The demand for certified products has grown greatly in recent years because their lower environmental impacts and the supposed extra profitability that certified agriculture should generate for farmers. Therefore, different types of certification have emerged. In this context, their impacts on sustainability have been widely discussed in the academic arena since it has produced contrasting results. This study contributes the discussion developing a compared evaluation of sustainability between organic and conventional banana in Ecuador. SAFA (Sustainability Assessment of Food and Agriculture) is a new sustainability assessment tool that still lacks wide application in developing countries and it is chosen for the present analysis due to its ease of application and understanding. The results display how certified production overcomes conventional’ s in governance, environment and economic dimensions but performs lower in the social one. A possible explanation of this may rely on the size of the farms and production processes rather than certification standards. Furthermore, certifications are ineffective in correcting some crucial points that affect the sustainability management of the whole system such as the monoculture and the use of no renewable materials. The system is structured in a monoculture since all product is directed to exportation. Crop rotation and intercropping are an exception that is possible only in agri-forest farms, which are a small fraction of total producers, and this fact affects biodiversity. Researchers and practitioners can use this study as a valid reference point for the implementation of SAFA in other agricultural systems and managers as a guide for the control of processes in agri-food businesses directed to augment the biodiversity and sustainability of the agricultural processes.

Marketing has evolved much during the last few decades. The newest trend is Big Data. Advancements in Big Data have started paving way for the transformation of Marketing. The immense potential of Big Data can be exploited in a way that would make the marketing more effective. The data driven marketing significantly improves the sales figures of the organization than best practice marketing strategies. The focal point of Big Data is consumer analytics. Innovation of Technology helps to capture the rich and plentiful data on customer phenomena continuously. Consequently, unprecedented volume, speed, and assortment of primary data, Big Data, are accessible from singular customers. To better comprehend the effect of Big Data on different marketing activities, empowering firms to more readily exploit its advantages, a reasonable structure that expands on asset-based hypothesis is proposed. Three assets—physical, human, and organizational capital—moderate the following: (1) the way toward gathering and putting away proof of buyer action as Big Data, (2) the way toward removing purchaser knowledge from Big Data, and (3) the way toward using shopper understanding to improve dynamic/versatile capacities. To take advantage of big data, marketing will need to embrace disciplines such as data science, machine learning, text-processing, audio-processing, and video-processing.