Morales Molina, Tania

Preferred name

Main Affiliation

Facultad de Ciencias Económicas, Administrativas y Negocios

Ambato

taniamorales@uti.edu.ec

ORCID

0000-0002-9267-0946

Scopus Author ID

57223105489

Now showing 1 - 10 of 34

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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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Performance of the Investment Portfolio in the Financial Panorama by Sectors in Ecuador
(Springer Nature Switzerland, 2026)
Morales Molina, Tania
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Morales-Urrutia, Ximena
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Pacheco, Ana Córdova
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Guamán, Verónica Verdesoto
The analysis of the effectiveness of the set of investments is important in making effective financial decisions to identify opportunities and risks at the sector level. The research examined the performance of the investment portfolio in the financial context by sectors of Ecuador during the period 2017–2023, with the purpose of specifying its importance in the effective management of financial resources in the country. The methodology applied was a quantitative approach, with a descriptive and explanatory route. Through descriptive statistics and non-parametric tests such as Kruskal and U-Mann-Whitney, the behavior of the portfolio and its significant differences in the performance of fundraising between the different sector groups (provincial and local governments, non-financial public corporations, other non-financial corporations, other resident sectors) were identified. The results obtained indicated that the average fundraising of the other non-financial corporations sector is relatively more volatile. In addition, the fundraising market does not function independently and only depends on internal sector policies. These findings highlight the importance of taking into account the specific individuality of the sector in question when formulating and implementing strategies for financial management in Ecuador. © 2026, Springer Science and Business Media Deutschland GmbH.
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Intellectual Capital and Financial Performance: The Case of the Tungurahua Concessionaires
(2025)
Morales Molina, Tania
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Ximena Morales-Urrutia
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Marcelo Mantilla Falcón
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Estefanía Cayo-Hurtado
The objective of the research is to analyze the intellectual capital and financial performance of concessionaires in the city of Ambato in the period 2018–2022. In order to analyze intellectual capital, the Intellectual Added Value Coefficient (VAICTM) was used, while to measure financial performance, the profitability indicators ROA and ROE were used. The methodology used was quantitative in nature, the sample was 11 dealerships belonging to ISIC G4510.01 corresponding to the sale of vehicles. According to the results obtained, it is shown that the Ciudad del Auto CIAUTO Cía dealerships. Ltda., and Ambacar Cía. Ltda., have the best indices in each of the components of intellectual capital. However, when analyzing these values using the Pearson Correlation, it was concluded that the VAICTM has no relationship with the financial performance in the 5 years studied, since salaries and wages are low in relation to the income received by the concessionaires.
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Health as a Determining Factor in Economic Progress and Living Conditions in Ecuador
(2024)
Morales Molina, Tania
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Chabely Figueredo-Morales
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Ximena Morales-Urrutia
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Geri Belén Bucheli-Vásquez
The contributions of health in economic progress contribute to the improvement of people’s living conditions and is a determinant in sustained growth to provide advances and improvements in living standards. The objective of the research is to demonstrate how economic capital truly intervenes in the social behavior and living conditions of people, especially in those areas where the population is more vulnerable. A descriptive observational study was conducted from January to July 2023 in the parish of Quisapincha (rural sector), province of Tungurahua, Ecuador. The population consisted of 11,581 people and the sample consisted of 116 people chosen by non-probabilistic convenience sampling. A structured questionnaire was applied personally to collect the data. The results denoted that the economic capital and environment of a country represent a future prognosis in the economic coverage to ensure education, health, food, personal privileges that improve the lifestyles of individuals and their families. The results of this research can be useful to evidence the project of local public policies that collaborate to the prevention of diseases as a determining factor in the economic progress and living conditions of individuals in Ecuador
8
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Ecuador’s Zone 3 and the Social and Economic Factors that Impede Its Growth
(2024)
Morales Molina, Tania
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Ximena Morales-Urrutia
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Geri Belén Bucheli-Vásquez
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Alejandro Chaviano-Quesada
The popular and solidarity economy has become a promising alternative in the economic and social context of Ecuador. This model seeks to overcome the limitations of the traditional profit-centered approach and foster a more inclusive and sustainable development, through ventures focused on equity, community participation and solidarity, as well as employment generation and poverty reduction through the active participation of entrepreneurs and the local community (Maldonado et al. 2017).
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Efficiency of Permanent Crops: Bananas, Cocoa, Coffee in Ecuador. An Analysis During the COVID 19 Pandemic
(2024)
Morales Molina, Tania
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Martínez Mesías J.P.
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Aldas Salazar D.
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Morales-Urrutia X.
