Neuromarketing : una forma de romper los paradigmas del marketing convencional

Actualmente las empresas se enfrentan a un entorno cambiante donde la competencia es cada vez mayor y el gran desafío es lograr la fidelización de los clientes, debido a esto, es necesario buscar métodos que permitan conocer más a fondo sus necesidades, gustos y percepciones. Este trabajo de investigación le permitirá al lector conocer acerca del surgimiento, desarrollo y aplicación del Neuromarketing, como respuesta a las necesidades competitivas de las empresas en un mercado globalizado. En este mismo sentido, el lector podrá comprender: los factores determinantes al momento de comprar, las técnicas que emplea el Neuromarketing para conocer y entender a los clientes, así como los experimentos y los casos reales en los cuales se han utilizado estas técnicas para fidelizar a los compradores con un determinado producto o marca.

Proyecto de investigación: Vida y Muerte Empresarial, estudios empíricos de perdurabilidad, empresas perdurables saludables, Premio Empresario Colombiano al Año, Mariposa Lorenz, Caso: Productos Ramo S.A.

La Universidad del Rosario, junto a la facultad de Administración, anualmente hace entrega del Premio "Mariposa de Lorenz" al empresario más destacado del año, por su dirección estratégica, eficiencia operacional, responsabilidad social y ética empresarial. Este premio se realiza con el propósito de reconocer la perdurabilidad de las empresas colombianas. Para esta investigación se hizo un análisis del Caso - Productos Ramo S.A. Empresa que en el año 2007 recibió este premio - la cual tenía como fin estudiar el por qué la empresa había sido escogida como ganadora tomando 3 disciplinas de la administración: dirección, gerencia e internacionalización, todas llevando un mismo hilo conductor a: la perdurabilidad. Los resultados obtenidos a los largo de toda la investigación llevaron a que la empresa ha sido perdurable gracias a la unión interna que ha mantenido a los largo de los años, fundamentada en políticas, valores y principios claros que han hecho de Productos Ramo S.A. Líderes en su sector.

Análisis comparativo financiero de las empresas galardonadas y nominadas al premio Mariposa Lorenz.

El estudio de la perdurabilidad empresarial permite pensar cómo sobreviven las empresas a variables endógenas cómo exógenas de su entorno. Una de las variables exógenas de alta importancia son los créditos financieros. El acceso al crédito para empresas que están en constante inversión, crecimiento, desarrollo, transformación cultural como también la internacionalización, son fundamentales para poder convertirse en empresas perdurables en el tiempo, y es aquí donde otras variables exógenas del mercado, como crisis, expansión, tratados de libre comercio, entre otras, juegan un papel fundamental en su proceso de crecimiento haciendo indispensable el financiamiento de sus proyectos y el apalancamiento de los mismos. Uno de los problemas de las empresas del mercado financiero Colombiano son las altas tasas de interés, las cuales han ocasionado las empresas se vean en la obligación de tener un respaldo financiero alto para poder reaccionar ante sus deudas y cualquier imprevisto en el mercado cambiante y sin paradigmas en el que nos desarrollamos. La presente investigación, busca hacer un acercamiento al comportamiento financiero de las empresas perdurables que obtuvieron el premio Empresario Colombiano del Año Mariposa Lorenz de la Universidad del Rosario , teniendo en cuenta el análisis comparativo de indicadores financieros como Liquidez, Endeudamiento, Actividad y Rentabilidad, ligados a áreas estratégicas como lo son Dirección y Gerencia a partir de la exploración de una encuesta que consta de 47 preguntas en dónde se destacan las que tienen mayor relación con los aspectos anteriormente mencionados.

Esencialismo psicológico: Herramienta conceptual para estudiar la discriminación de la mujer en Colombia.

