Desarrollo y posicionamiento de productos mediante la relación estratégica comunitaria y el marketing

En este proyecto se determinara cómo se realiza el desarrollo y el posicionamiento de productos mediante la relación estratégica comunitaria y el marketing. A lo largo del tiempo se han venido observando diferentes cambios en el marketing. Anteriormente este era visto como un vínculo entre los procesos sociales y económicos más que como un conjunto de actividades que buscan satisfacer las necesidades del cliente. Por medio del marketing, las organizaciones se enfocaron en la importancia de ofrecer productos altamente competitivos los cuales satisficieran las necesidades de cada uno de los clientes con el fin de generar productos únicos, con una buena posición en el mercado y que no fueran remplazados por su competencia. Es por esto que ofrecían productos con estándares de alta calidad, disminuyendo costos de producción y tiempo para implementarlos en el mercado y satisfacer la demanda de los clientes. Hoy en día, los mercados están saturados es por esto que es de suma importancia que el cliente se encuentre satisfecho con el producto para que vuelva a comprarlo y se cree una relación perdurable y satisfactoria tanto para la compañía como para el cliente. Por este motivo las organizaciones que tengan la capacidad de innovar ya sea mejorando uno ya existente o creando uno totalmente nuevo serán más reconocidas por los consumidores, y así podrán desarrollar productos con precios elevados incrementando su rentabilidad. El marketing relacional tiene una visión un poco más amplia, la cual explica que así como la fidelización de los clientes es importante para una compañía, se debe tener en cuenta a todo el personal que trabaja en esta para mantenerlo satisfecho y crear confianza entre el vendedor y el cliente. En este proyecto utilizamos un enfoque cuantitativo siendo un estudio de tipo teórico-conceptual, seleccionando las bases de datos, las fuentes de información y los documentos más representativos o que proporcionen la máxima información. El proyecto se sitúa dentro del grupo de investigación en perdurabilidad empresarial, en la línea de gerencia, para lograr identificar oportunidades que privilegien a las organizaciones, y en el proyecto de relación de las organizaciones con el medio y marketing.

How can strategic philanthropy contribute to innovation for companies

This investigation proposes to explore the existing link between a strategic conception of philanthropy and innovation. Indeed, the nature of the research question relies on an unexplored field in the CSR and Innovation management academic literature. It starts with the interest to know which the benefits are for a firm encouraged to invest strategically in philanthropy. In this regard, the analysis contributes in fitting this gap by following different objectives in an exploratory perspective. Throughout the research it will be analyzed the concept and the current and past contributions on the different branches of innovation (product innovation, managerial innovation, technological innovation), to accentuate the relation between an accurate strategic approach to philanthropy and the impact on the organizational value. Indeed, analyzing philanthropic innovation may provide insights about business opportunities and notions related to social investments and profit. That aspect includes the link between those strategic decisions that a firm can use to maximize those investments as it was part of their core business. It also proves the existing link between CSR and innovation, and the possibilities that the enterprises have towards this subject.

Integración de las técnicas de mercadeo y la relación estratégica comunitaria

Con el siguiente proyecto se pretende explicar cómo se realiza la integración de las técnicas de mercadeo y la relación estratégica comunitaria, debido a que las organizaciones utilizan conceptos comunitarios. Se analizan las principales estrategias de mercadeo como marketing mix, geomarketing, mercadeo de servicios, mercadeo relacional y mercadeo social. Se explican las técnicas de mercadeo como mercadeo directo, diferenciación de productos, segmentación de mercado, investigación de mercados, inteligencia de mercados, optimización de canales de distribución y comercio electrónico. Adicionalmente, se exponen las estrategias comunitarias como coaliciones comunitarias, organizaciones de base, liderazgo comunitario y empoderamiento. La metodología implementada para este proyecto es de tipo teórico-conceptual y reúne los aportes de varios documentos científicos de diversas áreas del conocimiento. Las fuentes de información, conceptos y teorías se seleccionan según el criterio del investigador en función de las posibilidades descriptivas de la integración propuesta. En esta investigación se concluye que las técnicas y las estrategias de mercadeo permiten la comunicación entre las organizaciones y las comunidades. Esto posibilita que exista participación entre ambas partes y es un factor clave para el surgimiento de la relación estratégica comunitaria. Se recomienda realizar investigaciones posteriores sobre la relación estratégica comunitaria, aplicadas a organizaciones y comunidades.

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.

