Presentation

Abstract

The edition of volume XX No 1 of the year 2019 of the journal Tendencias includes a total of 11 articles: 7 of research, 2 of review, 1 of reflection and 1 additional article included in the traditional university life section. The research articles section begins with an interesting writing by Andrea Lorena Arteaga Flores, Edith Marcela Pianda Estrada and Ximena Alejandra Sandoval Montenegro, called City Branding as a market strategy to promote tourism in the city of Ipiales. The authors applied a survey in this city located in the department of Nariño in Colombia to investigate the perception of the inhabitants regarding different aspects related to tourism with the purpose of establishing a characteristic brand taking advantage of its cultural potential and its border location with Ecuador. In the second article called, Community and small and medium-sized action boards - articulation for the development of corporate social responsibility activities, written by Jhony Alexander Barrera Liévano, it is described, through the data collected in a survey applied to 59 members of the Community Action Boards of the town of Suba in the City of Bogotá, the articulation between the JAC and the local PYMES. It is concluded that the percentage of Corporate Social Responsibility (CSR) activities carried out together is very low. In the third article, the authors analyze the variables that affect consumption in Colombia in the light of the postulates of theorists such as Milton Friedman, Keynes, Modigliani, among others. A statistical model developed in the Gretl program is used, which functions as a non-complex multivariate application, in which eight models were developed with variables such as unemployment, inflation, real devaluation, among others. It is concluded that the variables that affect consumption in Colombia are income and prices and in the end some recommendations are made to encourage consumption. In the fourth article, prospective and strategic intelligence applied to Micro, Small and Medium Enterprises, Roly Javier Guitarra Romero, professor at the Tamaulipas College in Mexico, analyzes the dynamic and complex business environment of micro, small and medium enterprises, and through Prospective.

and strategic intelligence, proposes a methodology that facilitates its decisionmaking, structured in three phases: Knowing the company, Possibilities of the company and Strategies for the company. In the fifth article, main determinants of consumption in Colombia, 2000- 2016, the authors started from the theoretical analysis of international trade and some determinants of Colombian imports - PIB and Real Exchange Rate - and made an econometric model based on the method Log-Log estimation to conclude the need for Colombia to diversify its productive apparatus by encouraging agriculture and industry, generating greater employment dynamics, implementing, for example, import substitution and incorporating constant innovation in its production processes. In the sixth research article, human rights, gender perspective and discrimination in university students of the economic-administrative area of northwestern Mexico, the authors María del Carmen Vásquez Torres and José Guadalupe Flórez López, inquire about the perception of the university students of Ciudad Obregón, Sonora, Mexico, regarding human rights and the relationship between the gender perspective and discrimination. They conclude that the efforts made in the Universities are representative, but they still have to work on it. In the seventh article, evaluation of strategies for sustainable entrepreneurship and innovation, implemented in the productive units of SENA - Industrial Center and Business Development of Soacha- Cundinamarca- Colombia, the authors show that the strategies that were implemented through the SENA Emprende Rural program - SER at the Industrial and Business Development Center of Soacha, Cundinamarca for the incubation and strengthening of productive unit ventures, have positively influenced the perception of innovation and growth of the leaders of the productive units studied. It is concluded that the implementation of this type of public strategies in the long term positively impacts the sustainability of companies conceived in rural areas that finally mark the creation of new jobs and economic growth in these areas. In the section of review articles, there is first, determination of the decision coefficient to qualify for a supplementary global tax system, written by Oscar Rojas, Fernando Herrera and José Farías of the Miguel de Cervantes University.

of Chile. The authors review Law No. 20,780 of 2014, among other legal aspects, and propose a mathematical decision coefficient to the taxpayer, which will allow him to make the best investment decision and receive a greater net flow. In the second review article, Power and Organizations: reflections from Weber, Foucault, Luhmann and Bourdieu, written by Nelson Álvarez Marín, professor at the Central University in Colombia, a judicious review of some definitions issued by some theorists and that relate concepts of power as a means to orient organizations towards the ends by involving their members. In the section on reflection articles, the written barriers that hinder strategic planning in organizations in which the authors highlight the importance of business planning to face the challenges of globalization are presented. Having a business plan as a blog becomes a key aspect of success to avoid the closure of the company and the consequences of organizational failure. In the free university life section, the article, Mathematics in Networks and Social Sciences, by Félix Socorro Márquez, professor at the University of La Salle in Colombia, is presented. The paper highlights the importance of mathematics in all aspects of daily life and even more so in an area of knowledge as important as Social Sciences. In the final part, it suggests some recommendations to strengthen its application