Mercados y Negocios http://mercadosynegocios.cucea.udg.mx/index.php/MYN <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> <p> </p> </div> Universidad de Guadalajara en-US Mercados y Negocios 2594-0163 <p>Mercados y Negocios by Department of Mercadotecnia y Negocios Internacionales. University of Guadalajara <span>is licensed under a</span> <a href="http://creativecommons.org/licenses/by-nc/4.0/" rel="license"><span>License Creative Commons Attribution-NonCommercial 4.0 International</span></a>.<br /><br /></p><p><br class="Apple-interchange-newline" /><span>The author retains the copyright.</span></p> Sensitivity Analysis and Finances http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7724 <p style="font-weight: 400;">The financial projections used in decision-making are associated with a degree of uncertainty regarding the correct choice of the hypotheses used or the certainty of the value of the variables, which is why it is necessary to place ourselves in several scenarios in which the hypotheses and the value of the variables over which we have less control and which in turn have the most significant impact on the results must be varied. Expected results. The above process is known as Sensitivity Analysis.</p> Juan Gaytán Cortés Copyright (c) 2024 Juan Gaytán Cortés http://creativecommons.org/licenses/by-nc/4.0 2024-01-04 2024-01-04 51 131 142 10.32870/myn.vi51.7724 Editor’s Letter http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7725 <p style="font-weight: 400;"><em>Mercados y Negocios </em>is supported by the University of Guadalajara (a Public Institution) by academics and experts who support open science. For this reason, the author of the articles is not charged. Readers are also not charged for access to the content. These actions support the collective construction of a participatory and universal scientific ecosystem. We want research on marketing, international Business, and competitiveness to benefit society and be available to everyone (Redalyc-Amelica, 2023). This issue contains five research articles subjected to the peer-review process.</p> Tania Elena Gonzalez Alvarado Copyright (c) 2024 Tania Gonzalez Alvarado http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 1 2 10.32870/myn.vi51.7725 Maintaining Your Marketing Competitiveness Through Marketing Innovations http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7713 <p style="font-weight: 400;">A revolution is occurring in marketing today due to the application of artificial intelligence (AI) to various marketing tasks and functions. In addition, marketing innovations are taking place on Web 3.0, in the Metaverse, in virtual and augmented reality, in omnichannel marketing, in social media, in video marketing, in live streaming, in connected and addressable TV, in voice and visual search, in influencer marketing, in how advertising budgets are allocated, in social shopping, and additional credentials for marketing professionals in a dynamic profession. Marketing professionals and marketing professors must prioritize pursuing continuous education in their field due to the dynamic nature and complex changes in marketing technology and media options.</p> Nancy J. Church Copyright (c) 2023 Nancy J. Church http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 3 30 10.32870/myn.vi51.7713 Corporate Social Responsibility as a Determinant of Competitiveness in Supermarkets http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7717 <p style="font-weight: 400;">The research aimed to analyze the contribution of Corporate Social Responsibility (CSR) to the competitiveness of supermarkets in Florencia, Caquetá in southern Colombia. In a sample of six supermarkets, a self-assessment survey of CSR and competitiveness variables was carried out for 2021 to 2022, consisting of six dimensions: values and ethical principles, responsible marketing, economy and finance, social commitment, quality of working life, and environment. The tool makes it possible to measure the commitment of the organization's CSR activities to competitiveness. The environment is the dimension with the lowest score and contribution to competitiveness in the dimensions evaluated in the supermarkets (2.0 on a scale of 0.0 - 3.0). According to the correlation analysis, there is a relationship between CSR and competitive position. Awareness-raising and training actions aimed at stakeholders are proposed.</p> Yelly Yamparli Pardo Rozo Gabriela Carvajal Valderrama Alexandra Perdomo Carvajal Copyright (c) 2023 Yelly Yamparli Pardo Rozo, Gabriela Carvajal Valderrama, Alexandra Perdomo Carvajal http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 31 52 10.32870/myn.vi51.7717 Green Consumer's Paradox http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7714 <p style="font-weight: 400;">The paper aims to analyze the contradiction between green consumers' behavior and green technology foods offered to them. An analysis of papers from different authors showed that green consumers are willing to make conscious food consumption. However, factors like price, knowledge about the green cause, consumer income, reference groups, shopping convenience, and food availability influence their final consumption. Collective intelligence is a solution for green consumers to make better decisions: it also involves challenges, ethical considerations, and avoiding political influences on shared information. In conclusion, governments and food producers must do a lot to ensure green consumers have enough tools to make informed and sustainable alimentary decisions.</p> Almeirim Isabel Acosta Bahena Copyright (c) 2023 Almeirim Isabel Acosta Bahena http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 53 76 10.32870/myn.vi51.7714 Management of Intellectual Property as a Generator of Resources in Mexican Higher Education Institutions http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7715 <p style="font-weight: 400;">This paper was developed to analyze the level of implementation of intellectual property management processes in Higher Education Institutions (HEI). Intellectual Property management processes in the public sector have been reduced, at least in understanding the concept, to the processes of protecting and maintaining intellectual property titles; however, it is a more extensive process than conceptualized. In this sense, Martinez et al. (2018) generated a methodology involving 19 indicators (processes) of intellectual property management implemented during the R&amp;D&amp;I process. These indicators were used to measure their implementation in Mexican public sector HEIs with information from the transparency portal. The research shows the importance of generating multidisciplinary groups in R&amp;D&amp;I processes, enhancing the financial redundancy of research investment.</p> Fernando Rodríguez Martin Vivanco Vargas Moisés Gómez Salazar Copyright (c) 2023 Fernando Rodríguez, PhD Martin Vivanco, Moises Gomez http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 77 102 10.32870/myn.vi51.7715 A Proposal of a Pension Plan Design Based on Collective Pension Funds http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7723 <p style="font-weight: 400;">This work proposes a design of an alternative pension plan based on collectivity with the characteristics of hybrid plans. Based on actuarial methods and financial modeling of some of the variables involved, numerical modeling of collective plans is performed to achieve this objective. Then, various scenarios were carried out to simulate a pension fund based on an institution database. At the end of each period, the replacement rate value for each plan member is calculated with a target of 30% of the last salary. As the plan works collectively, surpluses and deficits are distributed uniformly among the plan members. The results are that it is possible to achieve a replacement rate of 70% in the form of a life annuity due with 30 years of service, a contribution rate of 15% of the salary, and an investment portfolio of 60% of assets invested in equities and 40% in bonds.</p> Denise Gómez Hernández Humberto Banda-Ortiz Copyright (c) 2023 Denise Gómez Hernández, Humberto Banda-Ortiz http://creativecommons.org/licenses/by-nc/4.0 2024-01-01 2024-01-01 51 103 130 10.32870/myn.vi51.7723