National Administration Journal
type: channel
description: La Revista Nacional de Administración RNA / The National Administration Journal NAJ, of the School of Management Sciences, UNED is published every six months (ISSN 1659-4908 Printed and ISSN 1659-4932 digital). Its objective is to contribute to the scientific and technical knowledge of adminsitration. the journal is aimed at an academic audience, mainly professionals and students from these areas, however, it allows the general public to acquire knowledge in various subjects of the administration sciences. It is open access and has no cost of sending or processing the manuscripts for those who decide to publish.
publisher: Universidad Estatal a Distancia, Costa Rica
language: en
publication name: National Administration Journal
issn: 1659-4908
copyright: Aquellos autores/as que tengan publicaciones con esta revista, aceptan los términos siguientes: Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia de reconocimiento de Creative Commons que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista. Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista. Se permite y recomienda a los autores/as difundir su obra publicada en la revista a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web).
items: Multidimensional Aspects of Relations between China and Central America
items: Bibliometric mapping of the Revista Nacional de Administración (UNED, Costa Rica), 2010-2025
items: The Situation and Policies for Promoting Entrepreneurship in Costa Rica, 2020–2025
items: The influence of international trade and globalization on sustainable economic development
items: State of the art of the Marketing Program at UNED: trends and perspectives for professional training in the 21st century
items: Technostress, Role Stress, and Academic Productivity at the National University of Costa Rica
items: Intuitive and Counterintuitive Mechanisms for Dosing, Controlling, and Renegotiating Leverage (2023-2025)
items: Programmatic Similarity and Cluster Analysis of Political Parties (Costa Rica, elections 2026–2030) Using Jaccard Distance and UPGMA
items: Resilient Marketing Strategies in Ibero-America: Innovation and Adaptation as Key Factors in the Face of Digital Environment Uncertainty
items: Not That Sustainable: Exploring AI’s Broader Socio-Environmental Impacts
items: Storytelling as a sales tool in a digital environment saturated with information
items: Optimizing Academic and Administrative Decision-Making in Higher Education through Interactive Dashboards in R Shiny-Connect
items: UNED as a Brand: Origin, Evolution, and Positioning in Higher Education
items: Positioning model: systematization of experiences, TEC case
items: Challenges in the Training of Marketing Professionals at a Distance: The Case of UNED in Costa Rica
items: From Reason to Calculation: Tensions between Philosophical Approaches and Artificial Intelligence in Marketing Practice
items: From Invisible to Unforgettable: How to Stand Out with Your Personal Brand
items: Influencer marketing in the digital environment: analysis of its factors, generational impact, and ethical considerations.
items: A Creative Combination of SCRUM and Market Research with a Social Approach
items: Jerónimo!: Innovation in the teaching of Marketing in higher education
items: The student as a client and their voice of complaint in digital spaces: a systematic review (2010–2024)
items: Digital transformation tools: a case study
items: Bibliometric, theoretical, and conceptual analysis on the study of governance in the university field, period 2018-2022
items: Transformation of Retail Trade in the Digital Era: A Bibliographic Analysis of the Impact of E-commerce on Emerging Economies
items: Blockchain Technology: Cryptoassets as a Disruptive Economic Medium and Their Global Impact
items: Neuroquantum marketing, quantum mechanics and behavioral indeterminism
items: Big data in marketing: trends and challenges from a bibliometric approach
items: Being and the Screen: An Ontological Reflection on Personal Marketing in the Digital Age
items: Contribution of human resources practices to the competitiveness of SMEs
items: Organizational climate and culture in nursing and general services personnel according to the Competing Values Model (CVM)

Multidimensional Aspects of Relations between China and Central America
type: item
description: Objective: To analyze, from a descriptive, quantitative, evaluative, and critical perspective, the multidimensional impacts of trade, investment, and cooperation with the People's Republic of China in the Central American countries that maintain diplomatic relations with that country. Importance of the topic: This study responds to China's growing global influence, the expansion of its trade in Latin America, and the regional significance of its ties with Central American countries, where, with the exception of Guatemala and Belize, all maintain diplomatic relations with China. Methodology: Academic, governmental, and institutional sources from both the region and China were used to analyze trade, investment, and cooperation flows, particularly within the framework of the Belt and Road Initiative, through comparative analyses of the countries under study. Main findings: The results show that relations with China have generally been positive, although outcomes vary across countries according to their respective national political agendas, allowing the identification of best practices in trade and cooperation, as well as potential public policy lessons. Limitations: The main limitation of the study lies in the recent establishment of diplomatic relations with China in some countries. Main conclusions: Despite these limitations, the study provides lessons for making better use of the opportunities arising from relations with China, incorporates considerations regarding current geopolitical disruptions, and seeks to serve as a reference for future, more in-depth research.
subject: Artículos
  topic: section
subject: Políticas públicas
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subject: Inversión extranjera
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creator: Velia Govaere – Vicarioli
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6720
ending page: e6720
doi: 10.22458/rna.v17i1.6720

