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.

Currently, many universities are developing virtual education as an option for the training of future professionals. The objective of this study is to analyze aspects of the academic management of university virtual education from the perspective of students, teachers, and administrators. A mixed approach and non-experimental design were applied. Semi-structured interviews and surveys were used. The participants were 8 managers, 340 students, and 75 teachers from Peru, Colombia, Mexico, and Spain, from universities where virtual education is offered. The results show that 51% of teachers agree with the management, 50% accept the adequate use of technological tools, and only 20% say that virtual classes are effective. Concerning students, 45% agree with the management, but only 15% feel that they are attended to when problems arise in the virtual modality. The managers determine relevant aspects such as the importance of teacher training, having technological tools to ensure learning, and providing a comprehensive academic service, as is provided in the in-person modality. It is concluded that academic management in the virtual modality should prioritize the improvement of satisfaction levels of both students and teachers through adaptation processes, training, performance evaluation, attention, and problem-solving, as well as the use of virtual platforms that allow the development of competencies of the graduate profile and contribute to the comprehensive training of future professionals.

Continuous improvement of professional training was included in the monitoring of the progress of competencies by teachers, considering the importance of fulfilling students’ graduation profile at the end of their professional training. This study aims to evaluate students’ specific competencies in the Hospitality and Gastronomy programs at a private university located on the northern coast of Peru. The methodology is quantitative, applied to a population of 408 students during semesters 2020-1, 2020-2, and 2021-1; through the application of documentary review guides, the students’ competencies were evaluated, as well as the verification of the students’ satisfaction and recommendation regarding the teachers who evaluated such competencies. The results show that Hospitality students achieved 91% compliance with the graduation profile of the specific competencies and, in the case of Gastronomy – 81.25%. On the other hand, in 2020-1, Hospitality had a higher degree of satisfaction based on the teaching of the teachers who evaluated the competencies but a lower degree of recommendation, while Gastronomy evidenced a lower degree of satisfaction and a higher degree of recommendation. Likewise, in 2020-2, Gastronomy evidenced a higher degree of satisfaction and recommendation than Hospitality, and on the contrary, in 2021-1, Hospitality evidenced a higher degree of satisfaction and recommendation than that identified in Gastronomy. It is concluded that Hospitality students stand out with respect to the fulfillment of the graduation profile in semesters 2020-1 and 2021-1, and although there was a closeness in both programs in semester 2020-2, Hospitality always showed better results than Gastronomy.

New market trends have prompted Peruvian companies to apply techniques aimed at attracting potential customers, that is, to use inbound marketing, especially in the pet market, which has a profitable and competitive niche, driven mainly by the “pet-friendly” trend. This research aims to determine whether inbound marketing actions have a positive correlation with online sales. The methodology is quantitative, correlation, cross-sectional, and non-experimental. The target audience is men and women, between 18 and 35 years old who have made online purchases in the Peruvian pet food SME, Rapi Pet S.R.L. The sample is non-probabilistic and is composed of 248 people who completed a structured questionnaire of 24 questions. The results show positive perceptions of both variables with values higher than 70% after applying the barometer test, the reliability of the questionnaire was also established under Cronbach’s alpha of 0.922 and a correlation coefficient of 0.66 was obtained for the variables, as well as a p-value lower than 0.05 after performing the normality test. It is concluded that there is a positive relationship between inbound marketing actions and the increase of online sales in the company under study.

Tax collection is a source of financing expenses for governments, including the mitigation of the social and economic impacts of diverse disruptions. This applies to Peru, where the amount of corporate tax collected during the Covid-19 pandemic showed a notable variation. This study aims to analyze the impact of various tax management initiatives of the Peruvian government on tax collection during the pandemic from 2019 to 2021. The methodology employs a quantitative approach with a non-experimental research design and longitudinal measurement. Documentary analysis was applied to examine data composed of annual statistical reports relevant to the tax administration organization in Peru, videos, documentaries, conferences, and information related to tax collection. The findings clearly show a fiscal slowdown in 2020 as a consequence of the pandemic; however, considerable growth in tax revenues across different tax regimes, geographic areas of the country, economic sectors, and categories of different taxes collected were reported in 2021. This outcome results from the implementation of various fiscal tax relief measures in the early stages of the pandemic, with their effect being observed in 2021. Thus, it is argued that these measures contributed to the reactivation of the business economy in Peru, improving the country’s economic situation.

