El marketing experiencial en espais i botigues de Barcelona

Des de la perspectiva del brand management, el present treball pretén demostrar que una incoherent aplicació del marketing experiencial en entorns espacials pot contribuir a malmetre la construcció de la marca. Per corroborar la hipòtesi, el treball consta d’una una part teòrica, on s’aborda des de la marca fins al marketing experiencial, i una part pràctica en què s’exposa l’anàlisi de cinc entorns espacials de la ciutat de Barcelona: Nespresso, IceBarcelona, Pans&Company, Sephora i Starbucks Coffee.

Olympic education experiences: the sponsorship in the promotion of Olympic values

This text was presented at the 16th International Seminar on Olympic Studies for Postgraduate Students that was organised by the International Olympic Academy in Ancient Olympia, from 1st to 30th July 2008. First here are reported, fundamental concepts on Olympics such as the Olympic values and the educational mandate of Pierre de Coubertin, the Olympic brand and symbols, the sponsorship and the Olympic partner programme. Then there is a chapter regarding the Top sponsors educational initiatives on Olympic values, and specially, describing the Olympic sponsors involvement in education and Top sponsors educational activities. And finally, the author analyses the sponsorship role in the promotion of Olympic Values Education, providing conclusions, comments on future and perspectives and some recommendations.

(No)competition in the Spanish retailing gasoline market: a variance filter approach

Various methodologies in economic literature have been used to analyse the international hydrocarbon retail sector. Nevertheless at a Spanish level these studies are much more recent and most conclude that generally there is no effective competition present in this market, regardless of the approach used. In this paper, in order to analyse the price levels in the Spanish petrol market, our starting hypothesis is that in uncompetitive markets the prices are higher and the standard deviation is lower. We use weekly retail petrol price data from the ten biggest Spanish cities, and apply Markov chains to fill the missing values for petrol 95 and diesel, and we also employ a variance filter. We conclude that this market demonstrates reduced price dispersion, regardless of brand or city.

Generic drugs in Spain: price competition vs. moral hazard

This paper examines competition between generic and brand-name drugs in the regulated Spanish pharmaceutical market. A nested logit demand model is specified for the three most consumed therapeutic subgroups in Spain: statins (anticholesterol), selective serotonin reuptake inhibitors (antidepressants) and proton pump inhibitors (antiulcers). The model is estimated with instrumental variables from a panel of monthly prescription data from 1999 to 2005. The dataset distinguishes between three different levels of patients’ copayments within the prescriptions and the results show that the greater the level of insurance that the patient has (and therefore the lower the patient’s copayment), the lower the proportion of generic prescriptions made by physicians. It seems that the low level of copayment has delayed the penetration of generics into the Spanish market. Additionally, the estimation of the demand model suggests that the substitution rules and promotional efforts associated with the reference pricing system have increased generic market share, and that being among the first generic entrants has an additional positive effect.

Armonización del Derecho penal europeo para la lucha contra el cybercrimen

Projecte de recerca elaborat a partir d’una estada al Centro di Documentazione Europea della Facoltà di Giurisprudenza dell’Università di Verona,Itàlia , entre setembre del 2007 i l’agost del 2008. Tot i que, generalment, la doctrina penalista encara no és gaire inclinada a reconèixer que les comunitats europees ostentin cap tipus de competència penal, el cert és que a través de certes vies indirectes s’ha anat creant la base d’un Dret penal europeu. Més encara, i fixant-los en les darreres sentències del Tribunal de Justícia de les Comunitats Europees i en el procés de ratificació del Tractat de Lisboa, sembla poder afirmar-se la creació d’un Dret penal europeu creat directament per les institucions comunitàries, si bé amb la deguda atenció al principi de subsidiarietat per part dels parlaments nacionals que, al seu torn, permeten assegurar el respecte al principi de legalitat penal i a les garanties i llibertats individuals, patrimoni de la Ciència penal europea.

