The German business and information technologies project

The Business and Information Technologies (BIT) project strives to reveal new insights into how modern IT impacts organizational structures and business practices using empirical methods. Due to its international scope, it allows for inter-country comparison of empirical results. Germany — represented by the European School of Management and Technologies (ESMT) and the Institute of Information Systems at Humboldt-Universität zu Berlin — joined the BIT project in 2006. This report presents the result of the first survey conducted in Germany during November–December 2006. The key results are as follows: • The most widely adopted technologies and systems in Germany are websites, wireless hardware and software, groupware/productivity tools, and enterprise resource planning (ERP) systems. The biggest potential for growth exists for collaboration and portal tools, content management systems, business process modelling, and business intelligence applications. A number of technological solutions have not yet been adopted by many organizations but also bear some potential, in particular identity management solutions, Radio Frequency Identification (RFID), biometrics, and third-party authentication and verification. • IT security remains on the top of the agenda for most enterprises: budget spending was increasing in the last 3 years. • The workplace and work requirements are changing. IT is used to monitor employees' performance in Germany, but less heavily compared to the United States (Karmarkar and Mangal, 2007).1 The demand for IT skills is increasing at all corporate levels. Executives are asking for more and better structured information and this, in turn, triggers the appearance of new decision-making tools and online technologies on the market. • The internal organization of companies in Germany is underway: organizations are becoming flatter, even though the trend is not as pronounced as in the United States (Karmarkar and Mangal, 2007), and the geographical scope of their operations is increasing. Modern IT plays an important role in enabling this development, e.g. telecommuting, teleconferencing, and other web-based collaboration formats are becoming increasingly popular in the corporate context. • The degree to which outsourcing is being pursued is quite limited with little change expected. IT services, payroll, and market research are the most widely outsourced business functions. This corresponds to the results from other countries. • Up to now, the adoption of e-business technologies has had a rather limited effect on marketing functions. Companies tend to extract synergies from traditional printed media and on-line advertising. • The adoption of e-business has not had a major impact on marketing capabilities and strategy yet. Traditional methods of customer segmentation are still dominating. The corporate identity of most organizations does not change significantly when going online. • Online sales channel are mainly viewed as a complement to the traditional distribution means. • Technology adoption has caused production and organizational costs to decrease. However, the costs of technology acquisition and maintenance as well as consultancy and internal communication costs have increased.