Determinants of portuguese wine & enotourism consumer behaviour

This study tries to understand what needs to be done to improve value perceptions and wine usage (1) Change the Portuguese wine and enotourism industry profile to adjust to huge competitive marketplace because it is still production-based; more sales than marketing oriented and the market data are less important then production and sales ones; (2) Enhance strongly the relationship between the wine and enotourism company and final consumers by “management synergies”; high “innovativeness to market”;“marketing research” and by an effective brand strategy. In this line, this paper provides an overview about strategic factors that determine the Portuguese wine and enotourism decision making process. The results of this research enable the essential features of a consumer profile of purchase and consumption to be obtained with respect to: (1) the structure of attributes - intrinsic and extrinsic - that Portuguese still wine consumers best recognise and value in determining its quality, (2) the motivational structures that encourage and guide them in their decision making process when purchasing and consuming wine and enotourism services, (3) the anticipated effect of interaction between different situations of consumption with different price bands.

On the use of headline indices to link environmental quality and income at the level of the nation state

This paper deconstructs the relationship between the Environmental Sustainability Index (ESI) and national income. The ESI attempts to provide a single figure which encapsulates environmental sustainability' for each country included in the analysis, and this allied with a 'league table' format so as to name and shame bad performers, has resulted in widespread reporting within the popular presses of a number of countries. In essence, the higher the value of the ESI then the more 'environmentally sustainable' a country is deemed to be. A logical progression beyond the use of the ESI to publicise environmental sustainability is its use within a more analytical context. Thus an index designed to simplify in order to have an impact on policy is used to try and understand causes of good and bad performance in environmental sustainability. For example the creators of the ESI claim that ESI is related to GDP/capita (adjusted for Purchasing Power Parity) such that the ESI increases linearly with wealth. While this may in a sense be a comforting picture, do the variables within the ESI allow for alternatives to the story, and if they do then what are the repercussions for those producing such indices for broad consumption amongst the policy makers, mangers, the press, etc.? The latter point is especially important given the appetite for such indices amongst non-specialists, and for all their weaknesses the ESI and other such aggregated indices will not go away. (C) 2007 Elsevier Ltd. All rights reserved.

Rainfall and runoff water quality of the Pang and Lambourn, tributaries of the River Thames, south-eastern England

The water quality of rainfall and runoff is described for two catchments of two tributaries of the River Thames, the Pang and Lambourn. Rainfall chemistry is variable and concentrations of most determinands decrease with increasing volume of catch probably due to 'wash out' processes. Two rainfall sites have been monitored, one for each catchment. The rainfall site on the Lambourn shows higher chemical concentrations than the one for the Pang which probably reflects higher amounts of local inputs from agricultural activity, Rainfall quality data at a long-term rainfall site on the Pang (UK National Air Quality Archive) shows chemistries similar to that for the Lambourn site. but with some clear differences. Rainfall chemistries show considerable variation on an event-to-event basis. Average water quality concentrations and flow-weighted concentrations as well as fluxes vary across the sites, typically by about 30%. Stream chemistry is much less variable due to the main Source of water coming from aquifer sources of high storage. The relationship between rainfall and runoff chemistry at the catchment outlet is described in terms of the relative proportions of atmospheric and within-catchment sources. Remarkably, in view of the quantity of agricultural and sewage inputs to the streams, the catchments appear to be retaining both P and N.

Quality of medicines stored together in multi-compartment compliance aids

Background and Objective: Dispensing medicines into compliance aids is a common practice in pharmacy contrary to manufacturers’ advice and studies have shown the appearance of light-sensitive tablets is compromised by such storage; we previously found evidence of reduced bioavailability at elevated temperature and humidity. Our objective was to examine the physicochemical stability of two generic atenolol tablets in different compliance aids and with aspirin co-storage at room temperature and at 40 °C/75% relative humidity. Methods: The physicochemical stability of atenolol tablets was evaluated after 28 days of storage and compared with controls by examining visual appearance, weight, disintegration, dissolution, friability and hardness to accepted standards and using a previously validated HPLC method for chemical assay. Results and Discussion: The response to storage was brand-dependent and not straightforward. With one make of atenolol (Alpharma), storage in compliance aids even at room temperature impacted on physical stability, reducing tablet hardness, with storage in Dosett® exerting a greater impact than storage in Medidos® (t-test P < 0·001). Co-storage at elevated temperature and humidity also impacted on the appearance of non-coated aspirin tablets (Angette™). The chemical stability of atenolol was not affected and we did not find evidence of changes to bioavailability with either make. Certainly data for one atenolol make (CP Pharmaceuticals) co-stored with aspirin (Angette™ and Nu-Seals) in both compliance aids at room temperature provided evidence of short-term stability. But medicines are dispensed into compliance aids in multi-factorial ways so our study highlights not only the lack of evidence but also a realization that evidence to support real practice may not be accomplished through research. Conclusion: Reassuring practitioners of the continued stability of medicines in compliance aids under the countless condition in which they are dispensed in practice may requires a different approach involving medical device regulators and more definitive professional guidance.

