Teoría del caos y la complejidad en la representación de la relación estratégica comunitaria y marketing en los estados financieros

El presente trabajo tiene como finalidad caracterizar conceptos y elementos clave del caos y de la complejidad existente en la relación entre las organizaciones y la comunidad. Esta relación parte de la base de satisfacer las necesidades de los actores involucrados y, así mismo, mejorar el desempeño de cada uno, y contribuir al bienestar de la sociedad y a la perdurabilidad de las empresas. Para alcanzar el objetivo planteado, inicialmente se hace necesario contextualizar conceptos que estarán presentes durante todo el escrito. Por esto se expondrán términos como teoría de la complejidad, teoría del caos, los aspectos más representativos de la relación comunitaria y el marketing y su impacto en las comunidades. La teoría de la complejidad permitirá entender los sistemas como un todo, en donde las relaciones e interacciones de cada una de sus diferentes partes nos conducen a innumerables escenarios posibles. También se buscará entender la importancia de la relación organización-comunidad, ya que la comunidad puede jugar un papel determinante cuando las organizaciones se adaptan a los cambios. Es de suma importancia establecer relaciones estratégicas con la comunidad, entendiendo a la comunidad como un sistema o grupo social con determinadas características, que permitan tanto a las organizaciones como a la misma comunidad entender, comprender y satisfacer eficazmente las necesidades subyacentes y, así, llegar a establecer un entorno de retroalimentación continua y sostenibilidad a lo largo del tiempo. Actualmente, el funcionamiento del mundo ha cambiado en cierta medida, ya que antes la base del conocimiento se centraba en función del orden y la regularidad. Ahora, en cambio, se destaca la creatividad y la dinámica que son causadas por el desorden y la irregularidad presentes en los sistemas. El mundo se plantea como un grupo de innumerables sistemas auto-organizados, donde su funcionamiento puede provocar resultados impredecibles o aleatorios. La materia de complejidad en los sistemas se ha desarrollado por diferentes autores según aproximaciones desde diferentes ramas de la ciencia, como la cibernética, basada en los mecanismos de retroalimentación y control; desde la teoría general de los sistemas, que da énfasis en el dinamismo presente en los sistemas y cómo la organización está presente en su estructura. En el presente proyecto se realizará un estudio de tipo teórico-conceptual: se seleccionarán las bases de datos, fuentes de información y los documentos más representativos o que proporcionen la mayor información posible que permita el completo entendimiento de la investigación y de sus alcances propuestos. Es así que esta investigación busca aportar más elementos dentro de los diferentes estudios que pretenden explicar y mejorar la perdurabilidad de las empresas bajo las diferentes líneas de investigación. A través del tiempo, el GIPE ha ido evolucionando de acuerdo con los resultados de las investigaciones y se ha centrado en cuatro líneas de investigación: Liderazgo, Realidad, Estrategia y Gerencia. El proyecto de investigación “Relación de las organizaciones con el medio y marketing” hace parte de la línea de gerencia y busca identificar oportunidades gerenciales para las organizaciones que las acerquen al conocimiento y manejo de las áreas funcionales (Facultad de Administración, 2013). Además, el proyecto se adentra en las organizaciones en entornos complejos y su relación con la comunidad, y se observa así la organización como un ser vivo que contribuye al bienestar de la sociedad que, finalmente, es lo que garantiza su perdurabilidad.

Tipos de lógica utilizadas en la toma de decisiones estratégicas de marketing

Para el administrador el proceso de la toma de decisiones es uno de sus mayores retos y responsabilidades, ya que en su desarrollo se debe definir el camino más acertado en un sin número de alternativas, teniendo en cuenta los obstáculos sociales, políticos y económicos del entorno empresarial. Para llegar a la decisión adecuada no hay que perder de vista los objetivos y metas propuestas, además de tener presente el proceso lógico, detectando, analizando y demostrando el porqué de esa elección. Consecuentemente el análisis que propone esta investigación aportara conocimientos sobre los tipos de lógica utilizados en la toma de decisiones estratégicas al administrador para satisfacer las demandas asociadas con el mercadeo para que de esta manera se pueda generar y ampliar eficientemente las competencia idóneas del administrador en la inserción internacional de un mercado laboral cada vez mayor (Valero, 2011). A lo largo de la investigación se pretende desarrollar un estudio teórico para explicar la relación entre la lógica y la toma de decisiones estratégicas de marketing y como estos conceptos se combinan para llegar a un resultado final. Esto se llevara a cabo por medio de un análisis de planes de marketing, iniciando por conceptos básicos como marketing, lógica, decisiones estratégicas, dirección de marketing seguido de los principios lógicos y contradicciones que se pueden llegar a generar entre la fundamentación teórica

