Anàlisi de la imatge corporativa. L'estratègia de comunicació de Danone

Aquest Treball de Fi de Grau (TFG) que exposem és una aproximació analítica a la importància i conseqüències de la imatge corporativa. El present estudi pretén determinar quins són els elements que contribueixen a la creació d’una imatge corporativa favorable i com aquesta influeix en la conducta dels públics. Aquesta anàlisi inclou una especial referència als nous mitjans digitals, més concretament les xarxes socials, i com aquests ajuden en el procés de la creació d’imatge corporativa. Partirem d’un conjunt de conceptes teòrics realitzant un estat de la qüestió que permeti orientar i concretar el tema a tractar i, en base a aquesta fonamentació teòrica, iniciarem una investigació per determinar quina és l’estratègia de comunicació que utilitza Danone i com ha aconseguit construir-la.

Centrality and investment strategies at the beginning of industrialisation in mid-nineteenth-century Catalonia

We apply social networks analysis to the study of an important database on investment and companies" share in the Catalonia (Spain) of the nineteenth century. In contrast with most of the existing related literature, usually addressing power relationships across administration boards, we focus on the structure of interactions among individual investors and firms. Centrality analysis uncovers interesting roles played by certain economic sectors (e.g. textile and financial). Furthermore, the diverse composition (in terms of economic activity) of communities in the network (subgroups more densely connected internally than with the rest of the network) reveals a high investment diversification, which nicely agrees with a known characteristic of traditional Catalan business strategies.

Joves immigrants i persistència acadèmica: què ens diuen les seves xarxes personals?

L'estudi que es presenta forma part d'un projecte de recera de tipus longitudinal que busca detrminar en quina mesura les xarxes personals i socials de l'alumnat immigrant poden apoderar les seves trajectòries acadèmiques tot incidint en la seva persistència i èxit escolar. L'estudi introdueix un nou nivell de comprensió tant de les trajectòries d'èxit com de la vulnerabilitat de l'alumnat immigrant a la secundària utilitzant l'enfocament egocèntric de l'anàlisi de xarxes socials. Aquest article mostra les potencialitats d'aquest enfocament, el qual ha desenvolupat uns processos metodològics i de creació d'instrumentació propis per al mesurament i analisi de les estructures, patrons i formes d'interacció que emergeixen dels vincles entre actors diversos. Els resultats mostren que els sistemes relacionals de l'alumnat (família, escola i comunitat) constitueixen un nivell intemedi en el qual s'expressa la naturalesa dinàmica i articulada de les funcions de socialització, connexió i presa de decisions de les seves xarxes personals i socials, i permeten valorar la seva incidència en les trajectòries acadèmiques dels estudiants.

