REVISTA CIENTIFICA GLOBAL NEGOTIUM

Editorial

Adaisis Yosella Valdez — 2024-01-05

The first issue of Global Negotium Magazine in this year 2024, corresponding to the months January/April, is aimed at disseminating works developed on: Artificial intelligence, resilient leadership, healthcare sector, digital transformation, human resources management, organizations, green marketing, trends, sustainability, business organizations and business results, financial technology, financial inclusion, Fintech ecosystem, financial transformation.

Preface

Ramiro Buitrago — 2024-01-05

According to Tenés Trillo (2023), in today's digital world, a number of disruptive technologies are transforming the way societies and companies operate. These technologies, which include virtual reality, blockchain, artificial intelligence (AI), have stimulated an unprecedented technological boom. In such sense, AI, being the protagonist of this revolution, is reshaping sectors, from healthcare to finance, becoming a fundamental element for any organization wishing to raise its competitiveness. Consequently, to survive and thrive in this era of constant change, companies must adapt to AI, a process that brings with it challenges, challenges and limitations, but equally, enormous opportunities. (p.i)

Artificial intelligence based on resilient leadership in the health sector

Elaine Bastidas Tapia — 2024-01-05

At present it is impossible to deny the existence of artificial intelligence in various areas of social life, understood as the simulation of expert human intelligence from computer processes that involve learning, reasoning and self-correction, its benefits to the medical field in particular are innumerable, but their incorporation into health systems has been gradual for many reasons. According to the above, this research analyzed artificial intelligence based on resilient leadership in the health sector, for whichqualitative research was carried out with a documentary-bibliographic design with printed and electronic documentary sources with theoretical contributions from Ávila, Mayer and Quesada (2021), Morgan (2020), Villa (2020), (Finol, 2019), among others. It is highlighted that resilient leadership has become a strategic factor in all organizations, since times of uncertainty and changes lead institutions to properly manage the incorporation of technologies and specifically AI, achieving in this way that the centers and professionals in the field of health assume the needs of the contexts and the innovations of the same. It is concluded that resilient leadership will allow artificial intelligence in the health sector to generate higher levels of learning and adaptability to the transformations that are necessary, whose resistance would make its application difficult and in the long run it will leave behind professionals who refuse to assume the contributions of these innovative techniques in medical practice.

Digital transformation in human resource management

Emmanuel Pérez — 2024-01-05

Digital transformation in human resource management involves the integration of new technologies and strategies to optimize processes related to personnel administration. This change aims to enhance efficiency, data-driven decision-making, and overall employee experience in the workplace. In Panama, this issue faces challenges such as technological gaps, resistance to change in some organizations, and the need to develop digital skills among staff. Overcoming these obstacles requires specific strategies to drive a successful transition towards more advanced practices in human resource management. Consequently, the research aimed to analyze digital transformation in human resource management, adopting a qualitative paradigm and a descriptive documentary research approach, utilizing hermeneutics to interpret findings. Relevant results emphasize the necessity of addressing challenges like training in emerging technologies and cybersecurity to ensure positive and sustainable outcomes in the evolution of human resource practices in the country. Among the conclusions, digital transformation in human resource management in Panama could lead to increased operational efficiency, streamlined processes through automation, enhanced data-driven decision-making, and the promotion of a more flexible and collaborative organizational culture, ultimately improving the employee experience.

Business perspectives in ecological marketing: A systematic and case review of global strategies and trends

Eric Espinosa Fernández — 2024-01-05

Ecological marketing is a strategy that involves the development, marketing, and distribution of products designed to minimize negative effects on the environment, in response to consumers' ecological concerns. It is a current trend leading to significant changes in consumption habits and marketing strategies. Companies commit to creating products that are friendly to both humanity and the environment, aiming to eliminate or minimize practices that waste natural resources. However, there is a need for greater momentum in Latin America. This is the purpose of 'Business perspectives in ecological marketing: A systematic and case review of global strategies and trends'. The study is conducted under the qualitative paradigm using descriptive documentary bibliographic research, enabling a hermeneutical analysis of the phenomenon. The review revealed that ecological marketing is not a trend but a necessity that will ensure the well-being of humanity. Companies adopting this strategy can gain competitive advantages, improve their image, and change consumer perceptions. It is concluded that its correct implementation requires new strategies involving essential changes related not only to the definition of what is environmental or green but also to a change in mindset. This shift enables the development of sustainable products in this direction and their communication in ways that are credible and impactful for acceptance.

From inside out: Internal marketing as an engine for service promotion

Yermaline Ching — 2024-01-05

Focusing on "from inside out" means understanding that the driving force behind a successful service promotion campaign lies in a deep connection with the internal team, turning it into the engine that propels a positive brand perception. The University of Panama faces challenges in the effective implementation of strategies involving its internal staff, impacting the coherence and strength of its promotional messages. The research aimed to determine internal marketing strategies as an engine for service promotion at the Central Campus and CRUSAM. The applied study was descriptive, non-experimental field research, and cross-sectional. The sample consisted of 80 individuals using a quota sampling method to measure and quantify the expression of a construct or variable that is not directly observable. A self-administered questionnaire was used to collect information, measuring variables in their various dimensions. Content validity of the questionnaire was ensured through the evaluation of three experts, and the reliability of the Likert-type instrument was assessed using the Cronbach's Alpha coefficient, which was found to be very high (0.918). The results led to the conclusion that establishing internal marketing strategies is necessary for the transformation and innovation process in the university through service promotion.

A Deep Dive into the Trajectory and Transformation of Fintech in Colombia Through the case of PTM Colombia

Yanni Gabriel Guacaneme Álvarez — 2024-01-05

This research focuses on analyzing and understanding the evolution and impact of fintech companies in Colombia, using PTM Colombia as a case study, a company that has undergone a significant transformation from its beginnings as a provider of physical recharges to its current position. as a comprehensive platform for digital financial services. The current research uses a qualitative descriptive approach and places emphasis on understanding the perceptions and experiences in the field of Fintech in Colombia, particularly in the case of PTM Colombia. The study revealed that adaptability and customer orientation have been fundamental in the evolution of PTM, allowing the company to expand its range of services by actively listening to the needs of its users and adjusting its strategies accordingly. In addition, an accelerated and diversified growth of Fintech will be observed in Colombia, particularly in sectors such as credit and payments, driven by a constantly advancing technological environment and a regulatory framework that, although it presents challenges, also offers opportunities for financial innovation. This growth has impacted the traditional banking sector, which, instead of being replaced by Fintech, is finding new forms of collaboration and coexistence that benefit both parties and, above all, the end consumer. In conclusion, the study highlights how Fintech in Colombia, represented by cases such as PTM, are redefining the financial landscape through the adoption of advanced technologies, collaboration with traditional banking, and a strong customer orientation.

Bibliographic Review

Elmar Aldrin Pelekais — 2024-01-05

This work written by David Sandua in 2023, in 195 pages covers the following contents: The ability of artificial intelligence to collect and analyze customer data for personalized communication. Similarly, the personalization of products and services with artificial intelligence, improving customer service with chatbots, reducing waiting times, artificial intelligence algorithms to adapt products and services to individual customer preferences, benefits of personalization in terms of increasing customer engagement and sales, overcoming the challenges of implementing AI, improving efficiency, among other topics of equal interest to readers interested in the subject.

Rules and requirements for manuscripts submitted to the journal

Editors — 2024-01-05

Rules and requirements for manuscripts submitted to the journal

Evaluation Form

Editors — 2024-01-05

Evaluation Form