Marketing de moda : a percepção da marca Zara

No contexto complexo dos mercados de consumo, entender e dominar todas as bases e práticas de marketing tornou-se essencial para a sobrevivência de qualquer marca/empresa. No mercado global da moda, a transformação ainda é mais acelerada em resultado da evolução das necessidades e desejos dos consumidores e do fácil acesso à informação. A partir da pesquisa bibliográfica especificamos e analisamos complexo mundo da moda, o conceito de marketing de moda e os factores estratégicos necessários para compreender a sobrevivência e crescimento de uma marca de moda no mercado actual, compreendendo a capacidade do sector da moda em adaptar-se às constantes mudanças do mercado e da sociedade, sem deixar de corresponder às expectativas e necessidades dos consumidores. Aprofundaremos esta problemática explorando o caso da marca de moda Zara, reconhecida e aplaudida pelo seu êxito global, realizando um estudo de caso, com o objectivo de compreender a percepção dos diferentes consumidores em resultado das estratégias de comunicação e de marketing da marca. O do nosso estudo empírico é compreender se a marca age correctamente ou não ao aplicar as mesmas estratégias em dois países distintos, Portugal e Espanha, que considera como domésticos. Em resultado do estudo realizado, constatámos que apesar da percepção da marca ser algo semelhante, as divergências no que toca no factor preço e influência dele, misturado com as diferenças socioeconómicas e de disponibilidade económica de ambos os países, provocam uma discrepância de opiniões e percepções.Concluímos a nossa dissertação com a apresentação de sugestões relativas ao marketing mix que visam um melhor ajustamento entre a percepção da imagem de marca da Zara e a estratégia de marketing seguida por esta marca de moda.

Scaling up data mining techniques to large datasets using parallel and distributed processing

Advances in hardware and software technology enable us to collect, store and distribute large quantities of data on a very large scale. Automatically discovering and extracting hidden knowledge in the form of patterns from these large data volumes is known as data mining. Data mining technology is not only a part of business intelligence, but is also used in many other application areas such as research, marketing and financial analytics. For example medical scientists can use patterns extracted from historic patient data in order to determine if a new patient is likely to respond positively to a particular treatment or not; marketing analysts can use extracted patterns from customer data for future advertisement campaigns; finance experts have an interest in patterns that forecast the development of certain stock market shares for investment recommendations. However, extracting knowledge in the form of patterns from massive data volumes imposes a number of computational challenges in terms of processing time, memory, bandwidth and power consumption. These challenges have led to the development of parallel and distributed data analysis approaches and the utilisation of Grid and Cloud computing. This chapter gives an overview of parallel and distributed computing approaches and how they can be used to scale up data mining to large datasets.

Online data processing consent under EU law: a theoretical framework and empirical evidence from the UK

This article analyses the results of an empirical study on the 200 most popular UK-based websites in various sectors of e-commerce services. The study provides empirical evidence on unlawful processing of personal data. It comprises a survey on the methods used to seek and obtain consent to process personal data for direct marketing and advertisement, and a test on the frequency of unsolicited commercial emails (UCE) received by customers as a consequence of their registration and submission of personal information to a website. Part One of the article presents a conceptual and normative account of data protection, with a discussion of the ethical values on which EU data protection law is grounded and an outline of the elements that must be in place to seek and obtain valid consent to process personal data. Part Two discusses the outcomes of the empirical study, which unveils a significant departure between EU legal theory and practice in data protection. Although a wide majority of the websites in the sample (69%) has in place a system to ask separate consent for engaging in marketing activities, it is only 16.2% of them that obtain a consent which is valid under the standards set by EU law. The test with UCE shows that only one out of three websites (30.5%) respects the will of the data subject not to receive commercial communications. It also shows that, when submitting personal data in online transactions, there is a high probability (50%) of incurring in a website that will ignore the refusal of consent and will send UCE. The article concludes that there is severe lack of compliance of UK online service providers with essential requirements of data protection law. In this respect, it suggests that there is inappropriate standard of implementation, information and supervision by the UK authorities, especially in light of the clarifications provided at EU level.

