The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.

Rev.esc.adm.neg Este artículo realiza una primera estimación de la relación entre la inversión en medios digitales y algunas variables financieras sectoriales en Colombia. En primera medida, se hace una revisión de la literatura relacionada con el impacto del marketing y del marketing digital en el desempeño de las empresas. A continuación, se realiza un análisis de variables sectoriales de liquidez, rentabilidad, endeudamiento y concentración en los sectores de alimentos, aseo personal, automotriz, bebidas y tabaco, construcción, diversión, muebles, servicios, telecomunicaciones, turismo y vestuario utilizando la técnica de mínimos cuadrados ordinarios (MCO) para los años 2011, 2012, 2013 y 2014. Para el análisis, también se toma la inversión en medios digitales para esos mismos periodos.

Online advertising has become an important part of marketing investment for firms around the globe. With the increasing use of these tools, concerns have arisen around their effectiveness. For that reason, recent research has focused on measuring online advertising effectiveness with different metrics and for different markets and categories, with a focus on the profitability of advertising. However, only a few intend to understand advertisement usefulness for consumers. Particularly, in Latin America, not many studies measure the usefulness or preferences of advertising. This chapter tries to close that gap. Using a survey applied to samples in Mexico and Colombia, authors analyse different online purchase behavior and advertising perceived usefulness and preferences. The results have implications for improving the firm´s online advertising strategy and for future research, which aims to conduct comparative studies in the field of advertising usefulness.

Innovation in agriculture plays a fundamental role in the transition of said production towards more sustainable schemes, hence the importance of its study, especially in relation to production processes. The literature shows that although several studies have been carried out that examine the variables that intervene in the innovation processes in the agricultural sector, there is a lack of studies that examine the innovation processes in Colombia. This is why the fundamental objective of this research is to develop a model that explains the main factors that are related to process innovation in the agricultural sector, using concepts derived from organizational innovation process models developed in the literature. The factors identification methodology used a sample of 1,190 Agricultural Production Units (UPA) collected in the National Agricultural Survey, incorporating only producers from the department of Cundinamarca, Colombia. With this sample, and using for the analysis the variables that are developed in the literature, a principal components factorial analysis was carried out, as well as a second-order confirmatory factorial analysis. The factor analysis shows three latent factors, among them “Innovation in Raw Materials”, “Innovation in crops” and “Innovation in management of External Factors”, which, being the most significant for the process innovation process, should be considered as fundamental part of the government's public policies to facilitate its adoption in Colombian agriculture in the future.

The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogotá, Colombia, and one in Puebla, México using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.