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.

Operational characterisation of a Micro-SME producing farmhouse cheese in the south of Venezuela

A piece of research is presented that was conducted on the Guayanes Farmhouse Telita Cheese Producers Network located in the Piar and Padre Chien rural municipalities of Bolivar state in Venezuela. Guayanes telita cheese is a regional dairy product. The producers are to be found in a rural area with a high potential for marketing the label in the Southern Common Market (MERCOSUR). This market is the focal point of the strategic importance of this study for the Region and the Country. The research is of a descriptive scope conducted in the field. A questionnaire based on good food production practice was used as a data gathering technique. The final sample comprised 30 production units. Statistical processing was performed with version 15.2 of the STATGRAPHICS Centurion computational tool. The results would appear to confirm previous studies that point to the existence of factors that prevent these Micro-SMEs from guaranteeing the food safety of the product. The results indicate that new lines of research need to be opened up. These are oriented towards formulating strategies for the continuous improvement of these micro-SMEs, including quality control indicators.

Modelo de gestión logística para pymes industriales

This paper presents the design and results of applying a model for logistics management in industrial SMEs. To identify the variables in the model, we conducted a thorough review of the state of the art logistics management; to characterize SMEs, developed a Likert questionnaire with the variables collected in the previous step. Once validated the questionnaire, was applied the same to a group of seventy-five (75) SMEs in the industrial sector, located in Bolivar State, Venezuela. To determine statistically the most relevant variables of management was used exploratory factor analysis technique applied to the data collected. The qualification obtained for all companies evaluated (47% compliance), highlights the weakness of logistics management in industrial SME.

Antecedentes del comportamiento colaborativo en la empresa: el caso de los blogs corporativos. Antecedents of collaborative behavior in companies: an analysis of the use of corporate blogs

La implementación exitosa de herramientas colaborativas en las empresas exige de los empleados un comportamiento colaborativo adecuado. Este trabajo presenta una caracterización del compotamiento colaborativo a través del uso de blogs corporativos,identificando sus antecedentes y analizando la influencia relativa de éstos en el comportamiento colaborativo de 86 empleados del departamento de Sistemas de Información de una gran empresa industrial localizada en España. Los resultados indican que entre los antecedentes identificados, el altruismo,los objetos comunes y la confianza mutua predicen positivamente el comportamiento colaborativo,mientras que el sentdio de pertenecencia a una comunidad,la reputación y la reciprocidad no lo hacen.

Hands-on training in Nonimaging Optics for SME's: the SMETHODS experience

A 5-day training in Nonimaging Optics for European SME’s employees was carried out in June 2012 in the framework of the FP7 funded Support Action "SMETHODS". The training combined theoretical introduction and hands-on practice. The experience was very positive, and the lessons learned will improve the next scheduled sessions. Introduction The FP7 funded Support Action "SMETHODS" [1] is an initiative of seven European academic institutions to strengthen Europe's optics and photonics industry, which has started on 1 September 2011. Participation in training sessions is free for participants, who are selected with priority will be given to employees of small and medium sized European enterprises (SMEs). The consortium in SMETHODS is formed by seven partners that are the most prominent academic institutions in optical design in their countries. Through fully integrated collaborative training sessions, the consortium provides professional assistance as well as hands-on training in a variety of design tasks in four domains: (1) imaging optics, (2) nonimaging optics, (3) wave optics, and (4) diffractive optics. For each of this domains domain, 5-day training sessions are scheduled to be hold in different locations throughout Europe, four times in two years, the teach four times in a 2.5 years period.

CSR Policies: Effects on Labour Productivity in Spanish Micro and Small Manufacturing Companies

This paper analyses empirical evidence of efforts to enable Spanish micro and small manufacturing companies to boost their labour productivity rates through the development of the main pillars of their corporate social responsibility (CSR) policies. This study aims to develop new approaches and sensibilities towards work from an ethical, values (virtues) and CSR perspective, showing how internal dimensions of CSR, such those related to relationships with employees and responsibility in processes and product quality, can improve labour performance and labour efficiency, thereby contributing to a better society. The results of a sample of 929 small businesses indicate that the social responsibility policies that most contributed to a short-term increase in labour productivity are those related to internal aspects of the company, in particular its involvement in the quality of processes and products, promotion of innovation and employee care. However, the impact on labour productivity of CSR policies related to external factors, such as relationship with stakeholders and environmental concern, could not be empirically proven in this paper.

