Purpose This paper aims to detect the opportunities and problems when teaching with cases since the COVID-19 pivot to online. Design/methodology/approach From a qualitative phenomenological approach, both authors reflect on the pivot to online case method teaching in their master’s level courses in Colombia and the Dominican Republic. Findings The reflection allowed the authors to validate that the questions before and during the debate and the voting are resources equally valuable for discussing cases in the traditional classroom and online. However, the authors observe a pivot to teaching with cases online from the COVID-19 pandemic in aspects such as teamwork requiring more time in online class due to internet problems or students’ slowing down. The instructor’s viewing of teamwork is intermittent and causes feeling out of control. Working with cameras on or off generates different results in the students, in the teaching-learning process and in the results, which require the instructor’s good judgement decisions. The online discussion planning and organisation demand flexibility and empathy by the instructor, to promote a more significant student-student interaction, which, in the experience, is limited in the virtual environment. Finally, working with cases online generates and requires additional skills in the instructors to those of the traditional classroom. Originality/value The study’s originality consists of identifying the main divergences between face-to-face and online teaching with the case method, from the COVID-19 pivot to online. The study’s value is to warn instructors of problems that may arise in online teaching with the case method, for which recommendations are made.

El concepto Sistema de Información de Marketing (sim) surge en los años 60 del siglo xx como respuesta al avance experimentado en esa década por las Tecnologías de la Información y la Comunicación (tic). Sin embargo, en la actualidad, nuevas denominaciones de Sistemas de Información de soporte al marketing de las organizaciones parecen haber desplazado el concepto original. En este artículo, el autor analiza 17 modelos de sim y, a partir de sus aportes y limitaciones, establece 4 proposiciones teóricas de base para una concepción general, útiles para la adopción del concepto en la actualidad.

Es cuestión indispensable para toda empresa conocer el grado de efectividad de sus esfuerzos de marketing. La literatura especializada reconoce varios enfoques con los que se puede abordar el tema de la efectividad organizacional. Para el caso específico de la función de marketing, es necesario que cualquier sistema de medición que se emplee reconozca al menos tres dimensiones fundamentales de efectividad entre las que existe una interrelación indisoluble: finanzas, clientes y competitividad. Por otra parte, en la búsqueda de la efectividad de marketing, las empresas pueden hacer uso de las herramientas matemáticas que aportan un enfoque más preciso a la consecución de las metas propuestas. En esta investigación se presenta el diseño y validación de un modelo de programación lineal, aplicado a una empresa comercializadora de bienes de conveniencia y bienes de compra, que permite maximizar las utilidades del negocio, a la vez que se satisfacen las demandas de los clientes de una forma más efectiva que los competidores.

Learning outcomes The value of the DeLone & McLean model for planning actions before IS design and implementation can guarantee its success.The value of the DeLone & McLean model for IS auditing in critical dimensions of project success, including both hard and soft elements.Information and information systems are essential organizational resources that must be viewed in an interconnected way with the rest of the organization's resources and capabilities that systemically guarantee the achievement of the export objectives.The role of management commitment in the success of voluntary Information Systems. Case overview/Synopsis The case deals with Luis's decision to continue a Competitive Information System project. For his PhD research project, Luis designed and implemented an information system to support the export goals of the business school for which he worked. Three months later, the System obtained positive feedback and user satisfaction but deficient System usage levels. Luis does not know whether to continue with the project or not. If he decides to continue, further steps are needed to increase the System's use for contributing to the export goals. Complexity academic level The case is suitable for use with MBA students and executive education short courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 5: International Business.

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