3. Investigación
URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4065
Esta colección reúne las contribuciones de acceso abierto realizadas por los docentes e investigadores de la Universidad ESAN, publicadas en fuentes académicas externas. Los trabajos aquí incluidos abarcan una amplia gama de temas de relevancia académica y profesional, y están orientados a fortalecer el conocimiento y el impacto de la investigación en diversas disciplinas. Estos estudios están disponibles para el público en general, promoviendo la difusión y el intercambio de conocimientos en beneficio de la comunidad académica y de la sociedad.
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Ítem Acceso Abierto Optimización de los motores de búsqueda en el afianzamiento de marca(Universidad de los Andes, 2024-01-13) Salas Coz, Erwin; Ostos, Jhony; Velazco Ramos, CarmenIntroduction: During the health crisis due to the pandemic, SMEs had not developed their brand on online internet channels, and they were forced to integrate into virtual commerce. Despite the efforts made by SMEs, they have low levels of virtual digitisation in relation to large companies. This paper aims to analyse the implementation of the Internet search engine optimisation (OMB) methodology in brand consolidation. Method: A case study was developed in a small company in Lima, Peru. The research results show that the OMB promotes brand consolidation, which means that the OMB methodology can be extended to other small companies to improve their brand positioning.Ítem Acceso Abierto Rational or emotional user: the dual processing approach to understanding continuance usage(IGI Global, 2023) Bravo, Edgardo; Ostos, JhonyUnderstanding why users continue or discontinue using specific technology is vital for its providers. Existing literature has explored the reasons for continuance and discontinuance by taking into account both rational and emotional factors. However, one question remains unanswered: Why do some users depend more on rational factors for decision-making, while others rely more on emotional factors? This study addresses this question by integrating cognitive decision-making styles and the fear of making incorrect decisions into traditional continued usage models. Data were gathered from 285 TV users and analyzed using structural equation modeling. The results demonstrate that the introduced constructs moderated the direct effects of rational and emotional factors. The contribution of the study lies in incorporating the underlying cognitive processes of decision-making. It presents two actionable variables that managers can utilize to categorize their customers and enhance the effectiveness of their use continuance strategies.Ítem Acceso Abierto Relación entre innovación organizacional y desempeño organizacional(Universidad del Rosario, 2012-12-31) Yamakawa, Peter; Ostos, JhonySeveral writings explore the organizational innovation and relate its effect on the organizational performance. However, few studies, on the one hand, take into account the technical innovation and the management innovation as dimensions of organizational innovation; and on the other hand, they use these dimensions to analyze its effect on the organizational performance. In this paper, the authors analyze the influence of innovation - including the two dimensions mentioned- on organizational performance. Furthermore, the authors examine the behavior of organizational characteristics as a moderator variable of this relationship. The study was applied to service sector companies. The results indicate that innovation and technical innovation have an influence on the organization performance, while management innovation does not. This strengthens the argument that asserts companies need to improve the low perception they have about the importance of management innovation, for better performances.Ítem Acceso Abierto Fundamental analysis Peruvian non listed company - Real Pharma(Grupo Editorial Espacios GEES 2021 C.A., 2019-03-31) Lizarzaburu, Edmundo R.; Noriega, Eduardo; Ostos, Jhony; Berggrum, LuisThe present case study seeks to guide the potential investor through the process of analyzing the financial situation of a company to be able to make an adequate deal for an acquisition or invest. The case intends to follow a top-down analysis structure as follows: a macroeconomic analysis, which covers the gross domestic product, inflation and others; followed by a sectorial study, which comprises the study of competitors, suppliers, clients, and others; and the company’s analysis both from a financial and non-financial perspective.Ítem Acceso Abierto Z-Altman review: the case of beverage company in Latam(Macrothink Institute, 2014-08-01) Lizarzaburu, Edmundo R.; Berggrun, Luis; Ostos, JhonySince 2000, the growth in beverage industry has been important. Overall, statistics show that Latam companies have presented a good financial performance. However, this performance could be highly questionable and, questions like what is going to happen in the next years in the industry or how likely a failure or bankruptcy could be experimented and needs to be answered. So, in order to answer such questions, an analysis is carried out by Ivan Vonne, a senior analyst. The method applied to this assessment is the Z-Score method developed by Altman in 1968. The literature review helped us to identify three types of Z-score, one developed by Edward Altman in 1968 called “Z-Score Model”, the other improved by Edward Altman in 1984 called “Company and Country Risk Models” for private companies and the last one improved by Altman, Hartzell y Peck in 1995 called “Emerging Market Scoring Model” (EMS Model) for non-manufactured companies and emerging market credits. The paper, focus in a Beverage Industry. One company, which has been chosen indiscriminately to evaluate the model, has been identified with operations in Peru and this company listed its equity in the Bolsa de valores de Lima (BVL, for its acronym in Spanish). In the first section you are going to find a brief introduction about the Company “Peruvian Beverage Inc.”