Developing countries generally have a poor tax culture, and in this context, university social responsibility plays an important role in knowledge management with an impact on tax collection. This study aims to determine the level of perception of University Social Responsibility (USR) by internal stakeholders (teachers, administrative staff, students) participating in the Accounting and Fiscal Support Nuclei (NAF) program (Latin American training program for university students on the tax and customs system, to provide free assistance to micro-enterprises and low-income people). The methodology applied was a quantitative, cross-sectional, non-experimental study; the sample consisted of internal stakeholders of the Northern Private University, (Peru); the sampling was probabilistic; the population was 220 people and the survey was applied to 136 people. Judges validated it using Aiken’s V and Cronbach’s Alpha reliability test, obtaining a result of 0.921. These results were processed using the IBM SPSS statistics. The results show that stakeholders attribute the USR efficiency in 88.22% to program implementation; 96.3% to the priority axes, for considering a culture of inclusion; 90.40% to management levels, for having committees, implementation of plans, projects, and management indicators; 89% to the record of actions carried out, such as the storage of evidence; 72.8% to the communication of results and impact; 92.6% to the implementation of strategies. It is concluded that the USR level of internal stakeholders based on the NAF program is efficient. The main factor is the strategies implemented by the university, with the active participation of all who contribute to improving students’ competencies.

This study examined the relationship between organic positioning strategies and the behavior of digital consumers in real estate companies in Peru, a topic of growing importance given the expanding role of digital marketing in the real estate sector. The primary objective was to determine the effectiveness of SEO strategies in influencing consumer behavior. A quantitative methodology was adopted, employing a non-experimental, cross-sectional, and correlational design. 100 real estate SEO experts in Peru, who were recruited from LinkedIn, were surveyed. Data were collected through surveys, and the analysis was conducted using the SPSS statistical software. The findings revealed that brand awareness, keyword analysis, and marketing strategy are pivotal components in the development of successful SEO approaches. Simultaneously, factors such as brand awareness, marketing performance, and brand interaction emerged as critical influencers of digital consumer behavior. The statistical analysis yielded a Pearson correlation coefficient of 0.707, indicating a strong positive relationship between organic positioning strategies and digital consumer behavior. These results underscore the practical value of implementing effective SEO strategies in enhancing consumer engagement and behavior in the digital space. In conclusion, the study demonstrates that well-executed organic positioning strategies can significantly improve digital consumer behavior, offering valuable insights for real estate companies seeking to optimize their digital marketing efforts. This highlights the importance of incorporating targeted SEO techniques to strengthen brand presence and drive consumer engagement in an increasingly competitive market.

Economic informality remains a critical challenge in Latin America, affecting both sustainable development and tax equity. This study analyzes the relationship between tax culture and willingness to formalize among traders in Peru’s main wholesale food market. Using a quantitative, non-experimental, correlational and cross-sectional approach, 300 traders were surveyed using an expert-validated questionnaire with tested reliability (Cronbach’s alpha of 0.87 for tax culture and 0.83 for formalization). The findings show a significant positive correlation (rs = 0.914, p < 0.01) between tax culture and the probability of formalization. The dimensions of tax knowledge (rs = 0.681), tax awareness (rs = 0.701), and tax compliance (rs = 0.745) were also positively associated with the inclination to formalize. While 44.3% of respondents acknowledged that access to tax information strengthened their tax culture, only 30.3% claimed to regularly comply with their tax obligations. The study concludes that promoting formalization requires educational initiatives and public policies that strengthen the tax culture, simplify procedures and build institutional trust. It also highlights the need to integrate effective state and local tax systems and to develop legislation aligned with the realities of local government, thus promoting the inclusion of taxpayers in the tax system.

Primary public offerings (PPOs) play an essential role in capital markets by providing financing for projects that contribute directly to a country’s economic development. Macroeconomic conditions have a significant influence on the effectiveness of these offers since they affect the government’s ability to issue sovereign bonds and manage its debt efficiently. Therefore, the present study seeks to determine the relationship between macroeconomic variables and PPOs in the capital market in Peru during the period 2019–2023, employing a quantitative methodology, non-experimental design, basic type, which uses SPSS software for Pearson correlation analysis. The results show that the impact of macroeconomic variables on PPOs is diverse. A weak inverse relationship was identified between public spending and PPOs (correlation of –0.140), suggesting that increases in public spending could discourage the issuance of PPOs. In addition, a moderately strong inverse relationship was found between fiscal deficit and PPOs (correlation of –0.620), indicating that higher fiscal deficits could have a significant negative effect on PPO issuance. A weak negative relationship was also observed between non-financial public sector debt and PPOs (correlation of –0.215), implying that high levels of debt may limit the ability of the capital market to develop new offerings. These findings suggest that, although macroeconomic variables impact PPOs, the magnitude of their influence varies. Furthermore, macroeconomic stability is key to capital market development, given its effect on sovereign bond issuance.

