Field Of Business Research Articles

Using Technology Acceptance Model (TAM) to Explain Teachers' Adoption of Digital Technology in Business Education

The use of technology eases and makes teaching learning process effective and efficient. Thus far, researches on technology acceptance in higher education has been widely conducted; however, only few has focused on vocational high school teachers, especially in the field of business. This survey research aims to analyze the influences of technology acceptance variables: Perceived of usefulness (PU) and Perceived of Ease of Use (PEU) towards two other acceptance variables: among vocational high school (SMK) teachers in the Business and Management field in Surakarta. The population of this research was all vocational high school teachers in the Business and Management field in Surakarta. At the end of the research, there were 172 responses obtained from the teachers involved. Partial Least Squares (PLS) on Structural Equation Modelling (SEM) was used to test the research hypotheses. The empirical findings show that there are significant influences; particularly on PEU and PU, as well as PEU and PU on BI. Furthermore, BI is also proven to have a significant influence on AU. The findings are expected to provide deeper insights into the factors influencing technology adoption by teachers in business education. Moreover, the implication is foreseen to contribute on the development of more effective and efficient business education through the use of digital technology.

Analysis of Potential Regional Economic Development in Bengkulu Province in 2022

Bengkulu Province is one of the developing provinces in Indonesia. The distribution of development and economic growth is still one of the main objectives of development in Indonesia, as well as Bengkulu Province. Development and growth are still centralised in Bengkulu City, causing inequality between regions in Bengkulu Province. This research aims to identify the typology of regions in Bengkulu Province, as an evaluation material for the government in determining priority development areas based on business fields in Bengkulu Province. The research method used is quantitative with sharpened through descriptive analysis. This research uses secondary data sources obtained from BPS Bengkulu Province. Based on the existing business sectors in Bengkulu Province, the primary sector or sectors that still depend on or take advantage of natural conditions, such as; agriculture, forestry and fisheries have the largest contribution to the Bengkulu Province GRDP, which is 27.57%, then the next sector is the Wholesale and Retail Trade sector; Car and Motorcycle Repair, with an average contribution of 15.82%, and the Government Administration sector with a contribution of 8.88%. Data were analysed using Klassen's typology, by dividing or grouping into 4 (four) quadrants based on business field indicators. The results of the Klassen typology analysis in Bengkulu Province based on business fields show that there is close to equity in each sector, typology in quadrants 1, 3, and 4 consists of 5 business fields, while the typology results in quadrant 2, only consists of 2 business fields (Manufacturing, Public Administration & Defence; Compulsory Social Security).Keywords: Regional Typology; Klassen Typology; Economy; Development.

Conversational and generative artificial intelligence and human–chatbot interaction in education and research

AbstractArtificial intelligence (AI) as a disruptive technology is not new. However, its recent evolution, engineered by technological transformation, big data analytics, and quantum computing, produces conversational and generative AI (CGAI/GenAI) and human‐like chatbots that disrupt conventional operations and methods in different fields. This study investigates the scientific landscape of CGAI and human–chatbot interaction/collaboration and evaluates use cases, benefits, challenges, and policy implications for multidisciplinary education and allied industry operations. The publications trend showed that just 4% (n = 75) occurred during 2006–2018, while 2019–2023 experienced astronomical growth (n = 1763 or 96%). The prominent use cases of CGAI (e.g., ChatGPT) for teaching, learning, and research activities occurred in computer science (multidisciplinary and AI; 32%), medical/healthcare (17%), engineering (7%), and business fields (6%). The intellectual structure shows strong collaboration among eminent multidisciplinary sources in business, information systems, and other areas. The thematic structure highlights prominent CGAI use cases, including improved user experience in human–computer interaction, computer programs/code generation, and systems creation. Widespread CGAI usefulness for teachers, researchers, and learners includes syllabi/course content generation, testing aids, and academic writing. The concerns about abuse and misuse (plagiarism, academic integrity, privacy violations) and issues about misinformation, danger of self‐diagnoses, and patient privacy in medical/healthcare applications are prominent. Formulating strategies and policies to address potential CGAI challenges in teaching/learning and practice are priorities. Developing discipline‐based automatic detection of GenAI contents to check abuse is proposed. In operational/operations research areas, proper CGAI/GenAI integration with modeling and decision support systems requires further studies.

