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.

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.

El sistema de gestió documental de la Universitat de Barcelona: una funció de suport a la creació de patrimoni intangible?.

Es descriu el Projecte del Sistema de Gestió Documental de la Universitat de Barcelona (PSGD UB) destacant-ne la funció de creació, gestió, preservació i difusió del capital intel·lectual de la institució, alhora que s¿introdueixen els conceptes de recurs tangible, tot referint-se al patrimoni documental, i de patrimoni intangible per definir el conjuntdels recursos i activitats associats al coneixement. Per dur a terme aquest projecte es marquen tres grans línies estratègiques: la implantació del Sistema de Gestió Documental, la valorització del patrimoni documental i el foment de les aliances i de les relacions institucionals.

Can genetic algorithms explain experimental anomalies? An application to common property resources

It is common to find in experimental data persistent oscillations in the aggregate outcomes and high levels of heterogeneity in individual behavior. Furthermore, it is not unusual to find significant deviations from aggregate Nash equilibrium predictions. In this paper, we employ an evolutionary model with boundedly rational agents to explain these findings. We use data from common property resource experiments (Casari and Plott, 2003). Instead of positing individual-specific utility functions, we model decision makers as selfish and identical. Agent interaction is simulated using an individual learning genetic algorithm, where agents have constraints in their working memory, a limited ability to maximize, and experiment with new strategies. We show that the model replicates most of the patterns that can be found in common property resource experiments.

The possibility for continuous growth with exhaustible resources: unknowingly an agreement has been reached, but it may not be correct

It is the size of the elasticity of substitution that has been the central issue in the long debate over the possibility of continuous growth in the presence of exhaustible resources. This paper reviews the debate and comes to the surprising conclusion that , unnoticed by the pessimists, the optimist position has gradually evolved so that it now approximates that of the pessimists. The paper also summarises some preliminary work by the author that indicates that this common position may not be correct

Cooperative Transmission and Radio Resources Management for Wireless Networks

Report for the scientific sojourn at the Multimedia Communications Laboratory, University of Texas at Dallas, USA, from September to December 2005. The cooperative transmission has been analyzed taking a broadcast relay channel which assumes a scenario with one source and multiple destinations. Moreover, in order to improve the performance in terms of mutual information, it has been considered that for each destination there is another nearby terminal (called relay) which will help to improve the performance of the destination. This scheme combines different types of channels considered in the information theory, such as the relay channel, broadcast channel and interference channel (if the relays transmit information intended only to its associated destination). In this work, the author has studied the optimal way to encode the signals for the different users, known as capacity region (i.e. related to radio resources management ), of the broadcast relay channel.

Factores de marketing que determinan el rendimiento internacional de las empresas exportadoras españolas: enfoque sobre las empresas born-global

El estudio de las nuevas empresas se ha convertido en una parte importante de la literatura sobre la creación de empresas internacionales y dentro de este campo las empresas que empiezan la actividad internacional a poco tiempo después de su creación, nombradas empresas born-global, en adelante BG*, empiezan a despertar el interés de los investigadores. En España, hasta la fecha el número de estudios, que han investigado las empresas BG, es limitado. El objetivo de la investigación es contribuir a explicar los factores claves, principalmente de marketing, que influyen sobre el rendimiento internacional de las empresas BG españolas y las empresas exportadoras tradicionales. En base a una revisión de la literatura específica, se desarrolla un modelo para explicar los factores determinantes del rendimiento internacional de este tipo de empresas, que es comprobado en una muestra de 29 empresas BG y 26 empresas exportadoras tradicionales. Los resultados demuestran que el modelo es significativo, los factores propuestos influyen sobre el rendimiento internacional de estas empresas. Sin embargo, sólo uno de los factores propuestos, la calidad del producto, es el factor clave que más determina el rendimiento internacional de las empresas BG, y para las empresas exportadoras tradicionales es otro factor distinto, la diferenciación del producto, lo que más determina el rendimiento internacional. Conclusiones y limitaciones del estudio son presentadas junto con indicaciones para futuras investigaciones.

