Análisis sectorial y posicionamiento estratégico: el caso de la industria naval hacia el 2050

El motivo de abordar esta Tesis responde al hecho personal de haber vivido históricamente momentos cumbre de la Construcción Naval en España y no dejar de plantearme, a pesar de mi distancia del sector desde el punto de vista profesional, en las opciones de futuro para volver a ser competitivos en un sector que ha tenido un peso tan importante en la economía española, y que tanto ha ilusionado a centenares de profesionales y compañeros a lo largo de muchas décadas con el optimismo de estar aportando valor para que España fuera competitiva. A lo largo de los últimos años, y la relación con el ámbito de la dirección de Empresas desde el punto de vista de una Escuela de Negocios, así como el contacto con enfoques estratégicos en sectores muy diversos me animó a plantearme la Tesis con el objetivo de reflejar el estado actual del sector y poder valorar alternativas de futuro para la Construcción Naval española, aun sabiendo que son muchos los “maestros” realmente autorizados en nuestros país, con amplios conocimientos y experiencia, que muchas veces, a pesar de las propuestas y de los esfuerzos que han realizado para impulsar el sector, se han encontrado con situaciones adversas, bien de tipo económico, social‐laboral, político ‐a nivel nacional, europeo o global‐, etc., que han impedido un fortalecimiento del sector como todos hubiéramos deseado. La presión histórica ejercida por los países competidores en Construcción naval del ámbito asiático y lejano oriente, así como los compromisos derivados de las Directivas europeas, han obligado al sector de la Construcción Naval en España a buscar unos nuevos posicionamientos estratégicos presentes y, sobre todo, de futuro. Partiendo de un análisis del sector naval, tanto del mercado nacional como del internacional, con especial foco en los países líderes, se plantea investigar, siguiendo el modelo de Porter, las fuerzas competitivas que han influido en estas últimas décadas y que han conducido a la situación actual, valorando la estructura competitiva, el entorno relevante y los efectos de la globalización, con las amenazas de los nuevos y actuales competidores y las barreras existentes. Para abordar esta investigación se ha realizado un análisis del sector naval con la siguiente metodología: 1. Análisis del estado actual de la construcción naval en España. 2. Análisis del estado actual de la construcción naval en el mundo. 3. Estudio de la demanda en el mercado y evolución de la misma en los últimos años: muy centrada en los países líderes y más competitivos. 4. Estudio de las perspectivas de negocio en el sector marítimo y oceánico: estudio particular del transporte marítimo y una comparativa con la explotación de recursos oceánicos. Finalmente se decidió no abordar por falta de datos de futuro las construcciones militares. 5. Estudio de características de la industria naval española y capacidad de los astilleros. Se ha focalizado especialmente en la construcción para valorar la capacidad de futuro. 6. Análisis de fuerzas competitivas de la industria naval española a partir del modelo de Porter. En esta parte se incluyen alguno de los factores críticos externos e internos que ayudan a identificar barreras y estrategias en el entorno de la construcción naval como sector global. 7. Identificación de las oportunidades de negocio hacia el 2050. 8. Alternativas para una estrategia competitiva de actuación frente a las oportunidades de futuro en el 2050. Con esta Tesis se aporta un estudio competitivo actualizado, de acuerdo con el modelo de Porter, con el fin de proponer una posible estrategia competitiva de futuro, que posicione competitivamente la industria naval y el sector marítimo en España en las próximas décadas. ABSTRACT The reason for addressing this thesis responds to my personal experience about having lived historical moments summit Shipbuilding in Spain. Despite my distance from this industry from a professional point of view, I have never stopped wonder myself which are the options for the future to become competitive in an industry that has had such an important weight in the Spanish economy, which has excited so hundreds of professionals and peers through many decades with optimism to be adding value to Spain in order to be competitive again. Over recent years, and the relationship with the field of business management from the point of view of a business school, as well as contact with strategic approaches in diverse sectors encouraged me to wonder Thesis order to reflect the current state of the sector and to evaluate future alternatives for the Spanish Shipbuilding, knowing that many "teachers" really allowed in our country, with extensive knowledge and experience that often, despite proposals and the efforts that have been made to boost the sector, have met with adverse situations, whether economic, social and labor, political kind ‐at national, European or global‐level, etc., that have prevented a strengthening of all sectors we wished. The historical pressure from competing countries in Shipbuilding Asian area and Far East, as well as commitments arising from EU directives, have forced the shipbuilding industry in Spain to seek a new strategic positions present and, above all, future. Starting from an analysis of the shipbuilding sector, both national and international market, with special focus on the leading countries, we propose to investigate, following the model of Porter, the competitive forces that have influenced recent decades and have led to the current situation, assessing the competitive structure of the relevant environment and the effects of globalization, with the threat of new and existing competitors and barriers. To address this research has analyzed the naval sector with the following methodology: 1. Analysis of the current state of shipbuilding in Spain. 2. Analysis of the current state of shipbuilding in the world. 3. Study of the demand in the market and evolution of the same in recent years: very focused on the leading and most competitive countries. 4. Study of business prospects in the maritime and oceanic sector: private study of maritime transport and a comparison with the exploitation of ocean resources. Finally it was decided not to address a lack of data future military construction. 5. Study of characteristics of the Spanish shipbuilding and shipyard capacity. It is particularly focused on building the capacity to assess future. 6. Analysis of competitive forces of the Spanish shipbuilding industry from the model of Porter. In this part they include some critics of the external and internal factors that help identify barriers and strategies in the environment of global shipbuilding sector. 7. Identification of business opportunities by 2050. 8. Alternatives to a competitive strategy of action against future opportunities in 2050. This thesis has sought to provide a competitive study updated according to Porter's model, in order to propose a possible future competitive strategy to reach a competitive position at the shipbuilding industry and the maritime sector in Spain in the coming decades. The historical pressure from competing countries in the Asian sphere Shipbuilding and Far East, as well as commitments arising from EU directives have forced the shipbuilding industry in Spain to seek a new strategic positioning. Starting from an analysis of the shipbuilding sector, both national and international market, with a special focus on the leading countries, it is proposed to analyze, following the model of Porter, the competitive forces that have influenced in recent decades and have led to the current situation, studying the competitive structure of the relevant environment and the effects of globalization, with the threat of new and existing competitors and barriers. It concludes with a forecast of future market and business opportunities arising in the global environment of maritime and naval Industry, in order to propose a possible competitive strategy for the near future, which could help to achieve a competitive position on the shipbuilding and maritime sector in Spain for the coming decades.

