Suchergebnisse

Compes López, R.; Baviera-Puig, A. (2006). El transporte internacional de cítricos. Viabilidad del transporte marítimo de corta distancia. Distribución y Consumo. 86:26-32. http://hdl.handle.net/10251/73368 ; S ; 26 ; 32 ; 86

[EN] In this research, we analysed the data collected when assessing the "leadership ability" in our University in Bachelor's degree in Business Administration (BBA) as it is becoming a strategic skill in all organizations. The objective was to measure this generic skill in students and help them to develop it. For that, we used the Student Leadership Practices Inventory (SLPI) scale. This scale is based on Five Exemplary Leadership Practices: i) Model the way; ii) Inspire a shared vision; iii) Challenge the process; iv) Enable others to act; and v) Encourage the heart. Six items measure every practice or dimension. In total, there are thirty items. We analysed 132 students who assessed themselves according to this scale, obtaining a score for every item and dimension. To determine the profile of every student, the different variables considered were "Group", "Gender", "Erasmus students" and "Working or having worked". After collecting the data, we calculated the average, standard deviation and range for every item and dimension. We also conducted a cluster analysis and obtained two different segments. Based on the results, we can propose to each student a different development plan of this soft skill depending on the segment they belong. Therefore, we do not only get general conclusions from the whole group but we can also help our students to develop the "leadership ability" in a personalized way. ; We would like to thank our university for funding this project with reference PIME-B16. ; Baviera-Puig, A.; Escribá Pérez, C.; Baviera, T. (2021). Leadership skill assessment: Student leadership practices inventory application in a Spanish Marketing Course. IATED Academy. 6159-6165. https://doi.org/10.21125/inted.2021.1238 ; S ; 6159 ; 6165

[ES] Los seguidores de los deportes de nicho suelen encontrar escaso contenido en los medios de comunicación debido a su limitada audiencia. En cambio, los medios sociales permiten seguir estos deportes específicos. El dinamismo de estos medios se basa en la participación individual, de tal forma que usuarios prominentes conducen la conversación social gracias a su capacidad de influencia. Sin embargo, la complejidad del concepto de influencia dificulta identificar a estos usuarios clave. Nuestra investigación propone una medida de la influencia en Twitter basada en variables obtenidas de la plataforma (número de tweets, número de retweets y número de seguidores) y otras calculadas a partir del Análisis de Redes Sociales (outdegree, indegree y PageRank). Para componer este índice se utilizó el Proceso de Jerarquía Analítica. Esta medida se aplicó a la conversación generada en Twitter en torno a los Mundiales de Ciclismo en Pista 2018. A partir de un corpus de 19.701 tweets, identificamos a los 25 usuarios más influyentes del evento. Los resultados indican que los organizadores y ciclistas participantes jugaron un papel relevante en Twitter. Además, la distribución geográfica de estos usuarios influyentes reflejó la dependencia cultural que tienen los deportes de nicho. ; [EN] Fans of niche sports generally find minimal content in mainstream media due to their limited audience. Instead, social media offers them the opportunity to follow these specific sports. The dynamics behind digital media are based on individual participation, hence some prominent users lead the social conversation thanks to their capacity to influence. However, the complexity of the concept of influence and the existence of multiple parameters for its measurement make it difficult to identify these key users. Our research proposes a measure of the influence on Twitter based on variables derived from the platform (number of tweets, number of retweets, and number of followers) and from the Social Network Analysis (outdegree, indegree, and ...

[EN] Social media has driven a sea change in the way users view and participate in sporting events through the media. In the digital medium, identifying the profiles with the greatest influential capacity is a key issue. Using the analytical hierarchy process (AHP), the aim of our research was to identify the most influential Twitter accounts in a major sporting event: The Track Cycling World Cups. The competitions from the years 2016 and 2018 were analysed, downloading all the tweets that included the official hashtag of each event and drawing up the graph of mentions and retweets. After reviewing the literature, activity, authority and popularity were defined as dimensions to assess influence, and two subcriteria were chosen as measures for each of them. Activity was measured by number of tweets and outdegree, authority by retweets and PageRank, and popularity by number of followers and indegree. By consulting experts following the AHP approach, various weights were assigned to these measures, resulting in authority as the most influential. With this weighting, the accounts with the greatest influence on Twitter turned out to be those related to organisation of the event and those of the athletes taking part. ; Lamirán-Palomares, JM.; Baviera, T.; Baviera-Puig, A. (2020). Sports Influencers on Twitter. Analysis and Comparative Study of Track Cycling World Cups 2016 and 2018. Social Sciences. 9(10):1-23. https://doi.org/10.3390/socsci9100169 ; S ; 1 ; 23 ; 9 ; 10

