The value of cultural assets. Maintenance Costs and economic sustainability at heritage

Under the 12th International Conference on Building Materials and Components is inserted this communication related to the field of management of those assets that constitute the Spanish Cultural Heritage and maintenance. This work is related to the field of management of those assets that constitute the Spanish Cultural Heritage which share an artistic or historical background. The conservation and maintenance become a social demand necessary for the preservation of public values, requiring the investment of necessary resources. The legal protection involves a number of obligations and rights to ensure the conservation and heritage protection. The duty of maintenance and upkeep exceeds the useful life the property that must endure more for their cultural value for its usability. The establishment of the necessary conditions to prevent deterioration and precise in order to fulfill its social function, seeking to prolong the life of the asset, preserving their physical integrity and its ability to convey the values protected. This obligation implies a substantial financial effort to the holder of the property, either public or private entity, addressing a problem of economic sustainability. Economic exploitation, with the aim of contributing to their well-maintained, is sometimes the best way to get resources. The work will include different lines of research with the following objectives. - Establishment of processes for assessing total costs over the building life cycle (LCC), during the planning stages or maintenance budgets to determine the most advantageous operating system. - Relationship between the value of property and maintenance costs, and establishing a sensitivity analysis.

Social attitude toward sustainable development in 2025: A case for reinforcing scenario design

This paper shows the role that some foresight tools, such as scenario design, may play in exploring the future impacts of global challenges in our contemporary Society. Additionally, it provides some clues about how to reinforce scenario design so that it displays more in-depth analysis without losing its qualitative nature and communication advantages. Since its inception in the early seventies, scenario design has become one of the most popular foresight tools used in several fields of knowledge. Nevertheless, its wide acceptance has not been seconded by the urban planning academic and professional realm. In some instances, scenario design is just perceived as a story telling technique that generates oversimplified future visions without the support of rigorous and sound analysis. As a matter of fact, the potential of scenario design for providing more in-depth analysis and for connecting with quantitative methods has been generally missed, giving arguments away to its critics. Based on these premises, this document tries to prove the capability of scenario design to anticipate the impacts of complex global challenges and to do it in a more analytical way. These assumptions are tested through a scenario design exercise which explores the future evolution of the sustainable development paradigm (SD) and its implications in the Spanish urban development model. In order to reinforce the perception of scenario design as a useful and added value instrument to urban planners, three sets of implications –functional, parametric and spatial— are displayed to provide substantial and in-depth information for policy makers. This study shows some major findings. First, it is feasible to set up a systematic approach that provides anticipatory intelligence about future disruptive events that may affect the natural environment and socioeconomic fabric of a given territory. Second, there are opportunities for innovating in the Spanish urban planning processes and city governance models. Third, as a foresight tool, scenario design can be substantially reinforced if proper efforts are made to display functional, parametric and spatial implications generated by the scenarios. Fourth, the study confirms that foresight offers interesting opportunities for urban planners, such as anticipating changes, formulating visions, fostering participation and building networks

Definición de un nuevo modelo de negocio sostenible y aplicable a la nueva realidad de negocios y social para la convergencia de operadores de telecomunicación e Internet