Between specialization and globalization. The marketing of agrarian products and its environmental impacts seen from a historical perspective: the province of Barcelona in the mid-nineteenth century

Ecological economics has five good reasons to consider that economic globalisation, spurred by commercial and financial fluxes, to be one of the main driving forces responsible for causing environmental degradation to our planet. The first, is the energy consumption and the socio-environmental impacts which long-distance haulage entails. The second, is the ever-increasing flow of goods to far-away destinations which renders their recycling practically impossible. This is particularly significant, because it prevents the metabolic lock of the nutrients present in food and other agrarian products from taking place. The third, is that the high degree of specialization attained in agriculture, forestry, cattle, mining and industry in each region, generates deleterious effects not only on the eco-landscape structure of the uses of the soil, but on the capability to provide habitat and environmental functions to maintain biodiversity as well

Democracy and the curse of natural resources

We propose a theoretical model to explain empirical regularities related to the curse of natural resources. This is an explicitly political model which emphasizes the behavior and incentives of politicians. We extend the standard voting model to give voters political control beyond the elections. This gives rise to a new restriction into our political economy model: policies should not give rise to a revolution. Our model clarifies when resource discoveries might lead to revolutions, namely, in countries with weak institutions. Natural resources may be bad for democracy by harming political turnover. Our model also suggests a non-linear dependence of human capital on natural resources. For low levels of democracy human capital depends negatively on natural resources, while for high levels of democracy the dependence is reversed. This theoretical finding is corroborated in both cross section and panel data regressions.

The Appraisal of projects with environmental impacts. Efficiency and Sustainability

It is usually assumed that the appraisal of the impacts experienced by present generations does not entail any difficulty. However, this is not true. Moreover, there is not a widely accepted methodology for taking these impacts into account. Some of the controversial issues are: the appropriate value for the discount rate, the choice of the units for expressing the impacts, physical or monetary units -income, consumption or investment- and the valuation of tangible and intangible goods. When approaching the problem of very long term impacts, there is also the problem of valuing the impacts experienced by future generations, through e.g., the use of an intergenerational discount rate. However, if this were the case, the present generation perspective would prevail, as if all the property rights on the resources were owned by them. Therefore, the sustainability requirement should also be incorporated into the analysis. We will analyze these problems in this article and show some possible solutions.

Polysemy and Olympic audiences: lessons for sport marketing

Paper presented at the 2000 seminar of the International Chair in Olympism. Key topics of the seminar included references to the multiple narratives, embedded genres and layered symbols that are possible in an Olympic context.

New technologies in marketing: the special case of Buzz Marketing

Cada dia és més difícil convèncer al consumidor de que compri els productes d’una determinada empresa o contracti els seus serveis simplement amb la publicitat convencional. Això ha provocat l’aparició de noves tècniques per publicitar i arribar de manera mes eficient al públic objectiu. Buzz Marketing és un nou terme provinent de l’anglès i la seva traducció vindria a ser “marketing mitjançant el rumor o de tafaneria”. Hi ha noms similars com el Boca-Orella o la predicació.

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.

El e-mail marketing como herramienta de comunicación de OLR Software SL

El present treball compta amb dues parts. La primera es una recopilació sobre temes relacionats amb el correu electrònic i el seu ús: la seva història; els elements que el composen; serveis i programes que ofereix, l´ús d’aquesta eina; l’importància d´aquest dins del e-marketing; la seva efectivitat com a eina de marketing; atributs que se li assignen; les seves principals aplicacions; legislació que el regula; i altres dades que poden ser de gran utilitat a l´hora de fer una tramesa de correu electrònic. La segona part d´aquest treball conté una investigació quantitativa sobre alguns elements o variables que poden influir en l´efectivitat final de la tramesa massiva de correus electrònics realitzada per una empresa amb finalitat comercial.