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Abstract Considering the Social Identity Theory in an experiential tourism destination and using a netnoghaphic perspective, this paper (i) analyses the main topics associated with an experiential tourism destination and (ii) studies the relationships among destination determinants (i.e., destination attachment, hedonic emotions, spiritual experiences, and information, satisfaction, and loyalty). Camino de Santiago 518 effective post titles published on TripAdvisor were scrapped and analysed using a netnographic and correspondence analyses. Results show that there are three main topics associated with an experiential destination: (1) experiences and emotions, (2) information about Camino de Santiago, and (3) destination-brand recommendations. There is a main cluster where destination loyalty, destination identity, hedonic emotions, and negative experiences/aspects are close to the 5-score. A second cluster focused on information comments is not associated with other variables or scores. This article adds value to previous work because (1) it adopts a netnographic point of view, (2) it uses social media and user-generated content in the tourism industry, and (3) it provides strategies for experiential marketing in the tourism industry.

Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its antecedents (brand personality, perceived quality, brand awareness, and brand credibility) and effects (brand loyalty, purchase intention, and perceived risk). This causal research, with 1922 valid surveys (simple random sampling procedure), was carried out in three main cities of Ecuador (Quito, Guayaquil, and Cuenca): 1150 high-involvement and 722 low-involvement products. Hypotheses were tested using structural equation models, and multi-sample analysis. Results show that brand personality influences brand attachment and loyalty with a higher moderating effect on products with low involvement. Additionally, brand attachment influences brand loyalty with a higher moderating effect on highly involved products. As practical implications, we state that brand managers of high-involvement products must invest in digital tools that maximize the information available to the public to make decisions. Additionally, low-involvement product brand managers must invest in an identifiable image to make it easy for customers to find their brand. This research adds value because no research has been identified that addresses the study of attachment by comparing its operation in high and low-involvement contexts. It opens future research by introducing new variables in the brand personality scale in combination with that of attachment.

Purpose – This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter. Design/methodology/approach – This paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff's (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal–Wallis Test. Findings – According to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity. Originality – These results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases.

Purpose: A sub-population of patients with diabetic macular edema (DME) responds less effectively to off-label use of Bevacizumab. Approval of Aflibercept for DME has offered Bevacizumab nonresponders an alternative therapeutic option. Herein, we investigate the anatomical and functional changes associated with Aflibercept treatment in Bevacizumab nonresponders with chronic DME in a Canadian setting. Methods: A retrospective study of eyes with persistent DME that were switched to Aflibercept due to nonresponse following ≥6 consecutive monthly Bevacizumab injections was performed. Anatomical and functional changes and the predictors of response were assessed using patients' characteristics prior to receiving their first (baseline) and seventh consecutive Aflibercept injections (follow-up). Results: Twenty-four eyes were included, with a mean age of 63.9 ± 10.7 years, an average of 16.8 ± 8.5 Bevacizumab injections prior to switching to Aflibercept, and mean follow-up duration of 11.8 ± 1.7 months following switching to Aflibercept. Best-corrected visual acuity (BCVA) improved significantly from 0.49 ± 0.13 to 0.41 ± 0.11 logMAR (P < 0.001) and central subfield thickness (CST) decreased by 119.4 μm from 409.4 ± 85.8 μm to 290.0 ± 64.5 μm (P < 0.001), with 50% of eyes showing complete anatomical response. Worse BCVA and higher CST at baseline predicted greater vision improvements (P = 0.001 and P = 0.035, respectively) while a larger decrease in CST was associated with greater baseline CST (P = 0.001) and better glycemic control (P = 0.039). Conclusion: Our data from a real-world clinical setting highlight the efficacy of Aflibercept as an alternative therapeutic option for DME recalcitrant to Bevacizumab, with potential additional benefit to those with worse vision, greater CST, and better glycemic control at baseline.