La presente tesis analiza la integración del sector de las telecomunicaciones con los de TI y medios que conforman el actual hiper-sector de las TIC, para abordar una propuesta de valor que se plantea a dos niveles. Se expone de un lado, la iniciativa WIMS 2.0, que aborda los aspectos tecnológicos y estratégicos de la convergencia telco e Internet para, posteriormente, definir un nuevo modelo de negocio, que adaptado al nuevo sector integrado y siguiendo paradigmas inéditos como los que plantea la innovación abierta, permita generar nuevos flujos de ingresos en áreas no habituales para los operadores de telecomunicaciones. A lo largo del capítulo 2, el lector encontrará la contextualización del entorno de las comunicaciones de banda ancha desde tres vertientes: los aspectos tecnológicos, los económicos y el mercado actual, todo ello enfocado en una dimensión nacional, europea y mundial. Se establece de esta manera las bases para el desarrollo de los siguientes capítulos al demostrar cómo la penetración de la banda ancha ha potenciado el desarrollo de un nuevo sistema de valor en el sector integrado de las TIC, alrededor del cual surgen propuestas de modelos de negocio originales que se catalogan en una taxonomía propia. En el tercer capítulo se detalla la propuesta de valor de la iniciativa WIMS 2.0, fundada y liderada por el autor de esta tesis. WIMS 2.0, como iniciativa abierta, se dirige a la comunidad como una propuesta de un nuevo ecosistema y como un modelo de referencia integrado sobre el que desplegar servicios convergentes. Adicionalmente, sobre el planteamiento teórico definido se aporta el enfoque práctico que supone el despliegue del modelo de referencia dentro de la arquitectura de un operador como Telefónica. El capítulo 4 muestra el modelo de negocio Innovación 2.0, basado en la innovación abierta con el objetivo de capturar nuevos flujos de ingresos incrementando el portfolio de servicios innovadores gracias a las ideas frescas y brillantes de start-ups. Innovación 2.0 lejos de quedarse en una mera propuesta teórica, muestra sus bondades en el éxito práctico en el mercado que ha validado las hipótesis planteadas. El último capítulo plantea las líneas futuras de investigación tanto en el ámbito de la iniciativa WIMS 2.0 como en el modelo de Innovación 2.0, algunas de las cuales se están comenzando a abordar. 3 Abstract This thesis examines the integration of telecommunications sector with IT and media that make up the current hyper-ICT sector, to address a value proposition that arises at two levels. On one side, WIMS 2.0 initiative, which addresses the technological and strategic aspects of the telco and Internet convergence to later define a new business model, adapted to the new integrated sector and following original paradigms such as those posed by open innovation, which generates new revenue streams in areas not typical for telecom operators. Throughout Chapter 2, the reader will find the contextualization of the broadband communications environment from three aspects: technological, economic and the current market all focused on a national, European and world scale. Thus it establishes the basis for the development of the following chapters by demonstrating how the penetration of broadband has led to the development of a new value system in the integrated sector of the ICT, around which arise proposals of originals business models, which are categorized in a own taxonomy. The third chapter outlines the value proposition of the WIMS 2.0 initiative, founded and led by the author of this thesis. WIMS 2.0, as open initiative, presents to the community a proposal for a new ecosystem and an integrated reference model on which to deploy converged services. Additionally, above the theoretical approach defined, WIMS 2.0 provides the practical approach is provided which is the deployment of the reference model into the architecture of an operator such as Telefónica. Chapter 4 shows the Innovation 2.0 business model, based on open innovation with the goal of capturing new revenue streams by increasing the portfolio of innovative services thanks to the fresh and brilliant ideas from start-ups. Innovation 2.0, far from being a mere theoretical proposition, shows its benefits in the successful deployment in the market, which has validated the hypotheses. The last chapter sets out the future research at both the WIMS 2.0 initiative and Innovation 2.0 model, some of which are beginning to be addressed.

Estrategias innovadoras para la gestión del riesgo de sequía en sistemas ganaderos extensivos

