Creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing

El presente documento pretende mostrar la manera como se debe ejecutar la creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing. El objetivo del estudio se basa en encontrar los mecanismos adecuados para el desarrollo y creación de una marca enfocándose en el análisis de las principales prácticas y modelos desarrollados en el área del marketing, examinando el impacto que la marca pueda generar en la comunidad en la cual la organización está incluida, estableciendo además un conexión directa con el modo de vida de los consumidores. Durante el desarrollo del documento se demuestra que las estrategias de marketing aplicadas por cada compañía, sirven para construir una relación estrecha y fuerte con todos los agentes involucrados en la construcción de una marca, principalmente con los clientes, ya que la forma más efectiva de establecer relaciones a largo plazo, es enfocándose exclusivamente en las necesidades desarrolladas por los consumidores, y a partir de ellas ajustar los valores (misión, visión, cultura organizacional, objetivos) de la organización. Estas estrategias comunitarias son también influenciadas por varios factores internos y externos a la organización, los cuales deben ser tenidos en cuenta al momento de elegir la estrategia adecuada. Los mecanismos estratégicos que desarrollan las empresas pueden cambiar significativamente de un sector comercial a otro, la importancia de las necesidades que se deben suplir y el consumidor final se deben evaluar desde un aspecto comunitario, entendiendo como comunidad como el conjunto de grupos sociales y comerciales que tienen relación directa o indirecta con la empresa. Con la investigación llevada a cabo acerca de las estrategias que deben aplicar las compañías se concluye que las marcas reflejan la imagen que la empresa transmite a sus compradores estableciendo una relación emocional entre los consumidores y la marca desarrollada, además de estimular la oferta y demanda del negocio. Se espera que por medio de la obtención de información teórica y conceptual, se pueda aclarar la manera como se puede desarrollar la creación de una marca por medio de la correcta utilización de mecanismos estratégicos comunitarios y de marketing.

Estudio de factibilidad de importación de calzado

Este proyecto de investigación es un estudio de factibilidad de importación del calzado para dama desde China para la empresa colombiana Kenzo Jeans a través del cual se evalúan a profundidad estrategias en producto, precio y distribución para que la empresa valore la conveniencia del proceso. El objetivo de esta investigación es generar herramientas y estrategias necesarias para que la empresa logre tener una visión más completa al importar calzado desde China para la distribución en el mercado colombiano. Este estudio se realizó con el fin de brindar información para que la gerencia pueda tomar decisiones correctas, eliminando el desconocimiento que pueda generar mayor incertidumbre al involucrarse en un proceso de importación. Para llevar a cabo este proceso se determinaron unos criterios de evaluación y selección mínimos respecto al diseño del producto, precio, calidad, número de unidades mínimas para realizar el pedido, empaque y etiquetado con el que debían contar los posibles proveedores en China. Esto se realizó a través de un acercamiento a los potenciales proveedores y permitió filtrar a aquellos que podrían cumplir con los criterios exigidos por Kenzo Jeans. Una vez realizado el proceso de clasificación y selección se logró determinar que existe potencial en la importación de calzado de dama desde China. Hecho este proceso se sugiere a Kenzo Jeans realizar contacto directo con estas empresas a través de un posible viaje de negocios.

System innovation and life cycle thinking in packaging value chain: the circularity of plastics.

Compared to other, plastic materials have registered a strong acceleration in production and consumption during the last years. Despite the existence of waste management systems, plastic_based materials are still a pervasive presence in the environment, with negative consequences on marine ecosystem and human health. The recycling is still challenging due to the growing complexity of product design, the so-called overpackaging, the insufficient and inadequate recycling infrastructure, the weak market of recycled plastics and the high cost of waste treatment and disposal. The Circular economy package, the European Strategy for plastics in a circular economy and the recent European Green Deal include very ambitious programmes to rethink the entire plastic value chain. As regards packaging, all plastic packaging will have to be 100% recyclable (or reusable) and 55% recycled by 2030. Regions are consequently called upon to set up a robust plan able to fit the European objectives. It takes on greater importance in Emilia Romagna where the Packaging valley is located. This thesis supports the definition of a strategy aimed to establish an after-use plastics economy in the region. The PhD work has set the basis and the instruments to establish the so-called Circularity Strategy with the aim to turn about 92.000t of plastic waste into profitable secondary resources. System innovation, life cycle thinking and participative backcasting method have allowed to deeply analyse the current system, orientate the problem and explore sustainable solutions through a broad stakeholder participation. A material flow analysis, accompanied by a barrier analysis, has supported the identification of the gaps between the present situation and the 2030 scenario. Eco-design for and from recycling (and a mass _based recycling rate (based on the effective amount of plastic wastes turned into secondary plastics), valorized by a value_based indicator, are the key-points of the action plan.

