La Ciudad como producto: aproximación a las estrategias de marketing del sector empresarial aplicadas en la gestión de la ciudad. La marca ciudad. el modelo de construcción de la marca ciudad en Sant Cugat

Los cambios socieoeconómicos acaecidos a partir de la segunda mitad del siglo XX, marcan el inicio de una nueva forma de gestionar las ciudades. Ahora, los territorios pasan a formar parte de un nuevo mercado donde entran en competencia con otras ciudades para captar nuevas inversiones y atraer turismo. El ciudadano pasa de ser administrado a ser cliente, que ahora exige mayor calidad en los servicios. Es, en este nuevo entorno, cuando las ciudades son consideradas como producto y se introduce el marketing en la administración de las ciudades. Se focaliza la atención en el consumidor y se implantan estrategias propias del marketing utilizadas con éxito en el sector privado. La administración pública, sin embargo, presenta unas especificaciones determinadas que limita la adopción de estas herramientas ya que los fines del sector público no coinciden plenamente con los objetivos del sector privado basados en la obtención de beneficios y el aumento de las ventas. Una de las técnicas adoptadas por las ciudades que adquiere mayor protagonismo en los últimos 15 años consiste en la creación de una marca ciudad o city branding que tiene como objetivo dotar a la ciudad de una identidad, unos valores y una personalidad que le ayude a posicionarse en el mercado y a diferenciarse del resto de la competencia. Como otras muchas ciudades, la ciudad de Sant Cugat también está en proceso de creación de su marca que le ayude a destacar de sus competidoras para atraer turismo, inversión y nuevos habitantes.

Palvelun laadun rooli brandistrategian kehittämisessä

Tutkimuksen päätavoitteena on selvittää palvelun laadun rooli brandistrategian kehittämisessä. Tutkimuksen tekeminen nähtiin tarpeelliseksi, sillä palvelun laadun roolia brandistrategian kehittämisessä ei ole aiemmin paljolti tutkittu. Normatiivisella case-tutkimuksella pyritään löytämään konkreettisia brandistrategian kehittämiskohteita case-yritykselle niin strategisella kuin myös operationaalisella tasolla. Case-yrityksen toimiala ja tilanne huomioiden normatiiviselle case-tutkimukselle luodaan perusta tutkimuksen teoreettisessa osassa sovellettavilla teoreettisilla näkemyksillä ja malleilla. Tutkimusta käsitellään sekä kvalitatiivisten että kvantitatiivisten tutkimusmenetelmien keinoin. Tutkimuksen empiirinen osio perustuu yrityksen henkilökunnan haastatteluihin, tutkijan havainnointiin sekä case—yrityksen asiakkaille suoritettavaan asiakastutkimukseen. Tutkimus osoittaa, että palvelun laadun rooli on merkittävässä asemassa palveluyritysten brandistrategian kehittämisessä ja on samalla tärkein yksittäinen asiakastyytyväisyyteen vaikuttava tekijä. Tutkimus tuo esille konkreettisia toimenpide-ehdotuksia, jotka auttavat case-yritystä kehittämään brandistrategiaansa ja auttaa siten yritystä saavuttamaan kilpailuetua muuttuvassa toimintaympäristössä.

Managing Brand Equity over Time

The main concept of this paper is managing brand equity over time. In the theoretical section, a necessary basis for managing brand equity is first built by reviewing the most important themes related to branding. After this the concept of brand equity is discussed thoroughly, and a framework is built for managing brand equity over time. The empirical section illustrates how the case company, Masku, has built its brand equity over the history of the company. What can be derived from this research is that the process of managing brand equity over time can be an implicit process, and means of reinforcing the brand are often used without specific emphasis to generate business.