La vulnerabilidad de los sistemas ganaderos de pastoreo pone en evidencia la necesidad de herramientas para evaluar y mitigar los efectos de la sequía. El avance en la teledetección ha despertado el interés por explotar potenciales aplicaciones, y está dando lugar a un intenso desarrollo de innovaciones en distintos campos. Una de estas áreas es la gestión del riesgo climático, en donde la utilización de índices de vegetación permite la evaluación de la sequía. En esta investigación, se analiza el impacto de la sequía y se evalúa el potencial de nuevas tecnologías como la teledetección para la gestión del riesgo de sequía en sistemas de ganadería extensiva. Para ello, se desarrollan tres aplicaciones: (i) evaluar el impacto económico de la sequía en una explotación ganadera extensiva de la dehesa de Andalucía, (ii) elaborar mapas de vulnerabilidad a la sequía en pastos de Chile y (iii) diseñar y evaluar el potencial de un seguro indexado para sequía en pastos en la región de Coquimbo en Chile. En la primera aplicación, se diseña un modelo dinámico y estocástico que integra aspectos climáticos, ecológicos, agronómicos y socioeconómicos para evaluar el riesgo de sequía. El modelo simula una explotación ganadera tipo de la dehesa de Andalucía para el período 1999-2010. El método de Análisis Histórico y la simulación de MonteCarlo se utilizan para identificar los principales factores de riesgo de la explotación, entre los que destacan, los periodos de inicios del verano e inicios de invierno. Los resultados muestran la existencia de un desfase temporal entre el riesgo climático y riesgo económico, teniendo este último un periodo de duración más extenso en el tiempo. También, revelan que la intensidad, frecuencia y duración son tres atributos cruciales que determinan el impacto económico de la sequía. La estrategia de reducción de la carga ganadera permite aminorar el riesgo, pero conlleva una disminución en el margen bruto de la explotación. La segunda aplicación está dedicada a la elaboración de mapas de vulnerabilidad a la sequia en pastos de Chile. Para ello, se propone y desarrolla un índice de riesgo económico (IRESP) sencillo de interpretar y replicable, que integra factores de riesgo y estrategias de adaptación para obtener una medida del Valor en Riesgo, es decir, la máxima pérdida esperada en un año con un nivel de significación del 5%.La representación espacial del IRESP pone en evidencia patrones espaciales y diferencias significativas en la vulnerabilidad a la sequía a lo largo de Chile. Además, refleja que la vulnerabilidad no siempre esta correlacionada con el riesgo climático y demuestra la importancia de considerar las estrategias de adaptación. Las medidas de autocorrelación espacial revelan que el riesgo sistémico es considerablemente mayor en el sur que en el resto de zonas. Los resultados demuestran que el IRESP transmite información pertinente y, que los mapas de vulnerabilidad pueden ser una herramienta útil en el diseño de políticas y toma de decisiones para la gestión del riesgo de sequía. La tercera aplicación evalúa el potencial de un seguro indexado para sequía en pastos en la región de Coquimbo en Chile. Para lo cual, se desarrolla un modelo estocástico para estimar la prima actuarialmente justa del seguro y se proponen y evalúan pautas alternativas para mejorar el diseño del contrato. Se aborda el riesgo base, el principal problema de los seguros indexados identificado en la literatura y, que está referido a la correlación imperfecta del índice con las pérdidas de la explotación. Para ello, se sigue un enfoque bayesiano que permite evaluar el impacto en el riesgo base de las pautas de diseño propuestas: i) una zonificación por clúster que considera aspectos espacio-temporales, ii) un período de garantía acotado a los ciclos fenológicos del pasto y iii) umbral de garantía. Los resultados muestran que tanto la zonificación como el periodo de garantía reducen el riesgo base considerablemente. Sin embargo, el umbral de garantía tiene un efecto ambiguo sobre el riesgo base. Por otra parte, la zonificación por clúster contribuye a aminorar el riesgo sistémico que enfrentan las aseguradoras. Estos resultados han puesto de manifiesto que un buen diseño de contrato puede tener un doble dividendo, por un lado aumentar su utilidad y, por otro, reducir el coste del seguro. Un diseño de contrato eficiente junto con los avances en la teledetección y un adecuado marco institucional son los pilares básicos para el buen funcionamiento de un programa de seguro. Las nuevas tecnologías ofrecen un importante potencial para la innovación en la gestión del riesgo climático. Los avances en este campo pueden proporcionar importantes beneficios sociales en los países en desarrollo y regiones vulnerables, donde las herramientas para gestionar eficazmente los riesgos sistémicos como la sequía pueden ser de gran ayuda para el desarrollo. The vulnerability of grazing livestock systems highlights the need for tools to assess and mitigate the adverse impact of drought. The recent and rapid progress in remote sensing has awakened an interest for tapping into potential applications, triggering intensive efforts to develop innovations in a number of spheres. One of these areas is climate risk management, where the use of vegetation indices facilitates assessment of drought. This research analyzes drought impacts and evaluates the potential of new technologies such as remote sensing to manage drought risk in extensive livestock systems. Three essays in drought risk management are developed to: (i) assess the economic impact of drought on a livestock farm in the Andalusian Dehesa, (ii) build drought vulnerability maps in Chilean grazing lands, and (iii) design and evaluate the potential of an index insurance policy to address the risk of drought in grazing lands in Coquimbo, Chile. In the first essay, a dynamic and stochastic farm model is designed combining climate, agronomic, socio-economic and ecological aspects to assess drought risk. The model is developed to simulate a representative livestock farm in the Dehesa of Andalusia for the time period 1999-2010. Burn analysis and MonteCarlo simulation methods are used to identify the significance of various risk sources at the farm. Most notably, early summer and early winter are identified as periods of peak risk. Moreover, there is a significant time lag between climate and economic risk and this later last longer than the former. It is shown that intensity, frequency and duration of the drought are three crucial attributes that shape the economic impact of drought. Sensitivity analysis is conducted to assess the sustainability of farm management strategies and demonstrates that lowering the stocking rate reduces farmer exposure to drought risk but entails a reduction in the expected gross margin. The second essay, mapping drought vulnerability in Chilean grazing lands, proposes and builds an index of economic risk (IRESP) that is replicable and simple to interpret. This methodology integrates risk factors and adaptation strategies to deliver information on Value at Risk, maximum expected losses at 5% significance level. Mapping IRESP provides evidence about spatial patterns and significant differences in drought vulnerability across Chilean grazing lands. Spatial autocorrelation measures reveal that systemic risk is considerably larger in the South as compared to Northern or Central Regions. Furthermore, it is shown that vulnerability is not necessarily correlated with climate risk and that adaptation strategies do matter. These results show that IRESP conveys relevant information and that vulnerability maps may be useful tools to assess policy design and decision-making in drought risk management. The third essay develops a stochastic model to estimate the actuarially fair premium and evaluates the potential of an indexed insurance policy to manage drought risk in Coquimbo, a relevant livestock farming region of Chile. Basis risk refers to the imperfect correlation of the index and farmer loses and is identified in the literature as a main limitation of index insurance. A Bayesian approach is proposed to assess the impact on basis risk of alternative guidelines in contract design: i) A cluster zoning that considers space-time aspects, ii) A guarantee period bounded to fit phenological cycles, and iii) the triggering index threshold. Results show that both the proposed zoning and guarantee period considerably reduces basis risk. However, the triggering index threshold has an ambiguous effect on basis risk. On the other hand, cluster zoning contributes to ameliorate systemic risk faced by the insurer. These results highlighted that adequate contract design is important and may result in double dividend. On the one hand, increasing farmers’ utility and, secondly, reducing the cost of insurance. An efficient contract design coupled with advances in remote sensing and an appropriate institutional framework are the basis for an efficient operation of an insurance program. The new technologies offer significant potential for innovation in climate risk managements. Progress in this field is capturing increasing attention and may provide important social gains in developing countries and vulnerable regions where the tools to efficiently manage systemic risks, such as drought, may be a means to foster development.

