The art of being together: a social constructionist perspective on dialogic methods in the organizational context

The purpose of this project is to understand, under a social constructionist approach, what are the meanings that external facilitators and organizational members (sponsors) working with dialogic methods place on themselves and their work. Dialogic methods, with the objective of engaging groups in flows of conversations to envisage and co-create their own future, are growing fast within organizations as a means to achieve collective change. Sharing constructionist ideas about the possibility of multiple realities and language as constitutive of such realities, dialogue has turned into a promising way for transformation, especially in a macro context of constant change and increasing complexity, where traditional structures, relationships and forms of work are questioned. Research on the topic has mostly focused on specific methods or applications, with few attempts to study it in a broader sense. Also, despite the fact that dialogic methods work on the assumption that realities are socially constructed, few studies approach the topic from a social constructionist perspective, as a research methodology per se. Thus, while most existing research aims at explaining whether or how particular methods meet particular results, my intention is to explore the meanings sustaining these new forms of organizational practice. Data was collected through semi-structured interviews with 25 people working with dialogic methods: 11 facilitators and 14 sponsors, from 8 different organizations in Brazil. Firstly, the research findings indicate several contextual elements that seem to sustain the choices for dialogic methods. Within this context, there does not seem to be a clear or specific demand for dialogic methods, but a set of different motivations, objectives and focuses, bringing about several contrasts in the way participants name, describe and explain their experiences with such methods, including tensions on power relations, knowledge creation, identity and communication. Secondly, some central ideas or images were identified within such contrasts, pointing at both directions: dialogic methods as opportunities for the creation of new organizational realities (with images of a ‘door’ or a ‘flow’, for instance, which suggest that dialogic methods may open up the access to other perspectives and the creation of new realities); and dialogic methods as new instrumental mechanisms that seem to reproduce the traditional and non-dialogical forms of work and relationship. The individualistic tradition and its tendency for rational schematism - pointed out by social constructionist scholars as strong traditions in our Western Culture - could be observed in some participants’ accounts with the image of dialogic methods as a ‘gym’, for instance, in which dialogical – and idealized –‘abilities’ could be taught and trained, turning dialogue into a tool, rather than a means for transformation. As a conclusion, I discuss what the implications of such taken-for-granted assumptions may be, and offer some insights into dialogue (and dialogic methods) as ‘the art of being together’.

Cocriação nas redes sociais: um estudo do caso Jornada Ekos

This study aims to address the significance of co-creation and its importance in the process for competitive advantage among the processes and social changes that have impact on the interests and market needs. For this, was made a case study of the project Jornada Ekos, of Natura, an open network of people who identify with the essence and purpose of the company, through a literature search in the works and records of the Jornada Ekos, such as sites about the study, social networks and search of testimonials. Was analyzed the strategies of the co-creation process used by the company on social networks in 2014. The elements analyzed were content, content generation, multimedia content, multiple platforms, interaction, building bond and innovation. The analysis identified a communication which sought to build strong bonds with those involved on the Jornada Ekos, once the company sought to innovate through co-creation and strengthen the relationship with the public, in addition to strengthening the institutional image of the organization through the dissemination of Jornadas Ekos project on the media

Service Innovation: the state of the art and a proposal of a research agenda

The service sector has acquired a growing importance in every country economy, which has stimulated research in the field of service innovation, a new field in management studies. This text aimed to state a research agenda upon service innovation, based on an articulated discussion of the results of several articles that compose the state of the art of this concept. 73 empirical articles were analyzed, 33% of them exploring the innovation strategies and technology; 18% of the articles describe research on economic performance and enterprise productivity; 16% are related to antecedents and determinants of innovation; another 16% about network capacity development, alliances and collaboration among organizations; 9% of the articles explore service quality, innovation taxonomy, flexible systems and regional systems of innovation; and another 8% are related to themes such as intensive knowledge, research and development. The researches were concentrated in the Engineering & Technology and Hospitality Industries, which accounted for 31% and 24% of the texts, respectively. The remaining 45% of the articles referred to sectors such as Telecommunications, Health, Retail, Financial & Insurance and Public Services. The main gaps identified in these texts refer to the difficulties on measuring service innovation, besides the small number of researches on the public sector. At the end, a research agenda in the subject is presented, including the development of a scale for orientating the innovation and identifying the determining factors of the innovation in the public environment.