Bibliometric mapping of the Revista Nacional de Administración (UNED, Costa Rica), 2010-2025
type: item
description: Introduction. Ibero-American university journals function as decisive platforms for consolidating administrative sciences in the region, yet they remain scarcely mapped through systematic bibliometric studies. Objective. To analyze the scientific output of the Revista Nacional de Administración (RNA) at the Universidad Estatal a Distancia of Costa Rica between 2010 and 2025, identifying its thematic structure, diachronic descriptor evolution and authorship patterns across fifteen years of uninterrupted publication. Method. A descriptive-relational bibliometric design was applied, complemented by a scoping review over 272 articles. Some 1,279 keyword instances were grouped through lexical co-occurrence into eight thematic clusters. Temporal trajectory was examined by absolute logarithmic values and a relative index with five-year baseline 2010-2015 = 100, alongside authorship, national affiliation and methodological typology. Results. Production unfolds across three uninterrupted quinquennia: 103 articles (2010-2015), 80 (2016-2020), 89 (2021-2025). Three clusters show positive net balance (human talent 118; innovation and AI 114; methodology-audit 105) against five contractions, with territorial development experiencing the steepest decline (40). Costa Rican exclusive authorship reaches 62.5 %, multinational co-authorship remains marginal (6.2 %), and the last quinquennium shows a clear turn toward mixed designs. Conclusion. RNA evidences a recomposition of its research agenda toward human-organizational and technological axes, retains the primacy of methodological-legal approaches as transversal scaffolding, and preserves geographical fragmentation that can be addressed through deliberate intraregional cooperation strategies.
subject: Artículos
  topic: section
subject: Normas de calidad
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creator: Javier Antonio Torres-Vindas
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6706
ending page: e6706
doi: 10.22458/rna.v17i1.6706

The Situation and Policies for Promoting Entrepreneurship in Costa Rica, 2020–2025
type: item
description: Objective or purpose: To analyze the policies aimed at promoting entrepreneurship in Costa Rica.Importance of the topic: Entrepreneurship is essential to increase the number of micro, small, and medium-sized enterprises (MSMEs), which account for more than 90% of the country's businesses and exhibit high volatility.Design / Methodology / Approach: A review was conducted of the laws, plans, organizational structures, and actions related to entrepreneurship promotion using a mixed-methods approach based on the analysis of databases, strategic plans, and studies of the institutional environment and public policies for entrepreneurship promotion. Main findings or results: The findings revealed the need to develop and implement coordinated actions across organizations and sectors, strengthen collaboration among national institutions, municipalities, regional offices, associations, cooperatives, and business chambers, and foster closer engagement with entrepreneurs to provide guidance, support, and evaluation of initiatives. The study also identified that high costs and the conditions required to access benefits for MSMEs constitute significant barriers to entrepreneurship. Therefore, innovative mechanisms are needed to facilitate business formalization and improve access to incentives. Research limitations/implications: The main limitation was the scarcity of specific studies on the subject and the lack of more detailed statistical data, highlighting the need to strengthen information generation to support the design and evaluation of public policies. Practical implications: It is recommended to implement support models focused on resources and financing, incorporate entrepreneurship tools into educational programs, and promote the development of entrepreneurial leadership, as well as the use of information technologies and business and social innovation as essential factors for entrepreneurial success.
subject: Artículos
  topic: section
subject: Emprendimientos
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creator: Roberto Jiménez-Gómez
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6699
ending page: e6699
doi: 10.22458/rna.v17i1.6699

The influence of international trade and globalization on sustainable economic development
type: item
description: The study aimed to analyze the prevailing influence of international trade and globalization on sustainable economic development, with the purpose of evaluating strategies that maximize their positive impact. Studying these aspects is relevant when considering countries' efforts to improve the socioeconomic situation of their inhabitants. In this regard, Guatemala has implemented actions aimed at leveraging its dominant economic position in Central America to enhance its foreign trade, seeking to translate the benefits into a better quality of life. To this end, an exploratory and descriptive documentary research study was conducted, based on a qualitative-interpretive approach, compiling data from official sources and considering criteria of temporality, geographical relevance, and thematic affinity. The main findings include the identification of benefits linked to international trade, such as job creation and competitiveness; as well as the detection of limiting systemic barriers, such as deficient infrastructure and the territory's economic vulnerability. It was established that strategic management can reduce poverty and inequality. This study presents limitations related to the proposed methodological design. Given its nature, data collection instruments were not applied, thus limiting the scope of the findings. The research results will be useful in academic contexts, serving as a starting point for other studies with quantitative or correlational-causal approaches. It was concluded that sustainable international trade drives economic and social development with a positive global impact, as well as highlighting the need to promote strategic sectors and adopt sustainable practices.
subject: Artículos
  topic: section
subject: Análisis económico
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subject: Array
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creator: Evelyn Dayanara Solórzano-Guerra
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
ending page: 6444
doi: 10.22458/rna.v16i2.6444

State of the art of the Marketing Program at UNED: trends and perspectives for professional training in the 21st century
type: item
description: This article is based on research on the state of the art of the Marketing program at the School of Administrative Sciences of UNED Costa Rica during the 2024–2025 period, with the objective of updating the curriculum of this program. A qualitative approach with quantitative features was applied, combining documentary review of national and international curricula, interviews with faculty, graduates, students, and professionals in the field. The findings revealed the importance of digital marketing, artificial intelligence, neuromarketing, and sustainability. It was concluded that the curriculum requires strengthening some of these competencies to respond to the demands of the labor market. Keywords: Distance education, university curriculum, marketing, artificial intelligence, sustainability
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
  topic: keywords
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creator: Fabio Sanabria-Araya
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
starting page: e6425
ending page: e6425
doi: 10.22458/rna.v16iE2.6425

