Liz Pacheco-Pumaleque

Access to international and cultural products has been transformed by cross-border e-commerce, to the point that consumers in markets without official subsidiaries have developed informal “group order” mechanisms, becoming small informal intermediaries (GOMs) in emerging markets such as Peru. This demonstrates how organized consumer networks can function as international distribution channels that make up for the absence of official subsidiaries. This study investigates how perceived utility, perceived ease of use, commitment, trust, and anticipated regret influence the purchase intention of Peruvian fans when participating in BTS group orders. A quantitative, non-experimental, cross-sectional approach was used. Data were collected via a structured questionnaire administered to 377 Peruvian ARMYs who participated in BTS group orders. The conceptual model was tested using partial least squares structural equation modeling with SmartPLS 4. The results show that PEU influences PU, and both influence TRU. Additionally, TRU influences COM, PI, and AA. COM also influences PI. However, PEU does not directly influence PI or COM, and AR does not influence PI. This study contributes to the literature on international business by integrating Commitment-Trust Theory (CTT) and the Technology Acceptance Model (TAM) with anticipated regret, applying them to the novel context of emerging markets with informal intermediaries, such as Peru.

In fact, digital transformation in companies is pivotal, once new technologies contributes for the competitiveness of the market. Companies seek to digitize their processes to increase productivity, meet customer needs, find new business opportunities, reduce production times, and improve communication channels to maintain positive relationships with customers. Therefore, the objective of this study is to implement a digital transformation strategy to improve the sales process of export companies in the south of Lima. The research follows the hypothetical-deductive method, quantitative, correlational, transversal, applied, and non-experimental. The survey technique was used, and as a data collection instrument, a questionnaire was addressed to 115 workers. The variables studied were digital transformation, with dimensions such as competitiveness, digital strategy, and cultural change, and the sales process, with dimensions such as purchase decision and customer satisfaction. Both variables showed a Cronbach's alpha reliability of 0.722. The results reveal that 72% of workers consider that the level of competitiveness is low, 64% indicate that the level of digital strategy is medium, and 67% express that the level of cultural change in the organization is low. These results reflect the need for companies to undertake a digital transformation that includes the use of new technologies to take advantage of digitalization, social networks, and technological tools, thus improving the sales process and meeting expectations for product quality and service. to the client. In addition, it is crucial to carry out internal training so that all workers adapt to change and increase their productivity.

La transformación digital es un requisito indispensable para competir globalmente, obligando a las organizaciones a modificar sus estrategias y procesos para incorporar la sostenibilidad como un eje de desarrollo. A nivel local, las pymes son importantes para la economía, aunque enfrentan desafíos estructurales para incorporar capacidades digitales sostenibles. Por otro lado, el objetivo de esta investigación es analizar cómo las capacidades de transformación digital sostenible se vinculan con la interiorización de prácticas de excelencia, el éxito del desarrollo sostenible y la gestión ambiental en las pymes peruanas. Los resultados indican que las capacidades de transformación digital influyen positivamente en el éxito del desarrollo sostenible (p=0.000), y también en la interiorización de prácticas de excelencia (P=0.000), validando así las hipótesis planteadas, lo que reafirma la importancia de la digitalización como un factor estratégico para que las pymes peruanas sean sostenibles. En conclusión, las prácticas de transformación digital y la interiorización de prácticas de excelencia contribuyen significativamente en el fortalecimiento de la sostenibilidad y la competitividad en las pymes peruanas. Se utilizó un diseño cuantitativo no experimental con un modelo de ecuaciones estructurales (SEM), datos recolectados a través de encuestas estructuradas dirigidas a gerentes y representantes de pymes en Lima. Esta investigación ofrece evidencias empíricas sobre los mecanismos mediante los cuales las pymes peruanas pueden desarrollar capacidades digitales estratégicas y relacionarlas con prácticas de excelencia y gestión ambiental.

En un entorno empresarial altamente competitivo y tecnológico, la innovación es clave para la sostenibilidad. Este estudio examina cómo los productos sostenibles, la innovación y el modelo AMO (habilidades, motivación y oportunidades) influyen en el desempeño innovador de MYPES textiles de Lima Metropolitana en 2025. Se aplicó un enfoque cuantitativo, no experimental y correlacional, estimando un modelo PLS-SEM con datos de encuestas a representantes del sector. Los resultados muestran efectos positivos y significativos de la innovación (p < 0.001), del AMO (p = 0.001) y de los productos sostenibles (p = 0.030) sobre el desempeño innovador. Se concluye que fortalecer las capacidades innovadoras, la gestión del talento basada en AMO e integrar prácticas de producto sostenible contribuye a mejorar el desempeño innovador en economías emergentes.