Digital marketing: le nuove opportunità di business per le aziende nell'era del web 2.0

L’elaborato ha lo scopo di presentare le nuove opportunità di business offerte dal Web. Il rivoluzionario cambiamento che la pervasività della Rete e tutte le attività correlate stanno portando, ha posto le aziende davanti ad un diverso modo di relazionarsi con i propri consumatori, che sono sempre più informati, consapevoli ed esigenti, e con la concorrenza. La sfida da accettare per rimanere competitivi sul mercato è significativa e il mutamento in rapido sviluppo: gli aspetti che contraddistinguono questo nuovo paradigma digitale sono, infatti, velocità, mutevolezza, ma al tempo stesso misurabilità, ponderabilità, previsione. Grazie agli strumenti tecnologici a disposizione e alle dinamiche proprie dei diversi spazi web (siti, social network, blog, forum) è possibile tracciare più facilmente, rispetto al passato, l’impatto di iniziative, lanci di prodotto, promozioni e pubblicità, misurandone il ritorno sull’investimento, oltre che la percezione dell’utente finale. Un approccio datacentrico al marketing, attraverso analisi di monitoraggio della rete, permette quindi al brand investimenti più mirati e ponderati sulla base di stime e previsioni. Tra le più significative strategie di marketing digitale sono citate: social advertising, keyword advertising, digital PR, social media, email marketing e molte altre. Sono riportate anche due case history: una come ottimo esempio di co-creation in cui il brand ha coinvolto direttamente il pubblico nel processo di produzione del prodotto, affidando ai fan della Pagina Facebook ufficiale la scelta dei gusti degli yogurt da mettere in vendita. La seconda, caso internazionale di lead generation, ha permesso al brand di misurare la conversione dei visitatori del sito (previa compilazione di popin) in reali acquirenti, collegando i dati di traffico del sito a quelli delle vendite. Esempio di come online e offline comunichino strettamente.

Social inclusion of vulnerable groups through participatory and emancipatory approaches. Implementing active citizenship and socially innovative actions in the framework of civil & human rights model of disability

The research hypothesis of the thesis is that “an open participation in the co-creation of the services and environments, makes life easier for vulnerable groups”; assuming that the participatory and emancipatory approaches are processes of possible actions and changes aimed at facilitating people’s lives. The adoption of these approaches is put forward as the common denominator of social innovative practices that supporting inclusive processes allow a shift from a medical model to a civil and human rights approach to disability. The theoretical basis of this assumption finds support in many principles of Inclusive Education and the main focus of the hypothesis of research is on participation and emancipation as approaches aimed at facing emerging and existing problems related to inclusion. The framework of reference for the research is represented by the perspectives adopted by several international documents concerning policies and interventions to promote and support the leadership and participation of vulnerable groups. In the first part an in-depth analysis of the main academic publications on the central themes of the thesis has been carried out. After investigating the framework of reference, the analysis focuses on the main tools of participatory and emancipatory approaches, which are able to connect with the concepts of active citizenship and social innovation. In the second part two case studies concerning participatory and emancipatory approaches in the areas of concern are presented and analyzed as example of the improvement of inclusion, through the involvement and participation of persons with disability. The research has been developed using a holistic and interdisciplinary approach, aimed at providing a knowledge-base that fosters a shift from a situation of passivity and care towards a new scenario based on the person’s commitment in the elaboration of his/her own project of life.

Fellow travelers: an ethnographic study of the dynamics of inter-organizational collaboration

The research is a 13-months ethnographic field work on the early operations of a Multi-party alliance active in the global field of indoor positioning. The study aims to understand and investigate empirically the challenges that at the individual and group level influence the organizing principle guiding the alliance operations and evolution. Its contribution rests on the dynamics affecting ecosystems of innovation and collaborative spaces of value co-creation in inter-organizational projects.

Il Living Lab come strumento per la transizione sostenibile dei campus universitari: L'esperienza di Universiteit Utrecht e Unibo a confronto.