Evolutionary Games in Networked Populations: Models and Experiments

Cooperation and coordination are desirable behaviors that are fundamental for the harmonious development of society. People need to rely on cooperation with other individuals in many aspects of everyday life, such as teamwork and economic exchange in anonymous markets. However, cooperation may easily fall prey to exploitation by selfish individuals who only care about short- term gain. For cooperation to evolve, specific conditions and mechanisms are required, such as kinship, direct and indirect reciprocity through repeated interactions, or external interventions such as punishment. In this dissertation we investigate the effect of the network structure of the population on the evolution of cooperation and coordination. We consider several kinds of static and dynamical network topologies, such as Baraba´si-Albert, social network models and spatial networks. We perform numerical simulations and laboratory experiments using the Prisoner's Dilemma and co- ordination games in order to contrast human behavior with theoretical results. We show by numerical simulations that even a moderate amount of random noise on the Baraba´si-Albert scale-free network links causes a significant loss of cooperation, to the point that cooperation almost vanishes altogether in the Prisoner's Dilemma when the noise rate is high enough. Moreover, when we consider fixed social-like networks we find that current models of social networks may allow cooperation to emerge and to be robust at least as much as in scale-free networks. In the framework of spatial networks, we investigate whether cooperation can evolve and be stable when agents move randomly or performing Le´vy flights in a continuous space. We also consider discrete space adopting purposeful mobility and binary birth-death process to dis- cover emergent cooperative patterns. The fundamental result is that cooperation may be enhanced when this migration is opportunistic or even when agents follow very simple heuristics. In the experimental laboratory, we investigate the issue of social coordination between indi- viduals located on networks of contacts. In contrast to simulations, we find that human players dynamics do not converge to the efficient outcome more often in a social-like network than in a random network. In another experiment, we study the behavior of people who play a pure co- ordination game in a spatial environment in which they can move around and when changing convention is costly. We find that each convention forms homogeneous clusters and is adopted by approximately half of the individuals. When we provide them with global information, i.e., the number of subjects currently adopting one of the conventions, global consensus is reached in most, but not all, cases. Our results allow us to extract the heuristics used by the participants and to build a numerical simulation model that agrees very well with the experiments. Our findings have important implications for policymakers intending to promote specific, desired behaviors in a mobile population. Furthermore, we carry out an experiment with human subjects playing the Prisoner's Dilemma game in a diluted grid where people are able to move around. In contrast to previous results on purposeful rewiring in relational networks, we find no noticeable effect of mobility in space on the level of cooperation. Clusters of cooperators form momentarily but in a few rounds they dissolve as cooperators at the boundaries stop tolerating being cheated upon. Our results highlight the difficulties that mobile agents have to establish a cooperative environment in a spatial setting without a device such as reputation or the possibility of retaliation. i.e. punishment. Finally, we test experimentally the evolution of cooperation in social networks taking into ac- count a setting where we allow people to make or break links at their will. In this work we give particular attention to whether information on an individual's actions is freely available to poten- tial partners or not. Studying the role of information is relevant as information on other people's actions is often not available for free: a recruiting firm may need to call a job candidate's refer- ences, a bank may need to find out about the credit history of a new client, etc. We find that people cooperate almost fully when information on their actions is freely available to their potential part- ners. Cooperation is less likely, however, if people have to pay about half of what they gain from cooperating with a cooperator. Cooperation declines even further if people have to pay a cost that is almost equivalent to the gain from cooperating with a cooperator. Thus, costly information on potential neighbors' actions can undermine the incentive to cooperate in dynamical networks.

Redes sociales y negocios. La red de inversión del Banco de Barcelona en la economía catalana a mediados del siglo XIX

The appearance of the Banco de Barcelona involved the formation of an investment compact network between its directors. In this work we studied how this investment network grew within a larger one, the one formed by the major investors in Catalonia during the period 1815-1866, as well as the role played by the top executives of the Bank inside it. Our findings indicate that some of the directors of the Bank held a central position in the main Catalan investors" network. This important role guaranteed reliable information on the progress of businesses. This information not only favored the operations of the institution, but also allowed its directors to take investment decisions inside the network. Moreover, the Bank interconnects individuals who were associated with different investors" sectors, which made the institution coalesced around an investing core with different important influences and connections.

The snow storm of the 8th of March 2010 in Barcelona: a paradigmatic case

A heavy precipitation event swept over Catalonia (NE Spain) on 8 March 2010, with a total amount that ex- ceeded 100mm locally and snowfall of more than 60cm near the coast. Unusual for this region and at this time of the year, this snowfall event affected mainly the coastal region and was accompanied by thunderstorms and strong wind gusts in some areas. Most of the damage was due to"wet snow", a kind of snow that favours accretion on power lines and causes line-breaking and subsequent interruption of the electricity supply. This paper conducts an interdisciplinary analysis of the event to show its great societal impact and the role played by the recently developed social networks (it has been called the first"Snowfall 2.0"), as well to analyse the meteorologi- cal factors associated with the major damage, and to propose an indicator that could summarise them. With this aim, the paper introduces the event and its societal impact and com- pares it with other important snowfalls that have affected the Catalan coast, using the PRESSGAMA database. The sec- ond part of the paper shows the event"s main meteorological features and analyses the near-surface atmospheric variables responsible for the major damage through the application of the SAFRAN (Système d"analyse fournissant des renseigne- ments atmosphériques à la neige) mesoscale analysis, which, together with the proposed"wind, wet-snow index" (WWSI), allows to estimate the severity of the event. This snow storm provides further evidence of our vulnerability to natural haz- ards and highlights the importance of a multidisciplinary ap- proach in analysing societal impact and the meteorological factors responsible for this kind of event.

