Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa

[ES] El nuevo paradigma propuesto por el marketing corporativo identifica la gestión de la identidad, imagen y reputación de la empresa como elementos esenciales para la supervivencia y el éxito empresarial. Consecuentemente, la comprensión clara de estos tres conceptos es el primer requisito básico para las empresas interesadas en gestionar sus negocios en línea con las tendencias de marketing más actuales. No obstante, la proliferación de enfoques académicos en el estudio de la identidad, imagen y reputación dificulta la creación de un conocimiento integral en este particular. En el presente trabajo se propone una revisión teórica, integrando diversas perspectivas académicas, para comprender mejor los conceptos y las dimensiones de la identidad, imagen y reputación de la empresa. Dicha revisión de literatura facilita la mejor comprensión y gestión de estas tres vertientes del marketing corporativo tanto en el ámbito académico como profesional.

Judgmental-analytical procedures for adapting tests: Adaptation to Spanish of the Reasoning Tests Battery

Adapting a test between cultures or languages requires taking into account legal, linguistic, metric, and use-related considerations. Significantly more attention has been paid to the methodological aspects involved in the study of metric equivalence than to judgmental-analytical procedures prior to the empirical confirmation stage. However, considering the latter is crucial in the adaptation process. Along these lines, this paper seeks to describe and focus on the relevance of the previous stages, thereby offering a systematization process that comprises ten sections. This approach contributes to ensuring the construction of a test adapted and equivalent in as much as possible to the original. This process is exemplified by means of a Spanish language adaptation of a cognitive test originally designed in Portuguese for the Portuguese population, the Reasoning Test Battery. Copyright (C) 2013, Konrad Lorenz University Foundation. Published by Elsevier Espana, S.L.U.

Frecuencia de la extensión etmoidal de la sinusitis maxilar odontógena y respuesta al tratamiento quirúrgico

126 p.

Alveolar nitric oxide and its role in pediatric asthma control assessment

Resumen Background: Nitric oxide can be measured at multiple flow rates to determine proximal (maximum airway nitric oxide flux; Jaw(NO)) and distal inflammation (alveolar nitric oxide concentration; CA(NO)). The main aim was to study the association among symptoms, lung function, proximal (maximum airway nitric oxide flux) and distal (alveolar nitric oxide concentration) airway inflammation in asthmatic children treated and not treated with inhaled glucocorticoids. Methods: A cross-sectional study with prospective data collection was carried out in a consecutive sample of girls and boys aged between 6 and 16 years with a medical diagnosis of asthma. Maximum airway nitric oxide flux and alveolar nitric oxide concentration were calculated according to the two-compartment model. In asthmatic patients, the asthma control questionnaire (CAN) was completed and forced spirometry was performed. In controls, differences between the sexes in alveolar nitric oxide concentration and maximum airway nitric oxide flux and their correlation with height were studied. The correlation among the fraction of exhaled NO at 50 ml/s (FENO50), CA(NO), Jaw(NO), forced expiratory volume in 1 second (FEV1) and the CAN questionnaire was measured and the degree of agreement regarding asthma control assessment was studied using Cohen's kappa. Results: We studied 162 children; 49 healthy (group 1), 23 asthmatic participants without treatment (group 2) and 80 asthmatic patients treated with inhaled corticosteroids (group 3). CA(NO) (ppb) was 2.2 (0.1-4.5), 3 (0.2-9.2) and 2.45 (0.1-24), respectively. Jaw(NO) (pl/s) was 516 (98.3-1470), 2356.67 (120-6110) and 1426 (156-11805), respectively. There was a strong association (r = 0.97) between FENO50 and Jaw(NO) and the degree of agreement was very good in group 2 and was good in group 3. There was no agreement or only slight agreement between the measures used to monitor asthma control (FEV1, CAN questionnaire, CA(NO) and Jaw(NO)). Conclusions: The results for CA(NO) and Jaw(NO) in controls were similar to those found in other reports. There was no agreement or only slight agreement among the three measure instruments analyzed to assess asthma control. In our sample, no additional information was provided by CA(NO) and Jaw(NO).

