Neuromarketing : una forma de romper los paradigmas del marketing convencional

Actualmente las empresas se enfrentan a un entorno cambiante donde la competencia es cada vez mayor y el gran desafío es lograr la fidelización de los clientes, debido a esto, es necesario buscar métodos que permitan conocer más a fondo sus necesidades, gustos y percepciones. Este trabajo de investigación le permitirá al lector conocer acerca del surgimiento, desarrollo y aplicación del Neuromarketing, como respuesta a las necesidades competitivas de las empresas en un mercado globalizado. En este mismo sentido, el lector podrá comprender: los factores determinantes al momento de comprar, las técnicas que emplea el Neuromarketing para conocer y entender a los clientes, así como los experimentos y los casos reales en los cuales se han utilizado estas técnicas para fidelizar a los compradores con un determinado producto o marca.

Perdurabilidad empresarial pymes con apuestas diferenciales: caso de estudio Anfora Ltda. y Anfesa SAS

De las más de un millón de empresas que existen actualmente en Colombia, 99% de ellas son consideradas micro, pequeñas y medianas empresas, un gran problema con esta estructura empresarial es que aunque cada año la creación de empresa es alta también lo es la morbilidad. El éxito empresarial y su estabilidad en el tiempo es un tema de mucha importancia que inquieta a la academia, el gobierno y a las mismas empresas. Las posibles explicaciones sobre la perdurabilidad de algunas empresas, una vida tenue de otras y el fracaso de muchas es algo que está siendo investigado. La Universidad del Rosario se ha enfocado en conocer los factores determinantes para que una empresa sea perdurable y por medio del Grupo de Investigación sobre Perdurabilidad Empresarial (GIPE) se han logrado identificar trece componentes para la perdurabilidad de las empresas en el contexto nacional. A partir de la realización de estudios de casos como el que se propone en el presente proyecto, se espera reconocer el funcionamiento actual de las Pymes nacionales e identificar qué factores son necesarios para que las Pymes continúen siendo exitosas a través del tiempo. Por medio de encuestas, entrevistas y documentos se obtuvo información importante de las Pymes con apuestas diferenciales Anfora Ltda y Anfesa SAS, con la intención de determinar qué componentes se encontraban en la empresa y cuáles tenían mayor relevancia, comparando los resultados con la teoría que rodea los trece componentes de la perdurabilidad empresarial.

Neuromarketing: en las ventas

El mundo empresarial ha cambiado a través de los años, con el pasar del tiempo se ha vuelto más dinámico, más competido, mas conglomerado, hoy el mundo organizacional se ha expandido de manera tal que casi existen empresas de todo tipo, con variedad de actividades, razones sociales y cada una de ellas perteneciendo y conformado los diferentes sectores de la industria. El mayor reto que una empresa debe enfrentar en tiempos actuales es la capacidad de permanecer competente en el mercado, que perdure en el tiempo y más importante aún que sepa satisfacer las necesidades de sus clientes, sus gustos, sus deseos. El cliente uno de los eslabones claves más importantes para que una empresa sea exitosa, lograr la fidelización de marca (o hacia la misma empresa) y estar siempre en la capacidad de ofrecerle lo que desea encontrar (productos, bienes, servicios) por medio de la innovación y diferenciación. Este trabajo de investigación permitirá al lector conocer una de las herramientas que pueden hacer esto posible, informará cómo se puede llegar a conocer los deseos, y los factores determinantes que llevan a realizar una compra en dicho consumidor con técnicas incursionando en lo más profundo del consumidor (el cerebro), cómo piensa, que espera recibir y todo esto a través de la aplicación del Neuromarketing como influencia en el proceso de compra del consumidor, todo esto con el complemento del trade marketing que entra a impulsar las ventas y la captura del consumidor a través de la comercialización de los productos, mayor rotación de los canales de venta, el manejo en sí de marca que se le da a un producto. El trade marketing es ante todo un cambio de mentalidad para enfrentar las nuevas tendencias y requerimientos del mercado junto con los del consumidor.

