Mercados y Negocios 2024-05-06T12:47:37-06:00 Tania Elena González Alvarado 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 on markets and business as phenomena of study for competitiveness.</p> <p>Mercados y Negocios does not charge authors a fee for submitting their manuscripts, nor does it charge fees for publishing articles (no APC—Article Publishing Charges).</p> <p>Mercados y Negocios appears in the LATINDEX 2.0 catalog, 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), Scopus, 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 editorial process management.</p> <p> </p> </div> Editor’s Letter 2024-05-03T12:08:56-06:00 José Sánchez Gutiérrez <p style="font-weight: 400;">Congratulations to the entire editorial team on joining Scopus. We are sure it is a moment of pride for everyone at <em>Mercados y Negocios</em>. We must keep up the excellent work and strive to be the best daily! This issue contains five research articles that have the potential to significantly contribute to their respective fields, thanks to the rigorous peer-review process they have undergone.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 José Sánchez Gutiérrez The Delphi Method and Scientific Research 2024-05-06T12:47:37-06:00 Juan Gaytán Cortés <p>Science has evolved to think about space, time and the relations of subject and object, as a highly abstract regulatory idea and not just as a synonym for models and norms to be followed. The paths of science must guarantee all agreements, those based on procedures using philosophy and mathematical concepts for the explanation of reality (positivism) and also those based on principles to understand and interpret social phenomena in their reality, relationships, values, attitudes, beliefs, habits and representations.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Juan Gaytán Cortés Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors 2024-02-14T13:50:50-06:00 Enrique Murillo Teresa Sádaba Pedro Mir-Bernal Antonia Terán-Bustamante Oziel López-Sánchez <p style="font-weight: 400;">This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Enrique Murillo, Teresa Sádaba, Pedro Mir-Bernal, Antonia Terán-Bustamante, Oziel López-Sánchez Circular Economy: A Technological Innovation Strategy for Sustainability in Air Transport 2024-02-29T12:29:07-06:00 Romina Castillo Malagón María Angélica Cruz Reyes Ruth Selene Romero Saldaña <p>This work aims to identify innovations, technological advances, and best practices to migrate towards a circular economy in air transport. The relevance of the research lies in the contribution to the generation of circular economy knowledge in the field of administration with application in the aeronautical industry. By analyzing literature and best practices, the circular economy could be a viable solution to reduce the use of natural resources in aircraft manufacturing and airport operations. Among the main findings are innovations and technological developments in new materials, fuels, building methods, and best practices implemented at airports to obtain energy and generate less waste. It has also been identified that applying circular economy principles in this mode of transport would contribute to sustainability efforts and increase the competitiveness of organizations in the sector.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Romina Castillo Malagón, María Angélica Cruz Reyes, Ruth Selene Romero Saldaña Artisanal Businesses: Historical and Economic Context 2024-04-23T18:47:13-06:00 Franci Daniela Alonso Aguilar Tania Elena González Alvarado Pablo Cabanelas Lorenzo <p style="font-weight: 400;">The purpose of this paper is to examine the unique features of artisan enterprises in Ecuador and how cooperation programs and national peculiarities have influenced their development. Through descriptive and conceptual analysis, we can better understand how these organizations have evolved within the historical and economic context of rural regions in Ecuador. The primary findings suggest that poverty alleviation and control measures have significantly impacted the definition of artisan enterprises in Ecuador, which now closely resemble micro-enterprises. Development cooperation efforts in Ecuador have prioritized preserving artisanal production rather than replacing it with industrial production, promoting micro-enterprises growth as artisanal workshops.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Franci Daniela Alonso Aguilar, Tania Elena González Alvarado, Pablo Cabanelas Omil Adaptability of a Business and Superior Performance: Triad Model of Dynamic Capabilities 2024-04-23T19:33:58-06:00 Sara Guerrero-Campos Jorge Pelayo Maciel Jaime Antero Arango Marin <p style="font-weight: 400;">This study examines the relationship between business adaptability and superior performance. The researchers used Exploratory Factor Analysis and Kruskal-Wallis statistics to analyze data from a survey of 227 companies associated with a University Center. The study found that the Triad Model of Dynamic Capabilities, which includes Sense, Seize, and Transform components, explained 78.38% of the variance in business adaptability. The findings confirm the importance of Sense, Seize, and Transform capabilities in sustaining competitive advantage, as demonstrated by the observed superior performance of the organizations. The <span class="mark_underline_1005809_108|h%0 alerts-clarity alerts-markBase f3o1c2u f1k6sgw5 alerts-markHeightTall alerts-markHidden f1amndt1 f1amndt1" data-mark-id="1005809_108|h%0" data-order="20">originality of the paper</span> lies in identifying higher-order capabilities associated with business adaptability in organizations across different sectors.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Guerrero-Campos, Sara, Pelayo-Maciel, Jorge, Arango-Marin, Jaime A. Practical Strategies for The Economic Development of Mexico: Nearshoring Trend 2024-02-29T13:10:09-06:00 Ignacio Santillán Luna J. Jesús Ceja Pizano Daniel Pineda Domínguez <p style="font-weight: 400;">This research aimed to suggest practical strategies for Mexico's economic development through the trend of nearshoring. It involved identifying, analyzing, and organizing the causes of the conflict between China and the USA over international trade and exploring the opportunities that nearshoring to Mexico can offer. Qualitative research methods were applied, and documentary research techniques were used based on two study objects: a) the Sino-American dispute over international trade and b) nearshoring to Mexico. Nearshoring to Mexico is driven by various factors, including tariff benefits from Free Trade Agreements, low labor costs in manufacturing companies, and a stable exchange rate. Therefore, Mexico needs to encourage the development of industrial parks, implement an effective Public Security Policy, offer tax incentives to attract Foreign Direct Investment and improve port, road, and air infrastructure to take full advantage of this trend.</p> 2024-05-01T00:00:00-06:00 Copyright (c) 2024 Ignacio Santillán Luna, J. Jesús Ceja Pizano, Daniel Pineda Domínguez