Implantación de un sistema de seguridad perimetral

Este proyecto está desarrollado sobre la seguridad de redes, y más concretamente en la seguridad perimetral. Para mostrar esto se hará una definición teórico-práctica de un sistema de seguridad perimetral. Para ello se ha desglosado el contenido en dos partes fundamentales, la primera incide en la base teórica relativa a la seguridad perimetral y los elementos más importantes que intervienen en ella, y la segunda parte, que es la implantación de un sistema de seguridad perimetral habitual en un entorno empresarial. En la primera parte se exponen los elementos más importantes de la seguridad perimetral, incidiendo en elementos como pueden ser cortafuegos, IDS/IPS, antivirus, proxies, radius, gestores de ancho de banda, etc. Sobre cada uno de ellos se explica su funcionamiento y posible configuración. La segunda parte y más extensa a la vez que práctica, comprende todo el diseño, implantación y gestión de un sistema de seguridad perimetral típico, es decir, el que sería de aplicación para la mayoría de las empresas actuales. En esta segunda parte se encontrarán primeramente las necesidades del cliente y situación actual en lo que a seguridad se refiere, con los cuales se diseñará la arquitectura de red. Para comenzar será necesario definir formalmente unos requisitos previos, para satisfacer estos requisitos se diseñará el mapa de red con los elementos específicos seleccionados. La elección de estos elementos se hará en base a un estudio de mercado para escoger las mejores soluciones de cada fabricante y que más se adecúen a los requisitos del cliente. Una vez ejecutada la implementación, se diseñará un plan de pruebas, realizando las pruebas de casos de uso de los diferentes elementos de seguridad para asegurar su correcto funcionamiento. El siguiente paso, una vez verificado que todos los elementos funcionan de forma correcta, será diseñar un plan de gestión de la plataforma, en el que se detallan las rutinas a seguir en cada elemento para conseguir que su funcionamiento sea óptimo y eficiente. A continuación se diseña una metodología de gestión, en las que se indican los procedimientos de actuación frente a determinadas incidencias de seguridad, como pueden ser fallos en elementos de red, detección de vulnerabilidades, detección de ataques, cambios en políticas de seguridad, etc. Finalmente se detallarán las conclusiones que se obtienen de la realización del presente proyecto. ABSTRACT. This project is based on network security, specifically on security perimeter. To show this, a theoretical and practical definition of a perimeter security system will be done. This content has been broken down into two main parts. The first part is about the theoretical basis on perimeter security and the most important elements that it involves, and the second part is the implementation of a common perimeter security system in a business environment. The first part presents the most important elements of perimeter security, focusing on elements such as firewalls, IDS / IPS, antivirus, proxies, radius, bandwidth managers, etc... The operation and possible configuration of each one will be explained. The second part is larger and more practical. It includes all the design, implementation and management of a typical perimeter security system which could be applied in most businesses nowadays. The current status as far as security is concerned, and the customer needs will be found in this second part. With this information the network architecture will be designed. In the first place, it would be necessary to define formally a prerequisite. To satisfy these requirements the network map will be designed with the specific elements selected. The selection of these elements will be based on a market research to choose the best solutions for each manufacturer and are most suited to customer requirements. After running the implementation, a test plan will be designed by testing each one of the different uses of all the security elements to ensure the correct operation. In the next phase, once the proper work of all the elements has been verified, a management plan platform will be designed. It will contain the details of the routines to follow in each item to make them work optimally and efficiently. Then, a management methodology will be designed, which provides the procedures for action against certain security issues, such as network elements failures, exploit detection, attack detection, security policy changes, etc.. Finally, the conclusions obtained from the implementation of this project will be detailed.

Diseño del equipamiento de un estudio de grabación digital

El presente proyecto describe la instalación de audio de un estudio de grabación digital musical. La finalidad de este proyecto es puramente educativa, afianzando conceptos que se han contemplado durante la carrera. La instalación tiene carácter ficticio, por lo que no tiene implementación real. Aun así, se ha intentado desarrollar con carácter profesional. El proyecto se ha dividido en varias fases de trabajo. Primeramente, se procedió a la búsqueda de información relativa a estudios de grabación, atendiendo principalmente a sus configuraciones. Paralelamente, se buscó información sobre los principales equipos dentro de un estudio de grabación y realizando un pequeño estudio de mercado. Posteriormente, se ha procedido a la elección de la configuración del equipamiento del estudio, atendiendo a las ventajas e inconvenientes de cada tipo de configuración. La tercera fase, corresponde a la elección de los equipos. Siguiendo la cadena de audio, se ha ido analizando la necesidad de cada uno de ellos. Seguidamente, se ha realizado una comparación de diferentes equipos que componen cada bloque de elección, y finalmente la selección del más apropiado junto con su justificación. En la última fase se ha realizado la interconexión de todos los equipos atendiendo a la configuración elegida en la segunda fase. Para ello, se ha llevado a cabo la implementación de una serie de tablas escritas, donde se especifica cada tipo de conexión. El proyecto ha terminado con una presentación del presupuesto, dividido en varios aparatados, y el desarrollo de las conclusiones. En ellas, se ha analizado tanto los objetivos propuestos al principio del proyecto como una valoración personal del proyecto en general. ABSTRACT. This project describes the audio installation of a digital music recording studio. The purpose of this project is purely educational, strengthening concepts that have been laid during college. The installation is fictitious and has not been implemented in a real situation. Nevertheless, it has been developed with a professional character. This project has been divided in various phases. Firstly, I proceeded to search information related to recording studios, focusing specially on their configurations. Simultaneously, I looked for information about the main digital equipment of a recording studio and performed a brief market research. Secondly, I selected the studio equipment configuration, taking care of the advantages and disadvantages of each type of configuration. The third phase corresponds to the choice of the equipment. Following the audio chain, I analyzed the need for each of them. Then, I compared the different equipment that compose each of the choice blocks and finally opt for the most appropriate with its justification. In the last phase, I interconnected all the equipment according to the chosen configuration of the second phase. For this, I implemented a series of written tables, where I specified each connection type. The Project ends with a presentation of the budget, divided into several sections, followed by the conclusion in which I analyze both the objectives of the project and my personal valuation.

