Alexander Rosado-Serrano | Universidad Interamericana de Puerto Rico (original) (raw)

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Papers by Alexander Rosado-Serrano

Revista de Marketing y Publicidad, Mar 3, 2023

Journal of Business Research, Mar 1, 2023

Revista de Marketing y Publicidad

Phygital retail es una experiencia que mezcla el mundo virtual con el físico, al extender las fro... more Phygital retail es una experiencia que mezcla el mundo virtual con el físico, al extender las fronteras de la tienda física. En phygital retail, las firmas digitales y tradicionales coinciden en un entorno físico que transforma el proceso de conocer sobre los productos y servicios en una aventura llena de experiencias hedónicas y teatrales. Los consumidores buscan este tipo de experiencia, en donde se sienten que están en un juego de vídeo que integra la inteligencia artificial y el juego de roles, en donde el consumidor es el centro de la experiencia. Estos nuevos marketplaces están siendo desarrollados en ciudades con un alto tráfico, en donde los consumidores jóvenes buscan nuevas formas de interactuar con las marcas. Marcas nativas digitales, al igual que las tradicionales, han estado implementando este modo alterno de entrada, el cual, por ser de aplicación reciente, no ha sido observado aún por investigadores. Motivados por esta limitación en la literatura, este artículo aspir...

Journal of Business Research

Journal of Global Business Insights

Store-in-store franchising or corner franchising is the application of a franchise format within ... more Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research gap, this paper explores the implementation and application of store-in-store and pop-up franchising in the retail industry before COVID-19. The paper thereby consolidates the research into stores-in-stores and pop-up stores and provides a disaster studies-based research framework, a set of theoretical propositions, and...

Cuestionario estudiantil validado por expertos para medir la experiencia académica en un programa... more Cuestionario estudiantil validado por expertos para medir la experiencia académica en un programa doctoral acreditado por AACSB DOI: 10.13140/RG.2.1.3494.1204

Instrumento de validación enviado a expertos para la construcción de un cuestionario estudiantil ... more Instrumento de validación enviado a expertos para la construcción de un cuestionario estudiantil sobre la experiencia académica en un programa doctoral que requiere la acreditación de AACSB DOI: 10.13140/RG.2.1.1921.2561

European Journal of Family Business, 2019

International Journal of Hospitality Management, 2018

Neumann Business Review, 2017

Asia Pacific Business Review, 2017

Neumann Business Review, 2016

Journal of Business Research, 2018

Material para curso doctoral EDUC 8030 evaluación de programas y sistemas educativos.

International Marketing Review

Purpose During the last two decades, studies on the theoretical models in the area of internation... more Purpose During the last two decades, studies on the theoretical models in the area of international business (IB), such as gradual internationalization and the born-global firms, have gained the attention of researchers. The purpose of this paper is to critically review the studies on the process of internationalization (Gradual Internationalization vs Born-Global/International new venture models) to identify the research gaps in this area and to prepare a future research agenda. Design/methodology/approach Systematic literature review method was employed for this review. The authors highlight the findings from prior studies, compare and contrast salient characteristics and features, based on the articles published in journals with an impact factor score of at least 1.0, and provide directions for research. Findings The authors find that there are several areas that were under-explored in prior research. There is a great potential for theoretical extension and theory development in ...