Pub Date : 2017-09-29DOI: 10.17163/RET.N14.2017.03
F. Cavalcante
The legalization and institutionalization of the surveillance of the digital information of the Brazilian citizens has been promoted by interests of Protestant political groups that argue ideas of faith and morality in draft laws that promote new forms of Internet control. Since 2015, different bills have threatened the right to privacy and freedom of expression in digital communications, guaranteed by Act No. 12.965, of April 23, 2014 (Civil Internet Framework). The present research analyzes the critical points of the projects of law of control of Internet promoted by evangelical politicians and justified in moral arguments of protection of children and adolescents. The present article establishes a theoretical dialogue with the postulates of Manuel Castells in an attempt to demystify the arguments in favor of the control and uses a qualitative investigation by means of a survey and analysis of content of the bills of laws that still are processed in the National Brazilian Congress. It is evident that the current draft legislation establishes fruitful threats to the guiding principles, guarantees, rights and duties for the use of the Internet in Brazil, camouflaged in moralistic narratives and dissonant and interested arguments of Law No. 12,965, leading to the understanding that there are eminent possibilities of expanding the control and monitoring of the information consumed and produced by Brazilian Internet users.
{"title":"Vigilia y vigilancia: Análisis de contenido del Registro Nacional de Acceso a Internet en Brasil","authors":"F. Cavalcante","doi":"10.17163/RET.N14.2017.03","DOIUrl":"https://doi.org/10.17163/RET.N14.2017.03","url":null,"abstract":"The legalization and institutionalization of the surveillance of the digital information of the Brazilian citizens has been promoted by interests of Protestant political groups that argue ideas of faith and morality in draft laws that promote new forms of Internet control. Since 2015, different bills have threatened the right to privacy and freedom of expression in digital communications, guaranteed by Act No. 12.965, of April 23, 2014 (Civil Internet Framework). The present research analyzes the critical points of the projects of law of control of Internet promoted by evangelical politicians and justified in moral arguments of protection of children and adolescents. The present article establishes a theoretical dialogue with the postulates of Manuel Castells in an attempt to demystify the arguments in favor of the control and uses a qualitative investigation by means of a survey and analysis of content of the bills of laws that still are processed in the National Brazilian Congress. It is evident that the current draft legislation establishes fruitful threats to the guiding principles, guarantees, rights and duties for the use of the Internet in Brazil, camouflaged in moralistic narratives and dissonant and interested arguments of Law No. 12,965, leading to the understanding that there are eminent possibilities of expanding the control and monitoring of the information consumed and produced by Brazilian Internet users.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41988050","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-29DOI: 10.17163/RET.N14.2017.09
C. Galarza, Gustavo Geovanni Flores Sánchez, J. A. Campoverde, Katherine Tatiana Coronel Pangol
El sector empresarial representa uno de los ejes fundamentales en la economia de un pais, en la generacion de empleo y en el desarrollo del sector productivo, comercial y de servicios. Es notoria la participacion que tiene la micro, pequena y mediana empresa debido a la gran cantidad de organizaciones existentes en esta categoria. Cabe recalcar que es preocupante el corto ciclo de vida que mantienen las mismas y las limitantes que estas mantienen. El estudio presenta un analisis descriptivo y bivariado de 113 microempresas panificadoras en la provincia del Azuay (Ecuador), afiliadas al Ministerio de Industrias y Productividad (MIPRO) de la Zona 6. Los resultados muestran comportamientos relacionados entre el promedio de productividad por empleado que tienen las microempresas y la gestion empresarial estrategica, la capacidad productiva, el grado de innovacion en maquinaria, equipo y sistemas de comercializacion y sobre el requerimiento de financiamiento adicional para el crecimiento de los negocios. Se considera que es un sector con limitada mano de obra calificada que no le permite un incremento en la productividad y competitividad, factor clave de desarrollo empresarial.