Estratos arquitectónicos : conceptos, lógicas, sinopsis

La presente tesis doctoral se centra en la investigación del "estrato arquitectónico", manejando conceptos, lógicas y sinopsis como puntos organizativos, enlazados y superpuestos, que den paso a un marco propositivo que pueda ser simultáneamente articulado e independiente. Una situación que, ante nuevos desafíos, pretende ir más allá de una estricta definición de estrato o de su noción preconcebida descrita desde la superposición de diversos materiales. Todo ello a fin de revelar los diferentes perfiles del estrato y de la estratificación. Para ello, se abre y amplía el campo de estudio proyectual/procesual desdibujando los límites entre disciplinas –geología, filosofía, tecnología, arquitectura–. Y al mismo tiempo, se construye una cartografía del estrato arquitectónico asociada: a una taxonomía descriptora, a nuevas formulaciones, a pensamientos de personajes reconocibles y/o rescatados –como Rowe/Slutzky, Smithson, Parent/Virilio, Koolhaas, MVRDV, etc.–, y, por último, a nuevas lógicas proyectuales y operativas referidas al estrato, que fusionan conocimientos complejos. Unos contenidos que habitualmente no se presentan en investigaciones doctorales tradicionales –lo que permite afrontar nuevos cambios metodológicos, e imprimir un punto de partida para el desarrollo de futuras investigaciones o de otros posibles caminos emergentes–. Así, el discurso se impregna de nuevos referentes teóricos dentro de una misma mitología común (la del estrato). Un tema abordado con claves híbridas, es decir, con estudios selectivos y escritos coleccionados –analizados a partir de antecedentes encontrados y consolidados–, combinados con interpretaciones subyacentes en la arquitectura contemporánea –que pueden todavía encontrarse en fase experimental–. Una investigación que muestra la adaptación, la evolución y el cambio de la definición de "estrato arquitectónico", así como de su apariencia, utilización y aplicación a lo largo del tiempo, consecuencia de las nuevas necesidades y/o de las nuevas bases ideológicas ocasionadas por nuevos descubrimientos. Estratos arquitectónicos que dotan al espacio de profundidad –desde la bidimensionalidad– mediante la superposición de planos paralelos hacia la construcción de una nueva experiencia de estratificación fenomenológica. Estratos que generan estímulos y cambian su materialidad –de opacos a (en)tramados– creando apariencias y produciendo diversos efectos, para posteriormente exfoliarse y convertirse en estratos habitables. Estratos capturadores del espacio-tiempo, o de las dinámicas internas. Llegando incluso, con un último giro, a la era digital, donde el estrato informacional –que continua siendo independiente, autónomo y diverso, y que puede ser modificado, manipulado, suprimido o activable sin alterar el conjunto–, propicia obtener sistemas flexibles, relacionales, capaces de mutar o adaptarse, asociados a distintos niveles de organización dispositiva, que impulsan acciones y hacen emerger lógicas proyectuales. Estratos que surgen de forma elaborada o espontánea en el territorio urbano o natural (ciudad sobre ciudad, suelo sobre suelo), que se aplican extendiendo e hibridando el territorio (paisajes operativos), que son replanteados artificialmente como mecanismos edificatorios según las exigencias existentes (estratos programáticos, capas especializadas), y que se implantan como capas/layers en los programas informáticos utilizados como herramientas de diseño (multicapas, sistemas de intercambio informacional). Un trabajo que se estructura de manera multicapa lo que permite recorrer la tesis como un mapa de secuencias, saltar entre estratos de información, o seleccionar lecturas según intereses de pensamiento o acción arquitectónica. En consecuencia, una investigación sobre el "estrato arquitectónico" que conecta diversas disciplinas, que recopila distintos posicionamientos teórico/prácticos –lo que implica la introducción de parámetros y datos vivos–, y afronta un posicionamiento estratégico que vuelve a poner en valor el estrato arquitectónico –partiendo de estrategias formales que se han transformado en estrategias experimentales/operativas (a medida que el entorno se ha ido complejizando), siguiendo una estrategia conceptual e intelectual contemporánea, propia y específica–. ABSTRACT This PhD thesis is based on the research of "architectural stratum" using concepts, logical and synopsis as organizational, linked and overlapping points, which give way to a proactive framework that can be articulated and independent simultaneously. A situation that, faced with new challenges, aims to go beyond a strict definition of stratum or their preconceived notion described from the superposition of different materials. All this in order to reveal the different profiles of stratum and stratification. To do this, it opens and widens the field of project/process study, blurring the boundaries between disciplines –geology, philosophy, technology, architecture–. And, at the same time, a cartography of the architectural stratum is constructed, that associates with: descriptor taxonomy, new formulations, thoughts of recognizable and/or rescued characters, –as Rowe/Slutzky, Smithson, Parent/Virilio, Koolhaas, MVRDV, etc.–, and finally, a new project and operational logics referred to stratum, which merge complex knowledge. A content not usually presented in traditional doctoral research –which can face new methodological changes, and creates a starting point for future research or other possible emerging paths–. Thus, the work is imbued with new theoretical framework within a common mythology (stratum’s myth). An issue addressed with hybrid keys, that is, with selective studies and collected writings –analyzed starting from found and consolidated backgrounds–, combined with underlying performances on contemporary architecture –which can still be in experimental phase–. A research that shows adaptation, evolution and change of the definition of "architectural stratum", as well as their appearance, use and application throughout time, result of the new requirements and/or the new ideological foundations caused by new discoveries. Architectural strata that give depth to space –from two-dimensionality– by overlapping parallel planes towards the construction of a new experience of phenomenological stratification. Strata that generate stimuli and change their materiality –from opaque to lattice– creating appearances and producing various effects, for later exfoliating and becoming habitable strata. Strata that capture space-time or internal dynamics. Even reaching, with a final twist, the digital age, where the informational stratum –which remains independent, autonomous and diverse, and can be modified, manipulated, deleted or activated without altering the whole–, contribute to obtaining flexible, relational systems, able to mutate or adapt, associated with different levels of regulatory organization, that drive actions and make emerge project logics. Strata that arise elaborately or spontaneously in urban or natural territory (city upon city, floor upon floor), which apply expanding and hybridizing the territory (operational landscapes), which are artificially restated as building mechanisms according to existing requirements (strata program, specialized layers), which are implemented as layers in the software used as design tools (multilayer, systems of informational interchange). A work that is structured in a multi-layered way, which allows explore the thesis as a sequence map, jump between layers of information, or select readings according to an interest in thought or architectural action. Therefore, an investigation into the "architectural stratum" that connects different disciplines, which collects different theoretical/practical positions –which implies the introduction of live parameters and data– and faces a strategic positioning returning to value the architectural stratum –based on formal strategies that have become experimental/operational strategies (as the environment has become more complex), following a conceptual, intellectual, contemporary, own specific strategy–.