Technostress, Role Stress, and Academic Productivity at the National University of Costa Rica
type: item
description: Objective: The study analyzed the relationship between technostress factors, role overload, role conflict, and academic productivity among academic staff at the National University of Costa Rica. Importance of the topic: Intensive digitalization of academic work increased university staff exposure to psychosocial risks associated with technostress. Design and methodology: A quantitative, cross sectional, correlational, and explanatory study was conducted with a sample of 322 academic staff members. Five point scales were used to measure technostress factors, role stress, academic productivity, and intensified academic production during the pandemic. Descriptive analyses, Pearson correlations, general linear models, and multiple regressions were performed. Main findings: The results showed significant associations between technostress factors and role overload and role conflict. The relationship between technostress and academic productivity was significant but weak. Technocomplexity was the only significant negative predictor of productivity. Intensified academic production was positively associated with productivity and showed no direct relationship with technostress. Sex showed significant effects on role overload and intensified academic production. Research implications: The study provided empirical evidence to expand the analysis of technostress in Latin American public higher education. Practical implications: The findings posed challenges for the institutional management of digital workloads, technological competencies, and academic staff well being. Social implications: Institutional attention to technostress may help protect academic staff well being and promote sustainable conditions for university work. Originality and value: The study incorporated intensified academic production as a phenomenon distinct from academic productivity. Conclusions: Technostress was mainly related to role stress and showed a limited influence on academic productivity.
subject: Artículos
  topic: section
subject: Teletrabajo
  topic: category
subject: Covid-19
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subject: Sociedad 4.0
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subject: Innovación
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creator: Luis Salas - Ocampo
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6386
ending page: e6386
doi: 10.22458/rna.v17i1.6386

Intuitive and Counterintuitive Mechanisms for Dosing, Controlling, and Renegotiating Leverage (2023-2025)
type: item
description: The objective of this study is to determine the effectiveness of applying a package of adapted counterintuitive measures (PAQ-MC) to sustainably reduce over-indebtedness among economic agents in Costa Rica during the 2023–2025 period. The research adopts a quantitative approach and a longitudinal experimental design, with control and experimental groups of 51 participants each. The intervention aims to prevent consumers from exceeding the critical debt threshold (50%–60%) through a combination of methods. To statistically validate the results, the paired-sample Student’s t-test was used to compare debt levels before and after the intervention. This tool adds rigor and strengthens the validity of the findings. Results show a p-value of 0.0012, below the 5% significance level, allowing rejection of the null hypothesis (H₀) and acceptance of the alternative hypothesis (H₁) with a 95% confidence level. The mean increased from 2.725 to 3.118, with a difference of +0.392, attributed to the treatment. It is concluded that this difference is not due to chance, but to the PAQ-MC intervention. This study represents an innovative proposal, with no documented precedents in Costa Rica evaluating the experimental impact of counterintuitive measures on consumer financial behavior. In a context of growing indebtedness, this research is expected to serve as a guiding light for those facing the darkness of debt. Due to budget constraints, two balanced random groups were used.
subject: Artículos
  topic: section
subject: Planeación estratégica
  topic: category
subject: Análisis económico
  topic: category
subject: Banca
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subject: Array
  topic: keywords
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creator: Harold Coronado-Coronado
creator: Geiner Mora-Miranda
creator: Ricardo Hiram García-Ortiz
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
starting page: e6385
ending page: e6385
doi: 10.22458/rna.v16i2.6385

Programmatic Similarity and Cluster Analysis of Political Parties (Costa Rica, elections 2026–2030) Using Jaccard Distance and UPGMA
type: item
description: Introduction: The comparative analysis of government programs makes it possible to identify patterns of thematic convergence and divergence among political parties, providing relevant evidence to understand their programmatic orientation within the Costa Rican electoral context. Objective: To analyze programmatic similarity among the twenty political parties participating in the 2026–2030 elections by applying distance metrics and hierarchical clustering techniques to their government programs. Method: A review of all available government programs for 2026–2030 was conducted, and a binary matrix of 58 themes was constructed. Similarity between parties was assessed using the Jaccard distance and the Unweighted Pair Group Method with Arithmetic Mean. Statistical software was used to generate dendrograms and identify consistent programmatic clusters. Results: The analysis identified four main clusters: one with minimal agendas/low programmatic coverage; a second with a reduced agenda/limited thematic emphasis; a third generalist cluster subdivided into three subgroups—one labeled Social State/Progressive Approach, another focused on State Reform/Institutional Modernization, and a third characterized by Order–Development/Pragmatic–Productive Approach; and a fourth containing parties with focused thematic coverage (niche parties). Conclusion: The results reveal that although parties converge on certain priority issues, their programmatic architecture displays substantial variation. The study contributes to political analysis by offering a reproducible and transparent methodology. It is recommended that future studies incorporate historical versions of party platforms, automated semantic analyses, and longitudinal comparisons to identify trends in programmatic evolution within the Costa Rican political system.
subject: Artículos
  topic: section
subject: Tercer sector de la economía
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creator: Greibin Villegas-Barahona
creator: Elizarda Vargas-Morúa
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
starting page: e6293
ending page: e6293
doi: 10.22458/rna.v16i2.6293