The human side of social technology for climate change mitigation and human development: the case of "efficient stoves" in Brazil

Carbon management has gradually gained attention within the overall environmental management and corporate social responsibility agendas. The clean development mechanism, from Kyoto Protocol, was envisioned as connecting carbon market and sustainable development objectives in developing countries. Previous research has shown that this potential is rarely being achieved. The paper explores how the incorporation of the human side into carbon management reinforces its contribution to generate human development in local communities and to improve the company's image. A case study of a Brazilian company is presented, with the results of the application of an analytical model that incorporates the human side and human development. The selected project is an "efficient stoves" programme. "Efficient stoves" are recognised in Brazil as social technologies. Results suggest that the fact that social technologies value the human side of the technology plays a key role when it comes to analysing the co-benefits of the project implementation.

Social issues in sustainable supply chain networks: state of the art and further research directions

The study of supply networks sustainability is a field with a long path behind. Nonetheless, most studies to date are focused on the environmental sub dimension of sustainability, while the social perspective in supply chain networks research still shows a potential for pioneering contri butions. Moreover, from the development standpoint we have observed a paradigm shift advancing from a narrow concept of development, centered on purely economic dimensions, towards more refined issues such as inclusive business, shared value or poverty footprint, all of which are highly related to supply chain activities. In this paper we present a review of the current state of the art on social sustainability of supply chains and we identify the main existing trends in this field. After conducting this study, we can state that a new sphere of knowledge is emerging at the interface between sustainable supply chain networks and development research. The academic community is called to play an important dovetailing role in this scenario by advancing both conceptual and methodological contributions.

A methodology for the implementation and continuous improvement of social responsibility (RS) and financial responsibility

This work sets out an innovative methodology that aims to facilitate the implementation and continuous improvement of Social Responsibility. It is a methodology that takes account of strategic-economic, social and environmental questions and allows measuring the impact of each of these aspects on the stakeholders and on each of the value areas. It can be extrapolated to all kinds of organisations regardless of their size and sector and admits scaleable models. A marked feature that sets it aside from other methodologies is that it eliminates subjectivity from the qualitative aspects and introduces an algorithm to quantify them.

La responsabilidad social como valor añadido del facilities manager en la gestión del patrimonio inmobiliario