In questo lavoro di ricerca ho esaminato la Teoria della Transizione e più nello specifico lo sviluppo di un possibile Living Lab della sostenibilità nel contesto universitario. In primo luogo, ho analizzato la situazione attuale per quanto riguarda lo sviluppo sostenibile in un contesto generale. Inoltre ho dovuto analizzare anche quali sono gli indici che usiamo per definire il benessere umano e su cui basiamo la nostra intera economia, come ad esempio il PIL. In secondo luogo, ho definito la Teoria della Transizione in ambito generale elencandone i vari strumenti di applicazione e i metodi. In fine ho cercato di applicare la Teoria della Transizione nel contesto della sostenibilità in ambito universitario, utilizzando i progetti di Transizione attraverso i Living Lab di “Terracini in Transizione” dell’Università di Bologna e “GOU Living Lab” dell’Università di Utrecht. Dai risultati ottenuti ho definito i limiti e le potenzialità che questi progetti di Living Lab avevano attraverso l’utilizzo della SWOT analysis. La quale ha evidenziato la necessità della costituzione di un gruppo all’interno dell’Università di Bologna che si occupi della gestione dei progetti green di Transizione, come nel contesto in cui mi sono venuto a trovare nell’Università di Utrecht con la presenza del Green Office.

Contribution to flexible service coordination in mobile prosumer environments

Este trabajo de Tesis se desarrolla en el marco de los escenarios de ejecución distribuida de servicios móviles y contribuye a la definición y desarrollo del concepto de usuario prosumer. El usuario prosumer se caracteriza por utilizar su teléfono móvil para crear, proveer y ejecutar servicios. Este nuevo modelo de usuario contribuye al avance de la sociedad de la información, ya que el usuario prosumer se transforma de creador de contenidos a creador de servicios (estos últimos formados por contenidos y la lógica para acceder a ellos, procesarlos y representarlos). El objetivo general de este trabajo de Tesis es la provisión de un modelo de creación, distribución y ejecución de servicios para entorno móvil que permita a los usuarios no programadores (usuarios prosumer), pero expertos en un determinado dominio, crear y ejecutar sus propias aplicaciones y servicios. Para ello se definen, desarrollan e implementan metodologías, procesos, algoritmos y mecanismos adaptables a dominios específicos, para construir entornos de ejecución distribuida de servicios móviles para usuarios prosumer. La provisión de herramientas de creación adaptadas a usuarios no expertos es una tendencia actual que está siendo desarrollada en distintos trabajos de investigación. Sin embargo, no se ha propuesto una metodología de desarrollo de servicios que involucre al usuario prosumer en el proceso de diseño, desarrollo, implementación y validación de servicios. Este trabajo de Tesis realiza un estudio de las metodologías y tecnologías más innovadoras relacionadas con la co‐creación y utiliza este análisis para definir y validar una metodología que habilita al usuario para ser el responsable de la creación de servicios finales. Siendo los entornos móviles prosumer (mobile prosumer environments) una particularización de los entornos de ejecución distribuida de servicios móviles, en este trabajo se tesis se investiga en técnicas de adaptación, distribución, coordinación de servicios y acceso a recursos identificando como requisitos las problemáticas de este tipo de entornos y las características de los usuarios que participan en los mismos. Se contribuye a la adaptación de servicios definiendo un modelo de variabilidad que soporte la interdependencia entre las decisiones de personalización de los usuarios, incorporando mecanismos de guiado y detección de errores. La distribución de servicios se implementa utilizando técnicas de descomposición en árbol SPQR, cuantificando el impacto de separar cualquier servicio en distintos dominios. Considerando el plano de comunicaciones para la coordinación en la ejecución de servicios distribuidos hemos identificado varias problemáticas, como las pérdidas de enlace, conexiones, desconexiones y descubrimiento de participantes, que resolvemos utilizando técnicas de diseminación basadas en publicación subscripción y algoritmos Gossip. Para lograr una ejecución flexible de servicios distribuidos en entorno móvil, soportamos la adaptación a cambios en la disponibilidad de los recursos, proporcionando una infraestructura de comunicaciones para el acceso uniforme y eficiente a recursos. Se han realizado validaciones experimentales para evaluar la viabilidad de las soluciones propuestas, definiendo escenarios de aplicación relevantes (el nuevo universo inteligente, prosumerización de servicios en entornos hospitalarios y emergencias en la web de la cosas). Abstract This Thesis work is developed in the framework of distributed execution of mobile services and contributes to the definition and development of the concept of prosumer user. The prosumer user is characterized by using his mobile phone to create, provide and execute services. This new user model contributes to the advancement of the information society, as the prosumer is transformed from producer of content, to producer of services (consisting of content and logic to access them, process them and represent them). The overall goal of this Thesis work is to provide a model for creation, distribution and execution of services for the mobile environment that enables non‐programmers (prosumer users), but experts in a given domain, to create and execute their own applications and services. For this purpose I define, develop and implement methodologies, processes, algorithms and mechanisms, adapted to specific domains, to build distributed environments for the execution of mobile services for prosumer users. The provision of creation tools adapted to non‐expert users is a current trend that is being developed in different research works. However, it has not been proposed a service development methodology involving the prosumer user in the process of design, development, implementation and validation of services. This thesis work studies innovative methodologies and technologies related to the co‐creation and relies on this analysis to define and validate a methodological approach that enables the user to be responsible for creating final services. Being mobile prosumer environments a specific case of environments for distributed execution of mobile services, this Thesis work researches in service adaptation, distribution, coordination and resource access techniques, and identifies as requirements the challenges of such environments and characteristics of the participating users. I contribute to service adaptation by defining a variability model that supports the dependency of user personalization decisions, incorporating guiding and error detection mechanisms. Service distribution is implemented by using decomposition techniques based on SPQR trees, quantifying the impact of separating any service in different domains. Considering the communication level for the coordination of distributed service executions I have identified several problems, such as link losses, connections, disconnections and discovery of participants, which I solve using dissemination techniques based on publish‐subscribe communication models and Gossip algorithms. To achieve a flexible distributed service execution in mobile environments, I support adaptation to changes in the availability of resources, while providing a communication infrastructure for the uniform and efficient access to resources. Experimental validations have been conducted to assess the feasibility of the proposed solutions, defining relevant application scenarios (the new intelligent universe, service prosumerization in hospitals and emergency situations in the web of things).