{"title":"Microempresas panificadoras en el Azuay (Ecuador) y su productividad","authors":"C. Galarza, Gustavo Geovanni Flores Sánchez, J. A. Campoverde, Katherine Tatiana Coronel Pangol","doi":"10.17163/RET.N14.2017.09","DOIUrl":"https://doi.org/10.17163/RET.N14.2017.09","url":null,"abstract":"El sector empresarial representa uno de los ejes fundamentales en la economia de un pais, en la generacion de empleo y en el desarrollo del sector productivo, comercial y de servicios. Es notoria la participacion que tiene la micro, pequena y mediana empresa debido a la gran cantidad de organizaciones existentes en esta categoria. Cabe recalcar que es preocupante el corto ciclo de vida que mantienen las mismas y las limitantes que estas mantienen. El estudio presenta un analisis descriptivo y bivariado de 113 microempresas panificadoras en la provincia del Azuay (Ecuador), afiliadas al Ministerio de Industrias y Productividad (MIPRO) de la Zona 6. Los resultados muestran comportamientos relacionados entre el promedio de productividad por empleado que tienen las microempresas y la gestion empresarial estrategica, la capacidad productiva, el grado de innovacion en maquinaria, equipo y sistemas de comercializacion y sobre el requerimiento de financiamiento adicional para el crecimiento de los negocios. Se considera que es un sector con limitada mano de obra calificada que no le permite un incremento en la productividad y competitividad, factor clave de desarrollo empresarial.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44192175","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-29DOI: 10.17163/ret.n14.2017.04
Efrén Aucay Piedra, Priscilla Herrera Torres
The research was carried out in Cuenca, the third most important city of Ecuador. Its main objective is to analyze the level of use, the administration of social networks and mobile applications, in the communication and marketing processes in Micro and Small sized enterprises (MIPES). Due to the globalization of the Internet, it has meant that companies have to adapt to increasingly complex and competitive environments, creating value strategies to meet a new style of demanders, influenced by publications in different virtual media. Consumers are increasingly informed, and it has repercussions in a more demanding society of comfort. It is a quantitative research, and the sample was taken from the Micro and Small enterprises of the city. For the collection of information, a survey was implemented. Then, an instrument was applied to selected establishments. The measurement constructs were validated using the Cronbach’s alpha. The results show a low level of adoption of social networks in the microenterprise and a medium level in the small company. Additionally, it has been observed that establishments that use social networks and mobile applications for communication and marketing activities, it is not fully exploited, due to many factors such as: the lack of knowledge about the use and administration of social networks, it is deemed necessary, and the lack of trust and credibility among others.
{"title":"Nivel de uso de las redes sociales en el proceso de comunicación en las MIPES de Cuenca","authors":"Efrén Aucay Piedra, Priscilla Herrera Torres","doi":"10.17163/ret.n14.2017.04","DOIUrl":"https://doi.org/10.17163/ret.n14.2017.04","url":null,"abstract":"The research was carried out in Cuenca, the third most important city of Ecuador. Its main objective is to analyze the level of use, the administration of social networks and mobile applications, in the communication and marketing processes in Micro and Small sized enterprises (MIPES). Due to the globalization of the Internet, it has meant that companies have to adapt to increasingly complex and competitive environments, creating value strategies to meet a new style of demanders, influenced by publications in different virtual media. Consumers are increasingly informed, and it has repercussions in a more demanding society of comfort. It is a quantitative research, and the sample was taken from the Micro and Small enterprises of the city. For the collection of information, a survey was implemented. Then, an instrument was applied to selected establishments. The measurement constructs were validated using the Cronbach’s alpha. The results show a low level of adoption of social networks in the microenterprise and a medium level in the small company. Additionally, it has been observed that establishments that use social networks and mobile applications for communication and marketing activities, it is not fully exploited, due to many factors such as: the lack of knowledge about the use and administration of social networks, it is deemed necessary, and the lack of trust and credibility among others.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44241169","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-29DOI: 10.17163/RET.N14.2017.08
O. Montiel, Claudia Ivette Rodríguez Lucio
Autoethnography is a recognized research method used broadly in the social sciences. Its use within the area of entrepreneurship has been scarce, few researchers in this area have used the narrative itself (Engstrom, 2012). This article deals with the experiences of two teachers members of the university’s entrepreneurship transversal academy, and its experience in promoting it as the engine of a paradigm shift on a public university in Mexico, revisiting it now using analytical generalization following Chang (2008). The results suggest a broad reflection on organizational, social and cultural aspects, which are immersed in the processes of change in every institution, and how they influence the intention to modify the recent context to one where creativity, innovation and entrepreneurship are the axes that contribute in reach the new national and global policies directed towards the formation of an entrepreneurial ecosystem in a university