An intercalation inhibitor altering the target selectivity of DNA damaging agents: Synthesis of site-specific aflatoxin B1 adducts in a p53 mutational hotspot

Aflatoxin B1 (AFB1) is a potent human carcinogen implicated in the etiology of hepatocellular carcinoma. Upon metabolic activation to the reactive epoxide, AFB1 forms DNA adducts primarily at the N7 position of guanines. To elucidate more fully the molecular mechanism of AFB1-induced mutagenesis, an intercalation inhibitor was designed to probe the effects of intercalation by AFB1 epoxide on its reaction with DNA. DNA duplexes were prepared consisting of a target strand containing multiple potentially reactive guanines and a nontarget strand containing a cis-syn thymidine-benzofuran photoproduct. Because the covalently linked benzofuran moiety physically occupies an intercalation site, we reasoned that such a site would be rendered inaccessible to AFB1 epoxide. By strategic positioning of this intercalation inhibitor in the intercalation site 5′ to a specific guanine, the adduct yield at that site was greatly diminished, indicating that intercalation by AFB1 epoxide contributes favorably to adduct formation. Using this approach it has been possible to simplify the production of site-specifically modified oligonucleotides containing AFB1 adducts in the sequence context of a p53 mutational hotspot. Moreover, we report herein isolation of site-specifically AFB1-modified oligonucleotides in sequences containing multiple guanines. Use of intercalation inhibitors will facilitate both investigation of the ability of other carcinogens to intercalate into DNA and the synthesis of specific carcinogen-DNA adducts.

Experience facilitation process e o posicionamento estratégico de unidades hoteleiras

A indústria hoteleira é hoje reconhecida como uma indústria global, com produtores e consumidores espalhados por todo o mundo. Um dos grandes desafios dos nossos dias passa por maximizar a satisfação do seu consumidor e simultaneamente garantir um crescimento exponencial da procura face à concorrência. O EFP (Experience Facilitation Process) tem levantado novos desafios na gestão do turismo e da hotelaria, associado aos novos processos de gestão de negócios turísticos e à emergência de novos produtos e atributos valorizados pelos turistas. O presente estudo visa compreender até que ponto os hotéis facilitam a experiência turística e o usufruto dos seus hóspedes, maximizando a sua satisfação. Pretende-se, neste contexto, perceber se o posicionamento estratégico preconizado pelo sector coloca o enfase no elemento mais importante de uma organização, o cliente. Para o efeito, é proposto um modelo em que a EFP (Experience Facilitation Process) influencia a recomendação do hotel. O EFP é por sua vez explicado pela easiness in performance, pela tecnologia adotada, pela qualidade de F&B e pelas facilidades. O modelo foi empiricamente testado através da aplicação de uma amostra de 299 questionários recolhidos online. Tendo o modelo conceptual sido testado a partir dum modelo de equações estruturais, por recurso ao AMOS 21. Os resultados indicam que a perceção de experiência facilitada se traduz em indicadores tangíveis tais como a easiness in performance e a tecnologia. A facilitação da experiência determina a recomendação, ainda que esta recomendação seja modesta. As implicações teóricas e de gestão foram discutidas mostrando que a facilitação da experiência é um processo determinante para a satisfação dos turistas. Estes resultados empíricos, ainda que não generalizáveis, revelam a complexidade do serviço hoteleiro ao mesmo tempo que emprestam à análise do posicionamento competitivo uma nova perspetiva.