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

Abstract Background Recurrent retinal detachment (RD) is still a widespread event despite the therapeutic options available. Proliferative vitreoretinopoathy (PVR) is one of the main causes of redetachment. Little is known about the use of endoscopy-assisted vitrectomy (E-PPV) in complex recurrent RD with PVR. The purpose of this study was to identify the potential advantages of E-PPV in complex RD with PVR compared with pars plana vitrectomy (PPV) alone. Methods Single-center, retrospective, observational, descriptive study. The medical records of 293 patients were reviewed. Patients who underwent PPV for complex rhegmatogenous RD and associated PVR between 2009 and 2017 were included. Patients with diabetic tractional RD, trauma, uveitis or detachment postendophthalmitis were excluded. After 2013, an endoscopic visualization system was used in a nonrandomized fashion at the surgeon’s discretion. Outcome measures (reattachment rate, number of surgeries, lens status, PVR stage, intraocular pressure, phthisis rate) were compared between the E-PPV and PPV-only groups with independent samples t-tests (continuous variables) and Fisher’s exact test (categorical variables), as well as time-adjusted analyses. Postoperative time to retinal redetachment was assessed with Kaplan–Meier survival analysis. Results One hundred one eyes from 100 patients met the inclusion criteria. The mean participant age was 63.3 years old (95% CI 60.4–66.1 years), without a significant difference between groups. E-PPV was performed in 36.6% (n = 37) of eyes, and 63.4% (n = 64) underwent PPV only. The mean follow-up was significantly longer in the PPV-only group (31.9 vs. 21.1 months; p = 0.021). Upon adjustment for follow-up duration, the mean number of surgeries was significantly lower in the PPV-only group (2.6 vs. 4.3 number of surgeries; p 0.05). Conclusions Compared to PPV alone, endoscopy-assisted vitrectomy seems to be advantageous in achieving better reattachment rates in complex RD with advanced PVR. Endoscopic visualization allows a thorough examination and extensive anterior PVR and vitreous base dissection.

Las marcas invierten mucho para promocionarse y generar credibilidad en sus consumidores para que estos sientan apego hacia ellas, ya que el apego influye en la intención de compra. Este estudio pretende determinar si es suficiente la notoriedad de marca, o se necesita credibilidad para generar apego hacia las marcas. Para esto se realizó una investigación causal con análisis factorial confirmatorio y un modelo con ecuaciones estructurales. Los resultados señalan que la notoriedad de marca influye en la formación del apego en muy pocos escenarios, mientras que la credibilidad tiene mayor influencia como antecedente del apego hacia la marca.

This research intends to advance the understanding of the university teacher-student relationship in the context of teachers’ market orientation with the aim to improve students’ performance. Thus, the study is articulated on three axes: the students’ performance approach, the relationship among diverse aspects of teachers, and, fi nally, the effect of these aspects on students’ performance. The results gained from a sample of 45 teachers and 932 students show that teachers’ student orientation infl uences perceived learning and student satisfaction. Other interesting results are also attained that lead to certain conclusions and implications.

Purpose - To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues. Design/methodology/approach - Within this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sample of 81 US managers accepted to collaborate. They were then split into two groups (high and low EO; with 41 and 35 managers in each group, respectively) and compared regarding three variables: entry mode strategy, government affiliation strategy, and performance outcomes. Findings - The results show that EO is related with performance, but not with the two proposed variables of entry mode and government affiliation. Originality/value - In sum, the added value of the paper is to link US managers’ strategies and performance in a newly liberalized market which has been seldom studied: Cuba. The fields of entry mode strategies and government affiliation decisions in this newly liberalized market remain poorly investigated. Not all firms managed by highly entrepreneurial-orientated managers will decide to enter foreign markets and, on the contrary, domestic firms which are not interested in international markets can be run by highly entrepreneurial managers. This is due, in part, to the fact that internationalization can be driven by other factors. Therefore, this paper will attempt to demonstrate if certain entry modes will perform better than others when the foreign market is a newly liberalized economy. Additionally, the importance, and effect, of governmental relationships on performance outcomes will be tested within the research.

Health/nutrition food claims are increasingly used in the food industry but firms still require deeper research to develop a better understanding of consumers in the low-fat food market. In pursuit of this goal, this paper analyses the influence of projected consumer personality on healthy claim credibility, Perceived product health, physical appearance and its repercussion on attitudes (overall attitude to the product) and behaviours (purchase intention). With a sample of 300 young consumers (15–25 years old) and through PLS techniques, our results show that project personality influences the credibility of claims about healthiness and physical appearance. Both concepts play a significant role in global attitudes to low-fat products. At the same time, physical appearance and the overall attitude to low-fat products influence the intention to purchase a low-fat product. These results can be better understood with the analysis of the product category (juice with milk versus sweets) analysed and claims of healthiness used (6 claims where colour and message are altered).