Desenvolupament de codis numèrics per a la resolució de fluxos turbulents en ordinadors paral·lels emprant discretitzacions tipus symmetry-preserving

Projecte de recerca elaborat a partir d’una estada a la University of Groningen, Holanda, entre 2007 i 2009. La simulació directa de la turbulència (DNS) és una eina clau dins de la mecànica de fluids computacional. Per una banda permet conèixer millor la física de la turbulència i per l'altra els resultats obtinguts són claus per el desenvolupament dels models de turbulència. No obstant, el DNS no és una tècnica vàlida per a la gran majoria d'aplicacions industrials degut al elevats costos computacionals. Per tant, és necessari cert grau de modelització de la turbulència. En aquest context, s'han introduïts importants millores basades en la modelització del terme convectiu (no lineal) emprant symmetry-preserving regularizations. En tracta de modificar adequadament el terme convectiu a fi de reduir la producció d'escales més i més petites (vortex-stretching) tot mantenint tots els invariants de les equacions originals. Fins ara, aquest models s'han emprat amb èxit per nombres de Rayleigh (Ra) relativament elevats. En aquest punt, disposar de resultats DNS per a configuracions més complexes i nombres de Ra més elevats és clau. En aquest contexte, s'han dut a terme simulacions DNS en el supercomputador MareNostrum d'una Differentially Heated Cavity amb Ra=1e11 i Pr=0.71 durant el primer any dels dos que consta el projecte. A més a més, s'ha adaptat el codi a fi de poder simular el fluxe al voltant d'un cub sobre una pared amb Re=10000. Aquestes simulacions DNS són les més grans fetes fins ara per aquestes configuracions i la seva correcta modelització és un gran repte degut la complexitat dels fluxes. Aquestes noves simulacions DNS estan aportant nous coneixements a la física de la turbulència i aportant resultats indispensables per al progrés de les modelitzacións tipus symmetry-preserving regularization.

Projecte WebSat

El marc d'aquest projecte és el servei d' atenció tècnica d'un dels distribuïdors d'una coneguda marca d'ofimàtica i electrònica domèstica. Un dels processos de negoci consisteix en la reparació d'aquesta mena d'equips.

Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle

The higher education sector has become increasingly competitive and prospective students are adopting a consumerist approach to institution and programme choice. In response, higher education marketing has become more complex, market-oriented and business-like. Financial sustainability of open education resource (OER) projects is a widespread concern. This paper explores the extent to which a classical product placement framework can be applied to OERs to justify institutional funding in OER projects as a marketing investment. It is argued that OERs designed on this premise can increase cognitive, affective and conative brand outcomes while providing the traditional educational and societal benefits associated with OERs. A series of propositions are presented that may form the basis of a future research agenda.

Modelling of non-linear viscoelastic tissues with bar elements

In this work we develop a viscoelastic bar element that can handle multiple rheo- logical laws with non-linear elastic and non-linear viscous material models. The bar element is built by joining in series an elastic and viscous bar, constraining the middle node position to the bar axis with a reduction method, and stati- cally condensing the internal degrees of freedom. We apply the methodology to the modelling of reversible softening with sti ness recovery both in 2D and 3D, a phenomenology also experimentally observed during stretching cycles on epithelial lung cell monolayers.

A hybrid method for sag source location in power network

The work presented in this paper belongs to the power quality knowledge area and deals with the voltage sags in power transmission and distribution systems. Propagating throughout the power network, voltage sags can cause plenty of problems for domestic and industrial loads that can financially cost a lot. To impose penalties to responsible party and to improve monitoring and mitigation strategies, sags must be located in the power network. With such a worthwhile objective, this paper comes up with a new method for associating a sag waveform with its origin in transmission and distribution networks. It solves this problem through developing hybrid methods which hire multiway principal component analysis (MPCA) as a dimension reduction tool. MPCA reexpresses sag waveforms in a new subspace just in a few scores. We train some well-known classifiers with these scores and exploit them for classification of future sags. The capabilities of the proposed method for dimension reduction and classification are examined using the real data gathered from three substations in Catalonia, Spain. The obtained classification rates certify the goodness and powerfulness of the developed hybrid methods as brand-new tools for sag classification

¿La cultura es un factor que influye en la percepción de las marcas? :Caso: La imagen de marca-país de México entre los turistas españoles