El esencialismo psicológico es una teoría legal concerniente a la naturaleza de los grupos humanos, y se presenta como la tendencia a creer que los miembros de un grupo tienen una esencia o naturaleza subyacente que define su identidad. El esencialismo psicológico plantea a partir de determinismos causales, diferencias entre grupos y categorías sociales. Para identificar la presencia de creencias esencialistas sobre el género en el discurso de hombres y mujeres colombianos, se realizó un análisis de contenido de cuatro grupos focales, dos de los cuales estaban conformados por hombres y dos por mujeres, discutiendo alrededor de una temática común: las posibles implicaciones sociales de ser mujer en Colombia. La información fue registrada en medio audio y el análisis cualitativo se realizó con la ayuda del software Atlas-Ti, versión 7.0. El proceso de codificación inicial estuvo informado por la revisión de literatura que generó categorías orientadoras. Posteriormente se identificaron categorías emergentes, y se procedió a contrastar la información de los dos tipos de categorías (teóricas y empíricas), para finalmente reflexionar acerca del pensamiento esencialista y la discriminación de género enfocado en la mujer. Se identificó que tanto hombres como mujeres, recurrieron a explicaciones esencialistas, como determinantes culturales, sociales y biológicos para explicar o justificar las desigualdades en el poder social entre los grupos. Sin embargo, se identificaron también ideas no esencialistas contrarias al sistema de creencias esencialistas, en cuanto a la percepción de cambio social de la situación de la mujer en el país.

Efectos de la crisis económica europea en el panorama migratorio colombiano. Estudio de caso: migración laboral española en Colombia (2008-2013)

Actualmente, Colombia se encuentra inserta en dinámicas migratorias internacionales, no sólo como país expulsor de estos flujos, sino como destino y país de tránsito; la transformación que ha tenido el panorama migratorio colombiano es reciente y obedece a múltiples factores de carácter interno y externo. El fortalecimiento de la economía colombiana y la coyuntura de la crisis económica española han creado un ambiente propicio para la llegada de una migración laboral altamente calificada proveniente de España. Esta situación no sólo ha configurado al país por primera vez como un destino migratorio, sino ha puesto en evidencia la necesidad de una política migratoria eficaz y capaz de enfrentar los desafíos que impone la nueva realidad migratoria.

Symmetry breaking, mixing, instability, and low frequency variability in a minimal Lorenz-like system

Starting from the classical Saltzman two-dimensional convection equations, we derive via a severe spectral truncation a minimal 10 ODE system which includes the thermal effect of viscous dissipation. Neglecting this process leads to a dynamical system which includes a decoupled generalized Lorenz system. The consideration of this process breaks an important symmetry and couples the dynamics of fast and slow variables, with the ensuing modifications to the structural properties of the attractor and of the spectral features. When the relevant nondimensional number (Eckert number Ec) is different from zero, an additional time scale of O(Ec−1) is introduced in the system, as shown with standard multiscale analysis and made clear by several numerical evidences. Moreover, the system is ergodic and hyperbolic, the slow variables feature long-term memory with 1/f3/2 power spectra, and the fast variables feature amplitude modulation. Increasing the strength of the thermal-viscous feedback has a stabilizing effect, as both the metric entropy and the Kaplan-Yorke attractor dimension decrease monotonically with Ec. The analyzed system features very rich dynamics: it overcomes some of the limitations of the Lorenz system and might have prototypical value in relevant processes in complex systems dynamics, such as the interaction between slow and fast variables, the presence of long-term memory, and the associated extreme value statistics. This analysis shows how neglecting the coupling of slow and fast variables only on the basis of scale analysis can be catastrophic. In fact, this leads to spurious invariances that affect essential dynamical properties (ergodicity, hyperbolicity) and that cause the model losing ability in describing intrinsically multiscale processes.