Estudio del fenómeno Social Media en la pequeña empresa del sector TIC español

En un mundo en el que cada vez son más las personas que utilizan Internet para llevar a cabo sus comunicaciones y relaciones, tanto a nivel personal como profesional, las Redes Sociales se han convertido en una herramienta, para muchos imprescindible, de interacción social. A lo largo de este proyecto se realizará un análisis exhaustivo de las características del ya conocido como Fenómeno Social Media, para posteriormente centrar toda la atención en las ventajas y desventajas de dicha actividad en el ámbito empresarial. Dado que hasta el momento no se ha encontrado ningún otro estudio que trate el Fenómeno Social Media en la Pequeña Empresa del sector TIC español, el objetivo principal del proyecto se centra en conocer la influencia que las Redes Sociales están generando en la estrategia empresarial de dicho sector de empresas, cuyas características y particularidades hacen de ellas un modelo de negocio único y diferente y cuyo número se ha visto incrementado en los últimos años, debido quizás, a la situación de crisis que atraviesa el país. Para ello, se analizarán las ventajas e inconvenientes que se derivan de su uso, como afecta a la creación de valor, y, finalmente, cual es el nivel de implicación y/o inversión que la Pequeña Empresa ha adoptado al respecto. Dentro de este marco, se pretende realizar un énfasis especial en el concepto de cocreación de valor y sus variantes (Crowdsourcing, Open Innovation e Innovación Orientada por las Personas), que permita determinar el grado de importancia del usuario como generador de valor. Posteriormente, en la parte práctica, se llevará a cabo un amplio estudio de mercado, a partir de una encuesta online realizada a un conjunto de empresas, cuidadosamente seleccionadas de entre más de 100.000 compañías, según su sector de actividad, número de empleados y volumen de negocios anual, y cuyos resultados serán analizados con la intención de obtener una visión clara del comportamiento global de las empresas seleccionadas. Por último, tomaremos de referencia las dos últimas publicaciones anuales del “Observatorio sobre el uso de las Redes Sociales en las Pymes españolas” (2011 y 2013), estudios dedicados íntegramente a Redes Sociales y Pymes, y cuya información, junto con los resultados obtenidos de nuestro estudio, nos permitirán determinar la tendencia actual y futura, y en consecuencia, obtener las conclusiones oportunas que nos permitan dar respuesta a las cuestiones planteadas durante la realización del proyecto, y determinar si nos encontramos o no ante una verdadera fuente de éxito empresarial. ABSTRACT. In a world where more and more people are using the Internet to perform their communications and relationships, both personally and professionally, Social Networks have become a social interaction tool, indispensable for many people. Throughout this project we will perform a thorough analysis of the characteristics of the Social Media Phenomenon, focusing on the advantages and disadvantages of such activity in a business scope. Given that we have not found no study on the Social Media Phenomenon in Small Business of the Spanish ICT sector, the main objective of this project is to establish the influence that Social Networks are generating in the business strategy of this business sector, the characteristics and peculiarities that make them a unique and different business model and whose number has increased in recent years, perhaps due to the crisis the country is facing. To do this, we will discuss the advantages and disadvantages derived from its use, how it affects value creation, and finally, what is the level of involvement and / or investment that the Small Business has taken in this regard. In this context, we intend to make a special emphasis on the concept of value co-creation and its variants (Crowdsourcing, Open Innovation and People Oriented Innovation), to determine the degree of importance of the user to value generator. Subsequently, on the practical section, out a comprehensive market study will be carried, based on an online test to a group of enterprises, carefully selected from more than 100,000 companies, according to their sector of activity, number of employees and annual turnover, and the results will be analyzed with the intention to get a clear view of the selected company's overall performance. Finally, we will take as reference the last two annual publications of the "Observatory on the use of Social Networks in Spanish SMEs" (2011 and 2013), entirely dedicated to Social Media and SMEs studies, and whose information, together with the results obtained in our study will allow us to determine the current and future trends, and consequently, obtain the appropriate conclusions to respond to the raised questions throughout the project, and determine whether or not they are a real source of business success.