The management of cultural heritage is crucial for optimizing natural, archaeological and cultural resources for tourism development. This study focuses on evaluating Uchuraccay (a village in Peru) residents’ perceptions of this relationship. A survey of 520 respondents examined tangible and intangible heritage aspects, alongside tourism’s environmental, social and economic dimensions. Findings reveal challenges: 38.65% feel that tangible heritage lacks appreciation due to limited public awareness, insufficient conservation funding and limited promotion. Additionally, 40.96% believe that intangible heritage suffers from inadequate management and preservation policies. These insights underscore the necessity for cultural heritage assessments to enhance economic growth through targeted tourism strategies.

El presente trabajo analiza la influencia del marketing digital en el rendimiento de las Pymes en Lima Metropolitana, considerando su papel en la competitividad y la gestión de relaciones con el cliente (CRM). El objetivo principal fue determinar cómo las herramientas digitales contribuyen al desempeño empresarial y a la orientación hacia el cliente. Se aplicó un diseño cuantitativo no experimental, utilizando el modelo de ecuaciones estructurales (PLS-SEM) y encuestas estructuradas a 350 tomadores de decisión en empresas del sector. Los resultados evidencian que el marketing digital impacta significativamente en la competitividad y el rendimiento del negocio (p=0.000), siendo la orientación al cliente y la integración con CRM factores clave para la fidelización y sostenibilidad. Asimismo, se identificó una correlación positiva entre marketing digital y eficiencia en procesos, lo que refuerza su rol estratégico en entornos altamente competitivos. En conclusión, la adopción de marketing digital y CRM en Pymes permite mejorar la propuesta de valor, incrementar ventas y fortalecer relaciones a largo plazo, consolidando ventajas competitivas en mercados emergentes. Este estudio aporta evidencia empírica sobre la necesidad de integrar herramientas digitales para garantizar el crecimiento y la permanencia de las Pymes en Lima Metropolitana.

In a business environment characterised by growing pressure towards sustainability and digital transformation, leadership emerges as a determining factor in the adoption of sustainable, technology-driven business models. This study analyses how leadership influences the adoption of circular business models and the integration of artificial intelligence (AI) in companies in Metropolitan Lima. Using a quantitative approach, a questionnaire was administered to a sample of 146 companies, and partial least squares structural equation modelling (PLS-SEM) was used to process the data using Smart PLS software. The findings show that leadership, understood as the ability to mobilise the organisation towards strategic change objectives, promotes the adoption of circular practices. Likewise, leadership drives the integration of AI-based solutions by promoting adaptability and openness to digital transformation. The study concludes that the ability of leaders to make sound decisions, inspire a shared vision and manage resistance to change is crucial to transforming traditional business models towards more resilient, circular and digitised approaches.

In an increasingly dynamic and competitive global economy, where rapid technological advancements continually reshape market structures, digital transformation has emerged as a critical driver of business resilience and sustainable growth. This study examines how the adoption of digital technologies contributes to enhancing operational efficiency, organizational adaptability, and long-term competitiveness. Using a mixed-methods approach, quantitative and qualitative data were collected from 70 medium-sized service-sector companies in Peru. The findings reveal that organizations implementing digitalization processes experienced notable improvements in productivity (63%) and responsiveness to changing environments (58%). However, persistent challenges remain, particularly in relation to the technological gap, change management, and digital skills training. The study concludes that digital transformation should not be understood merely as technological modernization, but rather as a comprehensive strategic process aimed at achieving the Sustainable Development Goals (SDGs), promoting decent work, and fostering more resilient economies in developing countries.

In a highly demanding business context, such as that of small and medium-sized companies, competitiveness is crucial for their market longevity, and organizational strategies focused on innovation and quality become essential elements. The objective of the study was to determine the predictive capacity of the innovative organizational approach (EOI) and quality management (QM) on business competitiveness (EC). It was developed using a quantitative, non-experimental, predictive, and cross-sectional approach, employing structural equation modeling (PLS-SEM) on a sample of 150 participants from the service sector. The results show a significant and positive relationship between the variables. The EOI had a direct impact on business competitiveness (b = 0.492) and QA (b = 0.568); similarly, QA also had a positive influence on competitiveness (b = 0.409), both of which were significant (p = 0.001). Positive predictive significance values were achieved for both variables, particularly for competitiveness (Q2 = 0.512), which contrasts with the proposed model. In conclusion, the empirical evidence indicates that both innovative organizational approaches and quality management are key predictors of MSE business competitiveness. The study in question offers a valuable and replicable model for refining business strategy in emerging economies. Its contribution is relevant for the design of organizational policies aimed at the sustainable development and competitive success of the sector.

The current study was conducted with the aim of examining the relationship between transformational leadership (TL) and job performance (JP) in marketing companies in Metropolitan Lima in 2024. Therefore, a correlational study was conducted under a quantitative approach using a non-experimental cross-sectional design. The sample consisted of 366 workers selected from a total of 7,558 employees of the companies associated with the National Association of Advertisers of Peru, ANDA. A significant relationship was found between TL and JP, showing that leadership based on inspiration and motivation leads to better performance. Therefore, it is necessary to implement leadership strategies that increase commitment, efficiency, and satisfaction in the workplace within the marketing sector.