Conference Agenda

Given globalization and the increasing interconnectedness of markets, internationalization has become fundamental to the growth and competitiveness of SMEs. This research aimed to explore the entrepreneurial capabilities of SMEs through a systematic literature review employing the PICO methodology in the Scopus and Web of Science databases, with a total of 1,050 articles. The PRISMA declaration was then applied, obtaining 52 articles for analysis. The findings showed that SMEs use a variety of strategies, ranging from exports to the formation of strategic alliances, adapting to their resources and the competitive environment. These capabilities, including knowledge management, innovation, marketing skills, and cultural adaptation, enable SMEs to overcome entry barriers, establish strong business relationships, and leverage the competitive advantages of internationalization. Fifty percent of studies determined that the most common problems are limited access to financial and human resources; business dynamics constitute 63% of the key capabilities that facilitate their internationalization. To overcome these challenges, it is crucial to develop key business capabilities such as innovation, digitalization, and adaptability.

This article declares the main objective to implement and develop a website for the Hotel, in order to increase reservations and improve its competitiveness. The RUP methodology was used, which organizes personalized tasks and responsibilities according to business needs. The project included website prototype development and SWOT analysis, as well as marketing strategies and local partnerships. Likewise, the EDT was carried out that identifies the work packages. The proposal to implement an automated reservation system seeks to improve reservation management, reducing errors and optimizing the customer experience. A 15% growth in web booking revenue was projected in the first quarter of 2024. The initiative turned out to be economically viable, with projected revenue of S/772,850.00 against an initial investment of S/20,016.00, ensuring its long-term sustainability.

This research project analyzes the implementation of the Business Process Management (BPM) methodology in a commercial sector company, aiming to optimize three key processes: personnel selection, sales, and production. The existing processes were modeled and analyzed to identify areas for improvement and design solutions focused on increasing operational efficiency, productivity, and product quality. Work management was carried out using the agile Kanban approach, enabling visual and flexible task planning. Additionally, a financial analysis was conducted to evaluate the economic viability of the project, highlighting the positive impact of BPM implementation on business management.

The objective of this research is to formulate a proposal for strategic commercial planning for a company in the cement industry. The method that was applied was descriptive, a survey was used as techniques and a Google Forms questionnaire was used as an instrument for operational staff in the sales area. In the first instance, an analysis of the problematic reality, the theoretical bases and objectives was carried out; The characteristics of the company are subsequently described; the micro environment, for which the empathy map, Porter's 5 forces, the value chain were designed; In the macro environment, the pestel matrix was designed, the competitive profile matrix, where it was detected that the company in the cement industry compared to its direct competition is in second place, with a weight of 3.25, leaving Unacen in first place, with a weight of 3:45, marking a difference of 6%; In customer-facing strategies, the IGOR ANSOF matrix, the marketing mix, the Buy Person and customer experience map were developed; A monthly budget of S/305,200.00 was made to implement the initiatives proposed in the BSC (Balanced Scorecard) balanced scorecard, to strengthen the sales force; control indicators (BSC) were formulated.

High-skilled migration has economic and social implications, resulting in losses due to investments made by governments in public education or private investments by families. This process of expulsion continues to be a challenge for countries experiencing it. The research focuses on understanding the reasons that lead people with university-level education to decide to leave their country, their motivations, their primary destination,

The present research evaluates the influence of advertising on purchase behavior and brand loyalty, considering the mediating role of brand awareness among consumers in Chiclayo who purchase imported sunscreen products during 2025. Based on the Theory of Reasoned Action, a quantitative approach and a non-probabilistic design were adopted, collecting data from 409 participants through structured surveys. Four constructs were evaluated using Likert-type scales. The theoretical model was estimated using the PLS-SEM method. Results showed that advertising has a significant direct influence on both purchase behavior (β = .307) and brand loyalty (β = .503), with its strongest effect observed on brand awareness (β = .811). Furthermore, brand awareness revealed relevant mediating effects in the relationship between advertising and both purchase behavior (β = .446) and loyalty (β =.206). The findings highlight the importance of designing advertising strategies that focus on strengthening brand awareness to foster consumer decision-making and sustained loyalty. As a recommendation, it is suggested that brands develop advertising campaigns emphasizing attributes that promote recognition and emotional connection in order to consolidate consumer preference in emerging markets such as Chiclayo.