Tiimin sisäisen vuorovaikutuksen esteet ja edistäjät, case Etelä-Karjalan Osuuspankki

Tutkimuksen tavoitteena on löytää tekijöitä, jotka edistävät ja toisaalta estävät vuorovaikutusta tiimissä. Tutkimuksen managerialisena tavoitteena on luoda uusia sisäistä vuorovaikutusta edistäviä toimintatapoja kohdeorganisaation sijoitustiimissä. Teoreettisessa osassa tiimin sisäiseen vuorovaikutukseen vaikuttavia tekijöitä tarkastellaan tiimin sisäisen sosiaalisen pääoman, tiimin viestintävalmiuksien ja teknologisten ja sosiaalisten verkostorakenteiden kautta. Tutkimuksen empiirisessä osassa tarkastellaan kohdeyrityksen sijoitustiimin sisäisen vuorovaikutukseen tilaa ja selvitetään tekijöitä, jotka vaikuttavat vuorovaikutuksen myönteiseen kehittymiseen. Tutkimus osoittaa, että tiimin sisäinen sosiaalinen pääoma: verkostosuhteet, luottamus ja yhteiset pelisäännöt edistävät tiimin vuorovaikutusta. Sosiaaliset suhdeverkostot nousevat yhdeksi tärkeimmistä edistäjistä. Vuorovaikutuksen esteitä – tiimin hajautuneisuus ja kiire - voidaan minimoida sähköisten kommunikaatiovälineiden tarkoituksenmukaisella käytöllä. Esimiehen tärkeä rooli on näiden vuorovaikutusprosessien käynnistämisessä ja ylläpitämisessä.

O game CityVille: uma nova tendência da Web

O objetivo principal desse artigo é analisar o jogo social CityVille criado pela empresa Zynga, uma das últimas tendências do Facebook encontrado e disponível na web. A escolha do corpus game CityVille deve-se ao interesse de buscar compreender o por que esse jogo obteve tamanho sucesso e seja atualmente um dos jogos sociais/digitais de maior destaque e adeptos da rede social Facebook. Busca-se dessa maneira depreender de que maneira os jogos sociais tem evoluído e transformado as relações comunicacionais entre os usuários da rede. As redes sociais têm se tornando cada vez mais importantes e estão vinculadas a vida das pessoas. Com o desenvolvimento da linguagem digital, a forma com que as pessoas passaram a interagir se transforma, pois essas se comunicam através do computador em tempo real. O estudo busca fazer uma análise plural do jogo CityVille destacando distintos pontos de vista do jogo social. Propomos verificar as relações entre: o uso e os usuários, e a tecnologia e o conteúdo do jogo. Nas conclusões explicitaremos quais serão as direções possíveis do futuro dos jogos sociais da web.

Markkinointiviestintä tietojohtamisen näkökulmasta – työntekijä maineen ja imagon rakentajana Case: Hesburger

Tutkielman tarkoituksena on tutkia yrityksen sisäistä, epävirallista viestintää sekä yrityksen henkilökunnan viestintää erilaissa sosiaalisissa verkostoissa. Viestintää tutkitaan yrityksen markkinointiviestinnän kannalta, maineen ja imagon rakentamisen näkökulmasta. Case –organisaationa tutkimuksessa on Hesburger, Suomen suurin pikaruokaketju. Tutkimuksessa käytetään tiedonkeruumenetelmänä kvalitatiivista teema-haastattelua. Tutkimusongelmia peilataan yleisiin markkinointiviestinnän ja kommunikoinnin teorioihin. Tutkimuksen avulla saatiin selkeä kuva siitä, miten työntekijä toimii organisaation sisäisissä, epävirallisissa viestintätilanteissa ja, miten työntekijä viestii sekä omalla kulutuskäyttäytymisellään että suusannallisesti sosiaalisessa verkostossaan yritykseen liittyvistä asioista. Case -organisaatio toimii työvoimavaltaisella palvelualalla, jossa työntekijöiden rooli viestien välittäjinä on suuri. Koska kyseessä on kuluttajapalveluja tuottava yritys, käy tutkimuksessa ilmi, että sosiaalisissa verkostoissa tapahtuva viestintä on suuressa roolissa yrityksen maineen rakentajana. Yrityksen kannalta on tärkeää tiedostaa erilaisten verkostojen ja yhteisöjen olemassaolo sekä ymmärtää niiden vaikutus imagon muodostumisessa. Sisäisen markkinoinnin sekä suhdemarkkinoinnin keinoin myös epävirallisissa verkostoissa ja yhteisöissä liikkuvaa tietoa voidaan johtaa ja loppukuluttajille tätä kautta välittyvää informaatiota hallita.

