The Administration of Authenticity and Emotional Adaptability (3A + E): A Management Theory for Nostalgic Product Companies

Abstract

Nostalgic products from Honduras have grown significantly abroad, driven by migration and the growing demand for sustainable practices. This work develops a specific administrative theory to improve decision-making and optimize strategies in companies that market nostalgic products. To conduct a qualitative analysis, a literature review was carried out, which includes analysis of academic articles, books, and official documents indexed in Scopus, following indirect qualitative strategies. The 3A + E theory offers an innovative approach that balances authenticity and adaptation to change, integrating humanistic and systemic principles to promote sustainability and success in companies selling nostalgic products.