Franklin Cordova-Buiza

University education has undergone transcendental changes in recent years. The tendencies of adaptation to these advances bring as a consequence that the management models and the leadership exercised by its directors are analyzed looking for a better administration of university entities. The present study reviews the scientific literature on approaches and perspectives on leadership and management in university education. It aims to establish various aspects, characteristics, and leadership and management styles through the review of scientific articles in the Scopus, Scielo, Proquest, Gale Onfile, and Ebsco databases. Relevant aspects were measured through the analysis of 36 articles published in the last 7 years. As a result, models and redesigns of university management were obtained, as well as a trend toward developing competencies and new leadership styles of those who lead institutions. It is concluded that university management is characterized by the search for strategies that allow the achievement of the established objectives based on strategic planning. In addition, it includes its role and interrelation with society and innovative models that easily adapt to changes through leadership that seeks commitment and participation, promoting proactive decision-making and emotional intelligence.

In the twenty-first century and under the framework of the fourth industrial revolution, virtual leadership emerged as a new way to direct and lead companies and organizations in the public and private sectors. In this regard, it should be mentioned that this situation is the result of the profound effects and changes of the digital revolution in the business world, which are a consequence of the globalization process and the rise of the so-called Information Technology and Telecommunications (ICT). Therefore, the objective of this narrative literature review is to know what has been written about virtual leadership between 2016 and 2021. As a result, 58 sources of information were reviewed, their level of scientific evidence was evaluated, and opportunities for growth and development in business and commercial activities were identified. In addition, a business management alternative to mitigate the impacts of the new Covid-19 (SARS-CoV-2) pandemic was analyzed. Hence, this paper is highly relevant, as it also considers elements such as personalized communication and digital tools. In conclusion, it was found that virtual work generates benefits, including time savings and quick contact. However, it presents challenges for leaders, such as the challenge of connectivity, motivation, and collaborators’ commitment.

In Latin America, SMEs have difficulty accessing sources of financing that allow them to obtain more significant growth and strengthen their economic activity. Therefore, this paper aims to determine the impact of financing in the alternative securities market (MAV) on the economic and financial situation of Peruvian SMEs during 2017–2020. The methodology used in this study is a quantitative approach, descriptive, non-experimental design, and longitudinal measurement. In addition, a documentary analysis technique is employed. The population included 17 SMEs financed in the MAV; the paper considers the financial statements of 6 companies in the last 4 years as a sample. The results obtained show that SMEs financed through the MAV are of different categories and economic activities. Likewise, there is a predisposition of these in the issuance and placement of short-term instruments, determining a favorable economic and financial situation through the analysis of financial indicators, with sustainable profitability growth and an acceptable liquidity and solvency situation. The conclusion is that financing in the alternative securities market has contributed to the improvement of SMEs’ economic and financial state, allowing for sustainable growth and opportunities to diversify their operations.

Given that feelings toward a brand allow for a mutually beneficial relationship, it is easy to assume that they are closely related to the customer’s willingness to buy as if they increase or decrease probably in the same proportion. Consequently, this study aims to observe the attractiveness of the Linio brand, one of Latin America’s most important e-commerce platforms, on the part of its consumers in northern Peru. The paper is quantitative, correlational, cross-sectional, and non-experimental; a probabilistic sampling was applied to 385 young consumers. The study used Microsoft Excel for the descriptive analysis, while the coefficients were applied with IBM SPSS Statistics. After applying Spearman’s Rho tests, the results showed a moderate relationship, with the satisfaction and love dimensions having the highest values. In contrast, the word-of-mouth communication and commitment dimensions have the lowest values. The study presents a moderate positive relationship between the variables brand love and purchase intention, which shows that the link is not as close as initially thought. Furthermore, brand loyalty has a slightly contradictory behavior despite individuals’ level of brand love.