{"title":"¿Lo volvería a hacer? Revisitando la implementación del paradigma del emprendimiento en una universidad de México","authors":"O. Montiel, Claudia Ivette Rodríguez Lucio","doi":"10.17163/RET.N14.2017.08","DOIUrl":"https://doi.org/10.17163/RET.N14.2017.08","url":null,"abstract":"Autoethnography is a recognized research method used broadly in the social sciences. Its use within the \u0000area of entrepreneurship has been scarce, few researchers in this area have used the narrative itself (Engstrom, \u00002012). This article deals with the experiences of two teachers members of the university’s entrepreneurship \u0000transversal academy, and its experience in promoting it as the engine of a paradigm shift on \u0000a public university in Mexico, revisiting it now using analytical generalization following Chang (2008). The \u0000results suggest a broad reflection on organizational, social and cultural aspects, which are immersed in the \u0000processes of change in every institution, and how they influence the intention to modify the recent context to \u0000one where creativity, innovation and entrepreneurship are the axes that contribute in reach the new national \u0000and global policies directed towards the formation of an entrepreneurial ecosystem in a university","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42162675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-29DOI: 10.17163/RET.N14.2017.05
Catalina Falquez Arce, Blanca Silva Guerrero, V. Herrera
The Analysis of alternatives to improve sales in medium-sized companies may present the dilemma about how effective it will be to invest in Advertising; Although referents of the application of marketing strategies confirm the effects of information, persuasion and recall obtained by advertising, the current economic and social contexts demand better arguments of support. Therefore, and despite the fact that there may be a number of variables related to other marketing, administrative, or financial components; the study sought to determine the effect of advertising in relation to sales of midsize companies in Guayaquil in 2015, using the linear regression model, achieving determining the elasticity of the ln dependent variable sales over the independent variable ln Advertising Expenses is 3.21, concluding that sales are influenced by changes in advertising expenses, corroborating the affirmations established in the different theoretical references, the importance of an effective advertising campaign and the need to start measuring it as an investment And not as an expense.
{"title":"La inversión en publicidad y su efecto en las Medianas Empresas de Guayaquil","authors":"Catalina Falquez Arce, Blanca Silva Guerrero, V. Herrera","doi":"10.17163/RET.N14.2017.05","DOIUrl":"https://doi.org/10.17163/RET.N14.2017.05","url":null,"abstract":"The Analysis of alternatives to improve sales in medium-sized companies may present the dilemma about how effective it will be to invest in Advertising; Although referents of the application of marketing strategies confirm the effects of information, persuasion and recall obtained by advertising, the current economic and social contexts demand better arguments of support. Therefore, and despite the fact that there may be a number of variables related to other marketing, administrative, or financial components; the study sought to determine the effect of advertising in relation to sales of midsize companies in Guayaquil in 2015, using the linear regression model, achieving determining the elasticity of the ln dependent variable sales over the independent variable ln Advertising Expenses is 3.21, concluding that sales are influenced by changes in advertising expenses, corroborating the affirmations established in the different theoretical references, the importance of an effective advertising campaign and the need to start measuring it as an investment And not as an expense.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46771690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-29DOI: 10.17163/RET.N14.2017.02
Rodríguez Arechavaleta, C. Manuel
The work I present addresses the Telecommunications Reform in Mexico, approved and published in 2014. From locate in the Latin American scenario reforms in two distinct blocks from a reordering of economic integration and regional policy in 2014, it is proposed a theoretical framework to systematically to the various variables involved in shaping coalitions winning commercial policy aimed at trade liberalization or protectionist approach. The Mexican case can be explained by linking economic policies with state institutions, society and the international system as a dynamic interaction, constant reconfiguration from three analytical variables: i) the international context, ii) the ability to influence (leverage), preferences and strategies of employers, iii) State vulnerabilities, interests and initiatives. This logic-inferential derivation proposes a set of explanatory hypotheses for reform Telecomunciaciones in Mexico, and draws attention to the importance of integrative to the recent literature of democratic quality in Latin America approach.