COMUNICAÇÃO PARA OS PEQUENOS NEGÓCIOS: PROPOSTA DE MODELO DE APLICAÇÃO PRÁTICA PARA POSICIONAMENTO EM MÍDIAS E REDES SOCIAIS DIGITAIS

A comunicação via mídias e redes sociais digitais é uma atividade estratégica de suporte para a consecução dos objetivos dos pequenos negócios que, em face de uma realidade de restrição de recursos financeiros, estrutura administrativa reduzida e necessidade de obter resultados no curtíssimo prazo, encontram nas ferramentas da internet alternativas viáveis para o posicionamento e a diferenciação de seus negócios. Os objetivos desta tese envolvem tanto a compreensão da importância da comunicação organizacional para os pequenos negócios quanto à identificação das particularidades dos pequenos negócios, o desenvolvimento de um instrumento para orientar a atuação estratégica dos pequenos negócios nas mídias e redes sociais digitais e a análise da colaboração deste instrumento para as atividades empresariais dos empreendedores individuais, das microempresas e das pequenas empresas. Realizaram-se, primeiramente, estudos bibliográfico e documental com vistas à fundamentação teórica da pesquisa e à compreensão dos pequenos negócios e dos aspectos contemporâneos acerca da comunicação institucional. Sucedeu-se o trabalho de desenvolvimento do Modelo de Aplicação Prática para Posicionamento em Mídias e Redes Sociais Digitais e, posteriormente, uma pesquisa qualitativa, compreendida por duas etapas: a) aplicação do modelo proposto a três empresas; e b) avaliação do modelo. Os resultados da pesquisa mostram que, a despeito de o Modelo de Aplicação Prática para Posicionamento em Mídias e Redes Sociais Digitais contribuir estrategicamente para o posicionamento dos pequenos negócios, de maneira geral, a comunicação nesse tipo de empreendimento não surte melhor efeito porque esbarra nas limitações próprias desse tipo de empresa.

Developing an enterprise simulator to support electronic supply chain for B2B electronic process

The application of any e-Solution promises significant returns. In particular, using internet technologies both within enterprises and across the supply (value) chain provides real opportunity, not only for operational improvement but also for innovative strategic positioning. However, significant questions obscure potential investment; how any value will actually be created and, importantly, how this value will be shared across the value chain is not clear. This paper will describe a programme of research that is developing an enterprise simulator that will provide a more fundamental understanding of the impact of e-Solutions across operational supply chains, in terms of both standard operational and financial measures of performance. An efficient supply chain reduces total costs of operations by sharing accurate real-time information and coordinating inter-organizational business processes. This form of electronic link between organizations is known as business-to-business (B2B) e-Business. The financial measures go beyond simple cost calculations to real bottom-line performance by modelling the financial transactions that business processes generate. The paper will show how this enterprise simulator allows for a complete supply chain to be modelled in this way across four key applications: control system design, virtual enterprises, pan-supply-chain performance metrics and supporting e-Supply-chain design methodology.

The growing importance of inter-company collaboration

Guest editorial: This special issue has been drawn from papers that were published as part of the Second European Conference on Management of Technology (EuroMOT) which was held at Aston Business School (Birmingham, UK) 10-12 September 2006. This was the official European conference for the International Association for Management of Technology (IAMOT); the overall theme of the conference was “Technology and global integration.” There were many high-calibre papers submitted to the conference and published in the associated proceedings (Bennett et al., 2006). The streams of interest that emerged from these submissions were the importance of: technology strategy, innovation, process technologies, managing change, national policies and systems, research and development, supply chain technology, service and operational technology, education and training, small company incubation, technology transfer, virtual operations, technology in developing countries, partnership and alliance, and financing and investment. This special issue focuses upon the streams of interest that accentuate the importance of collaboration between different organisations. Such organisations vary greatly in character; for instance, they may be large or small, publicly or privately owned, and operate in manufacturing or service sectors. Despite these varying characteristics they all have something in common; they all stress the importance of inter-organisational collaboration as a critical success factor for their organisation. In today's global economy it is essential that organisations decide what their core competencies are what those of complementing organisations are. Core competences should be developed to become a bases of differentiation, leverage and competitive advantage, whilst those that are less mature should be outsourced to other organisations that can claim to have had more recognition and success in that particular core competence (Porter, 2001). This strategic trend can be observed throughout advanced economies and is growing strongly. If a posteriori reasoning is applied here it follows that organisations could continue to become more specialised in fewer areas whilst simultaneously becoming more dependent upon other organisations for critical parts of their operations. Such actions seem to fly in the face of rational business strategy and so the question must be asked: why are organisations developing this way? The answer could lie in the recent changes in endogenous and exogenous factors of the organisation; the former emphasising resource-based issues in the short-term, and strategic positioning in the long-term whilst the later emphasises transaction costs in the short-term and acquisition of new skills and knowledge in the long-term. For a harmonious balance of these forces to prevail requires organisations to firstly declare a shared meta-strategy, then to put some cross-organisational processes into place which have their routine operations automated as far as possible. A rolling business plan would review, assess and reposition each organisation within this meta-strategy according to how well they have contributed (Binder and Clegg, 2006). The important common issue here is that an increasing number of businesses today are gaining direct benefit from increasing their levels of inter-organisational collaboration. Such collaboration has largely been possible due to recent technological advances which can make organisational structures more agile (e.g. the extended or the virtual enterprise), organisational infra-structure more connected, and the sharing of real-time information an operational reality. This special issue consists of research papers that have explored the above phenomenon in some way. For instance, the role of government intervention, the use of internet-based technologies, the role of research and development organisations, the changing relationships between start-ups and established firms, the importance of cross-company communities of practice, the practice of networking, the front-loading of large-scale projects, innovation and the probabilistic uncertainties that organisations experience are explored in these papers. The cases cited in these papers are limited as they have a Eurocentric focus. However, it is hoped that readers of this special issue will gain a valuable insight into the increasing importance of collaborative practices via these studies.