Resilient Marketing Strategies in Ibero-America: Innovation and Adaptation as Key Factors in the Face of Digital Environment Uncertainty
type: item
description: Digital marketing faces challenges driven by a rapidly changing demand that it had never experienced in its fully developed reality. Resilience, defined as the ability to experience the discomfort of difficulty and remain with it while continuing to live in the best possible way, emerges as an essential capacity to deal with the volatility, uncertainty, complexity, and ambiguity that characterize this sector. In this way, organizations can adapt to crises and turn challenges into opportunities. This article explores how continuous innovation, effective risk management, and social responsibility form the three pillars that can transform any company’s marketing strategy into a resilient marketing strategy. The paper examines cases and trends that have a significant impact on the business community, based on research from key articles and databases.
subject: Artículos
  topic: section
subject: Marketing
  topic: category
subject: Array
  topic: keywords
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creator: Jesús Morgan-Asch
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-13
publication date: 2025-12-13
starting page: e6228
ending page: e6228
doi: 10.22458/rna.v16iE2.6228

Not That Sustainable: Exploring AI’s Broader Socio-Environmental Impacts
type: item
description: Marketers are increasingly imbuing AI into their products. Doing so enhances the various forms of value they offer. However, it also creates externalities. This commentary briefly addresses some of the broad socio-environmental dangers that AI poses. Environmentally, AI impacts pertain to pollution; land, electricity, and water usage; as well as communal life. Socially, AI impacts pertain to information quality, reality perceptions, interpersonal relationships, and mental health. The technology also undermines people’s independence, agency, culture, and purpose. This commentary thus strives to raise awareness among marketers of the potential consequences that their AI-enabled products might have, and to stimulate discussion as to how these impacts might be preemptively curtailed. Doing so is especially important for developing regions like Latin America, where socio-environmental impacts tend to be exacerbated.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Francisco Conejo
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6212
ending page: e6212
doi: 10.22458/rna.v16iE2.6212

Storytelling as a sales tool in a digital environment saturated with information
type: item
description: We navigate a digital environment saturated with content of various kinds, which requires marketing strategies to connect with the audience and prioritize their experience. In this scenario, storytelling is an important strategic tool to differentiate a brand, build an emotional connection with audiences, and strengthen effective brand management. This article discusses the production process of two enrollment campaigns from the Universidad Estatal a Distancia (UNED) of Costa Rica, based on stories of students and graduates whose narratives go beyond simply conveying information to generate engagement, build trust, and guide purchase decision-making during quarterly enrollment. Using a qualitative action-research methodology, an open call is made to both populations during the 2024–2025 period, and stories are developed for radio, press, television, and social media, demonstrating that well-crafted narratives trigger empathy and memory, overcoming resistance to traditional advertising.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Karol Ramírez-Chinchilla
creator: Hilda Bonilla-Montes
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-12
publication date: 2025-12-12
starting page: e6211
ending page: e6211
doi: 10.22458/rna.v16iE2.6211

Optimizing Academic and Administrative Decision-Making in Higher Education through Interactive Dashboards in R Shiny-Connect
type: item
description: Objective or purpose: The study aimed to analyze how the implementation of interactive dashboards developed with R Shiny Connect contributed to optimizing academic and administrative decision-making at the Universidad Estatal a Distancia of Costa Rica. Importance of the topic: The research responded to the need to strengthen evidence-based university management in a context where public higher education institutions require integrated, timely, and reliable information to improve their academic, administrative, and accountability processes. Design / Methodology / Approach: An applied, descriptive, mixed-method study was conducted, based on the design of institutional dashboards, the selection of strategic indicators, the analysis of historical data, the incorporation of interactive visualizations, and the assessment of use by course and program coordinators. Main findings or results: The results showed that the developed ecosystem made it possible to integrate academic, financial, and administrative information, improve indicator traceability, facilitate managerial interpretation of data, and anticipate scenarios through prospective dashboards. In addition, the tools received a positive assessment, with high percentages of perceived clarity and relevance, as well as an average Net Promoter Score of 80.6%. Research limitations/implications: The need to advance in interoperability, data governance, and analytical training for users was identified. Practical implications: The study provided a useful tool to support institutional planning, monitoring, evaluation, and continuous improvement. Social implications: The experience promoted more transparent, relevant university management oriented toward the improvement of educational services. Originality/value: The study contributed an innovative and replicable experience of institutional intelligence in a public distance education university. Conclusions: It was concluded that interactive dashboards strengthened evidence-ba…
subject: Artículos
  topic: section
subject: Planeación estratégica
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subject: Array
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creator: Greibin Villegas-Barahona
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6165
ending page: e6165
doi: 10.22458/rna.v17i1.6165

UNED as a Brand: Origin, Evolution, and Positioning in Higher Education
type: item
description: The article presents the evolution of the brand of the Distance State University (UNED) of Costa Rica, from its creation in 1977 to the present day, through the review and update processes of the Visual Identity Manual (MIVI) developed by the Institutional Office of Marketing and Communication. During 2024 and 2025, a thorough brand update has been carried out to attract and retain new market segments while strengthening the trust and loyalty of its existing audience. Using a qualitative, exploratory methodology, the historical method was applied to collect information and locate documentary sources in order to understand the decisions that have shaped the evolution of UNED’s distinctive identity and to develop strategies for brand renewal. The process concludes that emotional marketing has predominantly prevailed, prioritizing people’s sense of identification and belonging.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Karol Ramírez Chinchilla
creator: Daniel Soto-Morúa
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6074
ending page: e6074
doi: 10.22458/rna.v16iE2.6074