{"title":"La Reforma de Telecomunicaciones en México 2014. Una aproximación analítica","authors":"Rodríguez Arechavaleta, C. Manuel","doi":"10.17163/RET.N14.2017.02","DOIUrl":"https://doi.org/10.17163/RET.N14.2017.02","url":null,"abstract":"The work I present addresses the Telecommunications Reform in Mexico, approved and published in 2014. From locate in the Latin American scenario reforms in two distinct blocks from a reordering of economic integration and regional policy in 2014, it is proposed a theoretical framework to systematically to the various variables involved in shaping coalitions winning commercial policy aimed at trade liberalization or protectionist approach. The Mexican case can be explained by linking economic policies with state institutions, society and the international system as a dynamic interaction, constant reconfiguration from three analytical variables: i) the international context, ii) the ability to influence (leverage), preferences and strategies of employers, iii) State vulnerabilities, interests and initiatives. This logic-inferential derivation proposes a set of explanatory hypotheses for reform Telecomunciaciones in Mexico, and draws attention to the importance of integrative to the recent literature of democratic quality in Latin America approach.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47322764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.17163/RET.N13.2017.02
Ángel Torres-Toukoumidis, Pilar Marín-Mateos
Este estudio se basa en identificar la incorporacion de elementos de juego en aplicaciones moviles del sector financiero espanol, especificamente se recoge una muestra de 38 aplicaciones pertenecientes a la banca movil, que provienen de las tiendas AppStore del sistema operativo iOS y Google Play del sistema operativo Android excluyendo todas aquellas que no pertenecen a una entidad bancaria como es el caso de PayPal, FinTonic, Mapfre, Plus500, Trading 212 Forex & Stocks, Carrefour Pass Movil, y se le aplica la taxonomia de elementos ludicos proveniente de Raftopoulos, Walz y Greuter (2015) organizado en proposito, audiencia, estrategia tecnologica, experiencia ludica y mecanicas de juego. Los resultados demuestran que los propositos de tales aplicaciones es fomentar la fidelidad del cliente, presentando soluciones operativas y sincronizaciones de carteras. Por su parte, la audiencia se orienta a un perfil de edad ubicado entre 26 y 35 anos, mientras que la estrategia tecnologica responde primordialmente a la adopcion de sistemas de seguridad y privacidad. En complemento, la experiencia ludica va paulatinamente adoptandose por la comunicacion movil de las entidades bancarias, especialmente en cuanto a socializacion, configuracion personalizada del panel central. Por ultimo, las mecanicas mas utilizadas son la recoleccion de recompensas y aplicacion de mecanicas de progresion.