. Second section develops the theory, its origins and the different ways it can be applied. Then, third section explains the way that the company performs in the industry, as well as the steps they follow to produce the final product. Fourth Section details how the operations have been carried out so far. Fifth section shows a brief analysis about the financial statements of the company. Sixth section assesses the Z-score model. Seventh and eighth sections establish why the model is not completely viable in Peru and an explanation about the results of sixth section. Finally, you can find references and the rest of the annexes in the last two sections.Ítem Acceso Abierto Finanzas y contabilidad en minería: Evaluación económica de la empresa Cementos Pacasmayo(Universidad de Los Andes, 2019) Lizarzaburu B., Edmundo; Noriega, Luis; Alegre R., Miguel A.; Gaspar F., Celeste; Ostos, JhonyThe economic valuation consists on the economic studies of the country, sector and company, which allow the appraiser to exercise certain parameters or assumptions for the elaboration of a model that approximates the value of the company in the present value. In this research the methodology of valuation is explained in a practical way using as a proof the company Cementos Pacasmayo, where a cash flow model discounted to 10 years was presented and brought to present value using a discount rate (WACC) composed by the cost of debt and the cost of capital of the company mentioned.Ítem Acceso Abierto Relationship between the business environment and business strategy types: evidence in Peruvian companies(Universidad del Rosario, 2016-10-10) Ostos, Jhony; Hinderer, Henning; Bravo, EdgardoVarious authors hold that the business environment is a variable with influence on corporate strategic decision-making. However, research does not delve into the influence of various types of business strategies. This empirical study, based on a survey of 99 service companies has the aim to review the influence of the business environment on the various types of business strategies. Additionally it examines organization characteristics, as a moderating variable of the relationship between environmental variables and strategy types. Our analysis reviewed two major components of the environment: complexity and uncertainty, and their interrelations with three types of business strategies: prospectors, analyzers and defenders. Statistical outcomes show that a complex business environment impacts the three types of strategy: prospectors, analyzers and defenders, while an uncertain environment only impacts companies enforcing prospectors’ strategies. These findings show not all companies consider the uncertain environment when designing their business strategies. It was also found that organizational characteristics do not moderate the relationship between both variables.Ítem Acceso Abierto Role of empowerment and identification with work teams in innovation climate(Fundación Getulio Vargas, Escuela de Administración de Empresas de São Paulo, 2020-07-03) Montoya Ramírez, Manuel Fernando; Ostos, Jhony; Saenz Arteaga, Arturo RodolfoSeveral studies argue that an organizational climate oriented to promote innovation generates greater competitiveness in companies. However, very few researchers have explored the factors that lead to the formation of innovation climate and their effects on workers’ performance. Based on a sample of 201 workers from manufacturing and service companies, an analysis was carried out to examine the influence of variables like empowerment and Identification with work teams in innovation climate. Furthermore, the influence of innovation climate on job performance and work commitment was analyzed. The results indicate that there is a positive relationship among the variables of the hypotheses, empowerment and Identification with work teams influence in innovation climate, and the latter influences work performance and work commitment.Ítem Acceso Abierto Revisión sistemática de literatura sobre factores clave en la identificación de oportunidades de negocio(Universidad Politécnica Salesiana, 2020-09-23) Gamero, Harold; Ostos, JhonyThe identification of business opportunities is a determining task within the dynamics of entrepreneurship. Therefore, different researches have sought relationships between individual factors and the successful results of this first entrepreneurial step. Although numerous factors have been analyzed, there is still a considerable extension of definitions that vary between them. In response to this need, this article develops a systematic review of the literature, consolidating those factors that have been included in this research field during the last ten years. This review was carried out following the Jennifer Platt three-stage methodology, which has been widely used in similar articles. Starting from a total of 3119 articles, a systematic depuration was carried out resulting in an analysis of 30 articles. The results of this study indicate that there are about 22 proposed factors, with five being the most important among them, that facilitate the identification of business opportunities: prior knowledge, entrepreneurial alertness, self-efficacy, creativity, and contact networks. Other factors found in the analysis are: entrepreneurship experience, work experience, education, cognitive abilities, entrepreneurship intentions and the active search for opportunities in the market. This work contributes to the literature by summarizing the factors included in multiple investigations and offering future lines of research for academics interested in the area.Ítem Acceso Abierto Responsabilidad social empresarial y el desempeño financiero en las mejores empresas para trabajar de un mercado emergente(Universidad de Zulia, 2020-10-01) Ostos, Jhony; Hamann, AntonietaCorporate social responsibility programs are increasingly valued by customers, however their financial justification in organizations is still limited. The design of this research was based on a qualitative study of comparative cases between the best companies to work in Peru (Great place to work - GPTW) in the period 2015-2017. The social responsibility practices and the financial results obtained from each were examined. The results indicate that there is a tendency for companies that execute social responsibility programs to obtain positive financial results at the same time.