Promoting effective personal finance practices is crucial for individuals’ long-term financial well-being. Financial education equips people with the knowledge and skills to make informed decisions and achieve financial stability. This study investigates the relationship between financial education and personal finance among residents of Lima, Peru, a context characterized by limited financial inclusion and low literacy levels. The research followed a quantitative, cross-sectional, and correlational design. A validated questionnaire was administered to a random sample of 456 individuals aged 18 to 65 during March and April 2024. The survey focused on financial management, use of credit, planned consumption, and investment and savings. Spearman’s rho correlation was employed due to the non-normal distribution of the data. The results revealed a strong positive correlation between overall financial education and personal finances (Rho = 0.726, p < 0.001). Notably, the dimension of investment and savings showed the highest correlation with personal finance (Rho = 0.745), followed by credit use (Rho = 0.642), financial management (Rho = 0.518), and planned consumption (Rho = 0.458). These findings highlight the relevance of financial education in fostering responsible economic behavior and financial stability, particularly in emerging economies. The study underscores the need for comprehensive financial education programs to enhance citizens’ capacity to manage their resources effectively and mitigate risks such as over-indebtedness and lack of savings. Future research should investigate additional socioeconomic variables and the long-term impact of targeted financial education initiatives.

Type of the article: Research Article

Abstract
Between 2019 and 2023, the Peruvian sol showed an accumulated nominal variation of approximately 12.9%, reflecting moderate depreciation influenced by both external and domestic factors, although in 2022 it appreciated by 4.6%, positioning itself as one of the most stable currencies in the region. The objective of this study was to estimate the impact of exchange rate volatility on Peru’s foreign trade during this period of global and domestic turbulence, employing a quantitative correlational design with secondary data from the Central Reserve Bank of Peru (BCRP) and the National Superintendence of Customs and Tax Administration (SUNAT), analyzed through regression models and statistical tests in SPSS. The results indicate that exchange rate variability explains 61.1% of changes in export volume, 49.8% in import volume, and 45.9% in terms of trade (all p < 0.01), while inflation and GDP also show significant associations with exports and imports, with R² values ranging from 24.5% to 60.4% (p < 0.01). These findings confirm that macroeconomic volatility, particularly exchange rate dynamics, significantly shapes trade performance. From a theoretical perspective, this study provides evidence from a primary-exporting economy, enriching the literature on exchange rate fluctuations in emerging markets, while from a practical standpoint, it underscores the importance of adopting economic and trade policies that mitigate external vulnerability, stabilize exchange rate fluctuations, and strengthen competitiveness. In conclusion, exchange rate volatility exerts a decisive influence on Peru’s foreign trade, reinforcing the need for integrated and sustainable policy measures to ensure stability and long-term growth.

Type of the article: Research Article

Abstract
Digital innovation is critical to the competitiveness of university-based startups in emerging economies, yet empirical evidence contextualized to Peru remains limited. This study analyzes the effect of digital innovation, operationalized through digital marketing, process automation, and data analytics, on the performance of university startups in Peru using the PLS-SEM technique. We employed a quantitative design with a structured survey administered to founders or managers of 100 student startups affiliated with incubation programs at two private universities in Lima; the sample was selected for relevance (active operations and engagement with digital tools). Data were collected between August and November 2024 using multi-item Likert questionnaires. Reliability and validity were assessed with standard PLS-SEM criteria, and structural paths were evaluated via bootstrapping (5,000 resamples). Results indicate that digital marketing increases competitiveness (β = 0.54; p < .001), process automation improves operational efficiency (β = 0.41; p < .001), and data analytics strengthens strategic adaptability (β = 0.48; p < .001). Additionally, 56% of startups report financing constraints as the main barrier to digital transformation, followed by insufficient digital training (22%) and limited access to technology (15%). Taken together, these findings suggest that university incubators in resource-constrained contexts can enhance startup performance by prioritizing targeted financing instruments, hands-on training in automation and analytics, and affordable access to technology.