Abstract Background Light exposure and more specifically the spectrum of blue light contribute to the oxidative stress in Age-related macular degeneration (AMD). The purpose of the study was to establish whether blue light filtering could modify proangiogenic signaling produced by retinal pigmented epithelial (RPE) cells under different conditions simulating risk factors for AMD. Methods Three experiments were carried out in order to expose ARPE-19 cells to white light for 48 h with and without blue light-blocking filters (BLF) in different conditions. In each experiment one group was exposed to light with no BLF protection, a second group was exposed to light with BLF protection, and a control group was not exposed to light. The ARPE-19 cells used in each experiment prior to light exposure were cultured for 24 h as follows: Experiment 1) Normoxia, Experiment 2) Hypoxia, and Experiment 3) Lutein supplemented media in normoxia. The media of all groups was harvested after light exposure for sandwich ELISA-based assays to quantify 10 pro-angiogenic cytokines. Results A significant decrease in angiogenin secretion levels and a significant increase in bFGF were observed following light exposure, compared to dark conditions, in both normoxia and hypoxia conditions. With the addition of a blue light-blocking filter in normoxia, a significant increase in angiogenin levels was observed. Although statistical significance was not achieved, blue light filters reduce light-induced secretion of bFGF and VEGF to near normal levels. This trend is also observed when ARPE-19 cells are grown under hypoxic conditions and when pre-treated with lutein prior to exposure to experimental conditions. Conclusions Following light exposure, there is a decrease in angiogenin secretion by ARPE-19 cells, which was abrogated with a blue light - blocking filter. Our findings support the position that blue light filtering affects the secretion of angiogenic factors by retinal pigmented epithelial cells under normoxic, hypoxic, and lutein-pretreated conditions in a similar manner.

Purpose: To describe a case of Crohn disease presenting as occlusive vasculitis resulting in a central retinal artery occlusion (CRAO) in one eye and transient ischemic optic neuropathy in the fellow eye. Observations: An 18-year-old patient recently diagnosed with biopsy-proven Crohn disease presented with CRAO OD after a previous episode of transient visual loss OS. Extensive workup was negative for other autoimmune or infectious etiologies. The patient was started on intravenous methylprednisolone for 72 h followed by maintenance dose of azathioprine and oral prednisone. Signs of inflammation resolved gradually with some improvement of visual acuity despite developing optic atrophy. Conclusions and importance: To our knowledge, this is the first case of unilateral CRAO and bilateral optic nerve occlusive vasculitis in Crohn disease, which should be considered as an etiology of retinal vascular occlusive disorders especially in young patients. It is important for ophthalmologists to be aware of the ophthalmic risks associated with Crohn disease as aggressive treatment with systemic steroids and immunosuppressive agents is often needed.

This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative).

El trabajo pretende identificar grupos de turistas de un evento deportivo, el GP Europa de Fórmula 1, con relación a su motivación para el consumo deportivo y características básicas que definen dichos grupos para conocer los perfiles de turista de un gran evento deportivo. Para caracterizar a los sujetos se utilizó el análisis clúster con una muestra de 148 asistentes al evento, turistas nacionales e internacionales. Los resultados obtenidos muestran la existencia de cuatro grupos de sujetos bien definidos: los sociales (formado por los que obtienen fuertes connotaciones sociales asistiendo al evento, el 17,6% de la muestra), los ostentosos (son el 17,5% de la muestra, que sin una motivación especial para asistir destacan por sus ingresos netos mensuales elevados), los intrépidos (compuesto por el 37,8% de la muestra, movidos por la adrenalina y la emoción de la experiencia) y los experimentados (se trata del 20% restante, grandes conocedores del evento deportivo). A partir de ello se puede concluir que los turistas de un evento deportivo tienen características diferenciales y comportamientos de consumo distintos que deben tenerse en cuenta por los tomadores de decisiones del sector turístico.

El presente trabajo se ha planteado en torno a dos objetivos principales. Por un lado, investigar los antecedentes en la decisión de compra de los jóvenes consumidores europeos de cuatro países. Por otro, analizar cómo varía la influencia de estos antecedentes cuando se consideran consumidores de distinta nacionalidad y distintas categorías de productos. Para desarrollar este estudio se procedió a encuestar on line a una “muestra de conveniencia”. Para ello, se contó con la colaboración de cinco universidades que tomaron parte en esta red: una de Francia, una de Alemania, una de Italia y dos de España. De este modo, se obtuvo una muestra final de 295 jóvenes. Los resultados exhiben que los determinantes del comportamiento de compra de los jóvenes no son únicos ni universales. Estos determinantes pueden clasificarse en tres grandes bloques: las características de los productos, las influencias externas del individuo y sus valores personales internos.

El objetivo del estudio es proponer un modelo teórico basado en el comportamiento del turista deportivo y las teorías de patrocinio deportivo. Tras un exhaustivo análisis de la cuestión, este modelo recoge tanto la transferencia de valor y experiencia entre el evento y el patrocinador como los antecedentes del comportamiento del visitante de un gran evento deportivo.

Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and qualitative market research techniques to know about customer needs. Traditionally, quantitative methodologies have prevailed in both research and university curriculums. However, the popularization of Information and Communication Technologies has made qualitative research more necessary than ever. Most customers express their reviews and opinions on digital platforms such as Booking, Tripadvisor, or Trivago. And this is one of the most credible and influential sources of information for other potential customers. Because of this, future business managers must learn how to analyze the valuable information provided by customers through this platform. A practical exercise was proposed to a group of tourism students to identify substantial aspects and improvement areas in the management of tourism companies by using qualitative user-generated content analysis. This topic identification has critical managerial implications for improving the satisfaction level of tourism companies' customers.

This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sample of 300 young consumers (18–25 years old) and the use of partial least square methodology, this paper demonstrated that: (1) nutritional information and visual cues affect consumers’ perceptions (information credibility and physical appearance), (2) information credibility influences product health perceptions and attitudes toward a product, (3) physical appearance affects attitudes toward a product, and (4) overall attitude to the product influences purchase intentions The results achieved show that credibility and physical appearance could stimulate low-fat foods purchase intentions through a positive global attitude to the product. Additionally, nutritional information and visual cues play a more relevant role than nutritional information response and informative cues. These results and the conclusions that follow must be understood in the analysed context (low-fat foods) with the sample used (300 young consumers).

Este trabajo analiza los efectos de la internacionalización en el éxito de las empresas familiares, entendiendo el éxito como un constructo que engloba tanto los resultados empresariales (indicadores financieros, tales como ventas y beneficios), como indicadores de desempeño (satisfacción de clientes, calidad y reputación percibida, capacitación de los trabajadores, etc.). Para ello, 154 gerentes de empresas textiles españolas de carácter familiar fueron encuestados vía postal, respecto a tres grandes bloques de cuestiones: (i) actividad internacional desarrollada, (ii) resultados financieros alcanzados y (iii) indicadores de desempeño obtenidos. El análisis discriminante planteado para comparar las empresas internacionalizadas versus las no internacionalizadas ha permitido concluir que las empresas internacionalizadas, efectivamente, obtienen resultados financieros superiores. No obstante, los indicadores de desempeño no difieren significativamente entre ambos grupos de empresas.

La presente investigación se desarrolla con el objetivo de analizar los efectos que una adecuada planificación de la formación en ventas es capaz de ejercer en tres ámbitos: (i) el rendimiento percibido de los vendedores por parte de sus jefes de ventas; (ii) el desempeño percibido de los vendedores por parte de sus jefes de ventas y (iii) la capacidad de liderazgo desarrollada por el jefe de ventas entre sus vendedores. Adicionalmente, se trata de medir el impacto que mejoras en el desempeño del vendedor y en el liderazgo del jefe de ventas, ejercen a su vez sobre el rendimiento de los vendedores. Para el desarrollo de la investigación se contó con las valoraciones efectuadas por 50 jefes de venta en México de sus correspondientes vendedores, contrastándose todas las relaciones planteadas mediante la metodología de Partial Least Square (PLS). Los resultados muestran que si mejora la planificación de la formación, mejoran también el rendimiento de los venderos, su desempeño y la capacidad del liderazgo del jefe de ventas. A su vez, estos resultados están relacionados significativamente entre sí. Todo ello permite concluir la importancia de que los jefes de ventas planifiquen la formación de sus vendedores.

Desde el presente trabajo se ha estudiado la reputación corporativa para un ámbito concreto: el de las cadenas televisivas en España. Precisamente en el sector de las empresas de radiodifusión, y más concretamente en el contexto de las cadenas televisivas, el término de reputación corporativa cobra especial relevancia. La proliferación de medios y la continua fragmentación de la audiencia durante las dos últimas décadas han cambiado el escenario del mercado de los medios de comunicación. La mayor competencia está facilitando la aplicación del brand management en muchas industrias de medios, consideradas como firmas en auge por establecer una imagen de marca clara y memorable en el cada vez más complicado mercado lleno de infinitos contenidos. En este ámbito, resulta una prioridad identificar cómo lograr la reputación corporativa de una cadena televisiva desde el punto de vista de la demanda, diferenciando entre medidas dirigidas a gestores de cadenas públicas y privadas.