Estudio y desarrollo del plan de negocio de una empresa: Sistema Web que gestiona e informa sobre las cuentas digitales que el cliente ingresa

El presente documento tiene como objetivo general desarrollar un plan de negocio para analizar la viabilidad de la creación de una nueva empresa, “MyTested S.L.”. Pretende ofrecer una herramienta para que las personas puedan comunicar a sus familiares el acceso a sus cuentas digitales una vez fallecidos. En cuanto a cómo surge la idea, fue a través de una noticia que trataba sobre el derecho al olvido en las redes sociales y en internet. Investigando un poco y prestando atención a los movimientos de las grandes empresas de internet, mi compañero/socio y yo, nos dimos cuenta de que ofrecer este servicio podría valer como negocio, ya que no existe mucha competencia en el mercado. Gracias a eso, nos planteamos en más de una ocasión la posibilidad de montar nuestro propio negocio, de forma que pudiéramos utilizar los conocimientos adquiridos en la universidad como base para crear la herramienta web. Escogimos empezar el proyecto utilizándolo como materia para el trabajo de fin de grado porque nos aporta dos valores muy importantes, ayuda de la comunidad de profesores existentes en la UPM, siendo una persona de gran aporte nuestro tutor Oscar Corcho y también, porque como estamos dedicando todo el tiempo a este proyecto, tener una fecha límite para presentar tanto la parte de modelo de negocio como la parte de desarrollo en una fecha concreta, nos ayuda a planificar y mantener una presión constante sobre el proyecto y así forzar a no abandonarlo ni prolongarlo. Con ello, nos encontramos con dos grupos de dificultades, la escasa formación a nivel empresarial y creación de modelos de negocio y en el ámbito del desarrollo al desconocimiento de tecnologías y APIs de las redes sociales. Al tratarse de una herramienta Web, parte de unos costes muy bajos como el alojamiento del servidor o la contratación temporal de comerciales para publicitar la herramienta entre funerarias y hospitales. Estos factores positivos benefician tanto la realización del proyecto como su avance. Como ya se puede intuir de la lectura del párrafo anterior, el servicio que ofrece la herramienta “MyTested S.L.” está relacionado con el segmento testamental de una persona fallecida, podríamos definirlo como testamento digital. Actualmente, vivimos en un mundo que se centra cada vez más en la parte digital y es por ello, que en un futuro cercano, todas las cuentas que creamos en internet tendrán que ser cerradas o bloqueadas cuando caen en el desuso por el fallecimiento del propietario, es en ese hueco donde podemos situarnos, ofreciendo una herramienta para poder trasladar la información necesaria a las personas elegidas por el cliente para que puedan cerrar o bloquear sus cuentas digitales. Consideramos que existe una interesante oportunidad debido a la escasez de oferta de este tipo de servicios en España y a nivel mundial. En Abril de 2015 hay inscritos en el registro Nacional de últimas voluntades 185.6651 personas por lo que encontramos que un 0,397%1 de las personas en España ha registrado su testamento. El gasto medio al hacer un testamento vital ante notario de tus bienes tiene un coste de 40 a 80 euros2 , este es el principal motivo por el que la mayoría de españoles no realiza su testamento antes de morir. Con este dato obtenemos dos lecciones, lo que la herramienta ofrece no es el documento notarial de los bienes del cliente, sino la sistema, puedan bloquear o cerrar sus cuentas. La segunda lección que obtenemos es que el precio tiene que ser muy reducido para poder llegar a un gran número de personas, añadiendo también el criterio de que el cliente podrá actualizar su información, ya que la información digital es muy fácil de cambiar y frecuente. Como se podrá leer en al apartado dedicado a nuestra visión, misión y valores, aunque estamos convencidos que se puede extraer de la lectura de cualquier parte de este documento, todos nuestros objetivos los queremos conseguir no sólo buscando un enfoque empresarial a nuestro día a día, sino convirtiendo nuestra responsabilidad social sincera, en uno de los retos que más nos ilusionan, fomentando para ello, aspectos como el desarrollo web, estudios de mercado, conocimiento de las necesidades de la población, nuevas tecnologías y negocio. En general, los objetivos que se pretenden cumplir con este estudio son: - Conocer los pasos para crear una empresa - Desarrollar un documento de plan de negocio que contenga lo siguiente: - Análisis de mercado - Definición de productos y/o servicios - Plan de publicidad y expansión (marketing) - Plan financiero - Capacidad para definir los requisitos de una aplicación Web. - Capacidad de elegir la tecnología idónea y actual de un sistema Web. - Conocer el funcionamiento de una empresa y cómo comunicarse con las herramientas gubernamentales. - Comprobar si las posibilidades que nos ofrece el entorno son las adecuadas para nuestras actividades. - Estudio, análisis de la competencia - Definir los diferentes perfiles de cliente para nuestro negocio. - Analizar la viabilidad de nuestro modelo de negocio. Para ello, comenzamos realizando una definición de las características generales del proyecto, detallando cuáles son las motivaciones que han hecho a los emprendedores embarcarse en el mismo, qué servicios ofreceremos a nuestros clientes, el porqué de la elección del sector, así́ como nuestra misión, visión y valores.