Introduction: the advance of artificial intelligence poses analytical challenges for the non-contractual civil liability regime in Ecuador. Although the country has had ethical governance instruments and technical data protection standards since 2026, the substantive and procedural civil system lacks an electronic personality statute and a specific regime of liability for autonomous algorithmic damages. Objectives: the objective of this study is to examine the impact of this regulatory absence on the determination of liability for autonomous damages and on the constitutional guarantee of comprehensive reparation for victims. Methodology: the research uses a qualitative methodology, at a descriptive-analytical level, based on a documentary review of the doctrine and the current regulatory framework. Results: the results indicate that the traditional categories of guilt and causal link collapse in the face of algorithmic opacity (black box), subjecting victims to a diabolical probation that stresses effective judicial protection. Conclusions: it is concluded that the viability of electronic personality lies in its formulation as a legal fiction and technical imputation center. Its implementation requires articulation with a regime of objective liability for risk, algorithmic traceability, and mandatory insurance. General area of study: Jurisprudence / Law. Specific area of study: Law and new technologies. Type of article: narrative bibliographic review.

Introduction. A study was conducted on differentiation strategies and competitive positioning in gastronomic establishments in the city of Macas, recognizing that this sector represents a significant economic activity that contributes to local development. It was concluded that the competitive positioning of restaurants is primarily driven by differentiation strategies, particularly those related to quality and perceived value, brand recognition, and customer experience. Objective. Given the lack of previous research focused on this specific area, the objective was to analyze the relationship between differentiation and positioning variables and to identify the main dimensions that contribute to building a competitive advantage in the market. Methodology. The research adopted a quantitative approach with a non-experimental, cross-sectional, and exploratory design. Data was collected through a Likert-scale survey administered to a sample of 50 restaurants in the city. Results. The results revealed that differentiation strategies based on quality and perceived value, brand recognition, and customer experience contribute to the competitive positioning of these businesses. They also showed a significant gap in the use of digital tools, as well as a disconnect between cultural identity and innovation. Conclusion. It was concluded that the competitive positioning of restaurants is primarily driven by differentiation strategies, particularly those related to quality and perceived value, brand recognition, and customer experience. General Area of Study: Administration. Specific area of study: Administration Type of study: Original article.

Introduction. This study examined the level of administrative formalization in local businesses in the city of Macas and its strategic impact on business performance. Objective. The study began because many small and medium businesses still operate using trial-and-error administrative processes, which limit their competitiveness and ability to grow steadily. Methodology. A quantitative approach with a descriptive-correlational scope, non-experimental design, and cross-sectional cut was used. The information was gathered through a structured survey given to local business owners and managers, looking at areas like administrative processes, management tools, legal compliance, and formalization factors, as well as productivity, access to financing, market positioning, and business sustainability. Results. The results showed that organizations with higher levels of formalization are better able to strengthen their internal management, improve decision-making, and take advantage of growth opportunities. Conclusion. It is concluded that administrative formalization is a key factor in improving the competitiveness and survival of local businesses. Therefore, it is important to promote training programs and business strengthening initiatives that encourage a more efficient and sustainable administrative culture. General Area of Study: Administration. Specific area of study: Administration. Type of study: Original article.

Introduction. Social media has transformed the way businesses communicate with their customers and promote their products or services. What was once a space for entertainment and social interaction, today represents an opportunity to strengthen the presence of companies in the market, generate close relationships with consumers and improve their competitiveness. Objective. The objective of this research was to analyze the use of social media as a strategic tool in businesses in the Morona canton, identifying the most widely used platforms, their application within business strategies, and their contribution to business growth and competitiveness. Methodology. The study was conducted using a quantitative approach, with a non-experimental, cross-sectional design, and a descriptive scope. Data was collected through a survey administered to 53 businesses across various economic sectors in the Morona canton, using a structured questionnaire with a Likert scale, and the data was analyzed using IBM SPSS Statistics software. Results. The results revealed a favorable perception of social media use in promoting products and services, communicating with customers, building customer loyalty, and enhancing competitiveness. Furthermore, a strong positive relationship was identified between the use of social media as a marketing strategy and business growth and competitiveness (r = 0.914). Conclusion. It is concluded that social media constitutes a strategic tool that contributes to the positioning, customer interaction, and business development of enterprises in Morona. General Area of Study: Administration. Specific area of study: Administration. Type of study: Original article.

Introduction. This research analyzed the internal control systems in the agricultural economic units of the municipalities of Soyaniquilpan and Jilotepec, given that these units, mostly composed of informal producers, frequently lacked clearly defined processes, which hindered staff training and affected the expected income from agricultural activity. Objective. The study aimed to evaluate the efficiency of the internal control procedures implemented and to determine their relationship with business profitability. To this end, a univariate descriptive study was conducted using a five-point Likert-scale survey applied to 30 participants, whose data were processed with SPSS software. Methodology. The study was conducted using a quantitative approach, with a non-experimental, cross-sectional design, and a descriptive scope. Data was collected through a survey administered to 53 businesses across various economic sectors in the Morona canton, using a structured questionnaire with a Likert scale, and the data were analyzed using IBM SPSS Statistics software. Results. The results revealed significant weaknesses in the internal control system, particularly in the manual control, periodic evaluations, and supervision, while profitability indicators showed a moderately positive perception. Conclusion. It was concluded that a gap existed between the fragility of internal controls and perceived profitability, and that the agricultural units sustained their financial viability through external factors, such as favorable weather conditions and access to support programs, rather than through robust formal controls. These findings highlighted the need to strengthen internal control systems to consolidate the sustainability of the agricultural sector in the region studied. General Area of Study: Administration. Specific area of study: Administration Type of study: Original article.