De-othering: indigenous perspectives on diversity, equity and inclusion

Purpose The purpose of this paper is to share two Indigenous perspectives on diversity, equity and inclusion (DEI). It is grounded in aspirations for de-othering and de-colonisation. De-othering is the unpicking of the status of “other” bestowed upon us by the dominant culture, and de-colonisation involves the deconstruction of the ways the settler states in which we live have defined and oppressed us. Design/methodology/approach The methodology is a critical self-reflection, drawing on the lived experience of two Indigenous scholars in business fields outside of the international business discipline. Findings The findings explore policies, like affirmative action emerging in the 1960s, to the pantheon of DEI theory and strategies developed, as tools of the dominant culture, albeit well-meaning, that perpetuate the dependency of the “other” on the largesse of the “dominant”, which ultimately maintain relations of oppression. Research limitations/implications The limitations of the paper include, that we cannot speak for all Indigenous peoples. This paper is a personal viewpoint and is not a meta-analysis of theory and literature. The authors draw on the personal, which for Indigenous peoples is also the political, perspectives, that are steeped in their cultural histories and identities, and underpinned by their aspirations for social change and social justice for their peoples. Practical implications The authors offer practical implications for those Indigenous Peoples and allies looking to develop empowering strategies for de-othering individuals and communities defined by dominant cultures as “others”, which in turn has social implications for engagement in truly empowering work in social justice at the borderlands of power, particularly in terms of international business guided by ethics and social responsibility. Social implications In this paper, the authors use the following terms: Maori, Aboriginal and Torres Strait Islander, First Peoples and Indigenous Peoples. They use the term Peoples to denote that they are not one homogenous People but a collective society that consists of many distinct communities, peoples and nations. Originality/value The authors offer practical implications for those Indigenous Peoples and allies looking to develop empowering strategies for de-othering those defined by dominant cultures as “others”, which in turn has social implications for those engaged in truly empowering work for social justice at the borderlands of power, particularly in terms of international business guided by ethics and social responsibility. They make no apologies for this paper, as it is entirely based on personal viewpoints.

DIGITALIZATION A NECESSITY FOR SUSTAINABLE BUSINESS

Digitization, with its profound impact on business, manifests itself in increased efficiency, innovation and competitiveness. This transformation process requires comprehensive readiness assessments and improvement plans. Digitization is essential in driving value creation, operational efficiency and driving innovation, thereby shaping sustainable business practices. The adoption of digital technologies is essential for strengthening economic performance, mitigating the impact on the environment and promoting societal sustainability goals. This research proposes to analyse the ramifications of digitization in the field of sustainable business. Its main objective is to analyse how digital technologies have influenced and shaped businesses that adopt economic, social and environmental sustainability. To achieve this objective, a methodological review, based on academic research articles, was undertaken to elucidate how the conceptualization of digitization as a catalyst for changing sustainable business paradigms has evolved. This effort involved delineating digital technologies, discerning prevailing trends, and identifying best practices to drive sustainability goals within business operations. In addition, the review encapsulated the challenges and risks inherent in digitization in relation to sustainable business, encompassing concerns such as cyber security, regulatory compliance and ethical considerations. Finally, the research provided a forecast of the digital trajectory of sustainable business, highlighting emerging trends and potential development trajectories. The research findings underscore the imperative for sustainable businesses to adopt a strategic and meticulously planned approach. This involves investing in robust cyber security measures, upskilling the workforce in digital skills, conscientiously assessing the environmental footprint of technology and formulating robust ethical frameworks. By deftly navigating these challenges, businesses can optimize the dividends of digitization while maintaining their commitment to sustainability. While certain sustainable solutions may demonstrate effectiveness on a smaller scale, their scalability is essential to making a substantial impact on sustainability goals. Addressing the scalability issue requires concerted efforts by government bodies, businesses, communities and individuals, augmented by investments in education, technology and research. These innovative efforts hold promise for addressing global challenges such as climate change, biodiversity loss and socio-economic disparities, while fostering economic prosperity and societal well-being. As businesses delve deeper into the realms of digitization, the concomitant risks associated with data security and privacy escalate proportionately. Therefore, adopting strict cyber security protocols becomes of paramount importance. In conclusion, the digital frontier of sustainable business presents fertile ground for innovation and expansion. Combining digital talent with sustainability imperatives can generate business models that not only thrive economically, but also contribute significantly to social well-being and environmental conservation

