Administración Estratégica de Empresas (Dr.)
Permanent URI for this collectionhttp://98.81.228.127/handle/20.500.12404/779
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Item Effects of Channel Integration on the Omnichannel Customer Experience(Pontificia Universidad Católica del Perú, 2024-08-15) Balbín Buckley, José Antonio Martín; Marquina Feldman, Percy SamoelDespite the importance of knowing how to offer a superior, consistent, and holistic customer experience in an omnichannel setting, studies of these variables using a multidimensional approach have been few. This paper seeks to close existing knowledge gaps regarding the relationship between channel integration in an omnichannel strategy and customers’ cognitive, affective, physical, sensorial, and relational experience. The study was conducted by surveying a random sample of 516 people in Peru from an online panel. The target selection consisted of people who have made purchases in at least two of the three defined purchase channels in the last six months from companies with an omnichannel strategy. The results show that the integration of price and product, transaction information, and order fulfilment significantly impacts the omnichannel customer’s affective and cognitive experience. Additionally, promotion integration affects the customer’s relational and sensorial experience. Commercial spaces are thus important in guaranteeing the consistency of promotions and advertising—not only rational messages, but also visual and sensorial impressions in general. The integration of service impacts the customer’s physical, relational, and affective experience, while the integration of information access shows an effect on the customer’s physical and sensorial experience.Item Measuring regional competitiveness(Pontificia Universidad Católica del Perú, 2023-07-04) Del Carpio Castro, Luis Alfonso; Marquina Feldman, Percy SamoelEl objetivo de la investigación fue proponer un nuevo enfoque metodológico para calcular la competitividad de espacios territoriales subnacionales (Regiones). Para tal fin, como primer paso, se realizó la revisión de la literatura respectiva que fundamenta la relación entre el desempeño económico de las regiones y los determinantes de la competitividad regional. En este contexto se define la competitividad de las regiones como un efecto inobservable y para su determinación se propone un modelo que capture la heterogeneidad no observable, la cual se postula como una simplificación de la competitividad de las regiones de un país, es decir el elemento que explicaría las diferencias del desempeño económico entre las regiones. El segundo paso consistió en formular un modelo econométrico de panel de datos de efectos fijos con la técnica de variables dummy. La variable dependiente representa a una región modelo y se construye promediando el PBI en términos reales para cada región, como aproximación a una región modelo. Para las variables independientes se proponen cinco dimensiones que explican la competitividad regional. La data utilizada está centrada en 91 variables para cada una de las 25 regiones del Perú entre el periodo 2012 a 2018. El tercer paso es detallar los resultados; en tal sentido el primer hallazgo es que el modelo propuesto es adecuado para explicar el desempeño económico de la región modelo y las estimaciones para cada región son relevantes para medir las diferencias entre ellas; y el segundo hallazgo es que se determina que sí existe relación entre el desempeño económico y competitividad regional y que está representada por el modelo propuesto, las variables que la operacionalizan y los efectos fijos del modelo. La diferencia en el crecimiento de las regiones está reflejada en la heterogeneidad no observable capturada por los efectos fijos del modelo.Item Assessing the Impact of Corporate Entrepreneurship in the Financial Performance of Subsidiaries of Colombian Business Groups: under Environmental Dynamism Moderation(Pontificia Universidad Católica del Perú, 2021-03-24) Rodríguez Peña, Antonio; Marquina Feldman, Percy SamoelCorporate entrepreneurship creates opportunities in employment, technological advances, value creation and cultural transformation for entrepreneurial ecosystems, entrepreneurs, governments, economies and societies around the globe. The purpose of this study was to assess the impact of corporate entrepreneurship on the financial performance of subsidiaries in Colombian business groups under the moderating effect of the environmental dynamism, since the relationship between these two in emerging economies differs from developed economies. Using a cross-sectional Structural Equation Modeling analysis, this study assessed the impact of entrepreneurial orientation and corporate venturing on the financial performance of 87 subsidiaries of Colombian business groups at different levels of environmental dynamism. This study also confirmed that the relationship between corporate entrepreneurship and performance is context-dependent, and that entrepreneurial orientation has a strong and positive causal relationship with corporate venturing. Additionally, it was observed that subsidiaries of Colombian business groups increase their financial performance when the entrepreneurial orientation does; and decrease the same when corporate venturing does. Furthermore, the results show that environmental dynamism does not have a moderating effect on the relationship between corporate entrepreneurship of subsidiaries in Colombian business groups and their performance. This dissertation would contribute to important areas in Latin American businesses, where such studies are scarce.Item Internal Market