This paper investigates the interplay between online experiences, relationship quality, and customer inspiration in shaping customer engagement, focusing on two culturally distinct markets: Kuwait and Portugal. This study employed a quantitative research design using structured online surveys administered through Qualtrics panels service. Two distinct panels were used to collect data from general consumers in Portugal and Kuwait. The final sample comprised 240 valid responses from Portugal and 210 from Kuwait. The findings highlight significant cultural differences. Entertainment is a universally important aspect of online experiences, but informativeness is more critical in Kuwait, while social presence holds more importance in Portugal. Mediation analysis reveals that relationship quality (RQ) mediates the relationship between online experiences and engagement in Kuwait, emphasising the role of relational bonds in collectivist cultures. In contrast, customer inspiration serves as a consistent mediator across both contexts, with stronger effects in masculine cultures such as Kuwait. The results advance theoretical frameworks by integrating cultural dimensions and provide actionable insights for marketers to design culturally sensitive online strategies. The study underscores the importance of tailoring engagement approaches to cultural contexts, offering implications for theory development and practical applications in global marketing.

The Procter & Gamble Company (P&G), with 188 years of successful operation in highly dynamic environments, reported fiscal year 2025 net sales of $84.3 billion (P&G, 2025). Founded as a family business in Cincinnati, Ohio, USA., P&G is currently ranked among the world’s leading consumer goods companies. This study adopts an exploratory, longitudinal qualitative study approach to examine how P&G has developed, accumulated, and renewed dynamic capabilities over time. The research combines a systematic review of the literature on the resource-based view and the dynamic capabilities framework with the analysis of archival secondary data from authoritative corporate and historical sources, complemented by practitioner-based insights derived from the lead author of this paper (Miguel Ángel López Lomelí) long-term managerial experience within P&G across Mexico, the United States, and Latin America. The objective of the case is to enable readers to analytically examine P&G’s dynamic capabilities and, based on this analysis, assess the firm’s strategic position and propose future-oriented marketing strategies. Additionally, the study proposes a conceptual model for the creation of dynamic capabilities. The explanatory power of this model is analytically validated through its systematic application to the P&G case, demonstrating how managerial behaviour, organisational knowledge management, and social capital interact under conditions of environmental complexity, uncertainty, and dynamism to support sustained superior performance.

Se argumenta que la Responsabilidad Social Empresarial (RSE), además de contribuir al bienes-tar de la sociedad y del medio ambiente, fortalece la reputación y confianza de los consumidores. Esto suscita el interés por conocer cuánto valoran que una empresa incorpore prácticas de responsabilidad, y cuál es su relevancia en comparación con otros atributos del producto o del negocio. En este contexto, el presente estudio planteó por objetivo analizar la importancia relativa de la RSE como atributo competitivo en las preferencias de los consumidores de telefonía móvil en Chile, un sector económico de gran dinamismo y de significancia creciente para el país. Para esto, se realizó una encuesta y se aplicó un modelo multivariante de elección discreta que examinó la relevancia del atributo RSE en la decisión de compra y disposición a pagar de los consumidores (DAP). Los resultados revelan que las prácticas de RSE influyen positivamente en las preferencias de los consumidores, y en conjunto, son más importantes que las habilidades empresariales y el precio. Además, se encontró que, en general, existe una predisposición favorable para premiar a las empresas que adoptan este enfoque de gestión, aunque el sobreprecio a pagar es mínimo. Se concluye que establecer un modelo de negocio basado en la RSE tendrá un impacto positivo en las preferencias de compra, pero no aumentará de manera significativa la disposición a pagar.

En las últimas décadas, el decrecimiento de la acti-vidad agropecuaria en zonas rurales cubanas ha sido una constante, fundamentalmente por la reduc-ción de inversiones y el éxodo de la población rural hacia entornos urbanos. Transformar esta realidad implica, entre otros aspectos, introducir cambios estructurales y diversificar la economía tradicional. En consecuencia, la inserción de la actividad turís-tica constituye una acción estratégica, en función de la activación del patrimonio rural y la recuperación, revalorización y fortalecimiento de las identidades culturales de estos espacios y sus comunidades. En esta dirección, el artículo tuvo como objetivo determinar cómo la gestión turística, basada en la utilización de atractivos y recursos controlados localmente y proyectados para pequeños segmen-tos del mercado turístico, dinamiza los procesos de desarrollo en el escenario rural. Se empleó una metodología con enfoque cualitativo, y mediante el análisis documental, la entrevista y la observación científica, se pudo determinar los factores que favo-recen la integración de la actividad turística como factor de desarrollo local en el contexto cubano. Entre los resultados obtenidos, destaca el diseño de un grupo de acciones que posibilitan la soste-nibilidad de la actividad turística en una finca del territorio avileño, a partir de la gestión integrada del potencial turístico.

