https://hdl.handle.net/10259/11032 Mon, 27 Apr 2026 14:13:41 GMT 2026-04-27T14:13:41Z https://hdl.handle.net/10259/11171 Profesor digital del siglo XXI Huerta Zavala, Pilar Angélica El desarrollo tecnológico incide directamente en el ámbito educativo al considerar la escuela como “un reflejo de la sociedad” que integra los nuevos escenarios del siglo XXI. Los estudios actuales reflejan la necesidad de una formación basada en un currículo por competencias. Este enfoque coincide con la concepción planteada por un cambio en la sociedad de la información. De este modo, se considera una prioridad tener presente estas situaciones problemáticas al abordar la educación del Siglo XXI. Fri, 01 Jan 2021 00:00:00 GMT https://hdl.handle.net/10259/11171 2021-01-01T00:00:00Z https://hdl.handle.net/10259/11106 Does the Theory of Networks Suite to Franchising? a Case Study of Neck and Neck Calderón Monge, Esther; Huerta Zavala, Pilar Angélica La teoría de Redes es una alternativa para seleccionar franquiciados con el fin de formalizar una relación que se consolide con el tiempo. La empresa española de ropa infantil Neck Child, S. A. propietaria de la franquicia Neck & Neck ha reducido sus costes de información al disminuir la incertidumbre precontractual mediante la creación de redes egocéntricas en países donde se ha instalado, alcanzando menores costes en aquellos países donde las redes son más densas y con vínculos más fuertes.; Theory of Network is an tool in the choosing of franchisees for a given franchise system with a view to entering into a long-term operationally stable relationship. This paper studies the case Neck and Neck, one Spanish brand in the children´s fashion sector. This company has reduced her information costs because it has minimized the pre-contractual uncertainty by creating egocentric network, as master franchise or group of retail, in the countries where it is operating. When the networks are dense and the ties are strong, the reduction information costs are bigger. Thu, 01 Jan 2015 00:00:00 GMT https://hdl.handle.net/10259/11106 2015-01-01T00:00:00Z https://hdl.handle.net/10259/11105 Social Marketing Actions in Small-Format Convenience Stores: The Case of Oxxo in Mexico Matos Cámara, Rafael Fabricio; Ochoa Hernández, Magda Lizet; Huerta Zavala, Pilar Angélica Oxxo is a Mexican chain of small-format convenience stores owned by FEMSA. Over the course of 30 years, it has managed to satisfy the daily needs of its customers with stores in the Mexican Republic and in other Latin American countries. Corporate social responsibility and social marketing actions are part of its business culture: investing in communities, respecting cultural diversity and reducing environmental impacts through sustainable business practices—all of these activities are part of the chain’s objectives. In this continuous effort to be a more environmentally and socially responsible organization, they have developed social marketing actions with programmes aimed at serving three strategic areas of action: collaborators (employees), society and the environment. In this case, we will focus on a strategic area of society: improving the quality of life of people through an environmental awareness programme called ‘Good Neighbour’. Although the programme involves activities focused on ecological education, reforestation, recycling, rehabilitation of public spaces and the promotion of health and sports, we focus here on reforestation, which seeks to reduce environmental problems and generate an awareness of change while improving the current conditions in the society where it operates. The main achievements of Oxxo are shown, together with the active role of the community involvement in this type of action. Fri, 01 Jan 2021 00:00:00 GMT https://hdl.handle.net/10259/11105 2021-01-01T00:00:00Z https://hdl.handle.net/10259/11036 La seguridad percibida del visitante como preludio de la confianza por un territorio: el caso Cancún Matos Cámara, Rafael Fabricio; Ochoa Hernández, Magda Lizet; Huerta Zavala, Pilar Angélica Los territorios actualmente invierten en actividades orientadas a lograr la repetición de visitas y estimular la confianza de los turistas actuales y potenciales. Es así, que, un factor clave para el desarrollo de experiencias positivas en un territorio es la seguridad y cobijo que este puede otorgar a sus visitantes, lo que contribuye a la construcción de la confianza por el lugar. Por ello, Cancún se dio a la tarea de conocer la valoración de la seguridad que perciben los visitantes del territorio como preludio de la confianza por este destino. Así, con el esfuerzo integrado de todos los agentes implicados en el territorio, se busca identificar y mantener una red de relaciones personalizadas con el turista por medio de una recolección continua de información relacionada al cumplimiento de las promesas por parte de los gestores del territorio, las características del lugar a sus gustos y preferencias, la seguridad que ofrece el lugar, la confianza en él y en sus servicios, el comportamiento honesto por los gestores del territorio y la consideración que estos últimos realizan sobre las repercusiones de sus acciones en el turista; The touristic destinations currently invest in activities aimed at achieving repeat visits and stimulate the trust of current and potential tourists. Thus, a key factor for the development of positive experiences in a territory is the security and shelter that this can give to its visitors, which contributes to building trust for the place. Therefore, Cancun was given the task of knowing the security assessment perceived by visitors to the territory as a prelude to trust in this destination. With the integrated effort of all the agents involved in the territory, it seeks to identify and maintain a network of personalized relationships with tourists through a continuous collection of relation information to the fulfillment of the promises by the managers of the territory, the characteristics of the destination to your tastes and preferences, the security offered, trust in its services, honest behavior by destination managers, and the consideration that the latter make on the repercussions of their actions on the tourist. Trabajo presentado en: XI International Congress on Teaching Cases Related to Public and Nonprofit Marketing, de la International Association on Public and Nonprofit Marketing (IAPNM), celebrado en Oviedo (España) el 13 de diciembre de 2019 Wed, 01 Jan 2020 00:00:00 GMT https://hdl.handle.net/10259/11036 2020-01-01T00:00:00Z