Identificación y evaluación de la creación de valor mediante la implantación y desarrollo de políticas de responsabilidad social corporativa estratégica

La Responsabilidad Social Corporativa (RSC) sigue constituyendo en la actualidad un área de estudio de elevado interés tanto para la comunidad académica como para los negocios en general. A pesar del gran número de investigaciones realizadas en las pasadas décadas sobre los distintos aspectos que la caracterizan, y la definición generalizada de políticas relacionadas en las compañías más importantes, existen todavía algunos asuntos clave sobre los que se plantean interrogantes fundamentales. La complejidad asociada al constructo RSC y su carácter intrínsecamente dinámico explican en parte esta afirmación. En su aplicación práctica, las dudas sobre la RSC se enfocan hoy en día hacia su implantación con carácter permanente en el día a día de las organizaciones, la relevancia estratégica de las principales iniciativas, o la posibilidad de obtención de beneficios a medio y largo plazo. Se observa de esta forma la traslación de los debates principales hacia las consecuencias más estratégicas de dichas políticas, influenciados por prestigiosos estudios académicos en los que se caracteriza la denominada RSC Estratégica (RSCE), y por las principales organizaciones de certificación de memorias anuales de RSC y sostenibilidad. En este contexto se sitúa el objeto principal de esta investigación, consistente en el diseño de un modelo de implantación de RSCE que permita no sólo identificar los factores más importantes a tener en consideración para su éxito, sino para caracterizar las potenciales formas de creación de valor que pueden surgir de la aplicación del mismo. Se argumenta la elección del tema por considerarse que los asuntos asociados a la RSC no están lo suficientemente explorados desde la visión estratégica más actual, y por constituir la creación de valor el objetivo más crítico dentro de los procesos directivos de planificación estratégica. De esta forma, se utilizan dos metodologías para destacar qué factores son esenciales en la implantación de la RSCE, con qué fines las compañías aplican esas políticas, y qué resultados obtienen como consecuencia: análisis comparativo de casos de estudio y análisis estadístico cuantitativo. Los casos de estudio analizan en profundidad políticas globales de RSCE bajo diferentes puntos de vista, para derivar conclusiones sobre los factores que facilitan u obstaculizan su implantación permanente en las organizaciones. Su desarrollo se estructura en torno a un marco conceptual de referencia obtenido a través de la revisión bibliográfica específica, y se complementa con la información primaria y secundaria de investigación. Por su parte, el análisis cuantitativo se desarrolla mediante tres técnicas exploratorias: estadística descriptiva, regresión múltiple y análisis de componentes principales. Su aplicación combinada va a posibilitar el contraste de aspectos destacados en los análisis de casos, así como la configuración final del modelo de implantación, y la expresión numérica de la creación de valor a través de la RSCE en función de las dimensiones estratégicas consideradas. En consecuencia, los resultados de la tesis se estructuran alrededor de tres preguntas de investigación: ¿cómo se están produciendo y qué caracterización presentan los beneficios que resultan como consecuencia de la implantación de la RSCE en los procesos de planificación estratégica de las compañías?, ¿qué factores esenciales y característicos de la RSCE pueden resultar críticos en los procesos de implantación y futuro desarrollo?, y ¿qué importancia puede tener en el medio y largo plazo el poder de decisión de compra de los consumidores y usuarios finales en la implantación y desarrollo de políticas de RSCE? ABSTRACT Corporate Social Responsibility (CSR) remains a study area of high interest today to both the academic community and businesses in general. Despite the large number of investigations of various aspects of CSR in past decades, and its generalized consideration by the world’s most important companies, there are still some key issues and fundamental questions to resolve. The complexity associated with the CSR construct and its inherently dynamic character, partly explains this statement. In its practical application, doubts about CSR arise today about its permanent implementation in normal business activities, the strategic relevance of related policies, and the possibility of making profits in the medium and long term. It is observed in this way the translation of the main debates towards the more strategic consequences of these policies, influenced by prestigious academic studies that characterize the so-called Strategic CSR (SCSR), and by leading certification agencies of CSR and sustainability reports. In this context, the main purpose of this investigation is to design a model of SCSR for implementation that allows one to not only identify the most important factors to consider for SCSR success, but also to characterize potential forms of value creation that can arise from its application. The selection of this research approach is justified because it is believed that important issues that are associated with CSR have not been sufficiently explored from the aspect of the strategic vision in the current context, and because value creation constitutes the most critical objective within the strategic planning steering processes. Thus, two methods are used to highlight which factors are essential in SCSR implementation processes, the end to which companies apply these policies, and the kind of results that they expect. These methods are: comparative analysis of case studies and quantitative statistical analysis. The case studies discuss in depth SCSR global policies under different perspectives to draw conclusions about the factors that facilitate or hinder permanent implantation in organizations. Their development is structured around a conceptual framework that is obtained by review of specific literature, and is complemented by primary and secondary research information. On the other hand, quantitative analysis is developed by means of three exploratory techniques: descriptive statistics, multiple regression and principal component analysis. Their combined application facilitates a contrast of highlighted aspects in analyzing cases, the final configuration of the implementation model, and the numerical expression of value creation by SCSR as a consequence of the strategic dimensions considered by companies. Finally, the results of the thesis are structured around three research questions: what are the benefits that result from the implementation of SCSR policies in companies’ strategic planning processes?, which essential SCSR factors are potentially critical in the implementation and future development of companies’ processes?, and how decisive in the medium and long term will be the purchase decision power of consumers to the success of SCSR policies?

