Tag Archives: Dirección Estratégica

Edición 33, Finanzas

Corporate Bank Loans: When Credit Becomes Toxic

By: Renata Herrerías and José Luis Limón

Mexican enterprises make a Samson-like effort to get off the ground, expand and sometimes just stay afloat in today's complex, highly competitive and constantly changing economic environment. The risks of failure are high and, unfortunately, ever present. Offsetting them requires ongoing investment in material resources and human capital, plus readily available and adequate sources of financing.

According to the pecking order theory, management will first turn to internal sources of financing to cover the company's operational and expansion requirements, calling on external sources only when the former run dry. Of these external sources of financing, the option that implies the lowest risk, such as debt instruments, is favored, leaving equity financing as a last resort.

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Edición 33, Recursos Humanos

Persuasion without Manipulation: A Question of Ethics

By: Dra. Gloria Robles

We all need to convince others to follow our proposal. Sales agents try to persuade buyers to choose the brand they’re promoting; advertisers try to increase the consumption of a product; politicians seek to win votes; and directors try to motivate their employees to turn their vision of the company into reality.

This means that persuasion is a subject of great use and utility. It is the reason why social psychology and communication sciences study it and have developed a series of techniques to make persuasive messages more effective. However, on many occasions, the ethical use of this tool has not been taken into consideration. In this context, the following paper is intended to identify the differences between manipulation and ethical persuasion, and invite readers to avoid the first idea and make use of the second.

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Edición 33, Mercadotecnia

Semiotics, Looking for Simplicity

By: Jorge Corona
Q Solutions

Today market research has been transformed into a confusing maze that forces us to become more precise in designing qualitative methodologies. It seems that we increasingly need more theoretical tools to be able to better understand the consumer’s mind, although this may not necessarily be true.

While analyzing the consumer’s perception of brands (needs to see himself reflected in them), the complexity of qualitative research methodology is not only evident in communication and psychology, but also in anthropology, sociology and even neurology. The objective is to seduce the heart and mind of the consumer.

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