Cuantificación de la carga interna en jóvenes futbolistas de élite

Objetivo: El objetivo de este estudio es analizar los diferentes métodos existentes para la cuantificación de la carga interna (CI) en el fútbol y estudiar las diferencias existentes en la CI en jóvenes jugadores élite de fútbol dependiendo de las características de las sesiones, equipo y puestos. Métodos: Se obtuvo la carga percibida, y la frecuencia cardiaca de 36 jóvenes jugadores élite (18,87 ± 1,24 años, masa:70,81 ± 5,62 kg) de las sesiones de entrenamiento realizadas durante tres semanas. Resultados: Las correlación encontrada entre el método de Edwards-TL y Stagno-TL fue de r=0,921 ± 0,126 entre Edwards-TL y el método de Foster r=0,47 ± 0,343 y entre el método de Stagno-TL y el método de Foster fue de r=0,451 ± 0,386. Los distintos indicadores, sRPE, Edwards-TL y Stagno-TL describen una CI similar en los diferentes tipos de sesión analizadas (Recuperación, Simulación, Resistencia, Fuerza y Velocidad) aunque no siempre coincidían. Siendo la sesión denominada Resistencia la que acumulaba más CI (172,68 ± 47,87; 76,01 ± 28,62y 445,49 ± 115,02 AU; Edwards-TL, Stagno-TL y Foster respectivamente). No se encontraron diferencias significativas en la CI dependiendo de los puestos jugadores, y solo se encontraron diferencias significativas entre los jugadores más veteranos y jóvenes en la carga percibida. Conclusiones: Los diferentes tipos de sesión suponen una CI diferente para los jugadores. Las diferencias existentes entre los tipos de sesión varían dependiendo del método de cuantificación utilizado. Los indicadores de CI basados en la FC y en la carga percibida no siempre pueden ser intercambiables y pueden aportar información distinta a los técnicos.

Módulo de generación de trayectorias para el vuelo autónomo de un cuadricóptero.

[ES]La finalidad de este TFG es dotar a un Parrot AR Drone de un módulo que, en conjunto con otros desarrollos anteriores, sea capaz de realizar trayectorias evitando obstáculos. Después de realizar las simulaciones necesarias, utilizando un software de comunicación con el cuadricóptero, se pretenden obtener pruebas físicas de los avances en la programación.

Patterns of Impact Resulting from a 'Sit Less, Move More' Web-Based Program in Sedentary Office Employees

Purpose Encouraging office workers to 'sit less and move more' encompasses two public health priorities. However, there is little evidence on the effectiveness of workplace interventions for reducing sitting, even less about the longer term effects of such interventions and still less on dual-focused interventions. This study assessed the short and mid-term impacts of a workplace web-based intervention (Walk@WorkSpain, W@WS; 2010-11) on self-reported sitting time, step counts and physical risk factors (waist circumference, BMI, blood pressure) for chronic disease. Methods Employees at six Spanish university campuses (n=264; 42 +/- 10 years; 171 female) were randomly assigned by worksite and campus to an Intervention (used W@WS; n=129; 87 female) or a Comparison group (maintained normal behavior; n=135; 84 female). This phased, 19-week program aimed to decrease occupational sitting time through increased incidental movement and short walks. A linear mixed model assessed changes in outcome measures between the baseline, ramping (8 weeks), maintenance (11 weeks) and follow-up (two months) phases for Intervention versus Comparison groups. Results A significant 2 (group) x 2 (program phases) interaction was found for self-reported occupational sitting (F[3]=7.97, p=0.046), daily step counts (F[3]=15.68, p=0.0013) and waist circumference (F[3]=11.67, p=0.0086). The Intervention group decreased minutes of daily occupational sitting while also increasing step counts from baseline (446 +/- 126; 8,862 +/- 2,475) through ramping (+425 +/- 120; 9,345 +/- 2,435), maintenance (+422 +/- 123; 9,638 +/- 3,131) and follow-up (+414 +/- 129; 9,786 +/- 3,205). In the Comparison group, compared to baseline (404 +/- 106), sitting time remained unchanged through ramping and maintenance, but decreased at follow-up (-388 +/- 120), while step counts diminished across all phases. The Intervention group significantly reduced waist circumference by 2.1cms from baseline to follow-up while the Comparison group reduced waist circumference by 1.3cms over the same period. Conclusions W@WSis a feasible and effective evidence-based intervention that can be successfully deployed with sedentary employees to elicit sustained changes on "sitting less and moving more".