Meta-analysis: a unifying meta-likelihood approach framing unobserved heterogeneity, study covariates, publication bias, and study quality

OBJECTIVES: This contribution provides a unifying concept for meta-analysis integrating the handling of unobserved heterogeneity, study covariates, publication bias and study quality. It is important to consider these issues simultaneously to avoid the occurrence of artifacts, and a method for doing so is suggested here. METHODS: The approach is based upon the meta-likelihood in combination with a general linear nonparametric mixed model, which lays the ground for all inferential conclusions suggested here. RESULTS: The concept is illustrated at hand of a meta-analysis investigating the relationship of hormone replacement therapy and breast cancer. The phenomenon of interest has been investigated in many studies for a considerable time and different results were reported. In 1992 a meta-analysis by Sillero-Arenas et al. concluded a small, but significant overall effect of 1.06 on the relative risk scale. Using the meta-likelihood approach it is demonstrated here that this meta-analysis is due to considerable unobserved heterogeneity. Furthermore, it is shown that new methods are available to model this heterogeneity successfully. It is argued further to include available study covariates to explain this heterogeneity in the meta-analysis at hand. CONCLUSIONS: The topic of HRT and breast cancer has again very recently become an issue of public debate, when results of a large trial investigating the health effects of hormone replacement therapy were published indicating an increased risk for breast cancer (risk ratio of 1.26). Using an adequate regression model in the previously published meta-analysis an adjusted estimate of effect of 1.14 can be given which is considerably higher than the one published in the meta-analysis of Sillero-Arenas et al. In summary, it is hoped that the method suggested here contributes further to a good meta-analytic practice in public health and clinical disciplines.

Differential effects of temperature on fruit development and bean quality of contrasting genotypes of cacao (Theobroma cacao)

The effects of temperature and light integral on fruit growth and development of five cacao genotypes (Amelonado, AMAZ 15/15, SCA 6, SPEC 54/1 and UF 676) were studied in semi-controlled environment glasshouses in which the thermal regimes of cacao-growing regions of Brazil, Ghana and Malaysia were simulated. Fruit losses because of physiological will (cherelle will) were greater at higher temperatures and also differed significantly between genotypes, reflecting genetic differences in competition for assimilates between vegetative and reproductive components. Short-term measurements of fruit growth indicated faster growth rates at higher temperatures. In addition, a significant negative linear relationship between temperature and development time was observed. There was an effect of genotype on this relationship, such that time to fruit maturation at a given temperature was greatest for the clone UF 676 and least for AMAZ 15/15. Analysis of base temperatures, derived from these relationships indicated genetic variability in sensitivity of cacao fruit growth to temperature (base temperatures ranged from 7.5 degrees C for Amelonado and AMAZ 15/15 to 12.9 for SPEC 54/1). Final fruit size was a positive function of beam number for all genotypes and a positive function of light integral for Amelonado in the Malaysia simulated environment (where the temperature was almost constant). In simulated environments where temperature was the main variable (Brazil and Ghana) increases in temperature resulted in a significant decrease in final pod size for one genotype (Amelonado) in Brazil and for two genotypes (SPEC 54/1 and UF 676) in Ghana. It was hypothesised that pod growth duration (mediated by temperature), assimilation and beam number are all determinants of final pod size but that under specific conditions one of these factors may override the others. There was variability between genotypes in the response of beam size and beam lipid content to temperature. Negative relationships between temperature and bean size were found for Amelonado and UF 676. Lipid concentration was a curvilinear function of temperature for Amelonado and UF 676, with optimal temperatures of 23 degrees C and 24 degrees C, respectively. The variability observed here of different cacao genotypes to temperature highlights the need and opportunities for appropriate matching of planting material with local environments.

The mother-infant relationship and infant attachment in a south African peri-urban settlement

A sample of 147 mother-infant dyads was recruited from a peri-urban settlement outside Cape Town and seen at 2- and 18-months postpartum. At 18 months, 61.9% of the infants were rated as securely attached (B); 4.1% as avoidant (A); 8.2% as resistant (C); and 25.8% disorganized (D). Postpartum depression at 2 months, and indices of poor parenting at both 2 and 18 months, were associated with insecure infant attachment. The critical 2-month predictor variables for insecure infant attachment were maternal intrusiveness and maternal remoteness, and early maternal depression. When concurrent maternal sensitivity was considered, the quality of the early mother-infant relationship remained important, but maternal depression was no longer predictive. Cross-cultural differences and consistencies in the development of attachment are discussed.