Resulta difícil definir una profesión que surge por la necesidad de adaptar los espacios de trabajo a las nuevas tendencias de las organizaciones, a la productividad, a las nuevas tecnologías que continúan modificando y facilitando desde las últimas décadas el modo y forma de trabajar. Mucho más complicado resulta definir una profesión casi invisible. Cuando todo funciona en un edificio, en un inmueble, en un activo. Todo está correcto. He ahí la dificultad de su definición. Lo que no se ve, no se valora. Las reuniones, las visitas, un puesto de trabajo, una sala de trabajo, una zona de descanso. La climatización, la protección contra incendios, la legionela, el suministro eléctrico, una evacuación. La organización, sus necesidades, su filosofía. Los informes, los análisis, las mejoras. Las personas, el espacio, los procesos, la tecnología. En la actualidad, todo se asocia a su coste. A su rentabilidad. En la difícil tarea de realizar el proyecto de un edificio, participan multitud de aspectos que deben estar perfectamente organizados. El arquitecto proyecta y aúna en el proyecto: pasado (experiencia), presente (tendencias) y futuro (perdurabilidad). Y es en ese momento, cuando al considerar el futuro del edificio, su perdurabilidad, hace que su ciclo de vida sea criterio fundamental al proyectar. Que deba considerarse desde el primer esbozo del proyecto. Para que un edificio perdure en el tiempo existen gran número de factores condicionantes. Empezando por su uso apropiado, su nivel de actividad, pasando por las distintas propiedades que pueda tener, y terminando por los responsables de su mantenimiento en su día a día. Esa profesión invisible, es la disciplina conocida como Facility Management. Otra disciplina no tan novedosa –sus inicios fueron a finales del siglo XIX-, y que en la actualidad se empieza a valorar en gran medida es la Responsabilidad Social. Todo lo que de forma voluntaria, una organización realiza por encima de lo estrictamente legal con objeto de contribuir al desarrollo sostenible (económico, social y medio ambiental). Ambas disciplinas destacan por su continuo dinamismo. Reflejando la evolución de distintas inquietudes: • Personas, procesos, espacios, tecnología • Económica, social, medio-ambiental Y que sólo puede gestionarse con una correcta gestión del cambio. Elemento bisagra entre ambas disciplinas. El presente trabajo de investigación se ha basado en el estudio del grado de sensibilización que existe para con la Responsabilidad Social dentro del sector de la Facility Management en España. Para ello, se han estructurado varios ejercicios con objeto de analizar: la comunicación, el marco actual normativo, la opinión del profesional, del facilities manager. Como objetivo, conocer la implicación actual que la Responsabilidad Social ejerce en el ejercicio de la profesión del Facilities Manager. Se hace especial hincapié en la voluntariedad de ambas disciplinas. De ahí que el presente estudio de investigación realice dicho trabajo sobre elementos voluntarios y por tanto sobre el valor añadido que se obtiene al gestionar dichas disciplinas de forma conjunta y voluntaria. Para que una organización pueda desarrollar su actividad principal –su negocio-, el Facilities Manager gestiona el segundo coste que esta organización tiene. Llegando a poder ser el primero si se incluye el coste asociado al personal (nóminas, beneficios, etc.) Entre el (70 – 80)% del coste de un edificio a lo largo de toda su vida útil, se encuentra en su periodo de explotación. En la perdurabilidad. La tecnología facilita la gestión, pero quien gestiona y lleva a cabo esta perdurabilidad son las personas en los distintos niveles de gestión: estratégico, táctico y operacional. En estos momentos de constante competencia, donde la innovación es el uniforme de batalla, el valor añadido del Facilities Manager se construye gestionando el patrimonio inmobiliario con criterios responsables. Su hecho diferenciador: su marca, su reputación. ABSTRACT It comes difficult to define a profession that emerges due to the need of adapting working spaces to new organization’s trends, productivity improvements and new technologies, which have kept changing and making easier the way that we work during the last decades. Defining an invisible profession results much more complicated than that, because everything is fine when everything works in a building, or in an asset, properly. Hence, there is the difficulty of its definition. What it is not seen, it is not worth. Meeting rooms, reception spaces, work spaces, recreational rooms. HVAC, fire protection, power supply, legionnaire’s disease, evacuation. The organization itself, its needs and its philosophy. Reporting, analysis, improvements. People, spaces, process, technology. Today everything is associated to cost and profitability. In the hard task of developing a building project, a lot of issues, that participate, must be perfectly organized. Architects design and gather/put together in the project: the past (experience), the present (trends) and the future (durability). In that moment, considering the future of the building, e. g. its perdurability, Life Cycle turn as the key point of the design. This issue makes LCC a good idea to have into account since the very first draft of the project. A great number of conditioner factors exist in order to the building resist through time. Starting from a suitable use and the level of activity, passing through different characteristics it may have, and ending daily maintenance responsible. That invisible profession, that discipline, is known as Facility Management. Another discipline, not as new as FM –it begun at the end of XIX century- that is becoming more and more valuable is Social Responsibility. It involves everything a company realizes in a voluntary way, above legal regulations contributing sustainable development (financial, social and environmentally). Both disciplines stand out by their continuous dynamism. Reflecting the evolution of different concerning: • People, process, spaces, technology • Financial, social and environmentally It can only be managed from the right change management. This is the linking point between both disciplines. This research work is based on the study of existing level of increasing sensitivity about Social Responsibility within Facility Management’s sector in Spain. In order to do that, several –five- exercises have been studied with the purpose of analyze: communication, law, professional and facility manager’s opinions. The objective is to know the current implication that Social Responsibility has over Facility Management. It is very important the voluntary part of both disciplines, that’s why the present research work is focused over the voluntary elements and about the added value that is obtained managing the before named disciplines as a whole and in voluntary way. In order a company can develop his core business/primary activities, facility managers must operate the second largest company budget/cost centre. Being the first centre cost if we considerer human resources’ costs included (salaries, incentives…) Among 70-80% building costs are produced along its operative life. Durability Technology ease management, but people are who manage and carry out this durability, within different levels: strategic, tactic and operational. In a world of continuing competence, where innovation is the uniform for the battle, facility manager’s added value is provided managing company’s real estate with responsibility criteria. Their distinguishing element: their brand, their reputation.

Identificación y evaluación de la creación de valor mediante la implantación y desarrollo de políticas de responsabilidad social corporativa estratégica

