Facultad de Ciencias Económicas, Administrativas y Negocios
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Item type:Publication, Decision-Intelligent Educational Management and Sustainable Brand Performance: Insights from Ecuador(Springer Nature Switzerland, 2026-08-02); ; ; 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Performance of the Investment Portfolio in the Financial Panorama by Sectors in Ecuador(Springer Nature Switzerland, 2026); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Retos de la gestión del talento humano: el assessment center una técnica en la selección de personal en el nivel jerárquico operativoIntroduction: human talent management has become a strategic pillar in modern organizations, particularly at the operational level, where productivity and efficiency are executed. However, high labor turnover, skills gaps, and the lack of predictive methodologies in recruitment have generated substantial economic losses in Ecuadorian manufacturing and service sectors. In response, the Assessment Center (AC) emerges as a comprehensive technique capable of evaluating both technical and soft skills in simulated environments, surpassing traditional methods. Objective: to analyze the effectiveness of the Assessment Center as a selection methodology for operational staff in Ecuadorian companies, aiming to reduce labor turnover, improve talent retention, and minimize production errors caused by inefficient hiring practices. Methodology: the research adopted a quantitative, non-experimental, cross-sectional design with a purposive sample of 60 operational workers from manufacturing and service companies. Systematic observation was applied through role-play simulations, structured interviews, case studies, and group dynamics. Multiple evaluators and standardized observation guidelines ensured process validity. Ethical considerations were respected through confidentiality and informed consent. Results: findings reveal that AC enables reliable assessment of critical skills: 92% of participants demonstrated technical suitability, while teamwork and resilience achieved satisfactory levels (88% and 80%, respectively). Weaknesses were identified in problem-solving (76%) and communication (70%), linked to workplace conflicts and turnover. Companies implementing AC reported a 47% reduction in turnover, a 31% increase in retention, and a 214% ROI in SMEs. Role-plays and structured interviews proved the most effective instruments, while case studies were less suitable for operational profiles. Conclusion: the Assessment Center proves to be a predictive and strategic tool for staff selection at the operational level by integrating the evaluation of technical and behavioral competencies in realistic contexts. Its adoption reduces turnover costs and production errors, strengthens business competitiveness, and enhances talent retention. Nonetheless, its effect on job satisfaction must be complemented with induction and continuous development programs. In Ecuador, AC not only enhances recruitment efficiency but also positions itself as a catalyst for SME sustainability and alignment with the digital transformation of the labor market. General Area of Study: Human Talent. Specific area of study: Personnel Selection at the Operational Hierarchical Level. Type of study: Literature Review - Some of the metrics are blocked by yourconsent settings
Item type:Publication, El Clima Organizacional en Instituciones de Educación Superior: Comunicación, Liderazgo y Gestión Emocional(CEIT S.A., 2026-04-10); ; El clima organizacional en instituciones de educación superior constituye un factor clave para el bienestar laboral y el desempeño institucional, influido por la comunicación interna, el liderazgo y la gestión emocional. No obstante, estas dimensiones han sido estudiadas de forma fragmentada, lo que limita la comprensión de su interacción. El estudio tuvo como objetivo determinar la influencia de estas variables en el clima organizacional. Se adoptó un enfoque cuantitativo con diseño no experimental de corte transversal y alcance descriptivo-correlacional. La investigación incluyó personal académico y administrativo de instituciones de educación superior en Ambato, Ecuador. Se aplicó un cuestionario estructurado validado y los datos se analizaron mediante estadística descriptiva, correlacional y regresión lineal múltiple. Los resultados evidenciaron relaciones positivas y estadísticamente significativas entre las variables analizadas y el clima organizacional. Asimismo, el modelo de regresión mostró que estas variables predijeron de manera conjunta el clima organizacional, destacándose la gestión emocional como la dimensión con mayor valoración. Se concluye que la comunicación interna, el liderazgo transformacional y la gestión emocional son determinantes del clima organizacional en educación superior, favoreciendo el bienestar laboral y la calidad del entorno institucional. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Psychosocial Risk in the Operative Personnel of Public Companies: Galapagos Case(2023)11 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Decisive Factors of Business Dynamism in Latin America: An Approach from the New Institutional Economy Perspective(2021); In recent years, the business sector has experienced significant dynamism worldwide, a fact that has sparked interest from different fields: academically, politically and socially, and a series of questions have been raised about the different factors that drive business growth. In this context, the New Institutional Economy has been taken as a reference in order to explain the behavior of this phenomenon based on the analysis of both formal and informal institutions of companies. The objective of this research is to analyze the factors that influence business dynamism. In order to fulfill the objective, the applied methodology was based on the application of statistical techniques of multivariate analysis, specifically, hierarchical cluster analysis. The main results show that the factors affect each of the contexts that are analyzed at different scale. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.34 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Job Skills and Abilities of the Accounting Professional(2024); 15 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Development of Websites as an Academic Integrative Project to Strengthen Businesses in the Popular and Solidarity EconomyThis article explores the development of websites as an academic integrative project aimed at strengthening businesses within the popular and solidarity economy (EPS) in the province of Pichincha, Ecuador. Fifth-semester students from the Digital Marketing program at Universidad Indoamérica, as part of their integrative project, worked on creating customized websites for 12 local businesses that already had marketable products, including labels, packaging, and other presentation tools. Using the WordPress platform, the students developed websites tailored to the specific needs of each business, with the goal of improving their digital presence, facilitating access to broader markets, and increasing the competitiveness of their products and services. In addition to the technical development, graphic design elements such as professional product photography and promotional videos were integrated, along with digital marketing strategies that included search engine optimization and social media integration. The results indicate that the creation of these customized websites significantly increased the online visibility of the businesses and enhanced consumer perception of professionalism and trust. This study highlights the importance of applied academic projects as tools for community engagement and local economic development in vulnerable sectors. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.12 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Intellectual Capital and Financial Performance: The Case of the Tungurahua Concessionaires(2025); 37 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Artificial Intelligence in Marketing: A Bibliometric StudyNowadays, 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.32