Controlled trial of the short- and long-term effect of psychological treatment of post-partum depression 2. Impact on the mother-child relationship and child outcome

Background: Postnatal depression is associated with adverse child cognitive and socio-emotional outcome. It is not known whether psychological treatment affects the quality of the mother-child relationship and child outcome. Aims: To evaluate the effect of three psychological treatments on the mother-child relationship and child outcome. Method: Women with post-partum depression (n=193) were assigned randomly to routine primary care, non-directive counselling, cognitive-behavioural therapy or psychodynamic therapy The women and their children, were assessed at 43, [8 and 60 months post-partum. Results: Indications of a positive benefit were limited. All three treatments had a significant benefit on maternal reports of early difficulties in relationships with the infants, counselling gave better infant emotional and behaviour ratings at 18 months and more sensitive early mother-infant interactions. The treatments had no significant impact on maternal management of early infant behaviour problems, security of infant-mother attachment. Infant cognitive development or any child outcome at 5 years. Conclusions: Early intervention was of short-term benefit to the mother-child relationship and infant behaviour problems. More-prolonged intervention may be needed. Health visitors could deliver this.

Customer experience quality: an exploration in business and consumer contexts using repertory grid technique

This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority. Using the repertory grid technique in 40 interviews in B2B and B2C contexts, the authors find that customer experience quality is judged with respect to its contribution to value-in-use, and hence propose that value-in-use mediates between experience quality and relationship outcomes. Experience quality includes evaluations not just of the firm’s products and services but also of peer-to-peer and complementary supplier encounters. In assessing experience quality in B2B contexts, customers place a greater emphasis on firm practices that focus on understanding and delivering value-in-use than is generally the case in B2C contexts. Implications for practitioners’ customer insight processes and future research directions are suggested.

Measuring quality of life in aphasia: results from two scales

Background: Although aphasia affects quality of life (QoL), the impact within specific domains (e.g., psychosocial, communication) is poorly understood. Moreover, the complex and multidimensional nature of QoL renders it difficult to measure accurately using a single global scale. Aims: Using two recently developed QoL scales, the Stroke and Aphasia Quality of Life Scale-39, (SAQOL; Hilari, Byng, Lamping, & Smith, 2003a) and the American Speech Language Hearing Association’s Quality of Communication Life Scale (QCL; Paul et al., 2004), this study aimed to document the domains of QoL that were most affected for participants with aphasia compared to control participants, as well as to determine the relationship between the two scales, their sub-domains, and linguistic variables in aphasia. Methods & Procedures: The two scales were administered to a group of 19 participants with aphasia (14 male, 5 female), ages ranging from 27 to 79 years, and 19 age- and gender-matched control participants. Various types and severity of aphasia were represented in the aphasia group. The performances of aphasia and control groups were compared, and correlation analyses examined the relationship between the two scales and their sub-domains in the aphasia group only. Outcomes & Results: Compared to control participants, QoL was lower in participants with aphasia, with the communication sub-domain of SAQOL and socialisation/ activities sub-domain of QCL being the most affected areas of functioning. Between the two scales, the communication sub-domain of SAQOL correlated with the socialisation/ activities sub-domain and the QCL mean. Moreover, linguistic variables correlated strongly with psychosocial, communication and socialisation/activities sub-domains of QoL. Conclusions: Measuring QoL using the SAQOL and the QCL captures different but equally important aspects of experiences of living with aphasia. When interpreted together, they provide a holistic picture of functioning in aphasia that includes broad overviews of QoL from the SAQOL and a finer-grained analysis of communication impairments on QoL from the QCL.

Urban conservation areas and sustainable development: exploring the relationship

With increasing emphasis being placed on concentrating development in urban areas and improving the quality of life in British cities and towns, the importance of accommodating necessary development without compromising the valued heritage and architectural quality of urban areas is now becoming central to sustainable urban development. Urban conservation policy and practice has the potential to contribute to this and other aspects of sustainability. This paper explores this contribution and develops an analytical framework which draws out the key linkages between conservation area policy and sustainable development. The framework is then used to research the potential and actual contribution of urban conservation policy and practice in England, using a selective survey and two case studies (i.e. Winchester and Basingstoke). The main conclusions from the research are that: Conservation area policy can make a significant contribution to the principles of sustainable development; Most local planning authorities in England have not fully woken-up to this potential and have not developed policies or practices to address it; and Urban conservation policy needs to develop a more proactive approach in which local planning authorities actively guide and encourage new development with regard to use, design, layout, methods of construction, materials and energy efficiency.