[EN] Social media platforms have had a significant impact on the public image of sports in recent years. Through the relational dynamics of the communication on these networks, many users have emerged whose opinions can exert a great deal of influence on public conversation online. This research aims to identify the influential Twitter users during the 2016 UCI Track Cycling World Championships using different variables which, in turn, represent different dimensions of influence (popularity, activity and authority). Mathematical variables of the social network analysis and variables provided by Twitter and Google are compared. First, we calculated the Spearman¿s rank correlation coefficient among all users (n = 20,175) in pairwise comparisons. Next, we performed a qualitative analysis of the top 25 influential users ranked by each variable. As a result, no single variable assessed is sufficient to identify the different kinds of influential Twitter users. The reason that some variables vary so greatly is that the components of influence are very different. Influence is a contextualised phenomenon. Having a certain type of account is not enough to make a user an influencer if they do not engage (actively or passively) in the conversation. Choosing the influencers will depend on the objectives pursued. ; Lamirán-Palomares, JM.; Baviera, T.; Baviera-Puig, A. (2019). Identifying Opinion Leaders on Twitter during Sporting Events: Lessons from a Case Study. Social Sciences. 8(5):1-18. https://doi.org/10.3390/socsci8050141 ; S ; 1 ; 18 ; 8 ; 5 ; Abeza, G., Pegoraro, A., Naraine, M. L., Séguin, B., O', N., & Reilly, N. A. (2014). Activating a global sport sponsorship with social media: an analysis of TOP sponsors, Twitter, and the 2014 Olympic Games. International Journal of Sport Management and Marketing, 15(3/4), 184. doi:10.1504/ijsmm.2014.072010 ; Agre, P. E. (2002). Real-Time Politics: The Internet and the Political Process. The Information Society, 18(5), 311-331. doi:10.1080/01972240290075174 ...

[EN] In this educational innovation, we intend to verify the rubrics developed by the Universitat Politècnica de València for the following generic skills: CT02 (Application and practical thinking), CT-04 (Innovation, creativity and entrepreneurship) and CT-06 (Teamwork and leadership ). To do this, we developed the same methodology in two groups with different student profiles (Mornings/ARA). The assessment results of the skills reveal that there are no significant differences between groups. In conclusion, we could say that the rubrics are adequate to assess all types of students. ; [ES] En esta innovación educativa, pretendemos verificar las rúbricas desarrolladas por la Universitat Politècnica de València para las siguientes competencias transversales: CT-02 (Aplicación y pensamiento práctico), CT04 (Innovación, creatividad y emprendimiento) y CT-06 (Trabajo en equipo y liderazgo). Para ello, desarrollamos la misma metodología en dos grupos con perfiles de estudiantes diferentes (Mañanas/ARA). Los resultados de evaluación de las competencias revelan que no hay diferencias significativas entre grupos. Como conclusión, podríamos decir que las rúbricas son adecuadas para evaluar a todo tipo de estudiante. ; Baviera-Puig, A.; Escribá Pérez, C.; Buitrago-Vera, J. (2017). Estrategias de evaluación para las competencias transversales CT-02, CT-04 y CT-06. En In-Red 2017. III Congreso Nacional de innovación educativa y de docencia en red. Editorial Universitat Politècnica de València. 658-669. https://doi.org/10.4995/INRED2017.2017.6669 ; OCS ; 658 ; 669

69 92 15 2 ; SWORD ; [EN] The study of evolutionary economic geography receives more interest each time. The aim of this paper is to analyze the different strategies of expansion or geographic growth followed by major brands of Spanish food retailers. To do this, tools of spatial analysis are provided as the dissemination of retail chains across space is a dynamic process. From these analyses, we can compare the different expan-sion or geographic growth strategies of the Spanish food retailers, as well as facilitate business decision making process Roig-Tierno, N.; Baviera-Puig, A.; Buitrago-Vera, J. (2015). Expansion strategies of Spanish food retailers. Economía Agraria y Recursos Naturales - Agricultural and Resource Economics. 15(2):69-92. doi:10.7201/earn.2015.02.04 ; [ES] El estudio de la economía geográfica evolutiva recibe cada vez un mayor interés. El obje-tivo de este artículo consiste en analizar las diferentes estrategias de expansión o crecimiento geográfico seguidas por las principales cadenas de distribución agroalimentaria españolas. Para ello, se pretende aportar las herramientas del análisis espacial ya que la difusión de las cadenas de distribución a través del espacio es un proceso dinámico. A partir de estos análisis, podemos comparar las diferentes estrategias de expansión o crecimiento geográfico de cada una de las cadenas de distribución agroalimentaria españo-las, así como facilitar el proceso empresarial de toma de decisiones.