Welfare loss with municipal amalgamations and the willingness-to-pay for the municipality name

Functional advantages and drawbacks are commonly mentioned to rationally justify or condemn municipality amalgamations. However, many consolidation projects are resisted by local governments or citizens on the grounds that amalgamation would dampen local identity. A municipality's name change is probably the most visible sign of the loss of community bond experienced by citizens at amalgamation time. This article aims to put a value on this loss by measuring citizen willingness to pay for their city name. This methodological approach innovates upon the literature on municipal amalgamation and place branding by exploiting the versatility of the so-called contingent valuation method (CVM). CVM confronts respondents, in a survey setting, with a hypothetical market in which a characteristic of interest is exchanged. Here the characteristic is the possibility to retain one's city name for an amalgamated jurisdiction. The article presents the estimates provided by a survey conducted in four Swiss cities.

Identificació de nous gens que participen en la remodelació del sistema traqueal de Drosophila melanogaster

Un dels organismes model més utilitzats en experimentació genètica és la Drosophila melanogaster ja que la facilitat de manipulació genètica i la seva simplicitat permeten estudiar processos biològics amb múltiples aplicabilitats en diferents àmbits d’estudi com el desenvolupament embrionari i la morfogènesis. La morfogènesi es un dels esdeveniments més importants durant el desenvolupament embrionari que permet la formació dels diferent teixits i òrgans, i que depèn de l'expressió genètica i de l'activació i coordinació de diferents vies de senyalització. Entendre com es coordinen aquest processos es fonamental per conèixer com es forma un òrgan. Així, l’objectiu principal d’aquest Treball de Final de Grau és identificar nous gens implicats en la formació del sistema traqueal (el nostre òrgan model) mitjançant un mini-­‐cribratge funcional de gens que s’expressen en la tràquea, a més de generar eines per a l'estudi de la via de senyalització FGF/Bnl durant la remodelació del sistema traqueal mitjançant la tècnica de knock in. Per a dur-­‐ho a terme, amb el suport de la base de dades de Gens i Genomes de Drosophila melanogaster (mod-­‐ENCODE Tissue Expression Data) s’han seleccionat gens candidats expressats a la tràquea en estat larvari. Un cop identificats, s'ha estudiat la seva possible funció en el desenvolupament de les tràquees mitjançant el seu silenciament amb el sistema UAS-­‐Gal4. Així hem vist que Vein (CG10491), CG17098, No Ocelli (CG4491) i Peptidasa (CG4017) presenten diversos fenotips que afecten la formació dels traqueoblasts. També hem vist que Vein, lligand de la via EGF és necessari per a la proliferació i supervivència de les cèl·∙lules traqueals del sac aeri. Finalment s’ha iniciat la generació d'un knock in en el gen branchless (bnl). Per aquest motiu s'han amplificat les regions 5’ i 3’ de l’exó 2 del gen Bnl i s'ha iniciat la seva clonació dirigida al vector de destí pTV-­‐Cherry. Aquesta tècnica generarà eines que permetran entendre la funció del gen bnl durant la remodelació del sistema traqueal.

Managing induced tourism image : relational patterns and the life cycle

The tourism image is an element that conditions the competitiveness of tourism destinations by making them stand out in the minds of tourists. In this context, marketers of tourism destinations endeavour to create an induced image based on their identity and distinctive characteristics.A number of authors have also recognized the complexity of tourism destinations and the need for coordination and cooperation among all tourism agents, in order to supply a satisfactory tourist product and be competitive in the tourism market. Therefore, tourism agents at the destination need to develop and integrate strategic marketing plans.The aim of this paper is to determine how cities of similar cultures use their resources with the purpose of developing a distinctive induced tourism image to attract tourists and the extent of coordination and cooperation among the various tourism agents of a destination in the process of induced image creation.In order to accomplish these aims, a comparative analysis of the induced image of two cultural cities is presented, Girona (Spain) and Perpignan (France). The induced image is assessed through the content analysis of promotional brochures and the extent of cooperation with in-depth interviews of the main tourism agents of these destinations.Despite the similarities of both cities in terms of tourism resources, results show the use of different attributes to configure the induced image of each destination, as well as a different configuration of the network of tourism agents that participate in the process of induced image creation

