Mercados y Negocios <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> en-US <p>Mercados y Negocios by Department of Mercadotecnia y Negocios Internacionales. University of Guadalajara <span>is licensed under a</span> <a href="" 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> (Tania Elena González Alvarado) (Ramón Willman Zamora) Fri, 01 Sep 2023 00:00:00 -0600 OJS 60 The Monte Carlo method of random simulation samples <p style="font-weight: 400;">The Monte Carlo method is one of the most powerful mathematical techniques that, through calculation, analyzes risk and allows solving physical and mathematical problems through computer programs. Using historical data creates and predicts models of possible future results by substituting a range of values, calculating results repeatedly, and using a different group of random values of the probability functions to predict the potential effects of some uncertain event related to problems of all kinds.</p> Juan Gaytán Cortés Copyright (c) 2023 Juan Gaytán Cortés Fri, 01 Sep 2023 00:00:00 -0600 Editor’s Letter <div> <p><span lang="EN-US">&nbsp;</span></p> </div> <div>&nbsp;</div> José Sánchez Gutiérrez Copyright (c) 2023 José Sánchez Gutiérrez Fri, 01 Sep 2023 00:00:00 -0600 Customers' perception of the determining factors of Visual Merchandising in Caracol points of sale in Holguin of sale in Holguin <p style="font-weight: 400;">This research aims to analyze the perception of customers who visit points of sale on the determining elements of visual merchandising. The study is carried out under a quantitative and descriptive approach through a survey applied to a sample of 159 external customers, where it was found that there is a primarily positive perception. However, there are unfavorable factors such as the ambiance with music, the relevance of promotions, seasonality, and distribution of products. In conclusion, it is known that Caracol stores, although they use Visual Merchandising, have aspects that customers negatively perceive.</p> Dayana González-Morera, Félix Díaz-Pompa, Miguel Ángel Gozález-Infante, Ania Yelina Fernández-Lara Copyright (c) 2023 Dayana González-Morera, Félix Díaz-Pompa, Miguel Ángel Gozález-Infante, Ania Yelina Fernández-Lara Fri, 01 Sep 2023 00:00:00 -0600 Quality and Organizational Innovation: Competitiveness Tools in the Table Grape System <div><span lang="EN-US">The research seeks to analyze quality management strategies as organizational innovation practices incorporated by table grape-producing organizations and their relationship with competitiveness. The data was obtained by elaborating a semi-structured interview script, which was applied to the managers or responsible people of the Sonoran table grape-producing organizations. The results allow us to recognize the main innovations organizations incorporate, specifically those related to organizational innovation. It was concluded that quality and organizational innovation are considered essential practices to generate competitive advantages in organizations since they generate knowledge, learning, and skills that drive decision-making aimed at business success.</span></div> Mayra Lucía Maycotte de la Peña, Karen Montaño Silva, Jesús Martín Robles Parra, Jesús Lauro Paz-Luna Copyright (c) 2023 Mayra Lucía Maycotte de la Peña, Karen Montaño Silva, Jesús Martín Robles Parra, Jesús Lauro Paz-Luna Fri, 01 Sep 2023 00:00:00 -0600 Tacit and Explicit Knowledge: Drivers of the Competitiveness of Universities <p style="font-weight: 400;">This research examines these two cognitive dimensions through a confirmatory factor analysis to determine whether their relationship with the competitiveness variable is suitable for generating genuine competitive elements. These variables have been reviewed based on available cutting-edge literature and collected a priori from Mexican higher education institutions. Cognitive elements serve as precursors to competitiveness; however, comprehending this necessitates an analysis of the cognitive asset from a dimensional perspective, wherein formal and informal knowledge criteria are scientifically established as explicit and tacit knowledge.</p> Manuel Ortiz Barrera Copyright (c) 2023 Manuel Ortiz Barrera Fri, 01 Sep 2023 00:00:00 -0600 Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands <p style="font-weight: 400;">This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.</p> Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarez Copyright (c) 2023 Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarez Fri, 01 Sep 2023 00:00:00 -0600