---ABSTRACT---The goal and aim of the present document is to develop a business plan in order to analyze the viability of build a new enterprise, that we will name MyTested S.L., it wants offer a tool for sharing and to facilitate to the relatives of a dead person the access to the digital accounts. Talking about how come up the idea, it was once a have read a news over the “right of forgotten” throughout social nets and inside internet, researching a little and paying attention to the different movements of the biggest internet companies, my peer ( and partner) and I were aware that to offer this service might be a good business, because does not exist many competitors on this kind of market service, mainly thanks of that, we have planned on several times the possibility to build our owner company, in the way to use the capabilities that we achieved in the University as based to develop and make a web tool. We choose begin this project as subject of our Final Project Degree after analyze the positive and negative point of views: The positive was because it has two main values, firstly the support of the current teachers UPM community, specially our fellow Oscar Corcho and also because we can´t dedicate all our time to this project, so to have a deadline to present either the business model as the develop on time, help us to plan and remain a constant pressure over the project and neither drop out it or extend it more that the necessary. As a web tool, neither the hosting of maintenance or for sort out a net of temporary commercials for visiting hospitals or undertaker´s or insurances, the cost don´t are expensive In the negative side, however, we found twice some main difficulties, the few training as entrepreneur level and how to build a business model and on the other hand the lack of awareness of the technologies and apps of the social net software as well. As summary, these positives facts enhance to work project out and also to develop it. As we could understand reading on the latest paragraph, the service that will do MyTested tool is relation with the testament issue of a dead person, we might call as a digital testament. Currently we are living in world which is focus further on the digital life, for that in a near future every internet accounts should be closed or locked whenever aren´t used by the dead of the owner, this is a market niche (never better said) where we can lead, offering a tool that might transfer the necessary information to the chosen persons by the client in order to allow either close or lock his digital accounts. We are considering that there are interesting opportunities due to the few offers of that kind of service in Spain and at global level. In April 2015 there were 185.6651 persons registered in the Official National last will and testament, this figure mean that the 0,397%1 of the Spaniards citizens have registered their testaments. The average cost of doing the testament of your assets with a Notary is since 40 up to 80€2, this is one of the principal motives because the majority of the Spaniards don´t do it before dead. With these data we might get two lessons, we are not talking about an official notary testament at all, it is only for close or lock the digital accounts by the chosen person by the dead client, and the latest lesson, but not least, the price of our service must be very cheaper in order to achieve touch an important amount of people, knowing also that he client will be able update the information filled, considering that this kind of information is very easy to change and update frequently. As we can read on the stage dedicated to our Vision, Mission and Values, although we are persuaded that can be read in everywhere of this document as well, our aim doesn´t be an business focus on day to day, is also to become our honest social responsibility in this challenge, that is our mainly eagerness, enhancing some aspects as the web development, market research and the knowledge of the population needs, new technologies and new market opportunities. In general the goals that we would like get within this project are: - Achieve the knowledge needs for be an entrepreneurial, and find out the steps for star a business - Achieve market research skills - Products and services definitions - Advertising plan and growth (marketing plan) - Financial plan knowledge - Capability of a web design requirements - Capability for choose the best and actual technology for web design - Knowledge over how work out inside a company and how communicate with official tools. - Check whether the possibilities of the environment are the adequate for our activities. - Research and competitiveness analysis - Define the different profiles of the target for our business. - Analyze the viability of the business model For all that, we began with a definition of the general features of the project, detailing which are the motivations those done to the entrepreneurial get on board, which kind of service we offered to the client, also why the selection of the market sector and our mission, vision and value as well.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a nonprofit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSRI. The increasing popularity of cause-related marketing programs (CRMPS) can be attributed to the Integration of sponsorship in many organizations' sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit organization. A survey instrument was developed by a panel of experts, pre-tested, revised, and completed by (442 event spectators. Results suggested consumers' attitudes, beliefs, and purchase intentions toward the sponsoring company were positively impacted by the firm's involvement with cause-related marketing.