Tolerance optimization with statistical approach in the CAT environment

Nowadays, product development in all its phases plays a fundamental role in the industrial chain. The need for a company to compete at high levels, the need to be quick in responding to market demands and therefore to be able to engineer the product quickly and with a high level of quality, has led to the need to get involved in new more advanced methods/ processes. In recent years, we are moving away from the concept of 2D-based design and production and approaching the concept of Model Based Definition. By using this approach, increasingly complex systems turn out to be easier to deal with but above all cheaper in obtaining them. Thanks to the Model Based Definition it is possible to share data in a lean and simple way to the entire engineering and production chain of the product. The great advantage of this approach is precisely the uniqueness of the information. In this specific thesis work, this approach has been exploited in the context of tolerances with the aid of CAD / CAT software. Tolerance analysis or dimensional variation analysis is a way to understand how sources of variation in part size and assembly constraints propagate between parts and assemblies and how that range affects the ability of a project to meet its requirements. It is critically important to note how tolerance directly affects the cost and performance of products. Worst Case Analysis (WCA) and Statistical analysis (RSS) are the two principal methods in DVA. The thesis aims to show the advantages of using statistical dimensional analysis by creating and examining various case studies, using PTC CREO software for CAD modeling and CETOL 6σ for tolerance analysis. Moreover, it will be provided a comparison between manual and 3D analysis, focusing the attention to the information lost in the 1D case. The results obtained allow us to highlight the need to use this approach from the early stages of the product design cycle.

"SYN feel light": Progetto di un sistema di illuminazione sinestetico per il miglioramento dell'esperienza ristorativa

La tesi nasce dalla collaborazione con GOLDèlite, una recente startup di Bologna specializzata nella progettazione e realizzazione di prodotti di design impiegando un materiale antibatterico brevettato. Un approccio multidisciplinare e la contaminazione di più e diverse competenze ha dato vita all’intero progetto che ha portato alla risposta ad una complessità contemporanea con la creazione di un prodotto adattato ad un ambiente innovativo. Il progetto prevede la realizzazione della lampada SYN feel light capace di incrementare esperienze sensoriali, trasformando i suoni in colori abbinati ad aromi, regalando così un’atmosfera suggestiva ideale pensata per ristoranti ricercati. Il concept riprende le linee eleganti e raffinate di un ristorante stellato, legando il know-how aziendale e la tecnologia di Area3 e Indico Technologies, aziende che operano in diversi campi scientifici volti al benessere fisico e mentale. Alla base di tale progettazione, vi è una panoramica su un particolare e poco noto fenomeno percettivo capace di unire più sfere sensoriali: la sinestesia. Analizzando teorie neuroscientifiche e studi sul fenomeno, si è poi ricercato il suo impiego in ambienti della quotidianità ed è stata realizzata una collezione di casi studio che sfruttano la multisensorialità delle sinestesie per incrementare le esperienze sensoriali e il benessere. L’obiettivo della tesi è mostrare lo sviluppo di un artefatto capace di stimolare i 5 sensi durante esperienze gastronomiche, dimostrando come esso migliori tali esperienze e porti allo sviluppo di nuove sinestesie. Inoltre, l’allenamento di tali fenomeni può portare a diversi benefici per la salute delle persone. Il progetto è arrivato alla fase di prototipazione e la successiva prova sul campo seguendo quelli che sono gli stadi precedenti all’entrata sul mercato, obiettivo prefissato dell’azienda con il quale la lampada SYN feel light si evolverà.