La Responsabilidad Social Corporativa (RSC) sigue constituyendo en la actualidad un área de estudio de elevado interés tanto para la comunidad académica como para los negocios en general. A pesar del gran número de investigaciones realizadas en las pasadas décadas sobre los distintos aspectos que la caracterizan, y la definición generalizada de políticas relacionadas en las compañías más importantes, existen todavía algunos asuntos clave sobre los que se plantean interrogantes fundamentales. La complejidad asociada al constructo RSC y su carácter intrínsecamente dinámico explican en parte esta afirmación. En su aplicación práctica, las dudas sobre la RSC se enfocan hoy en día hacia su implantación con carácter permanente en el día a día de las organizaciones, la relevancia estratégica de las principales iniciativas, o la posibilidad de obtención de beneficios a medio y largo plazo. Se observa de esta forma la traslación de los debates principales hacia las consecuencias más estratégicas de dichas políticas, influenciados por prestigiosos estudios académicos en los que se caracteriza la denominada RSC Estratégica (RSCE), y por las principales organizaciones de certificación de memorias anuales de RSC y sostenibilidad. En este contexto se sitúa el objeto principal de esta investigación, consistente en el diseño de un modelo de implantación de RSCE que permita no sólo identificar los factores más importantes a tener en consideración para su éxito, sino para caracterizar las potenciales formas de creación de valor que pueden surgir de la aplicación del mismo. Se argumenta la elección del tema por considerarse que los asuntos asociados a la RSC no están lo suficientemente explorados desde la visión estratégica más actual, y por constituir la creación de valor el objetivo más crítico dentro de los procesos directivos de planificación estratégica. De esta forma, se utilizan dos metodologías para destacar qué factores son esenciales en la implantación de la RSCE, con qué fines las compañías aplican esas políticas, y qué resultados obtienen como consecuencia: análisis comparativo de casos de estudio y análisis estadístico cuantitativo. Los casos de estudio analizan en profundidad políticas globales de RSCE bajo diferentes puntos de vista, para derivar conclusiones sobre los factores que facilitan u obstaculizan su implantación permanente en las organizaciones. Su desarrollo se estructura en torno a un marco conceptual de referencia obtenido a través de la revisión bibliográfica específica, y se complementa con la información primaria y secundaria de investigación. Por su parte, el análisis cuantitativo se desarrolla mediante tres técnicas exploratorias: estadística descriptiva, regresión múltiple y análisis de componentes principales. Su aplicación combinada va a posibilitar el contraste de aspectos destacados en los análisis de casos, así como la configuración final del modelo de implantación, y la expresión numérica de la creación de valor a través de la RSCE en función de las dimensiones estratégicas consideradas. En consecuencia, los resultados de la tesis se estructuran alrededor de tres preguntas de investigación: ¿cómo se están produciendo y qué caracterización presentan los beneficios que resultan como consecuencia de la implantación de la RSCE en los procesos de planificación estratégica de las compañías?, ¿qué factores esenciales y característicos de la RSCE pueden resultar críticos en los procesos de implantación y futuro desarrollo?, y ¿qué importancia puede tener en el medio y largo plazo el poder de decisión de compra de los consumidores y usuarios finales en la implantación y desarrollo de políticas de RSCE? ABSTRACT Corporate Social Responsibility (CSR) remains a study area of high interest today to both the academic community and businesses in general. Despite the large number of investigations of various aspects of CSR in past decades, and its generalized consideration by the world’s most important companies, there are still some key issues and fundamental questions to resolve. The complexity associated with the CSR construct and its inherently dynamic character, partly explains this statement. In its practical application, doubts about CSR arise today about its permanent implementation in normal business activities, the strategic relevance of related policies, and the possibility of making profits in the medium and long term. It is observed in this way the translation of the main debates towards the more strategic consequences of these policies, influenced by prestigious academic studies that characterize the so-called Strategic CSR (SCSR), and by leading certification agencies of CSR and sustainability reports. In this context, the main purpose of this investigation is to design a model of SCSR for implementation that allows one to not only identify the most important factors to consider for SCSR success, but also to characterize potential forms of value creation that can arise from its application. The selection of this research approach is justified because it is believed that important issues that are associated with CSR have not been sufficiently explored from the aspect of the strategic vision in the current context, and because value creation constitutes the most critical objective within the strategic planning steering processes. Thus, two methods are used to highlight which factors are essential in SCSR implementation processes, the end to which companies apply these policies, and the kind of results that they expect. These methods are: comparative analysis of case studies and quantitative statistical analysis. The case studies discuss in depth SCSR global policies under different perspectives to draw conclusions about the factors that facilitate or hinder permanent implantation in organizations. Their development is structured around a conceptual framework that is obtained by review of specific literature, and is complemented by primary and secondary research information. On the other hand, quantitative analysis is developed by means of three exploratory techniques: descriptive statistics, multiple regression and principal component analysis. Their combined application facilitates a contrast of highlighted aspects in analyzing cases, the final configuration of the implementation model, and the numerical expression of value creation by SCSR as a consequence of the strategic dimensions considered by companies. Finally, the results of the thesis are structured around three research questions: what are the benefits that result from the implementation of SCSR policies in companies’ strategic planning processes?, which essential SCSR factors are potentially critical in the implementation and future development of companies’ processes?, and how decisive in the medium and long term will be the purchase decision power of consumers to the success of SCSR policies?

The analytic hierarchy process to support decision-making processes in infrastructure projects with social impact

There is an increasing awareness among all kinds of organisations (in business,government and civil society) about the benefits of jointly working with stakeholders to satisfy both their goals and the social demands placed upon them. This is particularly the case within corporate social responsibility (CSR) frameworks. In this regard, multi-criteria tools for decision-making like the analytic hierarchy process (AHP) described in the paper can be useful for the building relationships with stakeholders. Since these tools can reveal decision-maker’s preferences, the integration of opinions from various stakeholders in the decision-making process may result in better and more innovative solutions with significant shared value. This paper is based on ongoing research to assess the feasibility of an AHP-based model to support CSR decisions in large infrastructure projects carried out by Red Electrica de España, the sole transmission agent and operator of the Spanishelectricity system.