Research on University Cost Management Based on Blockchain Technology

With the wide application of blockchain technology in various business fields, accounting work, which records, confirms, measures, calculates, and reports businesses after their completion, has changed accordingly. The basic accounting theory has also undergone substantial changes. The accounting and management of university operating costs and per-student costs, as an important part of accounting work, have also changed. From non-existent to existent, from small-scale accounting to comprehensive accounting, from traditional cost accounting to activity-based cost accounting, and from rough accounting to detailed accounting, all are inseparable from blockchain technology. This article starts from aspects such as university development, the content of university operating costs, and the efficiency of the use of financial funds, combines the characteristics of blockchain technology, analyzes the impact of blockchain technology on accounting work and basic accounting theory, and thereby studies the university cost management model based on blockchain technology.

Analysis of the Benefit Value of PT.KPC's CSR Activities in the UKM Tangguh Program with Social Return on Investment Approach

UKM Tangguh is a collaborative entrepreneurship education program. The program consists of required entrepreneurship material and is adapted to current developments for entrepreneurs in various business fields as participants. Economically, the UKM Tangguh program has contributed to the number of MSMEs upgrading, as seen from changes in the composition of the business scale. Socially, the UKM Tangguh program has helped change the mindset of participants from being a trader to being business person. The objectives of this research are (1) to determine the impact of the program through the social return on investment (SROI) approach and (2) to analyze the level of community satisfaction with the program. The data analysis method uses a comparison of SROI values and the community satisfaction index. Respondents in this study were all participants who were members of the UKM Tangguh program and were willing to take part in each activity session provided. The research results show that the SROI value of the UKM Tangguh program is 21.49, which means that every rupiah of investment given by the company to this program can provide added value, reaching 21.49 times. The assessment of the UKM Tangguh program from the beneficiaries received a very good rating with a score of 3.28 on a scale of 4, if converted to a scale of 100 with a score of 82.04 in the very satisfied category. The high level of beneficiary satisfaction shows the success of implementing the program.

Unraveling the trends in business process management: a comprehensive bibliometric analysis of management and business literature

PurposeThis study aims to analyze international scientific production from 1960 to 2023 on business process management (BPM), highlighting the latest trends in BPM in the field of management and business during the 21st century.Design/methodology/approachWe conducted a bibliometric analysis of 729 BPM articles from management and business journals using the SCOPUS database and VOSviewer software to map the scholarly landscape.FindingsNearly 45% of the papers were published between 2018 and 2023, prominently featuring the Business Process Management Journal. The University of São Paulo and Queensland University of Technology were the most prolific institutions. Significant emerging trends identified include Strategic Management, Digital Transformation, and IoT. Author Röglinger was noted for the highest publication rate.Research limitations/implicationsThe analysis was restricted to journal articles from one database, potentially overlooking insights from conferences, books, and other formats.Practical implicationsThe study highlights the significant benefits of integrating technologies like Artificial Intelligence and IoT in BPM, improving operational efficiency, competitiveness, and innovation in adaptability and service personalization.Social implicationsTechnological advancements in BPM could enhance employment, require new skills, support a sustainable economy, and improve organizational transparency and service accessibility, bolstering corporate social responsibility and inclusion.Originality/valueThis research offers a unique overview of the integration of emerging technologies in BPM, shedding light on their strategic and social implications, and providing critical insights for optimizing processes and fostering business innovation.

Remote Water Quality Monitoring System In Shrimp Ponds With Photovoltaic (PV)-Based Energy Source

Introduction: Shrimp has great potential to be used as a business field in Indonesia. Especially in Parigi Regency itself, there are now many shrimp ponds that can be found because of the benefits obtained, so people are interested in making shrimp farming a livelihood. One of the main problems of shrimp ponds is pond water quality. There are several factors that affect pond water quality, namely water temperature, water pH, and water salinity, good pond water quality management can maintain quality standards and can increase shrimp yield and productivity Method: To facilitate the shrimp farmers, innovations need to be made in order to help the shrimp farmers manage their shrimp ponds, therefore using a remote water quality monitoring was system in shrimp ponds with photovoltaic (PV) based energy sources is expected to be an innovation in managing shrimp ponds, especially in monitoring water quality in shrimp ponds. The monitoring system designed using the NRF24L01 module as a remote communication module, at the research location the distance from the shrimp pond to the house is approximately 100 meters, so the tools that have been designed can facilitate shrimp farmers to monitor the shrimp pond Results and Disscussion: The results of testing the DS18B20 temperature sensor compared with a digital thermometer measuring instrument get an average error of 0.014%. The test results of the pH sensor compared to the pH meter get an average error of 0.026%. TDS sensor test results compared with the TDS meter get an average error of 0.04%. Conclusion: The temperature, pH, and salinity monitoring system uses transmitter and receiver modules, where the transmitter module reads and sends data to the receiver module wirelessly with NRF24L01. Using DS18B20 temperature, pH, and TDS sensors, as well as energy from photovoltaics, this system helps shrimp farmers monitor pond water quality remotely.