The modernization of banking is a challenge brought about by significant technological advances in information technology. This situation should be followed by high-quality products, prompt service, and the use of digital tools to assist consumers in their financial operations. The purpose of this study is to ascertain the connection between customer satisfaction in the Peruvian financial industry and service quality in electronic banking. A questionnaire with 24 items was given to 346 participants as part of a quantitative, correlational, cross-sectional, and non-experimental methodology. Data were processed using the SPSS program and descriptive and correlational statistics (Spearman’s coefficient). The results indicate that 45.1% of respondents do not think digital banking is simple to use, 60.1% disagree with accessibility, and 63.9% do not think the website’s organization is attractive. Nevertheless, these findings can be used to inform changes that will benefit users and serve as a warning for institutions to make better decisions. The hypothesis test indicates that there is a positive and significant correlation between the e-banking service quality variables and customer satisfaction, leading to the conclusion that the majority of customers are not satisfied with the e-banking service of the financial institution under study.

Tourism has shown relevance worldwide due to its economic and social significance. However, the pandemic has given rise to new perspectives on sustainable development. Thus, it is vital to identify new tourist needs and impressions about tourist attractions. The Paracas National Reserve attracts thousands of people yearly and seeks to protect the marine-coastal ecosystems home to extraordinary biological diversity. The study aims to define the perception of sustainability and the emerging needs of tourists from Lima, the capital of Peru, when visiting the Paracas National Reserve during the pandemic. The paper is non-experimental, quantitative, explanatory, and transversal research. A survey was applied to 83 respondents from Lima who had visited the Paracas National Reserve before and during the pandemic. For data collection, the survey technique with Google Forms was used; quantitative data were analyzed using MS Excel. The findings show that 88% of tourists prefer to travel with family or friends, 88.24% consider it essential to reduce the number of groups, 69.41% value social distancing, 60.2% note that the Reserve is well attended, 75.9% are satisfied with the activities carried out, and 94% find it a professional and entertaining experience. It is concluded that tourists from Lima are aware of valuing the biodiversity of the Paracas National Reserve during the pandemic and care for its environment. In addition, they care about staying healthy, considering all the recommended protocols.

In Latin America, the age group made up of women is at a disadvantage compared to men in terms of their economic empowerment, which is reflected in the lack of access to paid employment, their average wages are lower than those of men and their performance in poor quality jobs. In this context, the objective of this study is to analyze what aspects of knowledge are developed by the main government financial education programs focused on Peruvian women belonging to organizations (Comedores Populares Programs) or participants in a state social program (Juntos Program) in order to include them financially. The method used is documentary research that seeks to deepen the financial education proposals that the Peruvian government has provided in the last 10 years. The results show that the implementation of government programs increased the participation of women in financial education actions by 61%, achieving a significant improvement from 31% to 77% in the knowledge obtained by the beneficiaries in financial matters; and that, due to the poverty characteristics of the beneficiaries, there were limitations in access to digital media and the current programs are carried out in person. It was concluded that the knowledge management component of the programs should focus on economic empowerment and attitudes towards money and not only on practical knowledge of financial products and services; and that the State must implement policies to ensure that beneficiaries have access to technological equipment so that training uses digital resources and not only resources for face-to-face training.

Digital media has allowed restaurants to maintain their sales, positioning, and better relationships with consumers in adverse situations such as the COVID-19 pandemic. This study seeks to determine the relationship between social networks as an inbound marketing tool and the generation of digital experiences in consumers of fast-food restaurants. This is a quantitative, correlational, and non-experimental analysis. The sample includes the most popular fast-food restaurants in Peru (Norky’s, Roky’s, and Kentucky Fried Chicken) that demonstrate significant presence in social networks and possess potential characteristics to provide customers with a positive experience. One hundred one respondents between 18 and 35 years of age, residents of Lima (Peru), and frequent consumers of fast food establishments were surveyed via Google Forms. The results were tabulated in MS Excel and the quantitative data analysis was performed with the IBM SPSS tool; descriptive and inferential statistics were applied and the correlation was obtained through Spearman’s coefficient. The findings highlighted that 61.39% of the respondents agree that the social network experiences of the restaurants influence their expectations; 47.5% react with likes and comments to the publications, and 63.4% recommend the restaurants thanks to the constant dissemination of their content. Finally, a significance level of less than 0.05 was obtained between the variables, demonstrating that one variable has a relationship with the other. The study concludes a moderate direct relationship between social networks as an inbound marketing strategy and the generation of digital experiences in the study group.