Evidence of dispersion relations for the nonlinear response of the Lorenz 63 system

Along the lines of the nonlinear response theory developed by Ruelle, in a previous paper we have proved under rather general conditions that Kramers-Kronig dispersion relations and sum rules apply for a class of susceptibilities describing at any order of perturbation the response of Axiom A non equilibrium steady state systems to weak monochromatic forcings. We present here the first evidence of the validity of these integral relations for the linear and the second harmonic response for the perturbed Lorenz 63 system, by showing that numerical simulations agree up to high degree of accuracy with the theoretical predictions. Some new theoretical results, showing how to derive asymptotic behaviors and how to obtain recursively harmonic generation susceptibilities for general observables, are also presented. Our findings confirm the conceptual validity of the nonlinear response theory, suggest that the theory can be extended for more general non equilibrium steady state systems, and shed new light on the applicability of very general tools, based only upon the principle of causality, for diagnosing the behavior of perturbed chaotic systems and reconstructing their output signals, in situations where the fluctuation-dissipation relation is not of great help.

Between the lines: Konrad Wolf's 'Mama, ich lebe' and the dilemmas of betrayal

The article offers a close reading of Konrad Wolf’s anti-fascist Second World War film 'Mama, ich lebe' (DEFA, 1977). 'Mama, ich lebe', like all East German films about the Nazi past, deals with the re-founding of post-war Germany. Unlike the usual approach which focused on political redemption of the past crimes, Wolf’s approach explores rupture and failure of political agency as the pre-condition for a new beginning. The rupture is effected by the defection of four Wehrmacht soldiers who decide to cooperate with the Soviet enemy. Their betrayal of the national collective is ethically motivated and arises from their responsibility for the Soviet ‘other’. Its radicalness opens up a moment of utopian freedom and conciliation for the traitors. Yet the back side of betrayal is insecurity and confliction with regard to their role and roots. While the four meet their role as traitors with self-deception about their ambivalent position, they are eventually forced to acknowledge their position as one of self-defeat. Their ‘ethical betrayal’ (Parikh 2009) does therefore not lead to utopian fulfilment but to the traitors’ expiatory sacrifice as the only form of accountability and self-justification. In Wolf’s film antifascism as a tale of political redemption is thus revised and becomes a tale of necessary individual atonement.

Estimating Lorenz's reference state in an ocean with a nonlinear equation of state for seawater

The study of the mechanical energy budget of the oceans using Lorenz available potential energy (APE) theory is based on knowledge of the adiabatically re-arranged Lorenz reference state of minimum potential energy. The compressible and nonlinear character of the equation of state for seawater has been thought to cause the reference state to be ill-defined, casting doubt on the usefulness of APE theory for investigating ocean energetics under realistic conditions. Using a method based on the volume frequency distribution of parcels as a function of temperature and salinity in the context of the seawater Boussinesq approximation, which we illustrate using climatological data, we show that compressibility effects are in fact minor. The reference state can be regarded as a well defined one-dimensional function of depth, which forms a surface in temperature, salinity and density space between the surface and the bottom of the ocean. For a very small proportion of water masses, this surface can be multivalued and water parcels can have up to two statically stable levels in the reference density profile, of which the shallowest is energetically more accessible. Classifying parcels from the surface to the bottom gives a different reference density profile than classifying in the opposite direction. However, this difference is negligible. We show that the reference state obtained by standard sorting methods is equivalent, though computationally more expensive, to the volume frequency distribution approach. The approach we present can be applied systematically and in a computationally efficient manner to investigate the APE budget of the ocean circulation using models or climatological data.

Comparing hybrid data assimilation methods on the Lorenz 1963 model with increasing nonlinearity

We systematically compare the performance of ETKF-4DVAR, 4DVAR-BEN and 4DENVAR with respect to two traditional methods (4DVAR and ETKF) and an ensemble transform Kalman smoother (ETKS) on the Lorenz 1963 model. We specifically investigated this performance with increasing nonlinearity and using a quasi-static variational assimilation algorithm as a comparison. Using the analysis root mean square error (RMSE) as a metric, these methods have been compared considering (1) assimilation window length and observation interval size and (2) ensemble size to investigate the influence of hybrid background error covariance matrices and nonlinearity on the performance of the methods. For short assimilation windows with close to linear dynamics, it has been shown that all hybrid methods show an improvement in RMSE compared to the traditional methods. For long assimilation window lengths in which nonlinear dynamics are substantial, the variational framework can have diffculties fnding the global minimum of the cost function, so we explore a quasi-static variational assimilation (QSVA) framework. Of the hybrid methods, it is seen that under certain parameters, hybrid methods which do not use a climatological background error covariance do not need QSVA to perform accurately. Generally, results show that the ETKS and hybrid methods that do not use a climatological background error covariance matrix with QSVA outperform all other methods due to the full flow dependency of the background error covariance matrix which also allows for the most nonlinearity.