Mutual insurance risks

The article considers the risk status of mutual insurance organizations. The growing popularity of mutual insurance among representatives of the field of material production, carriers, tourism business and other market participants, on the one hand, and the widespread opinion about the increased stability of the activities of a mutual insurance organization, on the other hand, sets the task of determining the risk status of a mutual insurance company, which will make it possible to formulate the main directions of risk–oriented regulation of such organizations. According to the author, the mutual insurance organization is subject to a significant number of various risks of risks, both event and economic and social. It is suggested that at least the following risk groups are inherent in a mutual insurance organization: risks due to the nature of insurance; risks arising from reciprocity as a technology; market risks of the mutual insurance organization; risks of an individual participant in mutual insurance in the part affecting the interests of the functioning of mutual insurance. Analysis of these risk groups makes it possible to come to the conclusion that the risk management of mutual insurance organizations should be built differently for organizations uniting individuals or large legal entities. For mutual companies of individuals, it is necessary to provide for built–in risk management mechanisms; for mutual societies that unite legal entities, risk management should be systemic and combine both the risks of the organization and its participants (enterprises).

How does artificial intelligence affect the business context? A bibliometric analysis

We conducted a descriptive bibliometric analysis to examine scientific production, identify the most influential publications, and identify the most and least researched topics in four specific knowledge domains. We used a quantitative, descriptive, and correlational research approach to scientific production to carry out the analysis, which involved extracting 7,937 articles from the Web of Science and distributing them into three search equations. Using SciMAT v1.1.04 software, we processed the data and conducted a descriptive analysis of scientific production, enabling the creation of maps highlighting scientists with the most and least researched topics. The analysis of published articles, author performance, most productive journals, and most cited articles provided a detailed view of the dominant trends and approaches in the fields of Artificial Intelligence and business. The analysis showed that there is a significant evolution in the scholarly output, with themes such as "Value Creation", "Artificial Intelligence", "Business Intelligence", "E-Commerce", "Decision Making" and "Management" emerging as central in different periods, indicating their continued importance. Additionally, we note the inclusion of emerging themes like 'Customer Experience', 'Chatbots', 'Internet of Things', and 'Machine Learning', which reflect the dynamics and evolution of research concerns over time. The results of the analysis have significant implications for business policy and strategy formulation. Understanding emerging trends can help organizations make informed decisions and proactively adapt to changes in the artificial intelligence and sustainability landscape.

Identity of the Family Business Company. How Do the Most Valuable Polish Family-Owned Companies Use Family Identity in Building the Image of a Family-Owned Company?

Theoretical background: In Poland, family-owned companies have been actively developing since the democratic transformation. Some of them have used market conditions, being mature and large entities, consciously building their corporate brand identities, and communicating their messages on their websites. A lot of them are faced with a strategic decision whether to build a brand based on the family-owned type of brand, as encouraged by associations, foundations as well, and the media, whose goal is to support and integrate family-owned companies. Purpose of the article: This article aims to explore the way in which the most valuable Polish family-owned companies that decided to be presented in the Forbes ranking in September 2023 communicate the identity of the family firm on their website and to fid out if there is any pattern or model of communication. Research methods: Fifty websites from 100 family businesses classifid in the Forbes magazine ranking of the most valuable Polish family-owned companies with revenues exceeding PLN 100 million, published in September 2023, were examined, diagnosing elements indicating the adoption of the brand identity of a family business. The criteria for building the family business brand for Polish companies were developed with the participation of 12 experts in the field of family business. Main findings: A model was constructed to identify the family identity of the brand of the family-owned company using family-owned websites. The results of the research indicate that the percentage of family-owned companies among the most precious family owned companies which are defied as family owned companies is higher than that indicated in the reports as of 2009 and 2017 for small and medium companies in Poland.