Teamwork competence and academic motivation in computer science engineering studies.

The present work is focused on studying two issues: the “teamwork” generic competence and the “academic motivation”. Currently the professional profile of engineers has a strong component of teamwork. On the other hand, motivational profile of students determines their tendencies when they come to work in team, as well as their performance at work. In this context we suggest four hypotheses: (H1) students improve their teamwork capacity by specific training and carrying out a set of activities integrated into an active learning process; (H2) students with higher mastery motivation have better attitude towards team working; (H3) students with higher mastery motivation obtain better results in academic performance; and (H4) students show different motivation profiles in different circumstances: type of courses, teaching methodologies, different times of the learning process. This study was carried out with computer science engineering students from two Spanish universities. The first results point to an improvement in teamwork competence of students if they have previously received specific training in facets of that competence. Other results indicate that there is a correlation between the motivational profiles of students and their perception about teamwork competence. Finally, and contrary to the initial hypothesis, these profiles appear to not influence significantly the academic performance of students.

Considerations on the success rate in aeronautical engineering studies in Spain

The relationship between different learning evaluation methods and the academic success in an aeronautical engineering degree in Spain is analysed. The study is based on data about the evolution of academic achievement obtained along the last ten year, along which the evaluation and learning’s methods have suffered huge changes.

Analysing written production competence descriptors for academic and professional purposes and their calibration to the CEFR

The Common European Framework of Reference for Languages (CEFR) "describes in a comprehensive way what language learners have to learn to do in order to use a language for communication and what knowledge and skills they have to develop so as to be able to act effectively" (Council of Europe, 2001: 1). This paper reports on the findings of two studies whose purpose was to assess written production competence descriptors meant for their inclusion into the Academic and Professional English Language Portfolio KELP) for students of engineering and architecture. The main objective of these studies was to establish whether the language competence descriptors were a satisfactory valid tool in their language programmes from the point of view of clarity, relevance and reliability, as perceived by the students and fellow English for Academic Purposes (RAP) / English for Science and Technology (EST) instructors. The studies shed light on how to improve unsatisfactory descriptors. Results show that the final descriptor lists were on the whole well calibrated and fairly well written: the great majority was considered valid for both teachers and students involved.

Assessment of problem solving in computing studies

The assessment of learning outcomes is a key concept in the European Credit Transfer and Accumulation System (ECTS) since credits are awarded when the assessment shows the competences which were aimed at have been developed at an appropriate level. This paper describes a study which was first part of the Bologna Experts Team-Spain project and then developed as an independent study. It was carried out with the overall goal to gain experience in the assessment of learning outcomes. More specifically it aimed at 1) designing procedures for the assessment of learning outcomes related to these compulsory generic competences; 2) testing some basic psychometric features that an assessment device with some consequences for the subjects being evaluated needs to prove; 3) testing different procedures of standard setting, and 4) using assessment results as orienting feedback to students and their tutors. The process of development of tests to carry out the assessment of learning outcomes is described as well as some basic features regarding their reliability and validity. First conclusions on the comparison of the results achieved at two academic levels are also presented.

Assessment of learning outcomes in computing studies

The assessment of learning outcomes is a key concept in the European Credit Transfer and Accumulation System (ECTS) since credits are awarded when the assessment shows the competences which were aimed at have been developed at an appropriate level. This paper describes a study which was first part of the project of the Bologna Experts Team-Spain and then developed as an independent study. It was carried out with the overall goal to gain experience in the assessment of learning outcomes. More specifically it aimed at 1) designing procedures for the assessment of learning outcomes related to these compulsory generic competences; 2) testing some basic psychometric features that an assessment device with some consequences for the subjects being evaluated needs to prove; 3) testing different procedures of standard setting, and 4) using assessment results as orienting feedback to students and their tutors. The process of development of tests to carry out the assessment of learning outcomes related to these competences, as well as some basic features regarding their reliability and validity is described and first results on the comparison of results achieved at two academic levels, will also be described at a later stage.

Accessibility instruments for planning practice: bridging the gap between academic research and decision-making.

One of the core objectives of urban planning practice is to provide spatial equity in terms of opportunities and use of public space and facilities. Accessibility is the element that serves this purpose as a concept linking the reciprocal relationship between transport and land use, thus shaping individual potential mobility to reach the desired destinations. Accessibility concepts are increasingly acknowledged as fundamental to understand the functioning of cities and urban regions. Indeed, by introducing them in planning practice, better solutions can be achieved in terms of spatial equity. The COST Action TU1002 "Accessibility instruments for planning practice" was specifically designed to address the gap between scientific research in measuring and modelling accessibility, and the current use of indicators of accessibility in urban planning practice. This paper shows the full process of introducing an easily understandable measure of accessibility to planning practitioners in Madrid, which is one of the case studies of the above-mentioned COST action. Changes in accessibility after the opening of a new metro line using contour measures were analyzed and then presented to a selection of urban planners and practitioners in Madrid as part of a workshop to evaluate the usefulness of this tool for planning practice. Isochrone maps were confirmed as an effective tool, as their utility can be supplemented by other indicators, and being GIS-based, it can be easily computed (when compared with transport models) and integrated with other datasets.

Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies

Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.