Vol. 5 No. 2 (2024)

Articles

• Artificial Intelligence and Marketing 5.0 as a competitive advantage in the Ecuadorian pharmaceutical industry.

  David Alexander Morales López, Moisés Nikolay Trujillo Avilés, David Alejandro Zaldumbide Peralvo, Omitza Jiménez Espiñeira, Talhita Benítez Pardillo, Edgar Edurman García Silvera

  9-37

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• Analysing brand equity in green product packaging

  Gabriela del Cisne Viteri Proaño, Lorenzo Bonisoli

  39-56

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• Factors that influence consumer behavior through the implementation of digital marketing in the hotel sector of the city of Machala.

  Jordan Andres Diaz Barrezueta, Vladimir Alexander Avila Rivas, William Stalin Aguilar Gálvez

  57-72

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• Bank delinquency in Ecuador measured through economic growth with autoregressive vector model

  Jhonatan Guillermo Unuzungo Villa, Luis Miguel Álvarez Paccha, Marcela Ivanoba Salgado Suquilanda

  73-90

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• Characterization of the organizational climate and strategic management guidelines for intervention in Latin Amercian SMEs

  Daniel Antonio Verenzuela Barroeta, Mariela Concepción Araque Manrique

  91-113

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