Positioning model: systematization of experiences, TEC case
type: item
description: Through strategic marketing, positioning, segmentation, and value strategies are developed to enable differentiation in competitive environments, allowing products and services to occupy a place in the consumer’s mind. This presentation introduces a systematization of experiences based on the positioning model developed for the Costa Rica Institute of Technology, applied to the promotion and sale of services offered by its research centers. As a result of having a strategic marketing framework, the research centers mentioned improved their market recognition and increased their sales within a niche market characteristic of the services they provide.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Karla Garita-Granados
creator: Johnny Gómez-Aguilar
creator: Eduardo Valverde-Masís
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6159
ending page: e6159
doi: 10.22458/rna.v16iE2.6159

Challenges in the Training of Marketing Professionals at a Distance: The Case of UNED in Costa Rica
type: item
description: In today’s competitive and dynamic environment, the training of marketing professionals is essential to meet the needs of the global market. The Universidad Estatal a Distancia (UNED), through the School of Administrative Sciences (ECA), has offered a flexible educational approach for the preparation of marketing professionals. However, a decline in enrollment in this specialty has been observed in recent years, along with an apparent lack of student motivation. This work analyzes the factors that influence motivation and the choice of the marketing emphasis within the Business Administration program at UNED. Enrollment data and the importance of motivation in distance education are reviewed, as well as market trends that demand highly trained professionals in this field. Finally, the challenges and opportunities faced by marketing education are discussed, aiming to strengthen academic and professional performance. This analysis seeks to serve as input for institutional decision-making that promotes the growth and quality of the educational offering in marketing. KEYWORDS: Marketing, distance education, student motivation, UNED, professional training.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Adriana Palma-Chacón
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-13
publication date: 2025-12-13
starting page: e6158
ending page: e6158
doi: 10.22458/rna.v16iE2.6158

From Reason to Calculation: Tensions between Philosophical Approaches and Artificial Intelligence in Marketing Practice
type: item
description: Introduction: This essay examines the conceptual and practical tensions that emerge between certain philosophical currents and the implementation of artificial intelligence in contemporary marketing. Objectives: To examine the epistemological foundations of specific philosophical currents and their application to marketing; to analyze the computational principles of AI and their implementation in marketing practices; to identify specific areas where tensions emerge between these perspectives; and to evaluate the ethical and epistemological implications of these tensions for the discipline of marketing. Method: A theoretical-conceptual design based on a hermeneutic analysis of primary and secondary sources. The methodology integrates approaches from philosophy (Gadamerian hermeneutics) with conceptual analysis rooted in the analytic tradition to examine the tensions between certain philosophical currents and artificial intelligence in marketing. Results: The study identifies that certain philosophical currents, by questioning absolute truths and emphasizing the plurality of perspectives, come into tension with artificial intelligence systems that operate through deterministic algorithms and predictive models based on objectifiable data. These tensions manifest in practices such as algorithmic personalization, audience segmentation, and automated decision-making in marketing. Conclusion: The analysis reveals significant ethical and epistemological implications for the discipline of marketing, highlighting how the interaction between specific philosophical currents and artificial intelligence redefines its theoretical and practical foundations in the digital age.
subject: Artículos
  topic: section
subject: Marketing
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creator: Gustavo Hernández-Castro
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6155
ending page: e6155
doi: 10.22458/rna.v16iE2.6155

From Invisible to Unforgettable: How to Stand Out with Your Personal Brand
type: item
description: This presentation addresses personal branding as a key tool to stand out and differentiate oneself in today’s job market. It describes the importance of being aware of the management of both the real self and the digital self in order to project an image to the people we interact with, both personally and professionally. It also aims to identify how personal interactions and the proper handling of social media engagement contribute to building a distinctive, coherent, and beneficial personal brand. The session will discuss essential elements for developing an effective personal branding strategy, such as verbal and nonverbal communication, soft-skills management, and personal presentation.
subject: Artículos
  topic: section
subject: Marketing
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creator: Ginette López-Salazar
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6152
ending page: e6152
doi: 10.22458/rna.v16iE2.6152

Influencer marketing in the digital environment: analysis of its factors, generational impact, and ethical considerations.
type: item
description: ABSTRACT Introduction. Influencer marketing, consolidated in the digital environment, is based on the credibility and closeness of opinion leaders with their audiences. The problem lies in the lack of regulation and the vulnerability of minors to covert advertising. Its study is relevant to understanding its influence on perceptions, consumption habits, and socialization, integrating social learning and reinforcement theories. Objective. To analyze the factors influencing influencer marketing in Mexico, its intergenerational impact, and the ethical risks for child and youth audiences. Method. Two studies were integrated. The first (2021) was a qualitative–phenomenological study with interviews, observation, and a discussion group on micro-influencers and brands, analyzed in ATLAS.ti. The second (2023) employed a mixed methodology, with surveys and focus groups involving 26 children from Hidalgo aged 8 to 12, analyzed with MAXQDA, considering digital habits, perceived credibility, and consumption. Results. Findings show that authenticity and value alignment between brand and influencer are decisive in generating engagement. Children recognize and adopt expressions and products from their favorite creators, though they struggle to distinguish between advertising and organic content. Among adults, influencers provide visibility and positioning but do not guarantee direct sales. Discussion and conclusions. Influencer marketing functions as a mediator in the construction of emotional bonds, credibility, and brand awareness. However, its success depends on strategic planning and the ethical selection of collaborators. In the case of minors, influence impacts identity, language, and consumption, confirming the need for critical digital education and advertising regulation. Understanding these dynamics is essential to balance commercial opportunities and social risks in the digital environment within the consumer decision-making process.
subject: Artículos
  topic: section
subject: Marketing
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creator: Ruth Josefina Alcántara-Hernández
creator: Alejandra Vega-Barrios
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6101
ending page: e6101
doi: 10.22458/rna.v16iE2.6101