The food choice at work study: effectiveness of complex workplace dietary interventions on dietary behaviours and diet-related disease risk - study protocol for a clustered controlled trial

Background: Dietary behaviour interventions have the potential to reduce diet-related disease. Ample opportunity exists to implement these interventions in the workplace. The overall aim is to assess the effectiveness and cost-effectiveness of complex dietary interventions focused on environmental dietary modification alone or in combination with nutrition education in large manufacturing workplace settings. Methods/design: A clustered controlled trial involving four large multinational manufacturing workplaces in Cork will be conducted. The complex intervention design has been developed using the Medical Research Council's framework and the National Institute for Health and Clinical Excellence (NICE) guidelines and will be reported using the TREND statement for the transparent reporting of evaluations with non-randomized designs. It will draw on a soft paternalistic 'nudge' theoretical perspective. It will draw on a soft paternalistic "nudge" theoretical perspective. Nutrition education will include three elements: group presentations, individual nutrition consultations and detailed nutrition information. Environmental dietary modification will consist of five elements: (a) restriction of fat, saturated fat, sugar and salt, (b) increase in fibre, fruit and vegetables, (c) price discounts for whole fresh fruit, (d) strategic positioning of healthier alternatives and (e) portion size control. No intervention will be offered in workplace A (control). Workplace B will receive nutrition education. Workplace C will receive nutrition education and environmental dietary modification. Workplace D will receive environmental dietary modification alone. A total of 448 participants aged 18 to 64 years will be selected randomly. All permanent, full-time employees, purchasing at least one main meal in the workplace daily, will be eligible. Changes in dietary behaviours, nutrition knowledge, health status with measurements obtained at baseline and at intervals of 3 to 4 months, 7 to 9 months and 13 to 16 months will be recorded. A process evaluation and cost-effectiveness economic evaluation will be undertaken. Discussion: A 'Food Choice at Work' toolbox (concise teaching kit to replicate the intervention) will be developed to inform and guide future researchers, workplace stakeholders, policy makers and the food industry. Trial registration: Current Controlled Trials, ISRCTN35108237.

Grupos estratégicos no sector bancário português

Dissertação de mest. Ciências Económicas e Empresariais, Faculdade de Economia, Univ. do Algarve, Instituto Superior de Economia e Gestão, Univ. Técnica de Lisboa, 2007

The significant role of third-party logistics (3pl) operators as fosterers of organizational performance in colombian companies

La eliminación de barreras entre países es una consecuencia que llega con la globalización y con los acuerdos de TLC firmados en los últimos años. Esto implica un crecimiento significativo del comercio exterior, lo cual se ve reflejado en un aumento de la complejidad de la cadena de suministro de las empresas. Debido a lo anterior, se hace necesaria la búsqueda de alternativas para obtener altos niveles de productividad y competitividad dentro de las empresas en Colombia, ya que el entorno se ha vuelto cada vez más complejo, saturado de competencia no sólo nacional, sino también internacional. Para mantenerse en una posición competitiva favorable, las compañías deben enfocarse en las actividades que le agregan valor a su negocio, por lo cual una de las alternativas que se están adoptando hoy en día es la tercerización de funciones logísticas a empresas especializadas en el manejo de estos servicios. Tales empresas son los Proveedores de servicios logísticos (LSP), quienes actúan como agentes externos a la organización al gestionar, controlar y proporcionar actividades logísticas en nombre de un contratante. Las actividades realizadas pueden incluir todas o parte de las actividades logísticas, pero como mínimo la gestión y ejecución del transporte y almacenamiento deben estar incluidos (Berglund, 2000). El propósito del documento es analizar el papel de los Operadores Logísticos de Tercer nivel (3PL) como promotores del desempeño organizacional en las empresas colombianas, con el fin de informar a las MIPYMES acerca de los beneficios que se obtienen al trabajar con LSP como un medio para mejorar la posición competitiva del país.