Factores para la implementación eficiente de un sistema de control de gestión en las organizaciones

La implementación del MCS es una necesidad que demandan las organizaciones en la medida en que incrementan de tamaño, pero la experiencia muestra que esta metodología tiene casos de éxito como de fracaso, por lo que es importante identificar y contemplar los factores que influyen en la implementación para que el sistema sea efectivo. Este proyecto pretende analizar las variables y herramientas para la implementación de un MCS en una organización. Para este análisis se hizo una amplia revisión literaria teórica y práctica. Finalmente el resultado que se obtuvo fue definir cuáles son los factores determinantes para la implementación de un MCS efectivo en una empresa.

El régimen de propiedad rural como factor determinante en la concentración de tierra. Estudio de caso: norte del valle del cauca (periodo: 1990-2005)

El objetivo de este estudio de caso es identificar las variables institucionales y normativas que permitieron el aumento de la concentración de tierra en el norte del Valle del Cauca, a partir del despojo sistemático de tierras durante 1990 y 2005. El presente trabajo muestra las implicaciones sociales y económicas impuestas desde el escenario de violencia en un área regional. La debilidad del Estado colombiano y el funcionamiento de sus instituciones terminan por configurarse como factores determinantes en la estrategia militar de los cuerpos alzados en armas. Se pretende brindar una visión local que permita reconocer la complejidad y la variedad en las dinámicas de concentración de tierras.

Retórica vs. Comportamiento en las relaciones comerciales. Un análisis de las relaciones de Venezuela hacia Estados Unidos. Periodo 2007-2012

El objetivo de esta monografía es analizar la incongruencia entre la retórica antiestadounidense empleada por Hugo Chávez durante su segundo mandato presidencial y las relaciones comerciales entre Venezuela y Estados Unidos, caracterizadas por la continua y considerable exportación de crudo venezolano. Por consiguiente, tras una descripción del discurso y de la política exterior del entonces mandatario, aunada a la exposición de estadísticas del comercio bilateral de crudo venezolano; se estudian los conceptos de sensibilidad y vulnerabilidad de la teoría de la interdependencia compleja de Robert Keohane y Joseph Nye, como factores determinantes para explicar la anteriormente mencionada incongruencia.

El impacto sobre los trabajadores de una gestión de recursos humanos socialmente responsable. Un análisis para Catalunya

Socially responsible human resource management constitutes the conceptual-theory framework of the thesis. The results obtained from the empirical part show the existence of three clusters inasmuch as the application of socially responsible practices for promoting job quality in the case of Catalonia: the group of workers in “organizations with low-level of social responsibility”; those who work in a environment of “work practices for implication” and the group of workers in a environment oriented to “health and safety at work”. Among the determining factors in applying these practices we can find characteristics of the firms where the employees work as well as personal characteristics and those of the job. The research also shows that, in general, applying socially responsible management in human resources does have positive effects on the worker and therefore creates greater trust in management, increased job satisfaction, less stress at work and a lower intention to quit a job.

Fracasso escolar em escolas públicas de Nossa senhora da Glória: análise das implicações a partir da relação Professor/Aluno

A Pesquisa apresentada nesta dissertação, intitulada “Fracasso Escolar em Escolas Públicas de Nossa Senhora da Glória: análise das implicações a partir da relação professor/aluno” foi desenvolvida com o objetivo de analisar alunos com dependência ou repetência em disciplinas do 6º ano do Ensino Fundamental, com o intuito de problematizar a percepção de professores e alunos, sujeitos da pesquisa. Desenvolveu-se uma pesquisa descritiva, fundada em estudo de caso de base qualiquantitativa, sobre uma amostra de 100 alunos do 6º ano do Ensino Fundamental e 20 professores que lecionam disciplinas do núcleo comum e disciplinas da parte diversificada. O instrumento usado para a coleta de dados foi o questionário. O estudo mostrou que um só professor ensina alunos do 2º ao 5º ano, em única sala de aula, no Ensino Fundamental. Esses alunos chegam ao 6º ano, trazendo deficiências como domínio na leitura, escrita, interpretação de texto e cálculo matemático, ocasionando o fracasso escolar. Com efeito, os professores avaliam que a metodologia, a falta de empenho de alguns, e a falta de compromisso da escola, são fatores determinantes do fracasso escolar.