Ecuador is in a privileged climatological zone. It admits that in its territories permanent crops of high demand are generated both locally and internationally, as is the case of bananas, coffee, and cocoa. For this reason, it is important to control the resources involved in its production and verify the level of efficiency in order to maintain competitive standards worldwide. Thus, in the present study the technical efficiency of the aforementioned crops is calculated and analyzed in a period of great importance such as 2020–2021, since it significantly marked the world economies due to the COVID 19 pandemic. To calculate the efficiency, the Data Envelopment Analysis (DEA) was used, that works with inputs and outputs, which were identified in the database of the Continuous Surface and Agricultural Production Surveys (ESPAC) report, generated by the Directorate of Economic Statistics and the Agricultural Statistics Unit of the National Institute of Statistics and Censuses (INEC). Determining production as the output variable and the main input variables: planted area, workers, fertilizers, and insecticides. The main results indicate that banana has not undergone significant changes in its production efficiency, while cocoa and coffee maintained lower levels of efficiency in 2020 compared to 2021 in most of the provinces of Ecuador where it is grown. Evidencing that the management of resources during the pandemic were limited and, in many cases, scarce. © 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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The Academy and the Link with Society: The Case of Business Administration, Indoamérica. Ecuador
(2024)
Núñez Torres, Gabriel
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Morales Molina, Tania
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López-Samaniego, Christopher
The projection of the University towards Society acquires its significant relevance in the search for a higher education with social responsibility, pertinent and with relevance in the formative system of the substantive functions between teaching, research and liaison. The objective of this research is to highlight the main problems of the associations in zone 3 of Ecuador, given its importance in the learning process that allows the insertion of knowledge with social experience. The methodology will incorporate an exploratory descriptive type of research with the participation of sixth semester students of the academic period A23 of the Business Administration career, Universidad Indoamérica Ecuador, through a NEXUS 4D diagnosis, which seeks to collect the necessary information in order to control, improve and detect the shortcomings within the associations. The results obtained showed that the linkage programs and projects have weaknesses in their structuring, since we found problems in the process, the associations do not collaborate with the information, which has led to difficulties in time, in the evolution and development of the work. The document concludes by indicating the fulfillment of the laws and policies of linkage with the community in the Indoamerica University and the performance of the students of the Indoamerica University.
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Digital Communication in Universities: Age and Gender in Student Engagement
(2026)
Morales Molina, Tania
The objective of this research is to analyze the influence of gender and age on the consumption and perception of university digital media, from a methodological perspective, field research was carried out with the application of structured questionnaires to a sample of students from a public university in Ecuador. The data were subjected to Spearman correlation tests to identify the association between the variables studied. The results suggest that variables such as age and gender show significant differences in relation to the type of content they prefer to consume and the frequency with which they consult social networks. In summary, universities must outline communication strategies to achieve greater acceptance and informative reach by students. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
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Obstacles that Limit Innovation in Activities Related to Ecuador’s Productive Sectors MSMEs
(2025)
Morales Molina, Tania
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Catalina Silva-Ordóñez
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Salazar Mera, Juan Eduardo
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Mora Rosales, José
This paper studies the main obstacles that limit innovation in activities related to productive sectors in Ecuadorian companies with less than 200 workers (micro, small and medium-sized enterprises, MSMEs). The aim is to identify those obstacles that directly keep the sectorial innovation from growing. The study used a quantitative and explanatory analysis using the results presented by the Superintendency of Companies of Ecuador at the end of 2023. At the national level, there were the following numbers of companies: Micro (62,724), Small (21,305) and Medium (6,135). The results show that companies are working inefficiently in relation to growth in innovation, representing current technological challenges. The conclusions present proposals and recommendations for micro-entities to survive and compete better in the current environment, through a guide of good practices that will positively influence the innovation and modernization of their companies.
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Health and Economy: A Necessary Relationship to Face the Path Towards Sustainable Development in Latin America and the Caribbean, Post-covid
(2024)
Morales Molina, Tania
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Urrutia X.M.
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Morales C.F.
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Vásquez G.B.B.
The health–economy relationship has recently emerged as one of the top priorities at the international level, and the emergence of the virus has caused a lot of human and economic pain. The pandemic has brought human and economic suffering to the international community. Most countries have been affected, and this has been evidenced in the deterioration of health and the contraction of economies, with greater incidence in Latin America and the Caribbean. The main objective was to highlight the current situation of both sectors and possible future developments. The methodology used was a quantitative–descriptive type of scientific research with updated bibliographic information, using as instruments secondary source documents such as state economic reports, updated statistical data, relevant scientific articles and publications in public institutions. The results reflect a difficult health and economic panorama due to internal and external causes, favouring the increase of inequality, poverty and political corruption. The conclusions demonstrate the little evolution that has existed in Latin America and the Caribbean (LAC) post-pandemic in the health sector and in the economy, which was on the verge of total bankruptcy in the face of such a devastating scenario of the coronavirus, with losses of -7.0% of GDP at the American level. Although new variants of the virus appeared and there was a relapse, by the end of the same year, the real GDP was predicted to increase by 6.3% in 2021, to moderate to 3% in 2022, taking into account the reopening of tourism as one of the main sources of income of these countries with 15.5% of the gross domestic product, all in terms of growth and sustainable development. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
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Morales Molina, Tania

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