Fitting Lorenz curves

This paper presents a functional form, linear in the parameters, to deal with income distribution and Lorenz curves. The function is fitted to the Brazilian income distribution. Data standard deviations were estimated from year-to-year variation of the income share. (C) 2010 Elsevier B.V. All rights reserved.

FAST, PARALLEL AND SECURE CRYPTOGRAPHY ALGORITHM USING LORENZ`S ATTRACTOR

A novel cryptography method based on the Lorenz`s attractor chaotic system is presented. The proposed algorithm is secure and fast, making it practical for general use. We introduce the chaotic operation mode, which provides an interaction among the password, message and a chaotic system. It ensures that the algorithm yields a secure codification, even if the nature of the chaotic system is known. The algorithm has been implemented in two versions: one sequential and slow and the other, parallel and fast. Our algorithm assures the integrity of the ciphertext (we know if it has been altered, which is not assured by traditional algorithms) and consequently its authenticity. Numerical experiments are presented, discussed and show the behavior of the method in terms of security and performance. The fast version of the algorithm has a performance comparable to AES, a popular cryptography program used commercially nowadays, but it is more secure, which makes it immediately suitable for general purpose cryptography applications. An internet page has been set up, which enables the readers to test the algorithm and also to try to break into the cipher.

A cooperação internacional na terceira onda de democratização: o hibridismo da Fundação Konrad Adenauer e a experiência brasileira

O final do século passado foi marcado por um movimento global de grande magnitude, protagonizado por aproximadamente 30 países que deixaram o autoritarismo e adotaram a democracia como regime de governo. Tal processo Huntington (1991) denominou de “Terceira Onda de Democratização” e foi caracterizado pela participação de múltiplos atores e motivado por diferentes fatores. O objetivo desse trabalho é analisar a particularidade da atuação dos atores internacionais como uma das causas desse enorme movimento democratizador. Para a realização dessa empreitada, elegeu-se como objeto de estudo a atuação da Fundação Konrad Adenauer e sua experiência de atuação no Brasil como promotora dos valores democráticos durante a ditadura militar até o início da redemocratização. O estudo introduz o conceito de “ator híbrido” para referir-se às Fundações Políticas alemãs. Por este termo, entende-se a natureza tanto social (vinculada a partidos políticos) como estatal (atores da cooperação internacional alemã) de tais Fundações. O hibridismo da Fundação Konrad Adenauer e seu engajamento internacional refletem o contexto geopolítico da Guerra Fria e a história política da Alemanha do pós-guerra, que fez da cooperação internacional, em particular a promoção da democracia, um caminho para sua nova inserção no cenário mundial. Assim, a dissertação percorre as causas internacionais da Terceira Onda e os diferentes modos de difusão dos valores democráticos, com maior destaque para a cooperação internacional. Prepara-se, desse modo, o terreno para analisar a relevância para a Alemanha da cooperação internacional e da atuação mundial das Fundações Políticas. Esse arcabouço teórico fornece os subsídios necessários para compreender e apontar as especificidades da atuação da Fundação Konrad Adenauer, ator internacional da Terceira Onda de Democratização. Tais especificidades são evidenciadas na análise de seu modus operandi no Brasil, uma vez que a experiência brasileira demonstra como seu caráter híbrido foi essencial para contornar os evidentes obstáculos inerentes ao contexto político autoritário e promover idéias e atores em prol da democracia.