Hybrid simulation-optimization based approach for the optimal design of single-product biotechnological processes

In this work, we present a systematic method for the optimal development of bioprocesses that relies on the combined use of simulation packages and optimization tools. One of the main advantages of our method is that it allows for the simultaneous optimization of all the individual components of a bioprocess, including the main upstream and downstream units. The design task is mathematically formulated as a mixed-integer dynamic optimization (MIDO) problem, which is solved by a decomposition method that iterates between primal and master sub-problems. The primal dynamic optimization problem optimizes the operating conditions, bioreactor kinetics and equipment sizes, whereas the master levels entails the solution of a tailored mixed-integer linear programming (MILP) model that decides on the values of the integer variables (i.e., number of equipments in parallel and topological decisions). The dynamic optimization primal sub-problems are solved via a sequential approach that integrates the process simulator SuperPro Designer® with an external NLP solver implemented in Matlab®. The capabilities of the proposed methodology are illustrated through its application to a typical fermentation process and to the production of the amino acid L-lysine.

Systematic Management of Variability in UML-based Software Product Lines

This paper presents SMarty, a variability management approach for UML-based software product lines (PL). SMarty is supported by a UML profile, the SMartyProfile, and a process for managing variabilities, the SMartyProcess. SMartyProfile aims at representing variabilities, variation points, and variants in UML models by applying a set of stereotypes. SMartyProcess consists of a set of activities that is systematically executed to trace, identify, and control variabilities in a PL based on SMarty. It also identifies variability implementation mechanisms and analyzes specific product configurations. In addition, a more comprehensive application of SMarty is presented using SEI's Arcade Game Maker PL. An evaluation of SMarty and related work are discussed.

Design analysis for refolding monomeric protein

Renaturation of protein expressed as inclusion bodies within Escherichia coli is a key step in many bioprocesses. Operating conditions for the refolding step dramatically affect the amount of protein product recovered, and hence profoundly influence the process economics. The first systematic comparison of refolding conducted in batch, fed-batch and continuous stirred-tank reactors is provided Refolding is modeled as kinetic competition between first-order refolding (equilibrium reaction) and irreversible aggregation (second-order). Simulations presented allow direct comparison between different flowsheets and refolding schemes using a dimensionless economic objective. As expected from examination of the reaction kinetics, batch operation is the most inefficient merle. For the base process considered, the overall cost of fed-batch and continuous refolding is virtually identical (less than half that of the batch process). Reactor selection and optimization of refolding using overall economics are demonstrated to be vitally important.

The influence of task design on upper limb muscles fatigue during low-load repetitive work: A systematic review

Ergonomic interventions such as increased scheduled breaks or job rotation have been proposed to reduce upper limb muscle fatigue in repetitive low-load work. This review was performed to summarize and analyze the studies investigating the effect of job rotation and work-rest schemes, as well as, work pace, cycle time and duty cycle, on upper limb muscle fatigue. The effects of these work organization factors on subjective fatigue or discomfort were also analyzed. This review was based on relevant articles published in PubMed, Scopus and Web of Science. The studies included in this review were performed in humans and assessed muscle fatigue in upper limbs. 14 articles were included in the systematic review. Few studies were performed in a real work environment and the most common methods used to assess muscle fatigue were surface electromyography (EMG). No consistent results were found related to the effects of job rotation on muscle activity and subjective measurements of fatigue. Rest breaks had some positive effects, particularly in perceived discomfort. The increase in work pace reveals a higher muscular load in specific muscles. The duration of experiments and characteristics of participants appear to be the factors that most have influenced the results. Future research should be focused on the improvement of the experimental protocols and instrumentation, in order to the outcomes represent adequately the actual working conditions. Relevance to industry: Introducing more physical workload variation in low-load repetitive work is considered an effective ergonomic intervention against muscle fatigue and musculoskeletal disorders in industry. Results will be useful to identify the need of future research, which will eventually lead to the adoption of best industrial work practices according to the workers capabilities.

Strategic design of There App’s business model: From product to multi-sided platform

The following work project illustrates the strategic issues There App, a mobile application, faces regarding the opportunity to expand from its current state as a product to a multisided platform. Initially, a market analysis is performed to identify the ideal customer groups to be integrated in the platform. Strategic design issues are then discussed on how to best match its value proposition with the identified market opportunity. Suggestions on how the company should organize its resources and operational processes to best deliver on its value proposition complete the work.