Marco de Gobernanza de TI para empresas PyMEs – SMEsITGF

La tecnología de la información y su utilización en las empresas ha sido y es un elemento de debate ya que las organizaciones cuentan con grandes éxitos y grandes fracasos. Gran parte de estos últimos asociados a una falta de visión estratégica integral en relación a la utilización de TI en la organización lo que ha dado lugar al área del conocimiento llamada Gobernanza de TI y a la publicación de numerosos marcos y estándares. Un campo sensible y económicamente muy importante tanto para Uruguay como a nivel mundial son las empresas medianas y pequeñas (PyMEs), las que no logran aplicar de manera efectiva los marcos y estándares, es por esta razón que el objetivo final de esta tesis es el de construir un marco que permita a las PyMEs incorporar un marco efectivo para gobernar y gestionar TI adecuadamente obteniendo el valor esperado de las inversiones realizadas. Para alcanzar este objetivo general se ha realizado un estudio de campo que permita conocer la situación de la gobernanza y la gestión de TI en PyMEs del Uruguay; a partir de este estudio se pudo analizar cuáles son los factores más significativos que no permiten la correcta aplicación de buenas prácticas de gobernanza de TI en éstas empresas. Los resultados encontrados llevaron a la construcción de un marco de gobernanza de TI con foco en PyMEs, a la definición de un modelo de madurez asociado al marco y a una guía de implantación. En el marco de gobernanza propuesto, compatible con el estándar ISO/IEC 38500:2008, se han fortalecido los procesos que, por las características propias de las PyMEs presentan debilidades estructurales y se han reducido o eliminado aquellos que por las mismas razones no son aplicables a este tipo de organización. Finalmente se validaron los resultados en un entorno empresarial definiendo un estudio de caso. Los resultados obtenidos con una mejora porcentual consolidada del 46% en el conjunto de indicadores definidos llevan a considerar que la aplicación del marco fue exitosa. Por ser un estudio de caso único, los resultados no deben ser generalizados y una oportunidad de trabajo futuro es replicar el mismo estudio en otras empresas. ABSTRACT Information technology (IT) and its use in the enterprise context is a discussion element because organizations have numerous successes and failures using it. Most of the IT failed projects have a lack of integral strategic vision in relation with IT use in the organization. This fact has resulted in the IT Governance (ITG) area of knowledge. A large number of standards and frameworks have been published in relation with it. Small and medium enterprises (SMEs) are an important and sensible field in all economies around the world, particularly in Uruguay, an underdeveloped country of South America. Commonly, SMEs cannot apply successfully ITG frameworks because of the intrinsic complexity or because a lack of knowledge and culture respect this field, so the objective of this thesis is build a framework that allows SMEs to incorporate an effective framework to govern and manage IT properly, helping enterprises get the expected value of its IT investments. In a first place, has been conducted a field study to know the quality of actual practices relatively to the ITG and IG management in Uruguayan SMEs. With the obtained results in the study we can make a diagnostic of the most significant factors that prevent the proper application of good IT governance practices in these companies. The obtained results were the inputs to the definition of a IT governance framework with focus in SMEs, a maturity model associated with it and a implementation guide. The proposed framework is ISO/IEC 38500 standard compatible always with an SME vision so, sensible and weak processes have been strengthened and other ones have been eliminated because have no application in these type of organization. Finally the results were validated in a business environment by defining a case study. The results obtained with a consolidated percentage improvement of 46% in the defined set of indicators suggest that the implementation of the framework was successful. As a single case study, the results should not be generalized and an opportunity for future work is to replicate the same study in other companies.

Social companies as an innovative and sustainable way of solving social problems. A case study from Spain.

In the current context of economic crisis, there is an increasing need for new approaches for solving social problems without relying upon public resources. With this regard, social entrepreneurship has been arising as an important solution to develop social innovations and address social needs. Social entrepreneurs found new ventures that aim at solving social problems. The main purpose of this research is to identify the general profile of the social entrepreneurs and the main features of social companies, such as geographic scope, profit or non-profit approach, collaborative networks, decision making structure, and typologies of customers that benefit from their social actions.

From transparency to performance? Exploring how and why companies implement sustainability reporting practices.

Esta tesis se centra en el estudio de la implementación de prácticas de reporte de sostenibilidad (o RSC) en las empresas europeas. Estas prácticas han adquirido una relevancia notable a lo largo de los últimos 20 años, siendo utilizadas actualmente por el 93% de las 250 mayores empresas a nivel mundial y por más de 8000 organizaciones en total (de acuerdo a la base de datos de Global Reporting Initiative). Hasta la fecha, el considerable volumen de estudios existentes sobre las prácticas de reporte a nivel corporativo ha permitido caracterizar la influencia de una serie de factores externos (como la presión social o el comportamiento de organizaciones similares) a la hora de adoptar estas prácticas. Sin embargo, se dispone de mucho menos conocimiento respecto a las características internas que influyen en esta decisión, así como a la influencia de ambas causas (externas e internas) en la manera que el reporte se implementa una vez adoptado. Por tanto, esta tesis se centra en abordar estos dos aspectos. Para ello, se ha generado un marco conceptual que permite integrar ambas explicaciones para la adopción del reporte, combinando teorías institucionales (centradas en la influencia de fuerzas externas) y teorías organizativas (centradas en la eficiencia de una práctica a nivel de compañía). De manera análoga al ámbito de la RSC, en el cual existe una diversidad de contribuciones que reconocen la importancia de los factores externos y los factores internos (estratégicos) a la hora de impulsar estas prácticas, el marco conceptual generado tiene por objetivo propiciar un entendimiento más completo de las prácticas de reporte a nivel de compañía. De forma adicional al marco conceptual se han formulado también una serie de hipótesis específicas que relacionan la existencia de determinantes externos e internos y las distintas estrategias de implementación del reporte en cada organización.