Boots Book-lovers' Library and the novel: The impact of a circulating library market on twentieth-century fiction

In a Report for the Society of Bookmen in 1928, British publishers estimated that between a quarter to two thirds of all the books they published went to four circulating libraries: Boots, Smith’s, Mudie’s, and The Times bookclub. This essay examines the literary impact of one of the largest of these, Boots Book-lovers’ Library (1899-66), which by 1935 had around 400 libraries attached to their high-street pharmacies catering for the tastes of over one million subscribers a year. Compared to the wealth of studies examining the influence of the library market in the Victorian period, the significance of the subscription libraries as key distributors of fiction in the twentieth century is not well known. But private libraries expanded rapidly in the early twentieth century to cater for what Sidney Dark termed a ‘new reading public’, and records in publishers’ archives indicate that authors routinely adapted their unpublished manuscripts in order to meet the perceived demands of this library reader. This article examines the impact of the Boots Book-lovers’ Library market on authors’ practices of writing and revision, and on literary marketing and censorship. It focuses in particular on the author James Hanley (1897-1985), using unpublished correspondence in the Chatto & Windus archive at the University of Reading to demonstrate how the publisher’s sense of the tastes and expectations of the Boots library reader influenced the editorial process.

Context relevant persuasive interaction and design: consideration of human factors influencing B2C persuasive interaction

The revolutions of electronic and mobile commerce have opened up unique opportunities for global marketing and business to consumer (B2C) persuasive interaction; with the aim of influencing user behavior. The success or failure of such persuasive interaction is impacted by cultural, social, and personal dimensions. Accordingly, failure to consider such dimensions risks the user forming a negative attitude towards retailer’s websites or mobile applications, which subsequently threatens customer behavior. A better understanding of human factors influencing the way people perceive B2C persuasive interaction is needed. This paper is introduces the concept of a context relevant persuasive interaction and proposes a guideline for designing relevant B2C persuasive interaction.

Knowledge dissemination in the global service marketing community

Purpose– The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community. Design/methodology/approach– The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer‐reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration. Findings– Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world. Research limitations/implications– As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science). Originality/value– Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.

Customer-focused CRM: a marketing challenge for organizations

The article explains that CRM is all about building longterm business relationships with customers. It is best described as the blending of internal business processes: sales, marketing and customer support with technology. Research indicates that poor project planning, weak and
incomplete business cases, cost and complexity of the technology, lack of.technological skills, lack of system integration and lack of senior management involvement in the CRM process are among the many factors that inhibit the successful adoption ofCRM in companies. The article presents a framework for customer centric CRM.

Football-as-war, coach-as-general: analogy, metaphor and management implications

Sporting terms have been used as metaphor and analogy to describe and prescribe life experiences. It has been suggested that the use of sport terminology can assist in the general understanding of complex terms and situations, however, the use of sport as metaphor and analogy for many aspects of social understanding can have negative consequences. The analogy of sport and war seems to be particularly prevalent within football, irrespective of the code or culture in which it is played. This article demonstrates the popular understanding of Australian Rules ‘football as war’ through two complementary studies. The first study investigates the representation of Australian Rules football as war, specifically through the analysis of both images and text on the front covers of the sport ‘lift-out’ sections of two prominent Melbourne newspapers, The Herald Sun and The Age. The second study examines whether people interpret non-war-like images of Australian Rules football in war-like terms. Forty-five undergraduate sport marketing and management students were asked to write about one of four different images of football players and coaches interacting, which revealed that football is understood as war. Further, when prompted by an image of football players and coaches interacting, people in this study interpreted the interactions as consistently war-like. Coaches were portrayed as militaristic generals and the athletes as soldiers. Implications for management, education and practice are discussed.

