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This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century.

The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A.

In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector.

This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós.

Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.

This research examined the role of post-conflict marketing in supporting businesses within conflict-affected regions, aligning with the objectives of UN Sustainable Development Goal 16 to foster peaceful societies amid increasing global conflicts.

Drawing from the theories of social egalitarianism and consumer discrimination, the study explored the moderating influence of conflict stakeholder on consumer willingness to pay (WTP). Understanding such stakeholder roles underscores post-conflict marketing's potential for economic growth and stability. Two experiments assessed the WTP, WTP a premium price and expected attractiveness of strategic products and services developed by key stakeholders (ex-guerrilla, ex-paramilitaries, ex-militaries, victims and other citizens) in the Colombian post-conflict context among both local (Colombian) and foreign (Japanese) consumers.

Results revealed that products associated with victims consistently received higher ratings. A notable contrast emerged as Japanese consumers favoured products of victims over those of regular citizens while rating offerings from ex-paramilitary and retired military stakeholders similarly, unlike their Colombian counterparts.

The study acknowledges limitations regarding participants' geographic location and experimental design, providing insights for future research and potential refinements.

The findings offer insights into the impact of consumer attitudes on post-conflict stakeholder entrepreneurship in foreign and local markets, thus contributing relevant knowledge to support market success.

This is the first study assessing the role of various post-conflict stakeholders in influencing consumer evaluations of products and services. Consequently, these findings contribute to the foundational understanding of post-conflict marketing and offer a benchmark for business development in conflict-affected areas.

Examinar el papel del mercadeo en el apoyo a emprendimientos en regiones afectadas por conflictos, alineándose con el ODS 16 de la ONU para impulsar sociedades pacíficas en medio del aumento de los conflictos.

Basada en las teorías del igualitarismo social y discriminación del consumidor, el estudio exploró la influencia de las percepciones hacia actores del posconflicto en el comportamiento de consumo. Dos experimentos evaluaron la disposición a pagar (DAP), DAP un precio superior y la atractividad de productos y servicios desarrollados por actores del posconflicto colombiano (exguerrilleros, exparamilitares, exmilitares, víctimas, otros ciudadanos) entre consumidores locales (colombianos) y extranjeros (japoneses).

Los productos desarrollados por las víctimas recibieron valoraciones más altas. Además, los consumidores japoneses, a diferencia de los colombianos, prefirieron los productos de las víctimas a los de “otros ciudadanos” y valoraron de manera similar los de exparamilitares y exmilitares.

Los resultados ofrecen una visión precisa del impacto de las actitudes de los consumidores sobre los productores del posconflicto en los mercados extranjeros y locales, contribuyendo a la reintegración económica, el crecimiento y la reconciliación social.

El estudio reconoce posibles limitaciones en el diseño experimental, proporcionando ideas para investigaciones futuras.

Se trata del primer estudio que evalúa el papel de los actores de un posconflicto como productores en la valoración de productos y servicios. Estos resultados contribuyen a la comprensión del mercadeo del posconflicto y ofrecen un punto de referencia para el desarrollo empresarial en zonas afectadas por conflictos.

This study aims to investigate the contribution of higher education institutions (HEIs) to the sustainable development goals (SDGs) and propose strategies to cultivate a culture centred on the SDGs in HEIs.

The methodology used encompassed an integrative literature review, combining bibliographic analysis on how HEIs incorporate the SDGs into their practices, adopting a qualitative approach for the analysis and categorization of the results.

The multifaceted contributions of HEIs in promoting the SDGs stand out, through their roles in teaching, research, management and integration and communication between university and society.

While influencing policies at various levels, HEIs encounter challenges in the effective integration of SDGs into their strategies. This underscores the need for contextualized governance, understanding students’ perspectives on sustainability and active external collaboration in policy formulation.

There is an urgent need to integrate SDGs into academic programmes, emphasizing the importance of redesigning curricula, actively involving teachers, researchers and students, establishing partnerships and promoting research applied to SDGs.

The social relevance of the study lies in the emphasis on an SDG-centred culture, involving teaching, research, outreach, community engagement and governance practices.

The study’s uniqueness lies in identifying persistent challenges during the transition to an SDG-centred culture, necessitating multisectoral collaboration and educational programmes that integrate sustainability principles into the strategy of HEIs.