Orientation’s Relationship with Intrinsic Motivation and Perceived Service Quality(Pontificia Universidad Católica del Perú, 2020-12-04) Pereyra Graham, Leovigildo Alexander; Marquina Feldman, Percy SamoelThe aim of the study was to confirm the influence of Internal Market Orientation (IMO) on perceived service quality and customer satisfaction with the mediating role of employees’ attitudes, namely, job satisfaction, trust in honesty, and trust in benevolence (Tortosa, Llorens, Moliner, & Sánchez, 2015) and extend their model by including intrinsic motivation to contribute to knowledge about the influence of IMO and the antecedents of intrinsic motivation and also contribute knowledge about the influence of intrinsic motivation. In this quantitative, correlational, cross-sectional study. Structural equation modelling was used to test the relationships of the model. The results showed that IMO has a direct, positive, and significant influence on medical doctors’ attitudes but these attitudes do not have a direct, positive, and significant influence on patients’ perceived service quality. The results showed that IMO does not have a direct, positive, and significant influence on medical doctors’ intrinsic motivation. The results of the research showed that medical doctors’ intrinsic motivation has a direct, positive, and significant influence on their job satisfaction, on their affective organizational commitment, and on patients’ perceived service quality. The study showed that patients’ perceived service quality has a direct, positive, and significant influence on their satisfaction with the service received. The empirical confirmation of the influence of IMO on the attitudes of the personnel, is an important contribution since according to the literature review, no studies of this relationship have been conducted in Peru. The empirical confirmation of the influence of intrinsic motivation of the personnel on their job satisfaction, on their affective organizational commitment, and on patients’ perceived service quality is an important contribution since according to the literature review no studies of this relationship have been conducted in Peru. That is why the managers should strive to have a team of personnel with a high level of intrinsic motivation. Therefore, it would be advisable for managers to take actions to satisfy the needs of competence, autonomy, and relatedness of their employees.Item Efectos de la identidad social en la generación de la publicidad boca a boca electrónica (eWOM) en las redes sociales(Pontificia Universidad Católica del Perú, 2020-05-14) Gonzalez Soriano, Franklin Javier; Marquina Feldman, Percy Samoel; Rodríguez, JavierEn los últimos años las redes sociales han sido consideradas como una de las principales fuentes de información y de entretenimiento en la sociedad en general. Hoy en día, los consumidores de una marca ocupan un rol activo a través de canales virtuales en los que exponen de manera continua sus opiniones y comentarios cuando experimentan el consumo de un producto o servicio en particular. El propósito del presente estudio fue la determinación de la influencia de la Identidad Social sobre la generación de comentarios por parte de los consumidores de una marca en la red social Facebook. Para el fin antes descrito se realizó una investigación basada en el enfoque cuantitativo de tipo transversal la cual se basó en una población de personas de ambos sexos con edades entre los 20 y los 50 años residentes en la ciudad de Guayaquil los cuales pertenecen al segmento de la Población Económicamente Activa (PEA) en el Ecuador. La muestra establecida fue de 301 personas a las cuales se aplicó un instrumento que consideró preguntas relacionadas a las tres variables que conforman el constructo de identidad social que son: Autoensalzamiento, Capital y Presencia Social. Los resultados obtenidos evidenciaron que solamente existe un efecto de correlación entre el Capital Social y la generación del eWOM en las redes sociales. Este hallazgo permitirá a las empresas enfocar sus estrategia de marketing digital en la cercanía con usuarios de redes sociales influyentes para promover la compartición de opiniones, información y percepciones positivas que surjan luego de la experiencia de compra de un producto o servicio activando una mayor participación por parte de la comunidad virtual en vez de enfocarse en estrategias de motivación que satisfagan y eleven el nivel de autoestima de los usuarios o la percepción de cercanía de los mismos.Item Corporate social responsibility practices and performance: the moderating effect of family control(Pontificia Universidad Católica del Perú, 2020-05-14) Alzate Gómez, Juan Diego; Marquina Feldman, Percy SamoelCompanies face pressures of legitimacy and social acceptance in the markets where they operate (Yang, Su, & Fam, 2012). These pressures are accentuated by new trends in sustainable development (Bonsón & Bednárová, 2015; Caravedo, 2011; Vives & Peinado- Vara, 2011). In this sense, corporate social responsibility (CSR) has become a valuable tool for companies in their search for legitimacy and recognition on the part of society. Understanding the relationship between CSR and economic performance enables companies to adopt practices based on complementarity between economic, social and environmental aspects that help improve their interests together with those of their stakeholders (Valenzuela, Jara-Bertin, & Villegas, 2015). In contexts characterized by a high degree of ownership concentration, such as the Colombian case, understanding this relationship can help family businesses increase their legitimacy and economic performance (Lindgreen, Swaen, & Johnston, 2009). The purpose of this descriptive-quantitative study was twofold. On the one hand, it seeks to determine the relationship between the implementation of CSR practices and economic performance. On the other, it seeks to identify the effect of family control on the CSR-Performance relationship. For this, we studied a sample of 55 companies listed on the stock exchange of Colombia during the period 2010-2017. The analysis was performed with multiple regression models estimated from the GMM method. Three findings are highlighted: (a) No evidence was found about a relationship between the family character and the adoption of CSR practices; (b) Evidence was found on a direct relationship between the adoption of CSR practices and economic performance; and (c) the family character does not influence the CSR-Performance relationship.Item Behavioral biases under nonlinear pricing: evidence from industry of mobile broadband services in Ecuador(Pontificia Universidad Católica del Perú, 2019-11-11) Vásconez Vásconez, Byron Patricio; Marquina Feldman, Percy SamoelA fundamental assumption of rational choice model is that customers most of the time choose the best price that minimizes their expenses, but according the Behavioral Economics optimal consumer decision-making can be affected by multiple types of heuristics or behavioral biases. The purpose of this research was to determine and quantify the joint effect of overconfidence bias, framing bias, choice overload bias and smartphone addiction on the optimal usage under nonlinear pricing applied to mobile broadband customers in Ecuador. The analysis was quantitative, using information collected in the field and matched with billing information of 541 mobile customers. The quantitative research design included two steps. First step involved the construction of scales each behavioral bias (independent latent variables) and non-optimal usage (dependent variable); second step involved the estimation of relationship of independent variables with dependent variable. Findings evidenced that 71% mobile broadband customers deviated from the optimal level of use contracted under nonlinear pricing plan (naïve customers). Empirical results found that customers who demonstrated a certain degree of overconfidence bias, framing bias, smartphone addiction, and choice overload bias are more prone to choose wrongly their nonlinear pricing, under/overusing the minimum data allowance including in the plan. The results have important implications for business management, because if mobile firms can identify “naïve consumers” could take advantage from complex nonlinear pricing to maximize profits. For social perspective, the first concern should be the recognition of phenomena of behavioral bias is high enough in customers and can become a market failure under specific conditions, harming customers in particular women and aged users.Item Price discrimination factors for competitive non-regulated taxi markets(Pontificia Universidad Católica del Perú, 2018-10-05) Arellano Bahamonde, Rolando José; Marquina Feldman, Percy SamoelThe lack of information on price discrimination regarding which characteristics of the client are used and how they influence the definition of the initial price offered in a competitive non-regulated taxi market is the main problem that encouraged this investigation. The study differs from other studies in its use of an experimental research method which allowed analysis of the problem as close as possible to the natural context of the phenomenon. Interviews with 10 taxi drivers produced six variables affecting the process of price definition. A group of 16 people matching those variables collected rates offered by a random sample of taxi drivers. Due to the lack of normality in the distribution of the prices collected, an ordered regression model was implemented. The findings are that price discrimination exists in a nonregulated market such as that of taxis in Lima and that phenotype and the accent of the client are individual characteristics that have a significant influence on the initial price offer. The results confirm that price discrimination is applied in a context like the one of the study, but the question remains as to why it is naturally present and what conditions make it workItem Spiritual intelligence and mindfulness as sources of transformational leadership(Pontificia Universidad Católica del Perú, 2017-11-16) D’Brot Calderón, Jorge Edmundo; Marquina Feldman, Percy SamoelThe transfer rate of transformational leadership training is considered marginal; it is estimated that less than 30% of leaders who participate in the training change their behavior once back in the workplace. Most quantitative investigations have focused on predictors of transformational leadership, providing insufficient information about possible internal driving forces that influence leaders to behave in a transformational manner; furthermore, some correlations of those predictors with specific dimensions of transformational leadership have not been thoroughly explained. In the present quantitative, survey-based, cross-sectional research, we tested the effects of spiritual intelligence and mindfulness on transformational leadership behavior patterns among a sample of 542 leaders in Peru, with the results suggesting that mindfulness partially mediates the effects of spiritual intelligence on transformational leadership. Based on these findings, we propose that introducing spiritual intelligence and mindfulness training as part of the traditional curricula for transformational leadership training will improve the transfer of knowledge to leaders