RESUMENEl artículo tiene como objetivo analizar la diversificación de la oferta exportable y las exportaciones peruanas. La metodología tomada en cuenta fue la revisión de literatura científica de las bases de datos especializadas; Scopus, Ebsco Host y Redalyc. Los principales resultados indican que los países deben buscar diversificar su oferta exportable y diversificar sus exportaciones por mercados de destino, pasando de una estructura exportadora de productos primarios a una industrialización manufacturera de productos con valor agregado, de esa manera reducir el efecto de vulnerabilidad en términos de intercambio en épocas de crisis y mantener el equilibrio entre las exportaciones y el crecimiento económico. Se concluye que, a pesar de los grandes esfuerzos realizados por países como Perú, Chile y Colombia en materia de política de comercio exterior, continúan siendo dependientes de las exportaciones de productos primarios provenientes del sector minero con escaso valor agregado.

There were no studies about the structure of the international fresh blueberry market in developing countries for contributing to the development of strategies and policies for the production, imports, and exports of fresh blueberries in the involved countries. The purpose of the study was to evaluate the structure of the international fresh blueberry market in the period 2001–2020. The research design was non-experimental, and longitudinal, with trends on per capita consumption, the market concentration index, and a multiple linear regression model. It was concluded that per capita consumption is led by Canada and the USA and that the concentration indices of the four main countries [CR(4)] of production, imports, and exports went from very high concentration levels to high concentration levels. The eight main countries [CR(8)] of production and exports were at a very high level and imports went from a very high level to a high level; in addition, the Herfindal–Hirschman-Index (HHI) of production was at a highly concentrated level: (a) highly concentrated level in imports in the period 2001–2018, (b) moderately concentrated from 2019 in imports, (c) highly concentrated in exports in the period 2001–2009, (d) moderately concentrated in exports in the period 2010–2018, and (e) not concentrated in exports as of 2019; in addition, the multiple linear regression model showed that per capita consumption, market share, price, and production contribute with 94.3% of the explanation of the variability of fresh blueberry exports. Finally, it was recommended to study the blueberry consumption habits and access restrictions to other international markets for increasing blueberry exports.

The present study aims to analyze digital marketing and delineate the relationship with the customer and positioning that arises from the use of this tool for a retail business, presenting the following hypotheses: a) Digital marketing improves the relationship with customers; and b) Digital marketing contributes to the company's positioning. Additionally, the selected methodology was a quantitative approach, using a survey technique with a questionnaire of 19 questions for a sample of 100 people, obtaining results that digital marketing achieves a better relationship with the customer and allows for better market positioning through tools such as social networks. In conclusion, digital marketing serves as an alternative for retail to achieve a closer connection with users and, through this marketing, obtain better market participation due to a good image that positions the brand ahead of others.

In this research, the relationship between social networks and the positioning of a brand was analyzed. This study used as a methodological part a quantitative approach with a non-experimental, transversal and causal correlational design. In addition, it has an explanatory scope, the technique was the composition of a questionnaire with Likert scale alternatives using the online survey in Google Forms as an instrument. A sample of 137 respondents was obtained. The results show that social networks do have a medium and significant positive relationship in the positioning of a brand, in this case, a seafood restaurant. It is concluded that social networks do have a medium and significant positive relationship with the positioning of a brand, through optimal and strategic use, this can be of great help for positioning in the consumer's mind as well as having more recognition and scope.

Objective: To describe the association of the four main areas of the entrepreneurs' business model with the Business Model Canvas from a systems approach.Methods: Quantitative approach, non-experimental design with descriptive and correlational scope; the sample consisted of 181 entrepreneurs; the instrument used was the questionnaire.Results: The chi-square test showed that there are dependency relationships between the four business areas and the Business Model Canvas (BMC); in addition, there is a positive and significant association between (1) customer interface and the BMC (0.609); (2) product and BMC (0.540); (3) infrastructure management and BMC (0.671) and (4) financial aspects and BMC (0.658). Therefore, the study showed that the four main areas of the entrepreneurs' business model are significantly associated with the nine modules of the Business Model Canvas.Conclusion: Despite the positive and significant association of the areas with the BMC, micro and small business entrepreneurs should seek greater positioning in the market, strengthen their value proposition to be competitive in the market, greater resource planning and key partners, and finally, train and be part of financial inclusion and education.

Given their increasing engagement with the global economy, emerging countries such as Peru depend on their export sector. This research evaluates the level of efficiency of Peruvian exports (EF) and the impact of four regional trade agreements (RTAs) (MERCOSUR, the EU, the European Free Trade Association (EFTA), and the Andean Community of Nations (CAN)), twelve bilateral agreements (BAs), the World Trade Organization (WTO), institutional distance (ID), cultural distance (CD), foreign direct investment (FDI), trade freedom (TF), and traditional (TX) and nontraditional exports (NTX) by sector on the export efficiency of Peru. This non-experimental study used a dataset of 38 countries from 1995 to 2019. An extended stochastic frontier gravity (SFGM) ten-variable model with the one-step estimation method was applied to estimate export efficiency. Poisson’s PML estimator was used to investigate the factors that impact export efficiency (EF). The results showed that the export efficiency of Peru was moderate, ranging between 0.462 and 0.458, with a stationary trend, indicating considerable export potential between Peru and its trading partners. The major contributors to this efficiency are ID (voice and accountability, corruption control, nonadherence to the rule of law), NTX (chemicals and metal mechanics), and BA with American countries. On the other hand, CD (indulgence, long-term orientation, individualism, uncertainty, and lack of a culture of achievement), TF, agreements with MERCOSUR and the EU, FDI, and TX weakened the efficiency of exports. Finally, CAN, EFTA, BA with Asian countries, FDI, TX, and WTO did not have a significant effect on the EF. Recommendations to policy makers are presented.