Mercados y Negocios

Editor’s Letter

Tania Elena González Alvarado — 2025-05-01

We are excited to share the 55th issue of Mercados y Negocios, which reflects our growing international reach. We sincerely want to thank the scientific community for its trust and support. As part of our commitment to fostering research and development, we remind our authors that Mercados y Negocios welcomes resubmission of rejected papers. This policy allows reviewers to provide feedback that helps authors refine their work and encourages a constructive dialogue to strengthen research contributions.

EVA (Company and Shareholder Value Indicator)

Juan Gaytán Cortés — 2025-05-01

Economic Value Added (EVA) originates as a value-based measure of performance, comparing the profitability obtained by a company with the opportunity cost of capital used to support its tangible and intangible resources. EVA measures the actual creation of shareholder value by a company. In other words, it is not enough for a company to be profitable; it must also cover the opportunity cost of investing in its tangible and intangible resources.

Benefits of Digital Training Approaches on Non-Banking Economic Divisions in India

Palak Dev — 2025-05-01

The current research examines the benefits of digital training approaches in non-banking economic divisions in India. The present study adopted quantitative analysis employing the SPSS version 23 software package. A structured questionnaire survey method is used to collect the data from employees working in the non-banking economic division, and a purposive sampling approach is used for analysis. The objective of the method is to collect data relating to employees' insights concerning adopting digital training. ANOVA, frequency, and regression tests are executed in research. The study's outcomes revealed the prevalence of digital training in non-banking institutions and the significance of online learning platforms in offering practical training to employees. Furthermore, the study also evaluates the impact of digital training approaches on employee performance in the organization. The study recommends implementing online learning platforms in non-banking financial institutions to accomplish organizational objectives.

Impact of E-Service Quality of Mobile Application on Customer Perceived Value

Rohit Kumar Sharma — 2025-05-01

The present study examines the effect of mobile app service quality on consumer perceived value (CPV) in online shopping in India, specifically in Bengaluru, and customer satisfaction (CS) on CPV. A quantitative research method was employed, in which data were collected from 222 randomly selected consumers using structured questionnaires and interviews. The analysis was conducted in R Studio, utilizing analyses that included discriminant validity, confirmatory factor analysis, and structural equation modeling (SEM). The findings indicate that mobile app service quality has a significant impact on CPV, with reliability and consumer service being the most critical dimensions. In contrast, content quality was the least essential of the dimensions. Additionally, CS had a significantly positive effect on CPV and partially mediated the relationship between content quality, navigation, visual design, contact, and CPV.

Situational Impulsive and Compulsive Online Purchase of Fashion Products in Generation Z

Ni Wayan Ekawati — 2025-05-01

This study investigates the situational factors influencing impulsive and compulsive online purchases of fashion products among Generation Z. The findings indicate that financial management has a negative and significant effect on impulsive buying, meaning that better financial management reduces the likelihood of impulsive purchases. On the other hand, materialism and socioeconomic status have a positive and significant impact on impulsive buying, indicating that stronger materialistic traits and higher socioeconomic status are associated with increased unplanned purchasing behavior.

Nintendo and the Blue Ocean Strategy: Designing the Four Actions Matrix

Adan Jacinto Flores Flores — 2025-05-01

The purpose of this article is to analyze the strategies adopted by Nintendo within the framework of the four-action matrix of the BOS (i.e., eliminate, reduce, increase, and create). Documentary research was implemented by scrutinizing the scientific bases of information accessible in electronic media (e.g., Web of Science and Scopus). For each of the four actions of the matrix, the following factors were identified: 1. eliminate the expensive face-to-face conferences; 2. reduce the graphic power of the video game console, the budgets, and the deadlines in the development of video games; 3. increase: the brand extension; and 4. create: nostalgic feeling. This study offers valuable lessons and insights for organizational strategists to consider when designing strategies that leverage distinctive characteristics to create competitive advantages that satisfy both established objectives and customer desires and expectations. Furthermore, the work can serve as a reference framework for subsequent empirical research.

Environmental Consciousness and Adoption of Green Banking Services

Akhila Kandaramath Hariharan — 2025-05-01

This article explores the relationship between customer awareness and the adoption of green banking services at the State Bank of India (SBI) in the Malabar region. The outcome reveals the factors influencing the adoption of these services and the associations between customer awareness and the adoption of Green Banking Services (GBS) in SBI. The SBI has implemented various green banking services to reduce the environmental impact. Customer awareness of these green banking practices is significant, with studies indicating that most customers are familiar with such services. However, the adoption rate can vary based on customer age and awareness. In the Malabar region, exploring this relationship would involve assessing how aware customers are of these services and how likely they are to adopt them, potentially influenced by factors such as age, education, and environmental consciousness.