Why are Generation Z employees quiet quitting? A potential answer is related to Generation Z disen-gagement. Quiet quitting is troublesome for com-panies with growing numbers of young recruits checking out emotionally from work. Literature about aggrieved company cultures discusses quiet quitting, the name Generation Z employees use for a form of disengagement. Nevertheless, there is a lack of empirical research on Generation Z disengagement. Moreover, there is a lack of qualitative research on quiet quitting and disengagement in general with existing recommendations originating from quantitative studies that do not examine the core nature of the phenomenon. The original-ity of the research stems from studying two interrelated issues: the characteristics of Generation Z disengagement and the characteristics of Genera-ion Z employee integration frameworks that consider their employee lifecycle. This paper discusses quiet quitting as a form of Kahn’s (1990) disengagement and a dimension of Generation Z’s exit, voice, loyalty, neglect (EVLN) model characteristic. The study follows a qualitative methodology. Firstly, grounded theory is employed to extract data from Generation Z employees and their managers and compare perceptions of the former’s disengagement and engagement. The research sample consisted of 75 participants. Secondly, unstructured observation was employed through a cohort longitudinal study of ten Generation Z employees at work over two years. The lifecycle of Generation Z employees is shown to be approximately one year. The research illustrates the Generation Z employee lifecycle curve and classifies the Generation Z employee engagement phases. Moreover, the study introduces a framework for integrating Generation Z within companies.

The purpose of this paper is to analyse the use of machine learning in smart manufacturing, describing techniques, technologies, industries, and purposes associated with industrial applications. We conducted a systematic literature review using Scopus, in which 26,032 documents were found. After applying quality criteria, 107 articles were analysed. The main findings show that machinery was the industry subsector with the major implementations regarding machine learning; process improvement is the main concern (interest) of all implementations; random forest was the most specific machine learning technique used; and diverse technologies associated with this context were identified such as: the industrial internet of things, digital twin, sensor technologies (soft, optical, barometric, ultrasonic), software technologies (Python, MATLAB, LabView, Google AutoML Platform) and equipment technologies (robotic, PLC, CNC). Most fault detection machine learning applications were focused on predictive maintenance, specifically in mechanical equipment (bearings, machines in general, and assembly lines). This study presents a novel taxonomy that identifies 85 specific machine-learning techniques used in smart manufacturing.

El empoderamiento femenino es uno de los objetivos para el desarrollo del milenio y el emprendimiento es una de las vías para lograrlo. El objetivo de esta investigación consistió en realizar un diagnóstico acerca de la participación de la mujer en el trabajo remunerado en México, específicamente en el emprendimiento e identificar los retos y oportunidades para insertarse a la era digital. Para lo cual, se realizó una investigación documental recolectando datos de fuentes secundarias de información publicados por organismos internacionales, así como de artículos científicos. Los hallazgos más relevantes permiten conocer que las principales barreras que enfrentan las mujeres para emprender de manera formal son los costos, el financiamiento, la profesionalización, la brecha digital, la falta de confianza, el miedo al fracaso, la carga de trabajo no remunerado y la falta de modelos a seguir. Asimismo, se puede conocer que las oportunidades que tienen las pymes lideradas por mujeres consisten en las cadenas de valor y la era digital, a las que tienen que adherirse para no quedar rezagadas en el mercado.


 Salespeople are crucial piece of the puzzle in micro business retailing environments of developing countries. With no formal training and education in salesmanship, they practice the modern version of the customer relationship management to achieve success. However, empirical studies regarding the salesperson’s performance in such environments in developing countries are scarce. We contribute to the existing literature by extending the application of the behaviour-based salesperson self-evaluation into micro enterprise environments of under-researched countries in Central America and Western Africa. Using an empirical data collected from two developing nations, we examined the importance ratings of the Bush et al. (1990) behaviour-based scale dimension in micro enterprise retail shops in Ghana and Guatemala. Our results indicate that the dimensionality of the behaviour-based salesperson performance evaluation scale holds in both countries. In addition, the importance of some of the performance evaluation dimensions differed in the countries studied.

Este artículo tiene como objetivo mostrar el nivel de competitividad que tiene Chile en los productos destacados de su industria pesquera y acuícola, analizando su evolución entre los años 2008 y 2019. Para esto se caracterizó el mercado exportador de este sector para el país objetivo, como también el mercado internacional de esta industria. Posteriormente, mediante el uso del índice de ventajas comparativas se calcula el nivel de competitividad de Chile y su competencia, considerando las ventajas o desventajas de las exportaciones e importaciones del país estudiado con respecto al resto del mundo. Se analizan los ocho productos con mayor desempeño exportado concluyendo que Chile posee ventajas comparativas en cinco de estos.

Customers frequently use social media (SM) platforms to share and seek information about services. Could the content of customer SM interactions be used for new service development (NSD)? This study analyses: (a) Whether social media input is relevant for NSD? (b) What are the preferred social media platforms for NSD? (c) How social media input can be integrated with the current NSD organisational process? The results highlight the importance of social media input in NSD. Facebook leads the social media pack for relevant NSD input. The SMART roadmap for leveraging the power of social media for NSD has also been suggested.