La promoción de ventas en los mercados de consumo: Propuesta de un nuevo enfoque de gestión promocional

[ES] Actualmente son numerosos los factores que provocan una mayor utilización de la promoción por parte de las empresas fabricantes en los mercados de consumo. Tradicionalmente, las empresas han utilizado la promoción como último recurso para el cumplimiento de los objetivos de ventas. Esta forma de actuar representa una clara orientación a la venta, cuando se trata de analizar la gestión promocional.

Contribution of Resource-Based View and Entrepreneurial Orientation on Small Firm Growth

[EN] This research provides a useful framework for identifying a small firms’ propensity to engage in entrepreneurial orientation. We examine the impact of the Entrepreneurial Orientation (EO) as a main resource and capability on small firm’ growth. The growth seems to come out as an important demonstration of the entrepreneurial orientation of small firms (Davidsson, 1989; Green and Brown, 1997; Janney and Gregory, 2006). Thus, this research builds on prior conceptual research that suggests a positive integration between entrepreneurial orientation and resource-based view. In the first instance, the research will focus on reviewing literature in the emerging area of entrepreneurial orientation as it applies to growth oriented small firms and resource-based view of the firm. Secondly, an empirical study was developed based on a stratified sample of small firms of manufacturing industry. Data were submitted to a multivariate statistical analysis and a linear regression model was performed in order to predict the influence of the resources and capabilities on small firms’ growth. In this sense, we consider the construct growth as a dependent variable and the ones relates with resources and capabilities (entrepreneur resources, firm resources, networks and EO) as independent variables. The research results suggest a set of resources and capabilities that promote the growth of the small firms. Also, the EO seems to have a predictive value on growth. Explaining variables related with resources and capabilities and EO were identified as essential in growth oriented small firms. It was still possible to conclude that the entrepreneurial firms which grew seem to have resources and develop more capabilities and take advantage in the search for those competences. This attitude reflects on the EO of the firm. This study has important implication for both researchers and practitioners. It highlights the necessity of firms to develop superior EO of all their members and also to invest on better resources and consequently superior capabilities as a way of reaching higher levels of growth. While previous authors have attempted to analyse certain aspects of this process (linkage between entrepreneurial orientation and growth), this research developed a framework that combines these and others factors (resource-based view) pertinent to growth oriented small firms. The results support the necessity to identify explicative variables of multiple levels to explain the growth of small firms. The adoption of an entrepreneurial orientation as an indispensable variable to the growth oriented small firms seems pertinent.

Gizarte-elkarrekintza eta harreman beharrizanak irakaste-ikaste prozesuetan Haur Hezkuntzan

LABURPENA: Lan hau esku-hartzearen alorrean kokatzen da: harreman beharrizanen inguruko diagnostiko bat aurkezten da. Honen helburua da Haur Hezkuntzako 3 urteko gelan edukiak irakasteko eta ikasteko antolatzen den gizarte-elkarrekintzan agertzen diren harreman beharrizan motak eta horiek noraino eta nola betetzen diren ikustea. Esku-hartzea oinarritzen da orientabide soziokulturalaren konstruktibismoak gizarte-elkarrekintzari buruz egin duen lanean eta baita Garapenaren Psikologiak eta beste diziplina batzuk atxikimenduaz eta harreman afektiboei buruz aztertutakoan ere. Diagnostikoa egiteko prozedura etnografikoak erabili dira, garrantzitsuena behaketa parte-hartzailea. Ondorioetan nabarmenena da eduki eskolarren presioak maiz harreman beharrizanei ez erantzutera eramaten duela eta baita autonomia isolamendu afektiboekin identifikatzen dela ziurtasunaren premiaren kalterako. Azkenik, lan egiteko orduan baliogarriak izan daitezkeen jarraitzeko ildo batzuk nabariak dira.

An enactive and dynamical systems theory account of dyadic relationships

Many social relationships are a locus of struggle and suffering, either at the individual or interactional level. In this paper we explore why this is the case and suggest a modeling approach for dyadic interactions and the well-being of the participants. To this end we bring together an enactive approach to self with dynamical systems theory. Our basic assumption is that the quality of any social interaction or relationship fundamentally depends on the nature and constitution of the individuals engaged in these interactions. From an enactive perspective the self is conceived as an embodied and socially enacted autonomous system striving to maintain an identity. This striving involves a basic two-fold goal: the ability to exist as an individual in one's own right, while also being open to and affected by others. In terms of dynamical systems theory one can thus consider the individual self as a self-other organized system represented by a phase space spanned by the dimensions of distinction and participation, where attractors can be defined. Based on two everyday examples of dyadic relationship we propose a simple model of relationship dynamics, in which struggle or well-being in the dyad is analyzed in terms of movements of dyadic states that are in tension or in harmony with individually developed attractors. Our model predicts that relationships can be sustained when the dyad develops a new joint attractor toward which dyadic states tend to move, and well-being when this attractor is in balance with the individuals' attractors. We outline how this can inspire research on psychotherapy. The psychotherapy process itself provides a setting that supports clients to become aware how they fare with regards to the two-fold norm of distinction and participation and develop, through active engagement between client (or couple) and therapist, strategies to co-negotiate their self-organization.