{"title":"Gamificación en aplicaciones móviles para servicios bancarios de España","authors":"Ángel Torres-Toukoumidis, Pilar Marín-Mateos","doi":"10.17163/RET.N13.2017.02","DOIUrl":"https://doi.org/10.17163/RET.N13.2017.02","url":null,"abstract":"Este estudio se basa en identificar la incorporacion de elementos de juego en aplicaciones moviles del sector financiero espanol, especificamente se recoge una muestra de 38 aplicaciones pertenecientes a la banca movil, que provienen de las tiendas AppStore del sistema operativo iOS y Google Play del sistema operativo Android excluyendo todas aquellas que no pertenecen a una entidad bancaria como es el caso de PayPal, FinTonic, Mapfre, Plus500, Trading 212 Forex & Stocks, Carrefour Pass Movil, y se le aplica la taxonomia de elementos ludicos proveniente de Raftopoulos, Walz y Greuter (2015) organizado en proposito, audiencia, estrategia tecnologica, experiencia ludica y mecanicas de juego. Los resultados demuestran que los propositos de tales aplicaciones es fomentar la fidelidad del cliente, presentando soluciones operativas y sincronizaciones de carteras. Por su parte, la audiencia se orienta a un perfil de edad ubicado entre 26 y 35 anos, mientras que la estrategia tecnologica responde primordialmente a la adopcion de sistemas de seguridad y privacidad. En complemento, la experiencia ludica va paulatinamente adoptandose por la comunicacion movil de las entidades bancarias, especialmente en cuanto a socializacion, configuracion personalizada del panel central. Por ultimo, las mecanicas mas utilizadas son la recoleccion de recompensas y aplicacion de mecanicas de progresion.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41548304","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.17163/RET.N13.2017.08
L. Cristóbal, Edwin González Ascencio, María de Jesús Montoya Robles
In the competitive world in which business operates, it is necessary to develop internal control mechanisms that allow companies to reduce their costs to obtain greater utility. The present work has the objective of analyzing the control of inventories, contextualized in the sector of pharmaceutical distribution of the province of GuayasEcuador, in order to determine their incidence in the costs and the profitability of the companies. The methodology to follow in order to carry out an in-depth accounting diagnosis is based on scientific methods and techniques (observation, interviews and surveys) applied in a pharmaceutical distribution company, in the field of inventory management, being this exploratory and descriptive research. The results obtained, present the main drawbacks of inventory control in pharmaceutical distribution, which focus on the lack of control mechanisms, associated with the time of rotation. These results will serve as reference points for future research, considering other factors of the conduction of inventories in marketing companies, which allow the design of accounting control systems to contribute to optimize the marketing costs of this sector, highlighting the need for critical and reflexive use of Accounting theory throughout the investigative process.
{"title":"El inventario como determinante en la rentabilidad de las distribuidoras farmacéuticas.","authors":"L. Cristóbal, Edwin González Ascencio, María de Jesús Montoya Robles","doi":"10.17163/RET.N13.2017.08","DOIUrl":"https://doi.org/10.17163/RET.N13.2017.08","url":null,"abstract":"In the competitive world in which business operates, it is necessary to develop internal control mechanisms that allow companies to reduce their costs to obtain greater utility. The present work has the objective of analyzing the control of inventories, contextualized in the sector of pharmaceutical distribution of the province of GuayasEcuador, in order to determine their incidence in the costs and the profitability of the companies. The methodology to follow in order to carry out an in-depth accounting diagnosis is based on scientific methods and techniques (observation, interviews and surveys) applied in a pharmaceutical distribution company, in the field of inventory management, being this exploratory and descriptive research. The results obtained, present the main drawbacks of inventory control in pharmaceutical distribution, which focus on the lack of control mechanisms, associated with the time of rotation. These results will serve as reference points for future research, considering other factors of the conduction of inventories in marketing companies, which allow the design of accounting control systems to contribute to optimize the marketing costs of this sector, highlighting the need for critical and reflexive use of Accounting theory throughout the investigative process.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43376940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.17163/RET.N13.2017.01
Pedro Pablo Marín Dueñas, J. L. Fernández
Esta investigacion profundiza en la manera en que la empresa de distribucion espanola Mercadona, una de las mas importantes del pais y con mayor crecimiento en los ultimos anos, desarrolla su comunicacion comercial o de Marketing. Se analizara la comunicacion externa que la empresa realiza y se prestara ademas especial atencion al uso que hace la organizacion de Internet y de las principales redes sociales, con el objetivo de conocer las herramientas de comunicacion que implementa en su estrategia comunicativa. Para ello se ha desarrollado una metodologia mixta cuali-cuantitativa, basada en las tecnicas de la observacion y el analisis de contenido, de cuya aplicacion se desprende que Mercadona utiliza, preferentemente, herramientas de comunicacion de las denominadas No Convencionales o No Masivas, sin hacer uso de las mas tradicionales, como puede ser la publicidad en television, prensa o radio. Por otro lado, esta presente en las principales redes sociales digitales, haciendo un uso eficiente de ellas, aunque este uso esta mas enfocado a comunicar su identidad corporativa que en dar a conocer sus productos. De los resultados se desprende, a modo de conclusion, que la empresa de distribucion Mercadona esta mas centrada en comunicar desde una perspectiva de corporate que comercial.