Aquest treball presenta un model comparatiu d’anàlisis de la marca en base a l’inconscient col•lectiu, teoria desenvolupada per C. G. Jung (1991), adequat per Sabrine Dornelles (2010) a l’estudi de les marques comercials i contrastat en aquest treball amb la proposta d’aproximació al Perfil Arquetípic Azteca. Per aquesta raó, s’ha realitzat una revisió bibliográfica en referencia a l’objecte de l’estudi del posicionament de la marca, i en especial, dels atributs vinculats al perfil azteca. Amb l’objectiu de conèixer si la cultura influeix o no, en la percepció d’una marca, s’ha realitzat un pre-test via online amb subjectes de nacionalitat espanyola i de països d’Amèrica llatina (Argentina, Colòmbia, Equador, Perú, República Dominicana i Veneçuela) per al grup de control. 5 Els resultats han sigut tractats tant a nivell d’estadística descriptiva com a mode inferencial. Les dades amb significació p≤ 0,05 mostren els estímuls (atributs) que foren associats o no, amb la marca del país Mèxic. Mentre que l’arquetip occidental (grec) va permetre en major percentatge valorar la marca amb tots els subjectes (espanyols, mexicans i llatins) l’arquetip prehispànic no dóna significació suficient amb els espanyols i llatins, però en canvi aporta matisos en el cas dels mexicans. En referència a l’esmenta’t anteriorment , cal que el proper pas sigui millorar el perfil d’arquetipus azteca.

Place marketing performance: benchmarking european cities as business destinations

The aim of this study is to develop a model measuring the performance of cities' marketing efforts. The model and the benchmarking methodology presented can be used by local authorities to position their marketing efforts and achievements against other (competing) cities and to identify best practices that can assist place marketers in learning how to be more efficient obtaining desired place marketing results, e.g., improved city brand image, with the available resources/budgets. The major implication for practitioners is that place marketing should be managed as a process, taking into account both the resource flows and the outputs, as well as the efficiency of this process.

How does basis set superposition error change the potential surfaces for hydrogen-bonded dimers?

We describe a simple method to automate the geometric optimization of molecular orbital calculations of supermolecules on potential surfaces that are corrected for basis set superposition error using the counterpoise (CP) method. This method is applied to the H-bonding complexes HF/HCN, HF/H2O, and HCCH/H2O using the 6-31G(d,p) and D95 + + (d,p) basis sets at both the Hartree-Fock and second-order Møller-Plesset levels. We report the interaction energies, geometries, and vibrational frequencies of these complexes on the CP-optimized surfaces; and compare them with similar values calculated using traditional methods, including the (more traditional) single point CP correction. Upon optimization on the CP-corrected surface, the interaction energies become more negative (before vibrational corrections) and the H-bonding stretching vibrations decrease in all cases. The extent of the effects vary from extremely small to quite large depending on the complex and the calculational method. The relative magnitudes of the vibrational corrections cannot be predicted from the H-bond stretching frequencies alone

Posicionamiento en buscadores de las webs oficiales de capitales de provincia españolas

Study of ranking in Google and Yahoo of big Spanish municipal corporation websites while searching by city tourist brand. Analysis of whether city tourist brands are promoting properly in the internet. Results of the daily ranking monitoring in Google and Yahoo are shown, for the searches made in 2009 by touristic brands of Spanish provincial capitals. The results show that 66% of official websites are situated after number 40 and, also, that in 46% of the searches made by touristic brands of province capital there is an official website within the top 10 positions. Empirical evidence about the weight of backlinks and keywords for SEO has also been detected.

Quality assurance mechanisms in agrifood: The case of the Spanish fresh meat sector

The largest fresh meat brand names in Spain are analyzed here to studyhow quality is signaled in agribusiness and how the underlying quality-assurance organizations work. Results show, first, that organizationalform varies according to the specialization of the brand name.Publicly-controlled brand names are grounded on market contracting withindividual producers, providing stronger incentives. In contrast,private brands rely more on hierarchy, taking advantage of itssuperiority in solving specific coordination problems. Second, theseemingly redundant coexistence of several quality indicators for agiven product is explained in efficiency terms. Multiple brands areshown to be complementary, given their specialization in guaranteeingdifferent attributes of the product.