http://mercadosynegocios.cucea.udg.mx/index.php/MYN/issue/feed Mercados y Negocios 2023-05-29T14:43:31-06:00 Tania Elena González Alvarado revistamercadosynegocios@cucea.udg.mx Open Journal Systems <div data-canvas-width="519.48"> </div> <div data-canvas-width="519.48"> <p>Mercados y Negocios is an open access quarterly journal, whose issues are published on the first day of January, May and September. Published research articles are accepted through double blind review by international peers, mainly from outside the University of Guadalajara. </p> <p>The objective of Mercados y Negocios is to disseminate and encourage the discussion of results and advances in research that deal with markets and business as phenomena of study for competitiveness.</p> <p>Mercados y Negocios does not charge authors any fee for the submission of their manuscripts, nor does it charge fees for the publication of articles (no APC – Article Publishing Charges).</p> <p>Mercados y Negocios appears in the LATINDEX 2.0 catalogue, in the Information Matrix for the Analysis of Journals (MIAR), in the Directory of Open Access Journals, in Dialnet, in three EBSCO databases (Business Source Corporate Plus; Business Source Ultimate and Fuente Académica Plus), Redalyc, CLASE-Biblat, Scielo-Mexico, the Ibero-American Network of Innovation and Scientific Knowledge and The Directory of Open Access Scholarly Resources of UNESCO.</p> <p>This journal, in accordance with the policy of the University of Guadalajara, is included in the golden route providing free access to its published contents with internationally recognized standards in terms of interoperability, quality and efficiency in the management of the editorial process.</p> </div> http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7706 Editor’s Letter 2023-05-29T14:43:31-06:00 José Sánchez Gutiérrez jsanchez@cucea.udg.mx 2023-05-01T00:00:00-06:00 Copyright (c) 2023 José Sánchez Gutiérrez http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7705 Equilibrium prices of the titles: Sharpe and the Securities Valuation Model (CAPM) 2023-05-12T13:02:12-06:00 Juan Gaytán Cortés jgaytan@cucea.udg.mx <p>The Capital Asset Pricing Model (CAPM) is a model used to calculate the profitability that an investor must demand when making an investment in a financial asset, depending on the risk he is assuming.</p> 2023-05-01T00:00:00-06:00 Copyright (c) 2023 Juan Gaytán Cortés http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7689 CBDC-MXN: Challenges and Perspectives in The Implementation as a Mexican Digital Currency 2023-01-24T09:24:03-06:00 Jessica Nallely Flores Gálvez jessicafloresg@comunidad.unam.mx José Miguel Mata Hernández josemiguelmata@hotmail.com <p>This research shows a proposal for developing of a Mexican Central Bank Digital Currency by Banco de México. Therefore, a dynamic SWOT matrix is used to present the strengths, weaknesses, opportunities, and threats of the development of the Mexican Central Bank Digital Currency. In addition, an analysis of the stablecoins of the Mexican peso is made to know their landscape and current use, the above making use of Blockchain explorers such as BscScan, Etherscan, Polygonscan, and Tronscan. MMXN, Moneta Digital, is the stablecoin of the Mexican Peso with the most significant number of users and transactions. According to the results obtained, it is shown that the Mexican CBDC is viable, but it must overcome challenges and issues to be implemented and used by the population.</p> 2023-05-01T00:00:00-06:00 Copyright (c) 2023 Jessica Nallely Flores Gálvez , José Miguel Mata Hernández http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7692 True Cost Accounting and Social Entrepreneurship as Key Factors for a New Food System 2023-01-24T13:08:27-06:00 Irma Cecilia Ortega Moreno icorteg@yahoo.com.mx Emma Frida Galicia Haro fgalicia@ipn.mx Ana Lilia Coria Páez copa7013@hotmail.com <p>The paper aims to understand the problems of the food system, identify the value of food, and the role of social entrepreneurs in changing the status quo. Based on this objective, this documentary and descriptive work present a first approach to understanding the food system, and the search for solutions to measure the value of food and its key actors. The methodology was a documentary search on the world food crisis, true cost accounting, and social entrepreneurship<a href="http://mercadosynegocios.cucea.udg.mx/index.php/MYN/workflow/index/7692/5/#_edn1" name="_ednref1">[i]</a>.</p> <p> </p> <p><a href="http://mercadosynegocios.cucea.udg.mx/index.php/MYN/workflow/index/7692/5/#_ednref1" name="_edn1">[i]</a> This document was carried out with resources from the project "Analysis of market options for a planned development of social enterprises with food security innovation" with registration SIP 20222098.</p> 2023-05-01T00:00:00-06:00 Copyright (c) 2023 Irma Cecilia Ortega Moreno, Emma Frida Galicia Haro, Ana Lilia Coria Páez http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7694 Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers 2023-03-14T14:03:40-06:00 Silvia Hernández Willoughby silvia.willoughby@academicos.udg.mx Patricia Lázaro Pernias Patricia.Lazaro@uab.cat <p>This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied, with a content analysis and a reception questionnaire (N=666) to Mexican female consumers. The results show a higher purchase intention and a lower psychological reactance in female consumers to femvertising spots. The main conclusion is that the implementation of the femvertising strategy in advertising spots aimed at Mexican women produces an increase in their purchase intention and a decrease in psychological reactance compared to conventional (non-femvertising) ads because femvertising generates a greater identification of the consumers with the ad by projecting the woman in a more authentic and close way.</p> 2023-05-01T00:00:00-06:00 Copyright (c) 2023 Silvia Hernández Willoughby, Patricia Lázaro Pernias http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7700 Collective Intelligence synergizing into individual and business Resilience 2023-03-21T12:36:43-06:00 Michael Steggemann Michael.Steggemann@khs.com <p>The presence of Collective Intelligence engenders the integrity of the person and the group in the business and thus, synergistically strengthens the collective resilience, understood as the individual and the company’s resilience. Synergistically as shown, is the habit of creative interactively cooperation, so that each element or party increases the effect of the other.</p> <p>&nbsp;</p> 2023-05-01T00:00:00-06:00 Copyright (c) 2023 Michael Steggemann