Disseny d'eina per a anàlisi de pàgines de xarxes socials

Aquest treball té per objecte el disseny d'una eina que permeti fer l'anàlisi de pàgines de xarxes socials. Al seu torn, la informació obtinguda podrà ser emprada com a base d'estudis de benchmarking sobre els quals les empreses puguin prendre decisions amb les quals intentar millorar la demanda dels seus productes i/o marca.

Yrittäjien oppiminen ja verkostoituminen Voimaverkko- projektissa

Tämän tutkimuksen tarkoituksena oli kuvata pienyrittäjien verkostoitumista ja oppimista ohjatussa verkostoitumisprojektissa. Tutkimuskohteena on Voimaverkko-projekti. Case-projekti on Kiipulan ammattiopistossa toteutettu ESR-rahoitteinen kehittämisprojekti. Projektissa on ollut mukana 47 yrittäjää Kanta-Hämeen alueelta. Tutkimus on laadullinen tutkimus, jonka empiirinen osuus on kerätty kolmella menetelmällä. Projektiin osallistujat vastasivat kyselylomakkeisiin. Toisena menetelmänä käytettiin henkilökohtaisia teemahaastatteluja ja kolmantena palauteillan ryhmätyöskentelyä. Yrittäjien verkosto-osaaminen lisääntyi: yrittäjien välille syntyi sosiaalisia verkostoja ja liiketoiminnallista yhteistyötä. Projektin aikana yrittäjät oppivat uusia työskentelytapoja ja taitoja. Projekti auttoi yrittäjiä löytämään keinoja oman hyvinvoinnin parantamiseksi. Aineiston avulla on koottu yhteenveto ja tehty johtopäätöksiä, joita voidaan käyttää hyödyksi uusia projekteja kehitettäessä. Johtopäätöksissä esitetään kehittämisideoita mahdolliselle jatkohankkeelle.

The personal research portal : web 2.0 driven individual commitment with open access for development

Peer-reviewed

Innovative milieu, micro firms and local development in Barcelona

Peer-reviewed

LearnMyLanguage

El trabajo fin de grado 'LearnMyLanguage' es una web, estilo red social, para ayudar a los usuarios a aprender y enseñar idiomas. Consiste en una red social en la que personas con intereses comunes puedan aprender un determinado idioma a la vez que puedan enseñar su idioma a otros usuarios.

El conflicto de Gamonal

En la provincia de Burgos, España, un movimiento vecinal en contra de un proyecto urbanístico acabó derivando en Enero de 2014 en un acontecimiento político con gran seguimiento por parte de los medios de comunicación tradicionales y las redes sociales. La relevancia política de un conflicto en un primer momento local empezó a aumentar y a generar diferentes lecturas e interpretaciones, tanto desde dentro del movimiento como en el resto del Estado español. En este trabajo analizamos las redes de interacciones, los marcos interpretativos del movimiento de protesta y cómo éstos fueron modulándose con base a las distintas fases del conflicto. El análisis sistemático del contenido y las redes sociales de Twitter se ha combinado con siete entrevistas realizadas a participantes en el conflicto. A partir de los datos obtenidos y su análisis, se puede concluir que se dieron cambios importantes en los marcos del movimientohacia perspectivas nacionales y globales en relación con una expansión ydesbordamiento de las redes de interacción que sustentaban el movimiento.