A Creative Combination of SCRUM and Market Research with a Social Approach
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description: This research analyzes the integration of the agile SCRUM methodology with market research from a social perspective, applied within a university context. The study arises from the need to design learning experiences that transcend theoretical knowledge and actively connect students with real community issues. A mixed methodological approach was adopted, combining data collection techniques with collaborative dynamics inherent to SCRUM, thereby structuring high-performance academic teams for the development of socially relevant projects. The results reveal that the implementation of SCRUM in market research processes enhances student motivation, organization, and creativity, fostering active and situated learning. Furthermore, a positive impact was observed in the beneficiary communities, as the proposed solutions incorporated principles of social responsibility and sustainability. Key findings highlight improvements in critical thinking, the strengthening of soft skills such as leadership and communication, and the consolidation of an ethical vision of marketing. It is concluded that the articulation of SCRUM and market research constitutes an innovative pedagogical strategy that promotes students’ comprehensive development while simultaneously providing responses to concrete social challenges. This study contributes empirical evidence for the redesign of teaching-learning methodologies in the fields of economics and business administration, aiming to advance a higher education model more strongly committed to its social environment.
subject: Artículos
  topic: section
subject: Talento humano
  topic: category
subject: Responsabilidad social
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subject: Array
  topic: keywords
creator: Ricardo Gutiérrez- Barba
creator: Gabriela Villanueva Lomelí
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
starting page: e6082
ending page: e6082
doi: 10.22458/rna.v16i2.6082

Jerónimo!: Innovation in the teaching of Marketing in higher education
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description: This article presents the innovative experience of the ¡Jerónimo! program, a transversal strategy developed at the Centro Universitario de los Altos (University of Guadalajara) to enrich the teaching of Marketing and strengthen the comprehensive education of students. Inspired by symbols of courage and academic references in marketing, the program integrates conferences, academic competitions, student-led journals, creative festivals, and scientific dissemination activities, aiming to transform learning into meaningful and socially relevant experiences. The initiative is distinguished by its student-driven nature, with faculty serving as advisors, fostering autonomy, leadership, and teamwork. It also incorporates cultural, artistic, sports, and social responsibility dimensions that enable students to develop essential soft and professional skills for their future careers. Among the most significant results are increased student motivation, high-impact academic production —including publications in international media— and the consolidation of a strong sense of university identity. The ¡Jerónimo! program demonstrates that educational innovation in university-level marketing can transcend the classroom to become a catalyst for creativity, social engagement, and academic excellence, offering a replicable model for other higher education institutions.
subject: Artículos
  topic: section
subject: Talento humano
  topic: category
subject: Emprendimientos
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subject: Marketing
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subject: Array
  topic: keywords
subject: Array
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creator: Ricardo Gutiérrez- Barba
creator: Gabriela Villanueva- Lomelí
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-30
publication date: 2025-12-30
starting page: e6081
ending page: e6081
doi: 10.22458/rna.v16i2.6081

The student as a client and their voice of complaint in digital spaces: a systematic review (2010–2024)
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description: The concept of the student as a client has been a topic of interest for many authors; however, the exploration of their complaint behavior in digital media related to educational services remains unclear. Understanding this issue will allow educational institutions to better address the needs of students who fit this profile. With this objective, the present article conducted a systematic literature review between 2010 and 2024 using Scopus and Google Scholar. The results revealed that studies on the topic exist, but in a fragmented manner. That is, there are various studies on the student-as-client concept, on student complaint or dissatisfaction behaviors, and on the use of digital channels by university students; however, no research has integrated these topics as a whole. In this sense, this article aims to present the most relevant and up-to-date information on the issue, in order to encourage the development of comprehensive studies and critical analysis on the subject.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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creator: Cristhian Rojas-Suárez
creator: Zarela Goyzueta-Mejía
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6079
ending page: e6079
doi: 10.22458/rna.v16iE2.6079

Digital transformation tools: a case study
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description: The growing digital transformation demands the implementation of tools to ensure competitiveness in an increasingly innovation-oriented market. The general objective of this research is to analyze the digital transformation process of a company dedicated to the production, promotion, and marketing of sotol products located in Ciudad Juárez, Chihuahua, applying tools such as PESTEL and SWOT to support its market participation and economic growth. The specific objectives established are to describe the characteristics of the digital transformation process, diagnose the current state of digital transformation, and adapt digital transformation tools according to the company's business needs. The findings include best practices, challenges, and specific recommendations.
subject: Artículos
  topic: section
subject: Innovación
  topic: category
subject: Marketing
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subject: Array
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creator: Gabriela Velasco-Rodríguez
creator: Adolfo Pedro Guzmán-Ramírez
creator: María Gorety Flores-Ortega
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6053
ending page: e6053
doi: 10.22458/rna.v16iE2.6053

