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The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader.

An experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants.

The results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience.

The findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed.

The study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.

El artículo busca analizar la influencia de la gestión de marketing político, en términos de estrategias de comunicación política, en la respuesta emocional de los votantes al observar y escuchar el discurso de un líder político.

Se realizó un experimento en el cual los participantes miraron el último debate de la campaña para las elecciones presidenciales del Perú celebradas en junio de 2016. Durante el experimento, la tecnología Emotient FACET codificó las micro expresiones faciales de los participantes.

Los resultados revelan que la tendencia política del votante influye en la intensidad de sus emociones positivas cuando el líder político emite un mensaje desafiante. Las estrategias retóricas y las conductas no verbales que acompañan a este tipo de mensajes enfatizan el discurso y persuaden a la audiencia.

Los hallazgos sugieren que el sesgo del género en las actitudes hacia las mujeres que participan en política existe y esto podría cambiar la relación encontrada, influenciando las emociones negativas cuando una candidata mujer expresa un mensaje desafiante. Se discuten las implicaciones de los resultados para lograr el éxito político.

El estudio realiza un aporte metodológico al aplicar un protocolo experimental basado en la tecnología Emotient FACET a un contexto político, permitiendo así una medida más directa y objetiva de las respuestas emocionales de los votantes.

The growing presence of projectification is affecting more than its cradle, the industry, characterizing it as a broader phenomenon than initially envisioned. This study aims to provide a literature review on the concept.

The sampling process includes articles from two databases, Web of Science and Scopus, and a backward snowballing sampling through the references, entailing the analysis of 103 documents. The publications were analyzed applying bibliometric, content and semantic analyses both manually and with the assistance of VOSViewer, Bibliometrix, NVivo11 and Tropes v.8.

The results identified 55 definitions of projectification. The study synthesizes them in five levels of analysis to capture their main distinctive aspects, as follows: (1) Private Organizations; (2) Public Sector; (3) Academy; (4) Individuals (work and private life); and (5) Society. The paper concludes by depicting factors as general effects, negative effects, tensions, funding and knowledge, embedded within each level of analysis.

This work sheds light on the evolution of projectification concept, presents a multilevel analysis of its consequences and brings forward the related topics, which still require further investigation.

The purpose of this paper is to provide an estimate of the demand and supply in the housing market in Colombia in a period of high real estate valuation (2005-2016). On the demand side, it evaluates the impact of new housing prices, unemployment, stock market returns, real wages in the retail sector, remittances and mortgage rates. On the supply side, it estimates the influence of the price of new housing, construction costs, time deposit (TD) and mortgage rates. Real estate valuation was analyzed considering foreigners migration and land prices evolution.

Ordinary least squares (OLS) was used to estimate housing area with the semilog regression model and also to construct price models. OLS was also used in price models. Since quantities depend on prices and vice versa, a two-stage least squares (2SLS) was implemented.

Rising prices in new homes have an “elastic” effect on both demand and even higher effect on supply. Likewise, the real wage index for the retail sector has an elastic effect. On the other hand, the response to interest rates is negative, but statistically significant only on the supply side. Furthermore, the inflow of remittances is “inelastic” and statistically insignificant.

Housing can sometimes be a Giffen good, this result challenges the traditional neoclassical model, but it can be explained by investment reasons and “bubble” behavior in the housing market. One last influence is the difference between “temporary” and “permanent” migrations. The latter has a statistically significant and perfectly inelastic effect on the price of new homes.

This article is based on the assumption that entrepreneurship improves quality of life (HDI). Its main objective is to establish causal relationships between entrepreneurship variables such as credits, innovation (R&D), business growth, foreign direct investment and the Global Competitiveness Index and how these have influenced a country's development.

To analyse and validate this assumption, relevant information has been extracted about Ecuador (the subject of the study) for the 1998–2017 period. The information has received the respective econometric treatment, through a multivariate estimation by the autoregressive vector (ARV) method that made it possible to establish impulse-response functions.

The results indicate that there is a significant and positive statistical impact between the variables related to entrepreneurship and quality of life (HDI), with the exception of “Innovation”, which is not representative in the model, demonstrating that the investment made at country level in R&D is not sufficient to have an impact on the HDI. It was also determined that promoting entrepreneurship would be useful as this would alter the trend of the variables, making them conducive to increasing the HDI.

This article is one of the few to address this issue. It includes the self-regressive vector model as a key methodology used to evaluate and establish public policies. RVM has provided positive results in the field of economics and can be adopted in the area of entrepreneurship.

El presente artículo se basa en el supuesto de que el emprendimiento mejora la calidad de vida de los individuos (IDH), siendo el objetivo principal establecer relaciones causales entre variables de emprendimiento como: Créditos, Innovación (I + D), Crecimiento Empresarial, Inversión Extranjera Directa e Índice de Competitividad Global; y, como estas han influido en el desarrollo de un país.

Para el análisis y validación del supuesto mencionado anteriormente, se ha extraído información relevante sobre el Ecuador (sujeto de estudio) para el período comprendido entre 1998 y 2017, a los cuales se les ha dado el respectivo tratamiento econométrico, a través de una estimación multivariante por el método de Vectores Autorregresivos (VAR) que permitió establecer funciones de impulso – respuesta.

Los resultados señalan que existe una significativa incidencia estadística entre las variables relacionadas con el emprendimiento y la calidad de vida (IDH) de manera positiva, a excepción de la “Innovación” que no tiene representatividad en el modelo, demostrando que la inversión realizada a nivel país en I + D es insuficiente para impactar el IDH. También se determinó la conveniencia de impulsar el emprendimiento, pues esto cambia la tendencia de las variables haciéndolas favorables para el crecimiento del IDH.

Este artículo es uno de los pocos en abordar esta problemática, además incluye el Modelo de Vectores Autorregresivos como una metodología clave para evaluar y establecer políticas públicas, que ha brindado resultados positivos en el campo de la Economía y que puede adoptarse en la rama del Emprendimiento.

Upon completion of this case study, students will be able to analyze the interplay between small business growth and innovation in sustainable entrepreneurial success; evaluate factors influencing the adoption of technological innovations within startups; and decide on the optimal technological innovation for achieving sustainable growth in a startup.

This case study is about Liliana, a young Colombian entrepreneur. She had to decide how to innovate in her process of providing regulatory compliance and due diligence consulting services. According to Law 1778 of 2016, compliance and due diligence services became mandatory for companies with international operations in Colombia. Lemaître, Liliana’s venture, provided this service in an artisanal way. However, her market required the incorporation of technologies. Liliana must choose what to automate in her process and what to keep traditional. Not innovating meant Lemaître would be unable to grow, causing the sustainability of the business would to be at risk.

This case study is suitable for use for master of business administration students and in executive education short courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.