The aim of this research is to identify the expectations offered by small retail businesses towards local online selling platforms as an innovative tool to ensure their future and the urban sustainability. Based on the previous findings obtained from an analysis of trends, actors and marketplaces operating in the retail sector, sixty semi-structured in-depth interviews have been carried out to Spanish local retail managers and owners. Opportunities and risks faced by local online marketplaces are presented from the perspective of small retail stores. Different attitudes towards online shopping platforms have been identified depending on their size, presence and experience in the online world, which has allowed us to categorize local retail businesses in six groups. Despite the perceptual and attitudinal differences between them, it is concluded that merchants have assumed that the current and future business model goes through the digitalization of their businesses and the selling on e-commerce platforms. The coexistence of the e-marketplace and the physical stores, conducted by the same retailers, could have a positive effect on the urban sustainability: on the one hand, with the economic strengthening and renovation of the historical centers and, on the other, with the maintenance of the population and traditional social relationships.

Green, organic, ecological or sustainable are common adjectives used to characterise food that is produced and processed in harmony with natural systems and cycles. The research analysed the inherent drivers behind consumers' preference for organic food and investigated how these drivers influence the prominence of organic products within consumers' shopping baskets. The investigation also dealt with the difference between intended and effective purchase of organic products, as well as the moderating effect of intrinsic motivation on the weight of organic products in consumers' basket of goods. To achieve this, there was examined a sample of 627 respondents gathered through an online panel survey. Cross‐tabulation and one‐way analysis of variance for data analysis were used. The findings revealed that consumers are intrinsically motivated to opt for organic food, which leads to a substantial increase in the proportion of organic items within their shopping baskets and a heightened willingness to allocate more of their budget to such products. This study furnishes empirical evidence underscoring the inherent factors propelling organic food consumption and the significance of comprehending the driving forces that shape consumer behaviour. The outcomes of this study augment the existing body of knowledge pertaining to organic food consumption and provide implications for retailers, policymakers and marketing strategists vested in advancing the cause of organic food.

The purpose of this research is to determine the optimal positioning strategies of Aragón as a sustainable tourist destination. An exploratory research is carried out based on the analysis of statistical information sources, the identification of global and multisectoral macro-trends with direct impact on the evolution of the tourist sector, and the use of the qualitative technique of the focus group. The main and secondary axes to provide a basis for the positioning strategy of the autonomous community are presented as a result.

La Identidad Visual Corporativa (IVC) integra elementos clave como logo, color y tipografía, fundamentales para la identificación y posicionamiento de marca. Este estudio analiza los logos de las 100 principales marcas globales (Interbrand 2024), mediante un análisis sistemático de los elementos visuales: composición, símbolo, color, tipografía y coherencia en plataformas como páginas web e Instagram. El estudio evidencia la adaptabilidad y coherencia de la IVC en diferentes contextos digitales como pilares en la gestión estratégica de marca. La investigación fomenta la contribución teórica en este ámbito aportando un modelo validado escalable para futuras investigaciones y proporciona insights como contribución práctica.

En un contexto donde la economía de la experiencia exige a los museos transitar de la provisión de servicios a la escenificación de eventos memorables, este estudio busca superar la dicotomía entre "museo físico" y "museo virtual". El objetivo central es demostrar que la integración de tecnologías de realidad mixta no es homogénea, sino que genera exposiciones inmersivas diferenciadas según el grado de virtualidad de la experiencia y de la interacción del visitante con el entorno. De esta manera, se ha llegado a una clasificación de exposiciones inmersivas que contempla la inmersión contemplativa, la atmosférica activa y la hiper-inmersión, permitiendo a las instituciones culturales garantizar su sostenibilidad en el ecosistema museístico contemporáneo.