Unraveling Endogeneity: A Systematic Review of Methodologies in Digital Leadership and Remote Work Research

In the evolving landscape of digital leadership and remote work, methodological challenges, particularly endogeneity, have emerged as significant concerns. Endogeneity, which arises when independent variables correlate with regression error terms, can introduce biases that compromise the validity of research findings. This systematic review examines the methodological underpinnings of research in digital leadership and remote work, focusing on how studies have addressed or overlooked the challenges posed by endogeneity. Drawing from 45 seminal articles published between 2019 and 2023, the review reveals a predominant preference for quantitative approaches, with a subset exploring qualitative narratives. While 15 studies directly tackled endogeneity using rigorous methodologies, 10 did not address it, indicating potential gaps in their investigative rigor. This study not only provides clarity and direction for future research endeavors but also supports the advancement of research methodology in business and management by emphasizing the need for methodological rigor in the study of digital leadership and remote work dynamics. By systematically evaluating the methods used to address endogeneity, this research advances the field of business and management research methodology by identifying best practices and highlighting areas for improvement. Specifically, it advocates for the adoption of advanced econometric techniques, such as instrumental variables and fixed effects models, to mitigate biases and enhance the reliability of research outcomes. Furthermore, this review underscores the importance of integrating both quantitative and qualitative approaches to capture the multifaceted nature of digital leadership and remote work, thereby contributing to a more comprehensive understanding of these domains. The study also highlights the influence of unobserved factors on outcomes such as employee productivity, leadership effectiveness, and team cohesiveness. In sum, this research provides a foundational framework for scholars aiming to enhance the robustness and validity of their studies in digital leadership and remote work, aligning with the broader goals of advancing research methodologies in business and management.

Business Development Strategy in the Jiwel Asli Mirasa Traditional Food Business Field Using SWOT Analysis and Business Model Canvas

This research aims to identify and analyze business development strategies that can be applied to the culinary food business “Jiwel Asli Mirasa”. The analysis method used in this research is SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and Business Model Canvas. Data were collected through interviews with business owners, direct observation, and case studies related to the culinary food industry. The results of the SWOT analysis identified internal strengths, such as the authenticity of product flavors and strategic location, as well as weaknesses, such as limitations in marketing and business development. On the other hand, external opportunities such as growing market demand for local culinary food and threats such as competition from established competitors were identified. Next, the Business Model Canvas was used to describe the current business model of “Jiwel Asli Mirasa” and evaluate key elements such as customer segments, value proposition, distribution channels, and key resources. Based on the results of the SWOT analysis and Business Model Canvas, several business development strategies are recommended, including product diversification, increasing marketing efforts through social media and cooperation with partners, and increasing product innovation. The implementation of these strategies is expected to help “Jiwel Asli Mirasa” to strengthen its market position and achieve sustainable growth in the culinary food industry.

Does Organizational Commitment, Ethical Leadership And Ethical Climate Affect On Deviant Behavior In The Workplace?

Nowadays, ethical issues in organizations are an interesting topic to discuss, especially for the problem of deviant behavior. Therefore, this issue is a major concern in the field of organization and business. Deviant behavior will have negative implications for individuals, groups, and organizations which encourages practitioners and academics to pay more attention to ethical management. The paper explores the relationship between ethical leadership, ethical climate, organizational commitment, and deviant behavior. The respondent of this research are employees of PT. Japfa Comfeed Indonesia . The study measures ethical climate using 5 indicators with 26 statement items sourced from Cullen (1993), organizational commitment using 3 indicators with 18 statement items sourced from Meyer, Allen, and Smith (1993), and ethical leadership using 10 indicators with 15 statement items sourced from Yulk (2010). The data collection method used in the research is a questionnaire sent via Google Form. Data analysis using the Partial Least Square (PLS) approach using the help of the SmartPLS program. Overall, the study suggests that promoting ethical leadership and creating a positive ethical climate can enhance organizational commitment and reduce deviant behavior at PT. Japfa Comfeed Indonesia.

