Facultad de Ciencias Económicas, Administrativas y Negocios

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Universidad Indoamérica

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Decision-Intelligent Educational Management and Sustainable Brand Performance: Insights from Ecuador
(Springer Nature Switzerland, 2026-08-02)
Morales Molina, Tania
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Núñez-Naranjo, Aracelly Fernanda
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Núñez Torres, Gabriel
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Chaviano Quesada, Alejandro
This study analyzes how the joint use of information systems and economic analytics strengthens sustainable brand performance in Ecuadorian higher education institutions. The objective is to characterize levels of digital maturity and economic analytics and to relate them to perceived outcomes of sustainable marketing and ICT investment. An explanatory sequential mixed-methods design was implemented, combining a stratified survey of students, faculty, and staff with semi-structured interviews and document analysis. Results show heterogeneous digital maturity: 22% of institutions operate at a basic level (limited to email and office tools), 48% at an intermediate level (LMS, videoconferencing, CRM), and 30% at an advanced level (big data, predictive analytics, ERP). Economically, 42% rely on traditional financial indicators, 33% assess academic program profitability, and 25% apply predictive analytics, indicating a partial integration of information technology with managerial decision-making. Perceived outcomes of sustainable marketing include improved reputation (72%), community relations (67%), resource efficiency (59%), and student attraction (64%). ICT budgets rose from 12% to 18% between 2020 and 2024, prioritizing basic platforms over advanced technologies. Based on these findings, a practical, data-driven framework is proposed that connects academic, financial, and ESG indicators to guide managerial choices. The study concludes that the effectiveness of sustainable brand strategies depends on the alignment between digital maturity, evaluation culture, and institutional scale. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2027.
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Effects of Public Finance Behavior: The Ecuadorian Scenario
(Springer Nature Switzerland, 2026)
Salazar Mera, Juan Eduardo
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Núñez-Naranjo, Aracelly Fernanda
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Morales Molina, Tania
The behavior of Ecuador’s public finances is critical to ensuring economic stability and sustainable development. In a context marked by economic crises and fiscal challenges, understanding the effects of fiscal policies is essential for designing strategies that promote growth and social well-being. This research analyzes the recent behavior of Ecuador’s public finances, identifying challenges and opportunities in fiscal management while evaluating the impact of fiscal policies on the economy and society. Using a mixed qualitative and quantitative approach, the study includes a review of prior research, analysis of economic data from government and international organizations, and interviews with public finance officials. The findings reveal significant progress, such as increased tax collection and investments in infrastructure, education, and health. However, persistent issues such as economic informality, inefficiencies in spending, and corruption limit the effectiveness of these efforts. The study emphasizes the need for sustainable fiscal policies, greater transparency, and accountability to foster inclusive growth and reduce reliance on oil exports. In conclusion, Ecuador’s public finance dynamics have a profound impact on the economy and society. Overcoming challenges requires sustained reforms, improved efficiency, and diversified growth strategies to ensure long-term economic resilience and equity. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
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Ecuadorian Companies in the Digital Age: Innovate or Disappear
(Springer Nature Switzerland, 2026)
Morales Molina, Tania
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Llamuca-Pérez, Silvia Lorena
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Calvache-Vargas, César Maximiliano
This research addresses the relevance of digital transformation to the competitiveness of Ecuadorian companies. The implementation of emerging technologies, such as artificial intelligence, Big Data, Cloud Computing, and the Internet of Things (IoT), enables process optimization, increased productivity, and an expansion of market reach. However, various obstacles hinder digitalization, such as resistance to change, lack of training, and limited financial resources, preventing many Ecuadorian companies from fully taking advantage of the opportunities offered by the digital age. This study aims to analyze the impact of digital transformation on Ecuadorian companies, identifying the challenges they face and the opportunities available to strengthen their competitiveness. The methodological approach adopted in this research is of a mixed type, combining quantitative and qualitative techniques, an analysis based on. In the analysis of data from secondary sources, such as sector reports and previous studies, key indicators of technological adoption, implementation barriers, and sectors with the greatest digital progress were examined. The results obtained indicate that e-commerce leads digital adoption with 70%, followed by financial services with 65%. However, sectors such as agribusiness and manufacturing still lag behind. Among the main barriers identified, a lack of financial resources (45%) and a lack of training (30%) emerge as the main obstacles. However, companies that have managed to digitize have experienced significant improvements, increasing their operational efficiency from 60%–85% and their market reach from 50%–90%. It is concluded that, to achieve a sustainable digital transformation, it is crucial for companies to invest in technology, train their human talent, and foster a culture of innovation. Without these factors, digitalization will continue to be a challenge, and many organizations could face the risk of falling behind in an increasingly competitive market. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
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Impact of Agricultural Practices on Economic Sustainability: A Gender-Based Approach in Ambato
(MDPI AG, 2026-04-23)
Morales Molina, Tania
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Ruiz-Guajala, Mery
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Mayorga-Abril, Cesar
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Amancha-Criollo, Evelyn
This study provides an in-depth examination of the association between sustainable agricultural practices and economic sustainability among small-scale farmers in the canton of Ambato, Ecuador, with attention to gender differences in the adoption of specific practices. The study used a cross-sectional quantitative design and structural equation modeling (SEM) based on data from 150 farmers. The results demonstrate that intention to adopt sustainable practices was positively associated with economic sustainability (β = 0.96), and perceived benefits also showed a positive relationship with economic sustainability (β = 0.29). Conversely, agricultural practices showed a negative direct structural coefficient with economic sustainability (β = −0.29), thereby suggesting that the short-term costs of implementation may reduce immediate economic returns in resource-constrained contexts. Descriptive results indicated differences in the adoption of specific practices by sex, especially in crop rotation, biological pest control, and efficient irrigation, although the evidence for gender differences in economic sustainability was mainly descriptive rather than inferential. The model showed acceptable fit (CFI = 0.934, TLI = 0.917, RMSEA = 0.065). Overall, these findings contribute empirical evidence from an Andean agricultural context and suggest that training, technical support, and transition-cost reduction policies are necessary to strengthen the economic viability of sustainable agriculture. © 2026 by the authors.
