Programas de fidelización en la distribución comercial de la era digital.

Hoy en día, las empresas deben adaptarse a los cambios continuos del mercado, donde el comercio electrónico crece cada año y las redes sociales y los dispositivos móviles conectan a los consumidores con las marcas. El marketing ha evolucionado gracias a las nuevas tecnologías de información y comunicación para responder a un consumidor social que está conectado gran parte del día, es exigente y además, está comprometido con el medio ambiente. En un entorno muy maduro y competitivo, el cliente se ha convertido en el activo más valorado para las empresas especialmente de distribución minorista y por eso, su fidelización es un objetivo prioritario para las compañías, quienes tratan de enfocar las estrategias de marketing hacia las relaciones con los consumidores. Pero, a pesar de la infinidad de oportunidades que ofrecen las nuevas tecnologías, los programas de fidelización implantados en el entorno digital tienen un recorrido de necesaria evolución y un ajuste de mejoras para la adaptación de un medio poco estructurado a las nuevas circunstancias. A través de este trabajo fin de grado se propone dar a conocer la actualidad sobre la distribución comercial en el ámbito digital así como las tendencias en los programas de fidelización. Además, la creciente implicación en el cuidado del medio ambiente por parte de las empresas y los consumidores se incluye como una aportación original y distintiva al trabajo.

The Environmental, Social, Governance, and Financial Performance Effects on Companies that Adopt the United Nations Global Compact

This paper aims to investigate companies' environmental, social, governance (ESG), and financial implications of their commitment to the United Nations Global Compact (UNGC). The focus is placed on companies operating in the three countries with the highest number of UNGC participants: Spain, France, and Japan. The results clearly reveal that adoption of the UNGC often requires an organizational change that fosters stakeholder engagement, ultimately resulting in improvements in companies' ESG performance. Additionally, the results reveal that ESG performance has a significant impact on financial performance for companies that adopted the principles of the UNGC. These findings provide both non-financial and financial incentives to companies to commit to this voluntary corporate social responsibility (CSR) initiative, which will have important implications on companies' strategic management policies that aim to foster sustainable businesses and community development. Finally, the linkages between the UNGC-committed companies' ESG and financial performance may be influenced by geographical spread, mainly due to the appearance of differences in the institutional, societal, and cultural settings.

Roadmapping in industrial companies: Experiences

From its origins in the US electronics sector in the 1970s, technology roadmapping has been adapted (and adopted) widely, for many different innovation, strategy and policy applications. Communication is commonly cited as one of the key benefi ts of roadmapping, particularly in terms of the process that brings different organizational perspectives together, with the roadmap providing a common visual 'language'. There is signifi cant demand for methods that are agile, in the sense of being rapid, flexible and effective to apply, focused on strategic decisions and actions. 'Fast-start' roadmapping workshop techniques enable key stakeholders to address strategic issues efficiently using the visual structure of roadmaps to capture, discuss, prioritize, explore and communicate. This paper presents the learning from a set of five diverse applications of the fast-start approach in the Basque Country, which demonstrate the agility of the technique.

How do large multinational companies implement open innovation?

This paper addresses a major gap in reported research on open innovation (OI): how do companies implement open innovation? To answer this question a sample of 43 cross-sector firms were reviewed for their OI implementation approaches. The study analyzed how firms moved from practising closed to open innovation, classifying the adoption path according to the impetus for the adoption of the OI paradigm and the coordination of the OI implementation. The way firms adopted OI was found to vary according to (1) their innovation requirements, (2) the timing of the implementation and (3) their organizational culture. © 2011 Elsevier Ltd. All rights reserved.