Innovation in consulting firms: an area to explore

Services are the most representative sector in developed economies due to their contribution to GDP and employment. Consulting firms are classified as part of the Knowledge Intensive Business Services (KIBS) and provide professional services to all types of organizations. Consulting firms usually innovate with their customers and suppliers in a nurturing environment for value co-creation. This environment is project-based, process-oriented and with intensive knowledge exchange among all stakeholders. Based on literature review, it has been found that despite the existence of frameworks for service innovation, none of them have specifically focused on consulting firms. Further implications on this issue are addressed for both academics and practitioners.

Introducción de las plataformas tecnológicas 2.0 y la innovación abierta en la estrategia empresarial: estudio del sector de componentes electrónicos

Este proyecto se encuadra dentro de los estudios de impacto que están produciendo en las empresas el desarrollo e incorporación de las nuevas tecnologías, y más concretamente la implantación de las aplicaciones provenientes de la denominada web 2.0. Se conoce con este nombre a las herramientas web que permiten una comunicación bidireccional, es decir, el usuario y la empresa pueden intercambiar opiniones, de manera que el usuario adquiere un nuevo papel más protagonista, presentando ideas, aclaraciones, gustos, críticas...que son tenidas en cuenta por la empresa para realizar su actividad. De esta manera se ha roto con el modelo anterior donde el usuario solo podía consultar la información de una página web, era simple receptor de la información. El objetivo de este estudio es conocer cómo las empresas están incorporando estas tecnologías 2.0 a su estrategia empresarial, y cómo términos como innovación abierta o co-creación están tomando mayor importancia en el entorno empresarial gracias a estas nuevas tecnologías. Si bien existen estudios a nivel de consultoría que generalmente aportan información sobre cuáles son las plataformas 2.0 más utilizadas en el mundo empresarial, no se han encontrado hasta ahora estudios que vinculen estas plataformas entre ellas y con la estructura empresarial, para poder definir un perfil de la organización que trabaja con ellas o el nivel de madurez de la incorporación de estas tecnologías en las organizaciones. Analizar cualitativamente estos aspectos, significa estudiar los nuevos conceptos incorporados a las tecnologías 2.0 en la empresa. Un análisis cuantitativo nos llevaría a estudiar de manera práctica que tipo de recursos y en qué cantidad se están utilizando y su vinculación con la estructura de la organización. Para ello: En una primera parte, nos centraremos en las diferentes formas en las que se puede acceder a Internet, y a continuación enfocaremos el estudio en los dispositivos móviles que nos permiten la conexión desde cualquier lugar y en cualquier instante. Con esto conseguiremos tener una situación actual del mercado de las TIC y veremos cómo las empresas han ido construyendo nuevas políticas para cambiar su estrategia con el fin de estar presentes en los nuevos dispositivos móviles y no perder cuota de mercado. Tras ello, veremos porqué conceptos como el de innovación abierta y proceso de co-creación han sido posibles gracias a la implantación de las tecnologías 2.0 en el ámbito empresarial, facilitando que la empresa y el usuario final cooperen y vayan de la mano en una misma dirección; la empresa se surte de las aportaciones que los usuarios ofrecen, y por otra parte el usuario se siente valorado por la empresa para conseguir la meta final. Es aquí donde comprobaremos la transformación que ha sufrido la empresa en sus distintos sectores departamentales (marketing, ventas, recursos humanos y atención al cliente) como consecuencia de la incorporación de las herramientas 2.0 al mundo laboral. Por todo ello, se enumerarán los distintos usos que realizan las empresas de las redes social más habituales, y además se describirán las principales herramientas y/o aplicaciones para monitorizar las redes sociales que servirán a la empresa para hacer un seguimiento de las mismas. La segunda parte del proyecto será un caso práctico y servirá para ofrecer una visión