{"title":"La comunicación de marketing en la empresa de distribución española Mercadona","authors":"Pedro Pablo Marín Dueñas, J. L. Fernández","doi":"10.17163/RET.N13.2017.01","DOIUrl":"https://doi.org/10.17163/RET.N13.2017.01","url":null,"abstract":"Esta investigacion profundiza en la manera en que la empresa de distribucion espanola Mercadona, una de las mas importantes del pais y con mayor crecimiento en los ultimos anos, desarrolla su comunicacion comercial o de Marketing. Se analizara la comunicacion externa que la empresa realiza y se prestara ademas especial atencion al uso que hace la organizacion de Internet y de las principales redes sociales, con el objetivo de conocer las herramientas de comunicacion que implementa en su estrategia comunicativa. Para ello se ha desarrollado una metodologia mixta cuali-cuantitativa, basada en las tecnicas de la observacion y el analisis de contenido, de cuya aplicacion se desprende que Mercadona utiliza, preferentemente, herramientas de comunicacion de las denominadas No Convencionales o No Masivas, sin hacer uso de las mas tradicionales, como puede ser la publicidad en television, prensa o radio. Por otro lado, esta presente en las principales redes sociales digitales, haciendo un uso eficiente de ellas, aunque este uso esta mas enfocado a comunicar su identidad corporativa que en dar a conocer sus productos. De los resultados se desprende, a modo de conclusion, que la empresa de distribucion Mercadona esta mas centrada en comunicar desde una perspectiva de corporate que comercial.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48891983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.17163/RET.N13.2017.03
Rafael Cano Tenorio
Communication has always had an important role managing the clubs, which is influential in sporting institutions and economic events in the society. In the area of communication, social media has advanced during the last years, and became a basic part of professional football clubs leading to a greater support of the fans and generating more confidence and media outreach in society than ever before. In this research, it has been done analysis of the management often official soccer clubs social media accounts, with historic success in international competitions, of the international confederations CONMEBOL, CONCACAF and UEFA. The methodology of the study, has been based in observation and the analysis of content, and the research objective is evaluate the utilization of content categories related with marketing, and considering the communication department of each football club as issuer of content in the official Facebook, Instagram and Twitter accounts. The results show big differences in emission of marketing content. The data obtained are useful for improve the strategic management of digital communication of these entities.
{"title":"Técnicas de marketing de los clubes de fútbol de élite en las redes sociales","authors":"Rafael Cano Tenorio","doi":"10.17163/RET.N13.2017.03","DOIUrl":"https://doi.org/10.17163/RET.N13.2017.03","url":null,"abstract":"Communication has always had an important role managing the clubs, which is influential in sporting institutions and economic events in the society. In the area of communication, social media has advanced during the last years, and became a basic part of professional football clubs leading to a greater support of the fans and generating more confidence and media outreach in society than ever before. In this research, it has been done analysis of the management often official soccer clubs social media accounts, with historic success in international competitions, of the international confederations CONMEBOL, CONCACAF and UEFA. The methodology of the study, has been based in observation and the analysis of content, and the research objective is evaluate the utilization of content categories related with marketing, and considering the communication department of each football club as issuer of content in the official Facebook, Instagram and Twitter accounts. The results show big differences in emission of marketing content. The data obtained are useful for improve the strategic management of digital communication of these entities.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":null,"pages":null},"PeriodicalIF":0.9,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46201376","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：