The cutting of cocaine and heroin: a critical review

The illicit drug cutting represents a complex problem that requires the sharing of knowledge from addiction studies, toxicology, criminology and criminalistics. Therefore, cutting is not well known by the forensic community. Thus, this review aims at deciphering the different aspects of cutting, by gathering information mainly from criminology and criminalistics. It tackles essentially specificities of cocaine and heroin cutting. The article presents the detected cutting agents (adulterants and diluents), their evolution in time and space and the analytical methodology implemented by forensic laboratories. Furthermore, it discusses when, in the history of the illicit drug, cutting may take place. Moreover, researches studying how much cutting occurs in the country of destination are analysed. Lastly, the reasons for cutting are addressed. According to the literature, adulterants are added during production of the illicit drug or at a relatively high level of its distribution chain (e.g. before the product arrives in the country of destination or just after its importation in the latter). Their addition seems hardly justified by the only desire to increase profits or to harm consumers' health. Instead, adulteration would be performed to enhance or to mimic the illicit drug effects or to facilitate administration of the drug. Nowadays, caffeine, diltiazem, hydroxyzine, levamisole, lidocaïne and phenacetin are frequently detected in cocaine specimens, while paracetamol and caffeine are almost exclusively identified in heroin specimens. This may reveal differences in the respective structures of production and/or distribution of cocaine and heroin. As the relevant information about cutting is spread across different scientific fields, a close collaboration should be set up to collect essential and unified data to improve knowledge and provide information for monitoring, control and harm reduction purposes. More research, on several areas of investigation, should be carried out to gather relevant information.

Travellers' profile, travel patterns and vaccine practices-a 10-year prospective study in a Swiss Travel Clinic.

BACKGROUND: The travel clinic in Lausanne serves a catchment area of 700 000 of inhabitants and provides pre- and post-travel consultations. This study describes the profile of attendees before departure, their travel patterns and the travel clinic practices in terms of vaccination over time. METHODS: We included all pre-travel first consultation data recorded between November 2002 and December 2012 by a custom-made program DIAMM/G. We analysed client profiles, travel characteristics and vaccinations prescribed over time. RESULTS: Sixty-five thousand and forty-six client-trips were recorded. Fifty-one percent clients were female. Mean age was 32 years. In total, 0.1% were aged <1 year and 0.2% ≥80 years. Forty-six percent of travellers had pre-existing medical conditions. Forty-six percent were travelling to Africa, 35% to Asia, 20% to Latin America and 1% (each) to Oceania and Europe; 19% visited more than one country. India was the most common destination (9.6% of travellers) followed by Thailand (8.6%) and Kenya (6.4%). Seventy-three percent of travellers were planning to travel for ≤ 4 weeks. The main reasons for travel were tourism (75%) and visiting friends and relatives (18%). Sixteen percent were backpackers. Pre-travel advice were sought a median of 29 days before departure. Ninety-nine percent received vaccine(s). The most frequently administered vaccines were hepatitis A (53%), tetanus-diphtheria (46%), yellow fever (39%), poliomyelitis (38%) and typhoid fever (30%). CONCLUSIONS: The profile of travel clinic attendees was younger than the general Swiss population. A significant proportion of travellers received vaccinations that are recommended in the routine national programme. These findings highlight the important role of travel clinics to (i) take care of an age group that has little contact with general practitioners and (ii) update vaccination status. The most commonly prescribed travel-related vaccines were for hepatitis A and yellow fever. The question remains to know whether clients do attend travel clinics because of compulsory vaccinations or because of real travel health concern or both.