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Impact of AI on Internal Control and Risk Management Systems in Ecuador
(Springer Nature Switzerland, 2026)
Salazar Mera, Juan Eduardo
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Núñez-Naranjo, Aracelly Fernanda
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Morales Molina, Tania
The implementation of artificial intelligence in internal control systems has emerged as a key trend in the improvement of organizational management, enabling comprehensive data analysis and effective risk identification, transforming the way organizations monitor and control their operations. The objective is to analyze the perception and use of AI in internal control systems in Ecuador, focusing on its ability to perform advanced data analysis and accurate identification of risk areas. The research methodology employed a mixed approach. A survey was administered to 30 accounting professionals and business people to evaluate the effectiveness of tools for the purpose of improving internal control systems. The results show that AI can identify patterns and anomalies in large volumes of data with higher accuracy than traditional methods. In conclusion, the study provides a comprehensive view of the potential of AI to transform internal control processes, ensuring greater transparency and reliability in organizational management. The predictive capability of AI allows organizations to anticipate and mitigate risks before they materialize. The integration of artificial intelligence in Ecuadorian internal control systems offers significant improvements in the efficiency and effectiveness of risk management with more effective decision making. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
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Artificial Intelligence in Marketing: A Bibliometric Study
(2024)
Suárez Pérez, Juan Carlos
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Vayas Ortega, Germania
Nowadays, the use of artificial intelligence (AI) is revolutionizing and transforming businesses. In the field of marketing, it has enabled the optimization of strategies and campaigns, content personalization, more precise segmentation, and maximization of planning results, thanks to its ability to process and analyze data. The research aims to provide a bibliometric approach to current knowledge on AI in marketing. The methodology involved a bibliometric review by obtaining indexed research papers from the SCOPUS database, which were then analyzed using the VOSviewer application. The results identified that countries such as the United States, India, and China have the highest scientific production on the subject. Additionally, it was revealed that the most relevant knowledge areas are engineering, management and business, and accounting. In this context, it is concluded that it is crucial for companies worldwide to observe the advancements made by these countries to replicate strategies according to their needs. Considering that AI, thanks to the internet, is accessible for all types of businesses, they only need to identify opportunities and key areas to apply AI tools and train their personnel.
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Factors for the Creation of Technological Startups in Latin America
(2024)
Vayas Ortega, Germania
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Morales-Urrutia X.
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Naranjo-Santamaría J.
The changes produced in recent years have made innovation and technology play an important role in the growth of technological start-ups. Likewise, public policies have been developed that contribute to the development and strengthening of this business sector. The aim of the study is to analyze the incidence of institutional factors, education and innovation, in the generation of technological startups. The data analyzed comes from the Global Entrepreneurship Monitor, the Pearson Correlation statistical technique was applied. The results suggest that there is a direct relationship between the factors analyzed. In conclusion, the growth of this type of companies is still incipient in Latin American countries, however, there is significant growth of these in the region. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
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Technology Startups: The Case of South American Countries
(2021)
Morales-Urrutia X.
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Morales-Urrutia D.
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Ávila-Herrera S.
The business environment has undergone major changes and is becoming increasingly competitive, a fact that has generated the emergence of new companies or startups as an alternative to the implementation of innovative, sustainable and profitable businesses over time, through the generation of alliances of different strategic actors existing in the environment. The data analyzed came from the Global Entrepreneurship Monitor for the period 2008-2014, the variables analyzed are: financing, education, policies, spending on R&D and innovation, technology parks and business incubators, the objective was to analyze the relationship of startups with environmental factors. The main results show that there is a close relationship with the factors analyzed, especially with financing, education and innovation. In conclusion, despite the fact that South American countries are lagging behind in economic and technological terms, there are certain signs of the generation of companies such as those analyzed in this study. © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.
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Analysis of the Business Dimension in the Construction Sector in Ecuador: An Economic Approach
(2024)
Vayas Ortega, Germania
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Dayaneth Arroba-Naranjo
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Ximena Morales-Urrutia
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Diego Lara-Haro
The objective of this research work is to study the business size of the construction sector in Ecuador through the application of a panel data econometric model. It seeks to identify the factors that influence the growth of this sector. The study population is construction companies active in Ecuador, according to the ISIC F classification, in the period 2018–2021. A methodology is used that includes a descriptive analysis to establish the behavior of the sector variables, as well as a correlational analysis to measure the significance of these variables in relation to growth. In addition, a panel data model that applies the assumption of fixed effects is used to verify Gibrat’s Law, which establishes that all companies have the same probability of growing regardless of their size. In conclusion, a significant relationship was found between sales and business size and growth in the construction sector in Ecuador. However, Gibrat’s Law is rejected in this case study
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The immigration law as a right: History of normative asymmetry
(2019)
Oliván F.
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Luque A.
The purpose of this text is to analyze the importance of rights of aliens, taking as a guiding thread a historical journey. From an etymological starting point, necessary to know the nexus and origin of the present risks, we analyze the current interconnections and their relations, namely the globalization of migratory processes. The origins, causes and effects of a global citizenship, which is articulated based on a normative asymmetry, are analyzed in a substantive way. Inevitably, this reality leads towards the construction of a new social architecture, remotely controlled by supranational organisms at the service of particular interests. © 2019 Revista Espacios.
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