Construction of Helical Nanofibers from Self-Assembling Pseudopeptide Building Blocks: Modulating the Handedness and Breaking the Helicity

Helical nanofibers are successfully constructed from suitable self-assembling pseudopeptide-based molecular building blocks. The handedness of these nanofibers can be reversed by using mirror-imaged pseudopeptide-based building blocks. Straight nanofibers are also constructed by modulating the molecular and supramolecular structures by the proper choice of the stereochemical nature of the molecular scaffolds. This study demonstrates that molecular structure and chirality are not the only determining factors for tuning the morphology and chirality of nanostructures; the nature of the supramolecular structures formed from the corresponding molecular scaffolds also plays a key role in dictating the shape and chirality of nanostructures. Helical nanofibers are suitable templates for fabricating dipeptide-capped gold nanoparticles, indicating a possible use of these nanofibers in the construction of arrays of gold nanoparticles.

A classification system for delirium subtyping with the use of a commercial mobility monitor

The usefulness of motor subtypes of delirium is unclear due to inconsistency in subtyping methods and a lack of validation with objective measures of activity. The activity of 40 patients was measured over 24 h with a commercial accelerometer-based activity monitor. Accelerometry data from patients with DSM-IV delirium that were readily divided into hyperactive, hypoactive and mixed motor subtypes, were used to create classification trees that were Subsequently applied to the remaining cohort to define motoric subtypes. The classification trees used the periods of sitting/lying, standing, stepping and number of postural transitions as measured by the activity monitor as determining factors from which to classify the delirious cohort. The use of a classification system shows how delirium subtypes can be categorised in relation to overall activity and postural changes, which was one of the most discriminating measures examined. The classification system was also implemented to successfully define other patient motoric subtypes. Motor subtypes of delirium defined by observed ward behaviour differ in electronically measured activity levels. Crown Copyright (C) 2009 Published by Elsevier B.V. All rights reserved.

A continuous wavelet transform and classification method for delirium motoric subtyping

The usefulness of motor subtypes of delirium is unclear due to inconsistency in subtyping methods and a lack of validation with objective measures of activity. The activity of 40 patients was measured over 24 h with a discrete accelerometer-based activity monitor. The continuous wavelet transform (CWT) with various mother wavelets were applied to accelerometry data from three randomly selected patients with DSM-IV delirium that were readily divided into hyperactive, hypoactive, and mixed motor subtypes. A classification tree used the periods of overall movement as measured by the discrete accelerometer-based monitor as determining factors for which to classify these delirious patients. This data used to create the classification tree were based upon the minimum, maximum, standard deviation, and number of coefficient values, generated over a range of scales by the CWT. The classification tree was subsequently used to define the remaining motoric subtypes. The use of a classification system shows how delirium subtypes can be categorized in relation to overall motoric behavior. The classification system was also implemented to successfully define other patient motoric subtypes. Motor subtypes of delirium defined by observed ward behavior differ in electronically measured activity levels.

The causal surface and its effect on distribution transparency in a distributed virtual environment

One goal in the development of distributed virtual environments (DVEs) is to create a system such that users are unaware of the distribution-the distribution should be transparent. The paper begins by discussing the general issues in DVEs that might make this possible, and a system that allows some level of distribution transparency is described. The system described suffers from effects of inconsistency, which in turn cause undesirable visual effects. The causal surface is introduced as a solution that removes these visual effects. The paper then introduces two determining factors of distribution transparency relating to user perception and performance. With regard to these factors, two hypotheses are stated relating to the causal surface. A user-trial on forty-five subjects is used to validate the hypotheses. A discussion of the results of the trial concludes that the causal surface solution does significantly improve the distribution transparency in a DVE.

Safeguarding inheritance and enhancing the resilience of orphaned young people living in child- and youth-headed households in Tanzania and Uganda

This paper explores the resilience of orphaned young people in safeguarding the physical assets (land and property) that they inherited from their parents and in sustaining their households without a co-resident adult relative. Drawing on the concept of resilience and the sustainable livelihoods framework, this paper analyses the findings of an exploratory study conducted with 15 orphaned young people heading households,18 of their siblings and 39 NGO workers and community members in Tanzania and Uganda. The research suggests that inherited land and property represent key determining factors in the formation and viability of child- and youth-headed households in both rural and urban areas. Despite experiences of stigma and marginalisation in the community, social networks were crucial in enabling young people to protect themselves and their property, in providing access to material and emotional resources and in enhancing their skills and capabilities to develop sustainable livelihoods. Support for child- and youth-headed households needs to recognise young people's agency and adopt a holistic approach to their lives that analyses the physical assets, material resources, human and social capital available to the household, as well as individual young people's wellbeing, outlook and aspirations. Alongside cash transfers and material support, youth-led collective mobilisation that is sustained over time may also help to build resilience and foster more supportive social environments that challenge property grabbing and the stigmatisation of child- and youth-headed households.