Bibliometric, theoretical, and conceptual analysis on the study of governance in the university field, period 2018-2022
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description: Introduction: This article is part of a doctoral research project based on theoretical and conceptual foundations on the topic of university governance. Objective: The main objective of this research was to develop a bibliometric, theoretical, and conceptual analysis that provides a comprehensive overview of the study of university governance during the period 2018–2022. Method: A qualitative approach was used, with descriptive analysis. Results: The research produced a theoretical and conceptual framework on university governance, as well as two visualization maps generated using VosViewer software: Map 1: Countries where scientific studies and academic articles on university governance have been developed (during the study period); Map 2: Most prevalent topics and terms in scientific studies and academic articles on university governance (during the study period). The two products obtained (theoretical and conceptual framework, as well as the visualization maps generated by the bibliometric review) provide an overview of academic research on the topic of governance in the university setting. Conclusion: There is a robust theoretical and conceptual framework for the study of governance in the university setting. Following the bibliometric analysis and the creation of the visualization maps derived from the analysis, a high concentration of scientific studies and academic articles on university governance was identified, primarily in North America (United States and Canada) and Europe (England, Germany, Italy, France, Spain, Portugal, among others). Likewise, the main themes and predominant terms in scientific and academic production on governance in the university setting were identified, including university administration, comparative studies, governance, universities, COVID-19 pandemic, globalization, entrepreneurship, university policies, educational accreditation, technology, among others.
subject: Artículos
  topic: section
subject: Políticas públicas
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subject: Array
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subject: Array
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creator: José Eduardo Gutiérrez-Durán
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e6044
ending page: e6044
doi: 10.22458/rna.v16i1.6044

Transformation of Retail Trade in the Digital Era: A Bibliographic Analysis of the Impact of E-commerce on Emerging Economies
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description: This article is an analysis form the bibliographic perspective on the transformation of the retail trade, in addition to the impact that has been generated with the arrival of E-commerce, taking as a starting point some historical antecedents of traditional commerce, so this study is of critical and reflective characteristics, taking as a reference scientific articles, books on the subject, in addition to publications on websites, which leads to taking into account the change that business models have been presenting in recent years. Another factor to considerer is that with the entry of the digital era, there is an acceleration in the transformation of companies, giving in itself an advance of ten years of evolution, the research also presents a descriptive table that refers to the main types of business derived from electronic commerce and also includes, an interview with a specialist in the subject, providing his points of view, on retail and its reinvention in the digital age.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
  topic: keywords
subject: Array
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creator: Max Sequeira-Cascante
creator: Max Sequeira-Chavarría
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6036
ending page: e6036
doi: 10.22458/rna.v16iE2.6036

Blockchain Technology: Cryptoassets as a Disruptive Economic Medium and Their Global Impact
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description: Objective: To analyze how crypto-assets have emerged as digital alternatives for storing value and facilitating exchange in the face of global economic uncertainty, in contrast to government monetary policies. Importance of the topic: Economic slowdown, high levels of indebtedness, and market volatility have driven the search for alternative mechanisms to preserve wealth against the loss of purchasing power of fiat money. Design and methodology: A qualitative approach based on a literature review of scientific articles, institutional reports, and specialized academic sources on blockchain, crypto-assets, and monetary policy was employed. The analysis was structured around three thematic areas: the global economic landscape, the effects of expansionary monetary policy and traditional store-of-value alternatives, and crypto-assets as a technological response. Main findings: The findings showed that blockchain technology provides transparency, security, decentralization, and lower transaction costs, thereby strengthening the confidence of investors and institutions. In addition, increasing institutional and regulatory adoption was identified, driven by new legal frameworks in the United States and Europe, which have facilitated the integration of cryptocurrencies and stablecoins into payment systems, investment portfolios, and retirement plans. Research implications: The study expands the understanding of the role of crypto-assets within the contemporary financial system and provides evidence for analyzing their evolution in contexts of economic uncertainty. Practical implications: The findings provide valuable insights for policymakers, financial institutions, and investors seeking to better understand the opportunities and challenges associated with the adoption of crypto-assets. Social implications: The expansion of crypto-assets may foster financial innovation, broaden investment opportunities, and contribute to the development of more inclusive digital financial e…
subject: Artículos
  topic: section
subject: Economía social
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subject: Sociedad 4.0
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subject: Innovación
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subject: Análisis económico
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subject: Banca
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subject: Políticas públicas
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subject: Inversión extranjera
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subject: Política fiscal
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subject: Finanzas
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creator: Danny De La O - Miranda
creator: Alexander Cortés -Campos
rights: Copyright (c) 2026 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-06-30
publication date: 2026-06-30
starting page: e6032
ending page: e6032
doi: 10.22458/rna.v17i1.6032