Social-servicescape conceptual model

There is considerable evidence that environmental variables can substantially influence consumer behavior in service settings (cf. Turley and Milliman, 2000). However, research to date has focused on the effects of the physical elements (‘atmospherics’), with the social aspects (customers and service providers) of the environment largely ignored. First, we provide a review of the extant literature drawing on four major streams of research from (1) previous marketing (servicescapes); (2) environmental psychology (approach–avoidance theory, behavior setting theory); (3) social psychology (social facilitation theory); and (4) organizational behavior (affective events theory). Second, we present a new conceptual model, the ‘Social-servicescape’. In this paper we argue that the social environment and purchase occasion dictates the desired social density which influences customers’ affective and cognitive responses, including repurchase intentions. Furthermore, we argue that customers play a key role in influencing the emotions of others either positively or negatively, and this largely determines whether they intend to return to the service setting. Implications of this conceptual model for theory and practice are discussed.

Nonstationary brand variables in category management: A cointegration perspective

Category-management models serve to assist in the development of plans for pricing and promotions of individual brands. Techniques to solve the models can have problems of accuracy and interpretability because they are susceptible to spurious regression problems due to nonstationary time-series data. Improperly stated nonstationary systems can reduce the accuracy of the forecasts and undermine the interpretation of the results. This is problematic because recent studies indicate that sales are often a nonstationary time-series. Newly developed correction techniques can account for nonstationarity by incorporating error-correction terms into the model when using a Bayesian Vector Error-Correction Model. The benefit of using such a technique is that shocks to control variates can be separated into permanent and temporary effects and allow cointegration of series for analysis purposes. Analysis of a brand data set indicates that this is important even at the brand level. Thus, additional information is generated that allows a decision maker to examine controllable variables in terms of whether they influence sales over a short or long duration. Only products that are nonstationary in sales volume can be manipulated for long-term profit gain, and promotions must be cointegrated with brand sales volume. The brand data set is used to explore the capabilities and interpretation of cointegration.

The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: Differences between cause-related and product-based advertising

Provocative advertising is characterized by a deliberate attempt to gain attention through shock. This research investigates the reactions of individuals to a provocative appeal for a cause as opposed to a provocative advertisement for a standard consumer product, using mild erotica as the element of provocative imagery. An experiment using 391 adult subjects was conducted, and two analyses were performed. The first examined the effect of stimulus type (mildly erotic/nonerotic) by product category (cause appeal/consumer product) on attitude to the ad. The second examined the effect of stimulus type (mildly erotic/nonerotic) by cause (AIDS [acquired immunodeficiency syndrome]/SIDS [sudden infant death syndrome]) on corporate image. Both analyses also included gender as a third independent variable. The results suggest that people prefer mildly erotic ads generally, that an organization using mild erotica in appeals for a cause will be viewed more favorably where the erotica is congruent with the cause, and that women may be more responsive to mild erotica in cause appeals than are men.