The Role of ICT in Scaling Up the Impact of Social Enterprises

Information and Communication Technologies (ICT) can help social enterprises and other organizations working on global sustainability issues and in the human development sector in general scale their social impact. The flexibility, dynamism, and ubiquity of ICTs make them powerful tools for improving relationships among organizations and their beneficiaries, multiplying the effects of action against many, if not all, aspects of global unsustainability, including poverty and exclusion. The scaling of social impact occurs in two different dimensions. On one hand, ICTs can increase the value proposition of a program or action (depth scaling) in different ways: providing accurate and fast needs recognition, adapting products and services, creating opportunities, building fairer markets, mobilizing actions on environmental and social issues, and creating social capital. On the other hand, ICTs can also increase the number of people reached by the organization (breadth scaling) by accessing new resources, creating synergies and networks, improving organizational efficiency, increasing its visibility, and designing new access channels to beneficiaries. This article analyzes the role of ICT in the depth and breadth scaling of social impact.

Characterization of ICT-based business models of social enterprises

In recent years new models for organizations working on overty alleviation have emerged. One of them, the social enterprise, has attracted the attention of both academics and practitioners all over the world. Even if defined in different ways depending on the context, social enterprise has an enormous potential to generate social benefits and to promote local agency and private initiative in poverty alleviation. In this sense, it is fitting to highlight the importance of identifying the main standards that permit the characterization of diverse social enterprises, in order to understand their main specificities and guarantee value generation for low-income populations. Another crucial factor is understanding innovation as a critical factor in promoting social enterprises. A powerful tool to enhance the impact and application of this model is Information and Communication Technologies. In the 21st century,these tools allow users to find new ways of collaboration, new sustainable business models and a cost-effective way of scaling-up initiatives. This paper, a product of the collaborative research between the Universidad Politécnica de Madrid and the Universidade Federal Fluminense, examines different business models for social enterprises and the role that ICT can play in scale and impact of these initiatives

Assessing the impact of adaptive accessibility on the optimal transport policy implementation by using an integrated land-use/transport model for Madrid

Accessibility is an essential concept widely used to evaluate the impact of land-use and transport strategies in transport and urban planning. Accessibility is typically evaluated by using a transport model or a land-use model independently or successively without a feedback loop, thus neglecting the interaction effects between the two systems and the induced competition effects among opportunities due to accessibility improvements. More than a mere methodological curiosity, failure to account for land- use/transport interactions and the competition effect may result in large underestimation of the policy effects. With the recent development of land-use and transport interaction (LUTI) models, there is a growing interest in using these models to adequately measure accessibility and evaluate its impact. The current study joins this research stream by embedding an accessibility measure in a LUTI model with two main aims. The first aim is to account for adaptive accessibility, namely the adjustment of the potential accessibility due to the effect of competition among opportunities (e.g., workplaces) as a result of improved accessibility. LUTI models are particularly suitable for assessing adaptive accessibility because the competition factor is a function of the number of jobs, which is related to land-use attractiveness and the number of workers which is related, among other factors, to the transport demand. The second aim is to identify the optimal implementation scenario of policy measures on the basis of the potential and adaptive accessibility and analyse the results in terms of social welfare and accessibility. The metropolitan area of Madrid is used as a case-study and two transport policy instruments, namely a cordon toll and bus frequency increase, have been chosen for the simulation study in order to present the usefulness of the approach to urban planners and policy makers. The MARS model (Metropolitan Activity Relocation Simulator) calibrated for Madrid was employed as the analysis tool. The impact of accessibility is embedded in the model through a social welfare function that includes not only costs and benefits to both road users and transport operators, but also costs and benefits for the government and society in general (external costs). An optimisation procedure is performed by the MARS model for maximizing the value of objective function in order to find the best (optimal) policy imp lementations intensity (i.e., price, frequency). Last, the two policy strategies are evaluated in terms of their accessibility. Results show that the accessibility with competition factor influences the optimal policy implementation level and also generates different results in terms of social welfare. In addition, mapping the difference between the potential and the adaptive accessibility indicators shows that the main changes occur in areas where there is a strong competition among land-use opportunities.

Normalizar la utopía: Un proyecto de sistematización de la normativa en vivienda social = Normalizing Utopia: A Project of Systematization of Regulations on Social Housing

