other hand, would be the implementation of playful games in contexts that are not for games. In Peru, their use and implementation in human resources is very minimal, since very few organizations would implement them. However, with the passing of the years after showing favorable results, its implementation would progressively increase.Ítem Acceso Abierto El teletrabajo como medio para la construcción de un Perú resiliente: Legislación regional comparada(Pontificia Universidad Católica del Perú, 2021-12-01) Aranibar Ramos, Edgar Romario; Patiño Huayhua, Antony JonnyDuring the economic crisis, consequence of coronavirus crisis, teleworking resurfaced such as a support for economies, provoking that some countries had to create or adequate a new legal figure to properly allow a large percentage of workers to carry out their duties without the need of presence. In this way, the relevance of teleworking for the economy and the need to internalize the existing technical-legal basis in the field is understood. Thus, the present research aims to analyze the development of teleworking at the domestic level -provision of paid services through the employment of TIC-, from a perspective of legislation and administration compared to South American countries, which maintain a close reality to Peruvian: Colombia, Argentina, Chile and Brazil. Obtaining information from secondary sources through bibliographic review in government and academic repositories. Noting, then, different conceptions across the countries for the understanding and regulation of teleworking -existent confusion between teleworking and remote work. At the domestic level, a legal advance is perceived where laws strengthened by necessity are contemplated; although, where a favor is perceived.Ítem Acceso Abierto ¿Elegir un destino por sus imágenes?(Pontificia Universidad Católica del Perú, 2021-12-01) Cisneros Rivera, NicolIn an era as technological as the current one, adapting to the needs of the environment is essential to survive market competition and this also applies to tourist destinations. Social media have become major channels for communicating destination image and achieve positioning. The image of the destination, shaped by the content generated and published on social networks by both the destination management and the users, is a key factor in the perceptions and decision-making of potential tourists. Given this, in this article, the concepts of destination management, web 3.0 and tourist destination image are initially defined, from which an international case and the reality of the issue at the national level are then addressed, to finally provide the conclusions of the analysis and some reflections.Ítem Acceso Abierto Amplificando el impacto del diseño a través de DesignOps(Pontificia Universidad Católica del Perú, 2021-11-29) Mengoni Leon, AlexandraDesignOps is born out of different needs in design teams. The value that design generates through their creative process, made that there is more demand for these profiles in organizations. However, the more design needs in their strategies, products and services, the greater the need for DesignOps due to all the operational and support tasks required for designers to focus on what they are passionate about: designing. DesignOps is responsible for amplifying the impact of the design team within an organization by helping them optimize processes, standardize tools, establish a culture in the team and support them in many other management issues. A practice that is constantly learning because of how new it is but with much to discover, execute, iterate and learn.Ítem Acceso Abierto ¿La mejor oportunidad de inversión en la actualidad?(Pontificia Universidad Católica del Perú, 2021-12-01) Martinez Bendezú, GabrielIn recent years, the market capitalization of cryptocurrencies has been growing exponentially. Although it is true that it is a very volatile market, in the long term it has followed an upward trend that exceeds the returns that can be had in other investment assets. So what types of analysis could allow a person to have a better understanding of this market? Faced with this type of question, this article arose, which will seek to explain the operation behind Bitcoin and Ethereum, as well as an analysis of the disruption that blockchain technology could bring to the world. Finally, two models, that have been very successful in terms of the price projection Bitcoin and Ethereum could have, will be explained.