Corporate social responsibility (CSR) responds to the strategic management of corporate practices with ethical and sustainable commitment values. This study aims to describe the corporate social responsibility actions implemented in Latin America during the COVID-19 pandemic. The sample comprises such corporations as Arcor, Banco de Crédito e Inversiones, and Corporación Favorita, corresponding to Argentina, Chile, and Ecuador. The research methodology was based on a qualitative, cross-sectional, non-experimental design. The study conducted documentary analyses of the annual reports of these companies, ranked among the top CSR in the Merco Ranking. As a result, it was determined that the corporations carried out actions aimed at the economic dimension, with 36% in terms of equitable economic retribution to employees and 41% in terms of their recognition through incentives. Likewise, the social dimension showed that 57% of the company’s actions were aimed at collaborative support to foundations that ensured educational and health factors. On the other hand, the environmental dimension focused 69% of its activities on renewable energies as part of a policy of reducing pollutants. Finally, it can be concluded that CSR actions during the COVID-19 pandemic were used to ensure corporate stability through a range of activities with a socioeconomic and environmental focus without neglecting the strengthening of its corporate reputation.

Fair trade initiatives represent an essential support for the scarce opportunities that have arisen in the agricultural sector, as they cover various areas that contribute to increasing good trade practices. It is essential to highlight the contribution of fair trade in urban and rural areas, as it becomes a valuable incentive for differentiation. The main objective of this study was to determine how Fair Trade is applied in the socioeconomic and ecological sphere in an association of sustainable agricultural producers in the Peruvian jungle. This is quantitative research with a non-experimental cross-sectional design. The survey technique was used, and a questionnaire was applied to 99 agricultural producers in the Amazon region of northern Peru, because it would help to analyze the new challenges of fair trade. In addition, data analysis and processing was carried out with Microsoft Office Excel and SPSS. The results show that 51% of the producers surveyed have been sensitized to adopt socially responsible actions aimed at strengthening sustainable development, social responsibility and good practices for fair trade in favor of the preservation of the resources of the Peruvian Amazon, as well as the socioeconomic development of farmers and the region itself. Forty-seven percent carry out social responsibility activities under the guidance of the Fairtrade organization, which has accompanied farmers to obtain Fairtrade certification. In addition, 59% of respondents say that they engage in healthy competition that generates trust among farmers. Fairtrade enables associated farmers to improve their ethical behavior and respect for their rights as well as those of the entire community.

Business management plays a crucial role in brand positioning using the digitization of processes and strategies to attract customers, especially during the Covid-19 pandemic. The objective of this study is to identify the actions implemented by the administrative management of international corporations regarding investing in e-commerce and enhancing consumer loyalty. The sample comprised leading telecommunication companies, such as O Globo, Claro, and Tigo, according to the Katnar Ranking. A qualitative non-experimental design methodology was applied based on the documentary analysis of the annual reports. As a result of the investigation, it was found that 54% of the investments in business management maintained a customer attraction approach through electronic commerce strategies based on the organizational communication policy. In addition, 57% of the investment is allocated to the design of marketing plans through official websites. 54% of the incentive scale focuses on special offers on commemorative dates. On the other hand, 61% represent the importance of recognition of the digital shopping experience. Finally, 47% of the investment is focused on strengthening the processes that guarantee compliance with the duty of suitability. In conclusion, the business strategies proposed to promote electronic commerce and consumer loyalty have managed to promote digital transformation in the long term because administrative management focused on customer satisfaction and acquisition, which is essential to achieve business success in the digital age.