This study aims to advance knowledge about student academic performance. Specifically, following the proposal of Fenollar, Cuestas and Roman (2006), we propose an integrative model of theories that explain the student's academic performance, understood as the perceived learning and the student note expected. In particular, those based on Cognitive Achievement Theory initiated by Deck (1986) and Self-efficacy Theory developed by Bandura (1986). We analyze the effect that these theories have in (1) learning perceived by the student, (2) the expected note and (3) overall student satisfaction. Thus, we conducted a study with 932 students of a Faculty of Economics. The results highlight the importance of self-efficacy and some orientations on student performance, as well as this one on your satisfaction.El presente estudio persigue avanzar sobre el conocimiento del rendimiento académico del estudiante. Concretamente, y siguiendo la propuesta de Fenollar, Cuestas y Román (2006), se plantea un modelo integrador de las teorías que explican el rendimiento académico del estudiante; entendido éste como el aprendizaje percibido y la nota esperada por el estudiante. En concreto, aquellas basadas en la Teoría Cognitiva-Logro iniciada por Deck (1986) y la Teoría de la Autoeficiencia desarrollada por Bandura (1986). Se analiza el efecto que estas teorías poseen en (1) el aprendizaje percibido por el estudiante, (2) la nota esperada y (3) la satisfacción global del estudiante. Así, se llevó a cabo un estudio con 932 estudiantes de una Facultad de Economía. Los resultados ponen de manifiesto la importancia de la autoeficiencia y de ciertas orientaciones sobre el rendimiento de estudiante; así como de éste sobre su satisfacción.

This study aims to advance knowledge about student academic performance. Specifically, following the proposal of Fenollar, Cuestas and Roman (2006), we propose an integrative model of theories that explain the student's academic performance, understood as the perceived learning and the student note expected. In particular, those based on Cognitive Achievement Theory initiated by Deck (1986) and Self-efficacy Theory developed by Bandura (1986). We analyze the effect that these theories have in (1) learning perceived by the student, (2) the expected note and (3) overall student satisfaction. Thus, we conducted a study with 932 students of a Faculty of Economics. The results highlight the importance of self-efficacy and some orientations on student performance, as well as this one on your satisfaction.

El presente trabajo pretende contrastar los efectos que provoca el desarrollo de acciones de responsabilidad social corporativa, RSC, por parte de una empresa en el consumidor, en tres dimensiones: i) el conocimiento de una empresa y sus productos; ii) la actitud que despierta en el consumidor, y iii) el comportamiento de compra que suscita. La idea es verificar, a través del contraste, hasta qué punto una empresa que desarrolla acciones de RSC es mejor percibida, preferida sobre las restantes y escogida en el momento de compra. Para ello se planteó realizar un estudio empírico en un sector de gran transcendencia social y que engloba características de la RSC: el transporte público terrestre en áreas urbanas.

En el presente trabajo se efectúa un análisis de contenido de la publicidad española en el medio revistas durante las últimas tres décadas del siglo XX. El objetivo último es el estudio de la evolución del contenido latente y manifiesto de la misma con relación a los estereotipos femenino y masculino. En este sentido, se procede en primer lugar a un análisis de la literatura concerniente a diversos estudios de naturaleza longitudinal realizados con relación al contenido de la publicidad impresa. A continuación se plantea un estudio empírico, mediante el uso del análisis de contenido, para abordar la evolución de la publicidad impresa española. Para ello se selecciona como período de análisis los años 1975, 1985, 1995 y 1999 y como fuente las revistas de periodicidad semanal y mensual dirigidas a hombres, a mujeres y de carácter general. Por último, se presentan los resultados y conclusiones del estudio, donde queda puesto de manifiesto los cambios producidos en la publicidad impresa española analizada.

El interés de la presente investigación intenta avanzar en el efecto que el comportamiento del docente posee sobre el rendimiento y satisfacción del estudiante. Así, la investigación se centra en la orientación y síndrome de burnout y el engagement del docente, y en los efectos que dicha orientación posee sobre el rendimiento del estudiante. Con una muestra de 45 docentes y 932 estudiantes y mediante el uso de ecuaciones estructurales y modelos multinivel, los resultados muestran como la orientación del docente posee un efecto sobre el aprendizaje percibido y la satisfacción del estudiante. Se obtienen también otros resultados interesantes que dan lugar a ciertas conclusiones e implicaciones.

Los cambios producidos en el entorno español ponen de manifiesto la necesidad por parte de las empresas de la adopción de aquellos enfoques de marketing que les permitan mantener ventajas competitivas sostenibles y alcanzar el éxito (medido en términos financieros y de desempeño). En este contexto, el presente trabajo se analiza la orientación al mercado y el enfoque de marketing relacional, la relación existente entre ellos, y sus efectos en la estrategia de innovación y en el éxito empresarial. El estudio se ha llevado a cabo con una muestra de 154 empresarios del textil español. Los resultados destacan la relevancia de dichos enfoques marketing, así como el efecto mediador de la innovación en la relación entre orientación al mercado y éxito.