La presente tesis doctoral aborda el estudio del proyecto de vivienda colectiva social desde la noción de norma, entendida desde la sistematización o normalización de los instrumentos del proyecto arquitectónico de vivienda protegida. Esto es, desde una idea de tipificación taxonómica en cuanto ajuste a un conjunto de reglas comunes productoras de sistemas normativos. La hipótesis de partida se basa en la consideración de la vivienda pública como un laboratorio de estudio histórico de los ideales de confort y calidad de vida. Este campo de pruebas ha constituido una sólida base que ha servido como punto de encuentro muy particular entre proyecto y normativa desde las primeras vanguardias europeas hasta la actualidad. El principal objetivo de la investigación es la revalorización de una normativa de vivienda que ha producido ejemplos de innegable calidad en el contexto nacional e internacional, así como un intento de actualización de su codificación. La investigación se sirve de los instrumentos específicos de la disciplina arquitectónica para explicar una disociación detectada desde la segunda mitad del siglo pasado entre la utopía del proyecto social de vivienda y el pragmatismo de la norma que lo regula, más allá de los aspectos sociales y culturales asociados a las nuevas composiciones familiares, las tecnologías cambiantes, los ritos domésticos contemporáneos o el valor creciente del tiempo libre. La propuesta de una nueva terminología que aborde nuevas relaciones en el acercamiento al proyecto de vivienda desde la normativa española deriva en un conjunto de estrategias de proyecto desde las que proponer sistemas normativos. Dichas estrategias se basan principalmente en mecanismos de cualificación espacial que permitan un nuevo acercamiento entre dichas normas y las formas de habitar actuales. ABSTRACT This doctoral thesis deals with the study of the project of social collective housing from the notion of rule, understanding it from the systematization or standardization of the instruments of architectural project for social housing. Thus, it deals with an idea of taxonomic typification as an adjustment to a set of common rules which produce regulation systems. The initial hypothesis is based on the consideration of public housing as a laboratory for studying the historical ideals of comfort and quality of life. This testing ground has been a solid base that has served as a very specific meeting point between project and regulations from the first European avant‐garde to nowadays. The main objective of this research is the revaluation of housing regulations, which have produced examples of undeniable quality in the national and international stage, as well as an attempt to update their codification. The research assumes the specific tools of the discipline of architecture for explaining a dissociation detected between the utopia of the project for social housing and the pragmatism of the regulations from the second half of last century, beyond social and cultural aspects associated to the new family arrangements, the changing technologies, the contemporary domestic rituals or the rising value of leisure time. The proposal of a new terminology that tackles new relations in the approach to housing project from the Spanish legislation results in a set of strategies to propose regulation systems. Those strategies are mainly based on mechanisms for spatial qualification which allow a new approach between these rules and the current ways of living.

El nuevo reto de relación con los clientes: Social CRM

La evolución de Internet al modelo Web 2.0, ha creado el nuevo sistema denominado Social Media, donde han proliferado un número ingente de redes sociales, que han cambiado las formas de relación y colaboración entre los usuarios, así como la relaciones de éstos y las empresas. En respuesta a estos dramáticos cambios sociales y tecnológicos, que actualmente están dando forma a las relaciones negocio-empresa, las empresas están descubriendo que es necesario modificar la estrategia de utilización del CRM (Customer Relationship Management) con sus clientes y desarrollar nuevas capacidades que permitan la creación de valor con los clientes. Y es aquí donde aparece el concepto de Social CRM, entendido como una estrategia centrada en entender, anticiparse y responder mejor a las necesidades de los clientes existentes o potenciales, aprovechando los datos sociales, para crear unas fuertes relaciones beneficiosas para ambas partes. En este trabajo se describe un modelo de adopción de Social CRM, aplicando un método de análisis “Top-Down”, y basado en el modelo de Gartner denominado “The Eight Building Blocks of CRM” [1]. El presente trabajo descompone el modelo de adopción descrito por Gartner, en los siguientes puntos. - Una decisión estratégica de la compañía - Asomarse a la realidad social - Analizar las redes sociales. - Metodología de adopción. - Despliegue y extensión en todos los departamentos de la compañía y la adaptación de los recursos humanos. - Selección e integración con las plataformas tradicionales de CRM - Análisis de herramientas de monitorización de Social CRM El modelo propuesto tiene dos objetivos, por un lado pretende proporcionar la visión de cómo CRM puede influir en los resultados empresariales en la era del cliente social, y por otro, proporcionar a los administradores cómo las inversiones y los recursos existentes de CRM puede ser integrados con las nuevas tecnologías y procesos para formar capacidades que pueden mejorar el rendimiento del negocio. ABSTRACT. “The Internet evolution to Web 2.0 model has created a new system called Social Media, where have proliferated a huge number of social networks which have changed the relationship and collaboration forms user-to-user and user-to-company. In response to these dramatic social and technological changes that are currently shaping the business-business relationships, companies are finding it necessary to modify the strategy for use of CRM (Customer Relationship Management) with customers and develop new capabilities to creating value with customers. And here is where the concept of Social CRM appears, understood as a focus on understanding, anticipating and responding to the needs of existing and potential customers strategy, leveraging social data to create a strong mutually beneficial relationships. In this paper describes an adoption model of Social CRM, using a "Top-Down" analysis method and based on the model of Gartner called "The Eight Building Blocks of CRM" [1]. This paper decomposes the adoption model described by Gartner in the following points. - A company strategic decision. - Look at social reality. - Analyze social networks. - Methodology adoption. - Deployment and extension in all departments of the company and the adaptation of human resources. - Selection and integration with traditional CRM platforms. - Analysis of monitoring tools for Social CRM. The proposed model has two objectives, firstly aims to provide insight into how CRM can influence business outcomes in the era of the social customer, and secondly, to provide administrators how investments and existing resources can be integrated CRM with new technologies and processes for developing capabilities that can increase business performance”.