A systematic methodology to analyse the performance and design configurations of business interoperability in cooperative industrial networks

This thesis proposes a methodology for modelling business interoperability in a context of cooperative industrial networks. The purpose is to develop a methodology that enables the design of cooperative industrial network platforms that are able to deliver business interoperability and the analysis of its impact on the performance of these platforms. To achieve the proposed objective, two modelling tools have been employed: the Axiomatic Design Theory for the design of interoperable platforms; and Agent-Based Simulation for the analysis of the impact of business interoperability. The sequence of the application of the two modelling tools depends on the scenario under analysis, i.e. whether the cooperative industrial network platform exists or not. If the cooperative industrial network platform does not exist, the methodology suggests first the application of the Axiomatic Design Theory to design different configurations of interoperable cooperative industrial network platforms, and then the use of Agent-Based Simulation to analyse or predict the business interoperability and operational performance of the designed configurations. Otherwise, one should start by analysing the performance of the existing platform and based on the achieved results, decide whether it is necessary to redesign it or not. If the redesign is needed, simulation is once again used to predict the performance of the redesigned platform. To explain how those two modelling tools can be applied in practice, a theoretical modelling framework, a theoretical Axiomatic Design model and a theoretical Agent-Based Simulation model are proposed. To demonstrate the applicability of the proposed methodology and/or to validate the proposed theoretical models, a case study regarding a Portuguese Reverse Logistics cooperative network (Valorpneu network) and a case study regarding a Portuguese construction project (Dam Baixo Sabor network) are presented. The findings of the application of the proposed methodology to these two case studies suggest that indeed the Axiomatic Design Theory can effectively contribute in the design of interoperable cooperative industrial network platforms and that Agent-Based Simulation provides an effective set of tools for analysing the impact of business interoperability on the performance of those platforms. However, these conclusions cannot be generalised as only two case studies have been carried out. In terms of relevance to theory, this is the first time that the network effect is addressed in the analysis of the impact of business interoperability on the performance of networked companies and also the first time that a holistic approach is proposed to design interoperable cooperative industrial network platforms. Regarding the practical implications, the proposed methodology is intended to provide industrial managers a management tool that can guide them easily, and in practical and systematic way, in the design of configurations of interoperable cooperative industrial network platforms and/or in the analysis of the impact of business interoperability on the performance of their companies and the networks where their companies operate.

Systematic design analysis and risk management on engineered nanoparticles occupational exposure

The production of nanotechnology-based products is increasing, along with the conscience of the possible harmful effects of some nanomaterials. The “safety-by-design” approaches are getting attention as helpful tools to develop safer products and production processes. The Systematic Design Analysis Approach could help to identify the solutions to control the workplace risks by defining the emission and exposure scenarios and the possible barriers to interrupt them. By applying this approach in a photocatalytic ceramic tiles development project it was possible to identify relevant nanoparticles emission scenarios and related barriers, and defining possible ways to reduce it.

Design for Customer Needs: Utilization of Quality Function Deployment in Product Development

Kansainvälisen kaupan kiristyessä yrityksien kyky täyttää asiakasketjunsa lailliset, sosiaaliset ja toiminnalliset asiakastarpeet tulee punnituksi. Globaalisuuden lisääntyessä asiakasketju voi sisältää toimintoja samanaikaisesti yli sadassa maassa. Jotta asiakasketjun tarpeet voidaan sisällyttää tuotteeseen tehokkaasti yhä useammat yritykset ovat siirtyneet käyttämään Quality Function Deployment nimistä projektijohto- ja laatutyökalua. Quality Function Deployment työkalu auttaa yritystä muuntamaan sisäisten ja ulkoisten asiakkaittensa tarpeet, tuotefunktioiksi ja tuotespesifikaatioiksi. Näin tehdessä voidaan uuden tuotteen kehitysaikaa ja hintaa alentaa merkittävästi suunnittelmalla tuote alunalkaen paremmin. QFD:tä on käytetty useissa yrityksissä Aasiassa, Pohjois-Amerikassa ja Euroopassa, sen kehittämisen jälkeen Japanissa 1960 luvulla. Tämä diplomityö antaa teoreettisen ja käytännön kuvauksen siitä miten QFD:tä kannatta käyttää ja mitä sen avulla voidaan saavuttaa vastaten kysymykseen "miten minä, ja yritykseni hyötyy jos käytän QFD:tä".

Software Security Design and Testing

Elektroninen kaupankäynti ja pankkipalvelut ovat herättäneet toiminnan jatkuvuuden kannalta erittäin kriittisen kysymyksen siitä, kuinka näitä palveluja pystytään suojaamaan järjestäytynyttä rikollisuutta ja erilaisia hyväksikäyttöjä vastaan.