Turismo Gastronómico: la gestión de las DMOs en la promoción en línea de gastroregiones europeas

El presente trabajo de investigación se ha enfocado principalmente en el estudio de la promoción turística en línea que realizan las DMOs (Destination Management Organization) de regiones gastronómicas de Europa. Se parte de la comprensión de que el turismo gastronómico es un tema que en la actualidad requiere de aportación académica para entender su dinámica y que hablar de gastronomía es referirse a turismo cultural

La Iluminación de las ciudades y su imagen nocturna: caso de Lyon y Barcelona

Este trabajo pretende estudiar el uso que se hace de la iluminación para la puesta en valor del patrimonio. Aquí veremos las medidas, normativas, y usos que emplea la ciudad en el espacio nocturno y la relación que tiene con el turismo. Ver si se transmite a través de la imagen inducida nocturna de la ciudad. En un segundo tiempo, miraremos si esas medidas influyen en la imagen del destino. Es decir, si las intenciones de los agentes inductivos, con las medidas, proyectos y normativas se ven reflejados y presentes en las imágenes inducidas del destino

Anàlisi de la imatge turística projectada a través del cinema: el cas de Barcelona

L’objectiu principal d’aquest estudi és explorar el rol del cinema com a generador d’imatge de la destinació turística. El cinema és capaç de promoure, confirmar i reforçar les imatges, les opinions i la identitat d’una destinació de manera molt poderosa

El Turisme i el món de la moda: el cas concret de Barcelona

L'objectiu principal d’aquest estudi és determinar la rellevància del turisme de moda en una destinació turística. El cas concret d’estudi és la ciutat de Barcelona

Tratamento dos resíduos gerados na síntese de polianilina em escala pré-piloto

Polyaniline (PAni) is one of the most studied conducting polymer. It can be synthesized by two methods: electrochemical or chemical oxidation. The chemical oxidation is more adequate to produce large quantities of polymer. Regardless of the synthesis scale, the treatment of the residues before its final destination is very important and necessary because it contains toxic aniline derivatives (carcinogens in some cases), acids and inorganic salts, both with low toxicity. In this work we discuss the methods used to treat these residues and to eliminate and discard the toxic substances. These were extracted from the reaction residues by using activated coal and the pH of the residue was neutralized.

G+: Enhanced Traffic Grooming in WDM Mesh Networks using Lighttours

In this article, a new technique for grooming low-speed traffic demands into high-speed optical routes is proposed. This enhancement allows a transparent wavelength-routing switch (WRS) to aggregate traffic en route over existing optical routes without incurring expensive optical-electrical-optical (OEO) conversions. This implies that: a) an optical route may be considered as having more than one ingress node (all inline) and, b) traffic demands can partially use optical routes to reach their destination. The proposed optical routes are named "lighttours" since the traffic originating from different sources can be forwarded together in a single optical route, i.e., as taking a "tour" over different sources towards the same destination. The possibility of creating lighttours is the consequence of a novel WRS architecture proposed in this article, named "enhanced grooming" (G+). The ability to groom more traffic in the middle of a lighttour is achieved with the support of a simple optical device named lambda-monitor (previously introduced in the RingO project). In this article, we present the new WRS architecture and its advantages. To compare the advantages of lighttours with respect to classical lightpaths, an integer linear programming (ILP) model is proposed for the well-known multilayer problem: traffic grooming, routing and wavelength assignment The ILP model may be used for several objectives. However, this article focuses on two objectives: maximizing the network throughput, and minimizing the number of optical-electro-optical conversions used. Experiments show that G+ can route all the traffic using only half of the total OEO conversions needed by classical grooming. An heuristic is also proposed, aiming at achieving near optimal results in polynomial time

Pensamiento geográfico versus teoría de la comunicación. Hacia un modelo de análisis comunicativo del paisaje

The study of the communicative implications related to landscapes opens a wide range of possibilities concerning the treatment of the communication and landscape relationship. Issues such as the effects of the landscape on the processes of human communication (intrapersonal and interpersonal communication), the follow-up of the communicative processes by means of which the landscape becomes an object of trade (mass communication), the construction of individual and collective imaginaries arising from the citizenship and landscape exchange and, recently, the construction of territorial identities through the production of a brand image of a city or country (i. e., tourist promotion, city marketing and branding). All of them have important implications in the contemporary societies. For that reason, it appears almost essential to progress towards a communicative landscape model, a target which becomes possible if we interrelate geography and communication studies, two fields apparently unrelated one another concerning their origins and practice, although they are very close if we look at the recent evolution of their paradigms and the approach to certain concepts, such as space and landscape.