más real del estado actual de las empresas y su relación con las redes sociales. Para la recopilación de los datos se han escogido las empresas que pertenecen al sector de la “Fabricación de productos informáticos, electrónicos y ópticos”. En cuento a las redes sociales elegidas, han sido Facebook y Twitter. Este estudio práctico nos hará entender mejor el impacto directo que tienen las redes sociales en la actividad diaria de las empresas. Finalmente se realizarán una serie de consideraciones a modo de directrices que servirán para tratar de entender cómo se están utilizando las redes sociales en el entorno empresarial y cuál puede ser la manera más óptima de utilizarlas según el estudio presentado. ABSTRACT. This project is part of the impact studies arisen in companies by the development and incorporation of new technologies and, specifically, by the implementation of applications from the so-called web 2.0. That is how we call the web tools that allow bidirectional communication, this is, user and company can exchange opinions, in such a way that users acquire a leading role, submitting ideas, explanations, preferences, criticism... considered by the company when performing its activities. This way, we have broken with the previous model, where users could only check information from a web page and were simple information recipients. The objective of this study is to get to know how companies are incorporating these technologies 2.0 to their business strategy and how terms such as open innovation or co-creation are becoming more important in the business sphere thanks to these new technologies. Even if there are consulting studies that generally provide information about which are the platforms 2.0 more used in the business world, no studies have been found until now that link such platforms among them and with the business structure, in order to define a profile of the organization that works with them or the level of development of the incorporation of these technologies in the organizations. A qualitative analysis of these aspects involves studying the new concepts incorporated to technologies 2.0 by companies. A qualitative analysis would lead us to study in a practical manner what kind of resources and what amount are being used and their relation with the organization structure. Therefore: First, we will focus on the different ways to gain access to the Internet and, afterwards, we will focus the study on mobile devices that allow us to be connected everywhere any time. This way, we will manage to obtain a present situation of the ICT market and we will see how companies have constructed new policies to change their strategy in order to be present in the new mobile devices without losing their market share. Later, we will review why concepts such as open innovation and co-creation process have been possible thanks to the implementation of technologies 2.0 in the business environment, facilitating that companies and final users cooperate and walk hand in hand in the same direction; companies stock up on the contributions offered by users and, on the other hand, users feel appreciated by companies in the achievement of the final goal. Here we will confirm the transformation suffering by companies in different department sectors (marketing, sales, human resources and customer service) as a result of the incorporation of tools 2.0 to the work environment. Therefore, we will enumerate the different uses that companies make of the most common social networks, describing the main tools and/or applications to monitor social networks used by companies to follow them up. The second part of the project will be a case study to offer a more real vision of the present status of companies and their relation with social networks. To collect the data, we have selected companies from the “Manufacture of computer, electronic and optical products” industry. The social networks chosen are Facebook and Twitter. This case study will help us to get a better understanding of the direct impact of social networks in companies’ daily activity. Finally, we will offer a series of considerations and guidelines to try to understand how are social networks being used in the business environment and what can be the most suitable manner to use them according to this study.