Neuroquantum marketing, quantum mechanics and behavioral indeterminism
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description: The work proposes the structuring of the concept of Neuroquantum Marketing, based on the link of the neural management of consumer data and in direct relation to the precepts of Quantum Mechanics, pointing out the theoretical and hypothetical applications usable through management models of administration and commercial development, specifying at the same time the quantum foundations in the use of data and behavioral patterns of customers. allowing to detail aspects such as quantum entanglement, indeterminacy, wave superposition and others of a similar nature, reaching elementary points of traditional Marketing, thus specifying the foundations for an eventual model of Quantum Marketing based on neural data, and linked to the indeterministic management of people's behavior and their commercial decision, all based on the application of quantum structural principles to the professional management of business marketing.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
  topic: keywords
subject: Array
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creator: Juan Diego Sánchez-Sánchez
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6020
ending page: e6020
doi: 10.22458/rna.v16iE2.6020

Big data in marketing: trends and challenges from a bibliometric approach
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description: This article is part of a project focusing on the use of big data (BDA) in management. The objective was to evaluate the impact of applying BDA to marketing using a bibliometric approach. To this end, an analysis based on Biblioshiny and VOSviewer was conducted. This approach is an alternative way to study specialized literature on the subject. This study is among the first Latin American research to examine trends, challenges, and gaps in the application of BDA in marketing. The findings revealed that research in this field is still in its early stages.
subject: Artículos
  topic: section
subject: Marketing
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subject: Array
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subject: Array
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subject: Array
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creator: Edgar Alfonso Sansores-Guerrero
creator: Juana Edith Navarrete-Marneou
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6014
ending page: e6014
doi: 10.22458/rna.v16iE2.6014

Being and the Screen: An Ontological Reflection on Personal Marketing in the Digital Age
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description: This research offers a philosophical, specifically ontological, perspective on how the construction of digital personal branding impacts the authenticity of the self. This is a topic that has been scarcely studied and explored compared to traditionally technical or marketing-focused approaches. The core issue lies in the paradox of digital authenticity: self-expression tools can foster a dissociation between the real self and the projected on-screen persona. This raises the question of whether the pursuit of online validation compromises the integrity of the self. The justification for this study stems from its critical relevance to mental health, personal development, and ethics, especially for university students whose digital reputations shape their future opportunities—a scenario amplified by the omnipresence of Artificial Intelligence (AI). It is grounded in the premise that digital identity is actively constructed, with AI serving as a predominant transformative force. The methodology employed is qualitative, operating under an interpretative paradigm and a hermeneutic method. This involves a critical literature review and documented reflection, supplemented by the analysis of paradigmatic cases. A key finding is the emergence of critical digital consciousness, which is fundamental for discerning between the authentic self and the screen-constructed identity, and for ethically navigating the algorithmic environment. In conclusion, true mastery in digital personal marketing doesn't lie solely in strategy, but in the unwavering ability to maintain the integrity of the self, preventing the screen from distorting one's self-image without conscious discernment.
subject: Artículos
  topic: section
subject: Talento humano
  topic: category
subject: Marketing
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subject: Array
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creator: Pedro Francisco Arcia-Hernádez
creator: Sisi Lizbeth Hidalgo-Solórzano
creator: Andrés Avelino Quispe-Quispe
rights: Copyright (c) 2025 National Administration Journal https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-11
publication date: 2025-12-11
starting page: e6005
ending page: e6005
doi: 10.22458/rna.v16iE2.6005

Contribution of human resources practices to the competitiveness of SMEs
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description: The study aimed to determine the contribution of human resource management factors to the competitiveness of SMEs. The sample consisted of 206 SMEs, collected through the Global Competitiveness Project (GCP) during the first half of 2019. The data were analyzed using a hierarchical multiple regression model. Evidence indicates that in-company training and compensation systems influence the competitiveness of SMEs. The study has implications for SME owners, who are advised to pay attention to these factors to significantly enhance their competitiveness.
subject: Artículos
  topic: section
subject: Competencias laborales
  topic: category
subject: Mipymes
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subject: Array
  topic: keywords
subject: Array
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subject: Array
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creator: Allan Pérez-Orozco
rights: Copyright (c) 2025 The National Administration Review https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e5935
ending page: e5935
doi: 10.22458/rna.v16i1.5935

Organizational climate and culture in nursing and general services personnel according to the Competing Values Model (CVM)
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description: Introduction: This article is part of a doctoral research project based on the theoretical postulates of the Competing Values Framework (CVF), updated to measure organizational climate and culture. Objective: The main objective was to identify the predominant archetypes of organizational climate and culture in the nursing and general services departments of a specialized hospital, as well as to identify congruences between organizational objectives and climate and culture. Method: A quantitative approach was used, with descriptive analysis. Results: The findings show a predominance of a control-centered climate and culture, although staff members show a preference for a human relations approach, which is people-oriented. Conclusion: This study reveals a discrepancy between perceived and desired organizational culture in hospital departments, particularly in nursing and general services. While an orientation toward control and stability prevails, staff members prefer a more flexible and people-centered environment. These findings underscore the importance of implementing cultural change strategies that align institutional structures, norms, and values with the expectations of the workforce.
subject: Artículos
  topic: section
subject: Clima organizacional
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subject: Array
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subject: Array
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subject: Array
  topic: keywords
creator: Beatriz Villalobos-Núñez
rights: Copyright (c) 2025 The National Administration Review https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e5934
ending page: e5934
doi: 10.22458/rna.v16i1.5934