Presentation

Abstract

This issue presents research focused on relevant business topics such as organizational learning, marketing in video games, virtual brand communities, business survival strategies, and market studies on healthy products. The first article proposes a scale to measure organizational learning capacity in mining companies in Antofagasta, based on six key dimensions. The second study analyzes the effect of In-game advertising on video game consumers in Cochabamba, using an experimental and statistical approach. The third article identifies the factors that motivate members of virtual brand communities, highlighting information-seeking and brand affinity toward Apple on Facebook. The fourth work develops a business survival strategy based on organizational culture and intellectual capital, applicable to a manufacturing company, and includes a control panel to measure performance. Finally, the fifth article explores the market for sulfur-free sugar from the Aguaí mill in Cochabamba, emphasizing consumer perceptions of healthy products and suggesting marketing strategies for its introduction.