Culturas escolares y distinción social

La presente ponencia se inscribe en el proyecto "Escolarización de la elites: el papel de las escuelas privadas polimodal de la provincia de Buenos Aires en la formación de los sectores altos y medios altos", radicado en el Departamento de Ciencias de la Educación de la UNLP. Nos centramos en el análisis de los perfiles y estrategias institucionales y propuestas pedagógicas de la red de establecimientos privados del nivel medio de educación de la provincia de Buenos Aires. A fin de lograr una mejor caracterización de los componentes del ideario pedagógico escolar que animan a dichas instituciones, consideramos necesario recorrer los "discursos de sí" que las mismas construyen. El estudio de los establecimientos que atienden a jóvenes de familias acomodadas permite una primera caracterización de los modelos de escolarización propuesto por las escuelas. Así, las políticas de marketing educativo, el ideario institucional, el proyecto institucional, el perfil de joven que se aspira formar, son elementos centrales para comprender los procesos de elección de doble vía: desde las familias hacia las instituciones y de estas a las familias, como la forma en que las elites escolares y las instituciones "de excelencia" construyen socialmente la imagen del privilegio y del éxito escolar

The influence of social communications networks on intentions to purchase on the web

Despite the increased offering of online communication channels to support web-based retail systems, there is limited marketing research that investigates how these channels act singly, or in combination with offline channels, to influence an individual's intention to purchase online. If the marketer's strategy is to encourage online transactions, this requires a focus on consumer acceptance of the web-based transaction technology, rather than the purchase of the products per se. The exploratory study reported in this paper examines normative influences from referent groups in an individual's on and offline social communication networks that might affect their intention to use online transaction facilities. The findings suggest that for non-adopters, there is no normative influence from referents in either network. For adopters, one online and one offline referent norm positively influenced this group's intentions to use online transaction facilities. The implications of these findings are discussed together with future research directions.

Investigating social entrepreneurship: A multidimensional model

Social entrepreneurship is an emerging area of investigation within the entrepreneurship and not-for-profit marketing literatures. A review of the literature emerging from a number of domains reveals that it is fragmented and that there is no coherent theoretical framework. In particular, current conceptualizations of social entrepreneurship fail to adequately consider the unique characteristics of social entrepreneurs and the context within which they must operate. Using grounded theory method and drawing on nine in-depth case studies of social entrepreneurial not-for-profit organizations, this paper addresses this research gap and develops a bounded multidimensional model of social entrepreneurship. Implications for social entrepreneurship theory, management practice, and policy directions are discussed.

The network structure of a regional tourism organization: Application of he social network theory in one region of Queensland

Regional tourism organizations (RTOs) plays a central role in planning, coordinating and marketing tourism in many areas, including Queensland, Australia. RTOs rely on interaction with a network of other organizations for their efficient functioning. This paper describes an exploratory case study that develops a method for use of social network analysis techniques to analyse the inter-organizational network in one RTO region in Queensland. Results indicate that differences exist in the structure of inter-organizational links between commercial tourism organizations and planning organizations, between tourism organizations and other sectoral clusters, and between organizations at local, regional and state levels. The results highlight areas or improvement in the role and responsibilities of RTOs in Queensland.

Customers as spatial and social influencers on other customers in the social-servicescape

In marketing, considerable attention has been devoted both to the understanding of consumer behaviour and the impact of the physical environment on the behaviour of consumers within these settings. Yet surprisingly, little attention has been given to the influence of customers on other customers in such settings. But within the environment it could be argued that social stimuli are likely to receive more attention than non-social or physical stimuli (Guerin, 1993). Psychologists have asserted that the mere presence (or absence) of people will affect the behaviour of others. Thus we argue in this paper that customers impact on other customers within the social servicescape. This paper presents the findings of an observational study of 225 episodes which took place within a selected servicescape - four cafes. We found that the presence of other customers appeared to positively influence duration of the stay (social influence), and that customers appeared to exhibit a desire for the presence of other customers in this social setting in that customers appeared to be drawn spatially to where customers were already seated (spatial influence). We draw from psychology, in particular, social facilitation theory (Platania and Morin, 2001; Zajonc, 1965), affiliative conflict theory (Argyle and Dean 1965; Knowles 1980, 1989) and from psychology and sociology in terms of the basic emotional need for a “sense of belonging” (Hagerty, Williams and Oe 2002) in order to develop the conceptual framework for this study. Theoretical and managerial implications of our findings are discussed, as well as directions for further research.