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.
Examinar
5 resultados
Resultados de la búsqueda
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 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.
