<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1665-5346</journal-id>
<journal-title><![CDATA[Revista mexicana de economía y finanzas]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. econ. finanz]]></abbrev-journal-title>
<issn>1665-5346</issn>
<publisher>
<publisher-name><![CDATA[Instituto Mexicano de Ejecutivos de Finanzas A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-53462018000300419</article-id>
<article-id pub-id-type="doi">10.21919/remef.v13i3.314</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Valuation of Start-ups: A Behavioral and Strategic Perspective]]></article-title>
<article-title xml:lang="es"><![CDATA[Valoración de emprendimientos: una perspectiva estratégica y conductual]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mongrut]]></surname>
<given-names><![CDATA[Samuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Juárez]]></surname>
<given-names><![CDATA[Nidia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey EGADE Business School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Pacífico  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<volume>13</volume>
<numero>3</numero>
<fpage>419</fpage>
<lpage>439</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-53462018000300419&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-53462018000300419&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-53462018000300419&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The aim of this research is to propose a methodology for the valuation of start-ups, incorporating prospective and behavioral factors with traditional risk analysis. The proposed methodology is useful for the entrepreneur to undertake their new business with their own capital as well as in the case that angel investors are involved. The main finding is that it is possible to build a consistent methodology that makes entrepreneurs conscious of their cognitive biases, allowing them to value the business idea with a multidimensional approach. It is important to consider that the values assigned to the parameters of the critical variables, by scenario, must be feasible and reasonable, since otherwise it could fall into a possibility of unattainable results. The resulting methodology represents an alternative that integrates motivational and strategic aspects, becoming a useful tool in the decision-making process of the entrepreneur as well as for angel investors, bridging the gap between their valuations.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El objetivo de la presente investigación es proponer una metodología para la valoración de nuevos emprendimientos integrando factores prospectivos y conductuales con el análisis de riesgo tradicional. La metodología propuesta es de utilidad para el emprendedor al momento de decidir emprender un nuevo negocio tanto con recursos propios como en el caso en el que involucra inversionistas ángeles. La principal contribución es la construcción de una metodología que permite que los emprendedores sean conscientes de sus sesgos cognitivos, permitiéndole evaluar la idea de negocio con un enfoque multidimensional. Es importante considerar que los valores asignados a los parámetros de las variables críticas, por escenario, deben ser factibles y razonables, ya que de lo contrario se podría caer en una posibilidad de resultado inalcanzable. La metodología resultante representa una alternativa que integra aspectos motivacionales y estratégicos, convirtiéndose en una herramienta útil en el proceso de toma de decisión del emprendedor así como en el de los inversionistas ángeles, cerrando la brecha de valoración que se presenta entre ellos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[L26]]></kwd>
<kwd lng="en"><![CDATA[L29]]></kwd>
<kwd lng="en"><![CDATA[Entrepreneurship]]></kwd>
<kwd lng="en"><![CDATA[behavioral finance]]></kwd>
<kwd lng="es"><![CDATA[L26]]></kwd>
<kwd lng="es"><![CDATA[L29]]></kwd>
<kwd lng="es"><![CDATA[Emprendimiento]]></kwd>
<kwd lng="es"><![CDATA[finanzas conductuales]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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