Artículos de revistas
URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4067
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Ítem Acceso Abierto Brechas en la educación superior en turismo en el Perú(Universidad Católica Silva Hernríquez, 2014-07-07) Regalado Pezúa, OttoThe growth of tourism in the world and in particular in Peru has made of this area an emerging productive activity with a lot of potential for development. Tourism is an economic activity which encourages foreign currency exchange as well as new employment opportunities. The objective of this article is to know whether or not there exist any gap between the formative offer in this area and the requirements of the labour market related to it. The research was conducted in two parts. The first one makes a literature review from secondary sources which found out there are limited research for the Peruvian case. The second one is an exploratory qualitative research which conducted semi-structured interviews with 20 experts from the public, private and academic sectors. The analysis and interpretation of the interviews' discourses were made from a deconstructive approach. The study concludes in Peru there is in fact a gap between higher education in tourism and the requirements of the labour market related to it.Ítem Acceso Abierto Estrategias de internacionalización de empresas chinas: casos de la industria automotriz en el mercado sudamericano(Universidad de Concepción, 2020-11-11) Regalado Pezúa, Otto; Zapata, Gabriel A.This study objective is to analyze the internationalization strategies of Chinese automotive companies in the South American market. The transformation and evolution of the industry worldwide as well as the strategies and entry modes to foreign markets are also analyzed. The gathering of information was mainly carried out from secondary sources. The analysis of the Chinese brands: Changan, JAC, Great Wall, Foton and BYD shows that these carmakers have prioritized inorganic growth strategies, specifically the Joint Ventures as well as strategic alliances with concessionaires and the granting of licenses. Chinese automotive industry growth and potential lay the groundwork for further investigation.Ítem Acceso Abierto Bases para la segmentación del mercado homosexual en la ciudad de Lima: un enfoque para el sector de entretenimiento(Instituto Tecnológico de Costa Rica. Escuela de Administración de Empresas, 2017-11-16) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Téllez Watson, Ú.; Barrantes Suyoc, CThe homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them.Ítem Acceso Abierto Una aplicación de la teoría del comportamiento planificado al segmento masculino latinoamericano de productos de cuidado personal(Universidad EAN, 2017) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Montalvo Corzo, Raúl FranciscoThis research study identifies those factors which influence the consumption of care products in the Latinamerican male segment. That's why, an instrument based on the behavorial theory was applied to 600 men living in two countries of this región and having different levels of development regarding the above mentioned category, Mexico -highly developed- and Peru -moderately developed-. The data obtained were analyzed using a model of structural equations. The results show that a subjective norm will stop men's consumption of these kinds of products. Similarly, the impact of this subjective norm will be lower in young men, allowing them to have a great aperture in the consumption of these care products.Ítem Acceso Abierto Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer(Universidad del Rosario, 2016-06-01) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Alzamora Ruiz, Jessica Noelia; Briceño Morales, JaimeOver the past decade, the supply of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies factors that influence the consumption decision of this kind of products for the male segment. To do this, the authors used the Theory of Planned Behavior of Ajzen. The results show that male consumers´ perception of his environment (subjective norm) restrains the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man.