Determinants of biosecurity behaviour of British cattle and sheep farmers: a behavioural economics analysis

The paper analyses the impact of a priori determinants of biosecurity behaviour of farmers in Great Britain. We use a dataset collected through a stratified telephone survey of 900 cattle and sheep farmers in Great Britain (400 in England and a further 250 in Wales and Scotland respectively) which took place between 25 March 2010 and 18 June 2010. The survey was stratified by farm type, farm size and region. To test the influence of a priori determinants on biosecurity behaviour we used a behavioural economics method, structural equation modelling (SEM) with observed and latent variables. SEM is a statistical technique for testing and estimating causal relationships amongst variables, some of which may be latent using a combination of statistical data and qualitative causal assumptions. Thirteen latent variables were identified and extracted, expressing the behaviour and the underlying determining factors. The variables were: experience, economic factors, organic certification of farm, membership in a cattle/sheep health scheme, perceived usefulness of biosecurity information sources, knowledge about biosecurity measures, perceived importance of specific biosecurity strategies, perceived effect (on farm business in the past five years) of welfare/health regulation, perceived effect of severe outbreaks of animal diseases, attitudes towards livestock biosecurity, attitudes towards animal welfare, influence on decision to apply biosecurity measures and biosecurity behaviour. The SEM model applied on the Great Britain sample has an adequate fit according to the measures of absolute, incremental and parsimonious fit. The results suggest that farmers’ perceived importance of specific biosecurity strategies, organic certification of farm, knowledge about biosecurity measures, attitudes towards animal welfare, perceived usefulness of biosecurity information sources, perceived effect on business during the past five years of severe outbreaks of animal diseases, membership in a cattle/sheep health scheme, attitudes towards livestock biosecurity, influence on decision to apply biosecurity measures, experience and economic factors are significantly influencing behaviour (overall explaining 64% of the variance in behaviour).

The financial and environmental performance of firms exposed to the EU Emissions Trading Scheme

This thesis is an empirical-based study of the European Union’s Emissions Trading Scheme (EU ETS) and its implications in terms of corporate environmental and financial performance. The novelty of this study includes the extended scope of the data coverage, as most previous studies have examined only the power sector. The use of verified emissions data of ETS-regulated firms as the environmental compliance measure and as the potential differentiating criteria that concern the valuation of EU ETS-exposed firms in the stock market is also an original aspect of this study. The study begins in Chapter 2 by introducing the background information on the emission trading system (ETS), which focuses on (i) the adoption of ETS as an environmental management instrument and (ii) the adoption of ETS by the European Union as one of its central climate policies. Chapter 3 surveys four databases that provide carbon emissions data in order to determine the most suitable source of the data to be used in the later empirical chapters. The first empirical chapter, which is also Chapter 4 of this thesis, investigates the determinants of the emissions compliance performance of the EU ETS-exposed firms through constructing the best possible performance ratio from verified emissions data and self-configuring models for a panel regression analysis. Chapter 5 examines the impacts on the EU ETS-exposed firms in terms of their equity valuation with customised portfolios and multi-factor market models. The research design takes into account the emissions allowance (EUA) price as an additional factor, as it has the most direct association with the EU ETS to control for the exposure. The final empirical Chapter 6 takes the investigation one step further, by specifically testing the degree of ETS exposure facing different sectors with sector-based portfolios and an extended multi-factor market model. The findings from the emissions performance ratio analysis show that the business model of firms significantly influences emissions compliance, as the capital intensity has a positive association with the increasing emissions-to-emissions cap ratio. Furthermore, different sectors show different degrees of sensitivity towards the determining factors. The production factor influences the performance ratio of the Utilities sector, but not the Energy or Materials sectors. The results show that the capital intensity has a more profound influence on the utilities sector than on the materials sector. With regard to the financial performance impact, ETS-exposed firms as aggregate portfolios experienced a substantial underperformance during the 2001–2004 period, but not in the operating period of 2005–2011. The results of the sector-based portfolios show again the differentiating effect of the EU ETS on sectors, as one sector is priced indifferently against its benchmark, three sectors see a constant underperformance, and three sectors have altered outcomes.