Análisis del posicionamiento estratégico del café del Huila y el desarrollo de los cafés especiales

El proyecto de grado titulado “Análisis del posicionamiento estratégico del café del Huila y el desarrollo de los cafés especiales” tiene el objetivo general de estudiar y hacer públicas las ventajas de producir café de alta calidad en el departamento del Huila, puesto que existen algunas zonas del departamento que no tienen una producción de calidad certificada, lo cual ha generado cuellos de botella en relación a la demanda potencial y real con la Unión Europea. En la investigación se busca la manera de incrementar la zona productora de cafés especiales para satisfacer el mercado Europeo que es gustador del tipo de café que se cultiva en la región Huilense por la suavidad, aroma, entre otras variables influyentes. El desarrollo de este proyecto en esta región del país, se sustenta por la mayor producción de café a nivel nacional. Asimismo, también porque es el abanderado en cafés especiales y cuenta con la mayoría de fincas certificadas con algún sello de conducta en Colombia. Lo anterior, se ha alcanzado con la aplicación de buenas prácticas para la sostenibilidad del cultivo, la gran labor de renovación de cafetales y al don cafetero que tiene la gente del Huila debido a que es el negocio agrícola más importante.

Programa avanzado para la fomración empresarial

En el presente trabajo se realizará una investigación donde se evidenciarán diferentes alternativas de negocios dentro del sector de aplicaciones móviles para el mercado Colombiano , así como la funcionalidad de cada una de ellos en el mismo, adicional a esto se escogerá la que tenga mayor viabilidad en cuánto a impacto financiero y social de acuerdo a una serie de herramientas tales como matriz de valoración de oportunidades, posicionamiento estratégico, las cinco fuerzas de Porter, ventaja que lo diferencia, PESTA, análisis cualitativo, prueba de concepto y finalmente análisis financiero mediante una proyección a 5 años, para así poder construir un modelo de negocio contundente y presentarlo a un grupo de inversionistas que podrían otorgar el capital necesario para poner en marcha el proyecto.

Developing a Brand Positioning Model for International Strategic Marketing

The target of this thesis is to develop a brand positioning process model for the case company’s international operations. The model will make the process more effective and decrease the risk of relevant aspects being forgotten. The focus is on the international operations although generally the brand positioning can be seen as a standardized subject and, thus, there is no need to distinguish market areas. Constructive research approach is chosen as a research method. Internal interviews are done in order to give the much needed insight about the case company’s current processes and circumstances. Based on theory, interviews as well as internal and external material the model is built. The most difficult part in building the model is to determine the order of each phase. Also, deciding the number of each phase can be problematic. The model should be brief and assertive in order to reduce the risk of misunderstanding between employees from different units. Based on the analysis of the interviews and the theory the brand positioning process model is presented with indication of the order of each phase. The model is divided to three main groups: Analyzing the Environment, Determining the Brand Position, and Documenting the BPS. The benefits of the model are that overlapping work can be reduced, too similar brands can be noticed and it is easier to train new employees.

Optimizing electrode positioning in 3-lead ECG chest devices

Although the 12-lead electrocardiogram has become an essential medical and research tool, many current and envisaged applications would benefit from simpler devices, using 3-lead ECG configuration. This is particularly true for Ambient Assisted Living (in a broad perspective). However, the chest anatomy of female patients, namely during pregnancy, can hamper the adequate placement of a 3-lead ECG device and, very often, electrodes are placed below the chest rather than at the precise thoracic landmarks. Thus, the aim of this study was to compare the effect of electrode positioning on the ECG signal of pregnant women and provide guidelines for device development. The effect of breast tissue on the ECG signal was investigated by relating breast size with the signal-to-noise ratio, root mean square and R-wave amplitude. Results show that the 3-lead ECG should be placed on the breast rather than under the breast and indicate positive correlation between breast size and signal-to-noise ratio.