Village Government Strategy in Community Economic Empowerment through Village-Owned Enterprise Program

The Village-Owned Enterprise program is expected to have a positive impact in boosting the village economy. Therefore, a mature strategy is needed from the Village Government through the Village-Owned Enterprises program to identify and utilize local potential in the village. This study aims to examine the strategies implemented by the Wonoasri Village Government in an effort to empower the community's economy through the Dana Asri Sejahtera Village-Owned Enterprise program, as well as identify factors that support and hinder the implementation of these strategies. This research adopts the concept of Wheelen and Hunger's theory of strategy implementation, which consists of Programs, Budgets, and Procedures.The method applied in this research is descriptive qualitative method. In this study, the technique of determining informants was carried out by applying the snowball sampling method. The data collection techniques are through the stages of observation, interviews and documentation. Then the data is analyzed using the Miles and Huberman model theory. The results of this study indicate that the implementation of community economic empowerment strategies carried out by the Wonoasri Village Government through the Dana Asri Sejahtera Village-Owned Enterprise program is realized through the development of 3 types of business fields, namely 1) savings and loan business, 2) culinary market business, 3) livestock business. The strategy of the Wonoasri Village Government through the Dana Asri Sejahtera Village-Owned Enterprise program has run optimally due to supporting factors such as adequate capital and infrastructure. However, there are limited human resources that become obstacles in the implementation of strategies carried out by the Wonoasri Village Government through the Dana Asri Sejahtera Village-Owned Enterprise.

Artificial Intelligence in Marketing

This thesis explores the application of artificial intelligence in marketing and the trends, challenges and opportunities of digital transformation. Firstly, it introduces the definition, development history and main technology and application areas of artificial intelligence. Then, it analyses the overview of the application of AI in the business field, including personalised recommendation, intelligent customer service and other aspects. Subsequently, how AI has changed marketing strategies and practices is explored and compared with traditional approaches. In terms of specific applications, the role and benefits of personalised recommendation systems, intelligent customer service systems, etc. are highlighted. In addition, the application of data-driven market trend analyses, intelligent predictive models, etc. in marketing is examined. Finally, the impact of AI and digital transformation on marketing is summarised, highlighting the need for companies to strengthen data security and management, and to grasp the opportunities of technological development to achieve sustainable development and competitive advantage.

Digital marketing as a determinant variable for improving the business performance

This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study. AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.

Penyuluhan Terkait Pentingnya Komunikasi Branding dan Strategi Promosi Untuk Meningkatkan Pelanggan Usaha Mikro Kecil Menengah

With the advancement of technology, competition in the mid-to-low-end business sector has intensified. Both large businesses and Micro, Small and Medium Enterprises (MSMEs) are facing challenges and obstacles. On the other hand, MSMEs will have greater opportunities to market their products due to advances in information technology. When starting a business, branding communication is very important. Each individual has a different brand image. By using the right promotional strategy, effective branding communication can provide consumers with the opportunity to recognize certain goods and services, evaluate their quality, reduce purchase risks, and get different experiences and satisfaction. Every business field must have a strategy to increase sales. The right promotional strategy can communicate branding well. To achieve goals, every business sector needs a promotional strategy, especially for micro, small and medium enterprises (MSMEs). Promotion planning is carried out to improve services and sales by introducing products to potential customers and improving services by focusing on online-based promotions by utilizing social media and marketing through the marketplace. In a startup business, where the business has just started and continues to grow, business actors are considered necessary to continue to develop products and find the right target market. The purpose of this Community Service activity is to provide an assessment of branding and promotional communication strategies to increase customers for this startup business.

Broad and alien is the field: dependence and heterogeneity in management research practices in Latin America

PurposeThis study aims to explore the ways in which management scholars affiliated with Peruvian universities navigate the tensions between global expectations and local realities in their research practices, drawing on their capitals and habitus.Design/methodology/approachDrawing on Bourdieu’s field theory, the authors analyse 25 in-depth interviews and a unique database of academic publications in the business and management field from 2000 to 2022. The analysis identifies the positions scholars occupy within the Peruvian management field and examines the factors influencing their research practices.FindingsThe authors find that the Peruvian management field is complex and unequal, where actors have different positions and interests, but are all influenced by a logic of academic dependency on the Global North. The authors identify three main positions held by scholars: transnational dominators, who accumulate greater resources and ignore local debates; dominated adaptors, who unsuccessfully try to imitate the dominant logic; and isolated innovators, who critique the dominant model but lack institutional support to develop alternatives.Originality/valueThis research presents an analysis of the Peruvian management field, a site often overlooked in international business studies. By examining scholarly practices, the authors reveal how academic inequalities are reproduced by the forces of globalization. The study underscores the urgent need for greater acknowledgement of regionally informed research, advocating for a more inclusive and diverse understanding in the field of management research.