Diversity, ethnicity and consumption

This paper aims to examine diversity and identity issues from a marketing perspective. The traditional marketing practice of segmenting markets could be viewed as the antithesis of diversity as it relies on identifying  homogenous characteristics of a population. It is uneconomical and  generally less effective to market to a broad range of consumers than to do so for a specific group with homogenous characteristics. However, segmentation is not possible without diversify. Segmentation requires the presence of substantial differences in consumer characteristics and behaviour in a population to be truly effective. Marketing and its relationship to diversity, however, extends beyond segmentation and into issues of an individual's sense of identity and belonging. The literature suggests that an individual's identify is expressed through consumption and this can include ethnic identity. With an increasingly diverse, multicultural society in many countries, it is timely to look more closely at cultural identity and its relationship to consumption. Hofstede's work on cultural characteristics inherent in a particular country, continue to be widely used in international business. How evel; cultural identity and characteristics attributed to individuals in their country of birth may change when they immigrate to another country. Acculturation in a host country affects how immigrants see themselves and wish to be perceived. This can be problematic for marketers attempting to segment and reach consumers on the basis of their ethnicity. If consumption is an expression of identity as the literature suggests, then marketing has a role to play in either influencing or responding to issues of diversity and identity in the population at large. This paper examines the current literature on consumption, consumer behaviour and ethnic identify.

Relationship orientation : towards an antecedent model of trust in marketing relationships

With the advent and the increasing use of the concept of Relationship Marketing as a basis for marketing strategy, it has become evident that a lack of empirical knowledge exists as to the operational basis of the concept. Information regarding the conceptual basis of Relationship Marketing and a possible new orientation toward the concept may be of substantial value to both practitioners and scholars of relationship marketing. This paper considers the emergence of a Relationship Orientation within the marketing literature and proposes an antecedent model of Trust as a basis. The role of Ethics as a possible antecedent to Trust is emphasised and identified as a gap within the relationship marketing literature. Based on previous exploratory work and a review of the literature of relationship marketing, exchange theory, general marketing theory, marketing ethics and sales management, four key antecedent dimensions of Trust are identified: Ethics, Bonding, Empathy and Reciprocity. Additional possible antecedents are suggested. Future empirical research is proposed in order to validate the model.

Modelling the marketing of place by local government in Australia

Much of Regional Australia is suffering from an overall decline in population with a specific loss of young adults (16-30 year olds). A decline in population, linked with the Australia-wide problems of ageing populations and diminishing birth rates, is leading to a social and economic malaise in many regional cities and towns that threatens their long-term sustainability due to the lack of skilled workers and professionals. This paper examines the concept of “place” marketing, and the approach of local government to market regions, cities, and towns to attract targeted population to help maintain the sustainability of Regional Australia.

Digital TV in Australia and the USA: a cross-impact analysis of the adoption and diffusion of digital TV in Australia and the United States

The paper examines the adoption and diffusion of Digital Television (DTV) in Australia and the United States, identifying historical, technical, regulatory, marketing, and other commonalities and differences that appear to be most significant to its adoption, as both countries have experienced a 'sluggish' diffusion and adoption of DTV so far. Using library research and borrowing the cross-impact matrix method from futures research, the authors develop J J events related to the various influences and groups of stakeholders that had shaped the policy making and adoption of DTV. We then carry out a comparative analysis between the two countries to make evident their impacts, strengths, and directions of influence. The authors suggest that the implementation of DTV in these two developed countries appears to be nearly identical. Even though Australian and US broadcasting models are fundamentally different, the diffusion process for DTV is primarily affected by the nature of digital technology and globalisation, two trends that may be diminishing the import of the nation-state in the technology adoption process. The paper concludes that these broader economic and technical events may have greater import to DTV's successful diffusion than do traditional, cultural, and nationalistic factors suggested in earlier comparative broadcast studies.

The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study

As part of a broader study of the relationship between traditional and online marketing mix elements and organisational performance, the study reported in this paper utilised structural equation modelling to examine the relationship between market orientation and organisational performance. The study found that there was an insignificant relationship between market orientation and organisational performance, thereby lending support to studies conducted in the UK, Ghana, and the US (since the studies in the US by Narver and Slater (1990)), which found that there may be a contextual nature to the relationship between the two constructs. The study, therefore, does not support Pulendran et al. (2000).