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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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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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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Cultural and Ethnographic Routes as a Tourist Resource for Rural Development: A Theoretical Review
(2024)
Morales Molina, Tania
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Morales-Urrutia X.
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Lascano N.
Cultural routes have become an important income-generating resource for the different countries they pass through. At present, this type of route is promoting a series of activities related to the tourism field and that have drawn special attention from its visitors, this has made the governments of the day develop policies aimed at promoting and implementing actions that allow stimulate the development and economic growth of the rural areas in which they are located. The purpose of this research is to carry out a review of the current and evolutionary status of the contributions made for the enhancement of historical and heritage value of these routes. In the present research, a literature review of the main cultural tourism routes and their contributions to the development of the areas through which they run was carried out. In general, the cultural routes have become an important contribution to the growth and economic development of rural areas; and, above all, they have generated jobs and improved the quality of life of the population. © 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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Factors Influencing the Economic Growth of the Business Sector in Zone 3 of Ecuador
(2024)
Morales Molina, Tania
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Urrutia X.M.
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Figueredo-Morales C.
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Vásquez G.B.B.
In zone 3 of Ecuador there are diverse economic and productive activities, therefore, in this research work we intend to analyze the factors that influence growth in the business sector, a documentary-bibliographic research will be carried out through the review of different scientific articles, documents, books, texts and doctoral theses in order to build the state of the art, as well as data from secondary sources of national statistical offices will also be used. The result focuses on the discussion among public, non-governmental and private sector actors, on the economic factors that stimulate the emergence of new companies and the strengthening of existing ones with general information, which affect the initiative to the contribution to business growth and sustainability of the company. In the conclusions we can refer that the entrepreneurs of zone 3 should be more linked among themselves, should be more communicated, have more cooperation among them and establish long-term relationships between them, to generate better conditions that favor the business system and strengthen productivity and innovation. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
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Digital Inclusion in Ecuadorian Education Through Innovative Resources for Teaching Entrepreneurship
(2025)
Núñez-Naranjo, Aracelly Fernanda
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Morales Molina, Tania
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Silva Ordóñez, Catalina
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Chaviano Quezada, Alejandro
This study investigates the implementation of innovative resources for digital inclusion in entrepreneurship education in Ecuador. Using a mixed-methods approach (quantitative and qualitative), it examines the impact of these tools on secondary school students and teachers. The findings show that digital resources not only enhance technological skills but also increase student engagement in learning activities. This highlights the crucial role of integrating digital technologies into the educational system to promote more inclusive and effective learning experiences. The study concludes with recommendations for expanding the use of these tools to other areas of the curriculum.
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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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