Revistas

URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4079

Esta subcomunidad reúne los artículos publicados en las revistas de ESAN: Journal of Economics, Finance and Administrative Science (JEFAS) y Giuristi: Revista de Derecho Corporativo. La búsqueda y acceso es a cada artículo en particular y se accede al texto completo mediante un enlace externo que redirige al archivo correspondiente en el portal de revistas de ESAN.

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19953

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Autor: search.filters.author.Reinoso, RaquelIdioma: search.filters.itemlanguage.Español

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Mostrando 1 - 3 de 3
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    La praxis legal y ética de la publicidad en el Perú
    (Universidad ESAN. ESAN Ediciones, 1995-06-30) Bardales, Gabriela; Reinoso, Raquel
    Describes and analyzes the evolution of advertising regulation in Peru between 1974 and 1994. It also examines the role of the agencies in charge of enforcing the laws related to the practice of this activity and the self-regulatory efforts made. It is concluded that the excess of nationalism reflected in the 1974 norm has been reduced twenty years later to approach the prevailing international standards in this area; also that the current advertising regulation allows the participation of citizens in defense of their rights through the supervisory body and that advertising regulation is, in general terms, less restrictive than that of other countries. It is found that the degree of control exercised over advertising is a function of a series of cultural factors and gives rise to two opposing positions: the first holds that advertising legislation is necessary for consumer protection, the other argues that self-regulation of the advertising media is sufficient and that the laws only restrict freedom of opinion.
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    Grupos estratégicos en el sector periodístico: panorama en la ciudad de Lima
    (Universidad ESAN. ESAN Ediciones, 1995-06-30) Antonio, Javier; Cornejo, Ricardo; Reinoso, Raquel; Soto, Fanny; Uribe, Sara
    Describes and interprets the behavior of the national journalistic sector from the strategic groups that compete in this industry. For this, the market was segmented based on two variables: type of reader and the way of presenting the information, and a matrix of strategic groups was elaborated, according to three other variables: technology, operating leverage and specialization, to identify generic strategies developed by companies in this sector. A high correlation was found between type of information and type of reader (formal-style newspapers are aimed at traditional readers, while informal ones are aimed at "chicha" readers); having its own press as the highest mobility barrier, since this represents a significant investment for any reader company; vulnerability of all groups to substitute products; high rivalry between newspapers for some of them sharing their target markets; and leverage as the strategy of most newspapers that reach a high level of sales.
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    Fuerza de la competencia en el sector periodístico: el caso de los diarios formales de Lima
    (Universidad ESAN. ESAN Ediciones, 1995-12-30) Antonio, Javier; Cornejo, Ricardo; Reinoso, Raquel; Soto, Fanny; Uribe, Sara
    Applying Porter's methodology of the well-known five competitive forces to analyze the nature of competition, this article seeks to demonstrate that the competitive advantages obtained by the companies are a function of the structure of the industry and the strategies developed by the intervening companies. To this end, we analyze the Peruvian print journalism sector, that of non-specialized newspapers, exponents of a formal style of presentation of information and aimed at traditional readers, a segment made up of: El Comercio, Expreso, La Republica and La Nación. The results show that, of the five competitive forces, the most relevant for the segment studied are the high barriers to entry, mainly due to the high levels of investment and know-how required; the permanent possibility of substitution by television and radio; and the bargaining power of clients, exercised by distribution agents and advertisers. It can be said that there are two aspects on which the newspapers analyzed have developed their competitive advantages: the barriers created and the positioning achieved.