[EN] The retail distribution sector is facing a difficult time as the current landscape is characterized by ever-increasing competition. In these conditions, the search for an appropriate location strategy has the potential to become a differentiating and competitive factor. Although, in theory, an increasing level of importance is placed on geography because of its key role in understanding the success of a business, this is not the case in practice. For this reason, the process outlined in this paper has been specifically developed to detect new business locations. The methodology consists of a range of analyzes with Geographical Information Systems (GISs) from a marketing point of view. This new approach is called geomarketing. First, geodemand and geocompetition are located on two separate digital maps using spatial and non-spatial databases. Second, a third map is obtained by matching this information with the demand not dealt with properly by the current commercial offer. Third, the Kernel density allows users to visualize results, thus facilitating decision-making by managers, regardless of their professional background. The advantage of this methodology is the capacity of GIS to handle large amounts of information, both spatial and non-spatial. A practical application is performed in Murcia (Spain) with 100 supermarkets and data at a city block level, which is the highest possible level of detail. This detection process can be used in any commercial distribution company, so it can be generalized and considered a global solution for retailers. ; Roig Tierno, H.; Baviera-Puig, A.; Buitrago Vera, JM. (2013). Business opportunities analysis using GIS: the retail distribution sector. Global Business Perspectives. 1(3):226-238. doi:10.1007/s40196-013-0015-6 ; S ; 226 ; 238 ; 1 ; 3 ; Alarcón, S. (2011). The trade credit in the Spanish agrofood industry. Mediterranean Journal of Economics, Agriculture and Environment (New Medit), 10(2), 51–57. ; Alcaide, J. C., Calero, R., & Hernández, R. (2012). ...

[EN] Data Envelopment Analysis (DEA) is a relative measure of efficiency applied to a set of decision units and is being used more and more frequently in the supermarket sector. Nonetheless, given how strongly the sector's financials depend on demand, companies need to combine this measurement with trade area information to best manage corporate efficiency. In this paper, the proposal consists of integrating DEA with a clearly articulated, structural typology so that supermarkets, based on their particular characteristics, can determine which variables are most critical for improving their efficiency. This methodology has been validated in the case of one of Spain's five largest supermarket chains. A principal component analysis and a classification analysis were carried out on a series of internal management variables from 61 locations for which DEA had been used to calculate efficiency and to which multiple trade area variables were added using GIS. Some of them are related to the loyalty scheme membership programme. These latter variables described the implantation of the loyalty scheme member programme and were revealed as key elements for the efficiency of the supermarket. This methodology provides marketing profiles that are more adapted to local circumstances, thus allowing companies to set better internal benchmarking objectives. ; The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for its collaboration in this study. ; Baviera-Puig, A.; Baviera, T.; Buitrago Vera, JM.; Escribá Pérez, C. (2020). INTERNAL BENCHMARKING IN RETAILING WITH DEA AND GIS: THE CASE OF A LOYALTY-ORIENTED SUPERMARKET CHAIN. Journal of Business Economics and Management. 21(4):1035-1057. https://doi.org/10.3846/jbem.2020.12393 ; S ; 1035 ; 1057 ; 21 ; 4 ; Álvarez-Rodríguez, C., Martín-Gamboa, M., & Iribarren, D. (2019). Combined use of Data Envelopment Analysis and Life Cycle Assessment for operational and environmental benchmarking in the service sector: A case study of grocery stores. ...

[EN] Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation. Area of study: Spain. Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis. Main results: Five segments were obtained: ¿Manager cook¿ (24.5%), ¿Healthy cook¿ (20.8%), ¿Concerned with food, but not cooks¿ (22%), ¿Total detachment¿ (11.9%) and ¿Rational shopper with little interest in cuisine¿ (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods. Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market. ; Autonomous Government of the Valencian Region, Spain: AICO/2017/066 (Project ¿Sustainability of the Food Value Chain: From Production to Responsible Consumption¿) ; Baviera-Puig, A.; Montero De Vicente, L.; Escribá-Pérez, C.; Buitrago Vera, JM. (2021). Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle. Spanish Journal of ...

[EN] In-depth knowledge of consumers' perceptions of value is considered a critical success factor in today¿s competitive market. There is very little information about the perception that consumers have of rabbit meat compared to other types of meat (mainly beef and pork). To identify the consumer perception of rabbit meat in Spain, two marketing tools were used: positioning and image analysis. To this end, a survey was carried out in Spain mainland with an error of 3.53% and a confidence level of 95.5%. According to the positioning analysis, rabbit meat competed with turkey for the "low fat" and "healthy" attributes. Rabbit meat had in its favour that it was considered more ¿economical¿ than turkey. Commercially, rabbit meat did not compete with any other fresh meat and it was not associated with any other adjective. The image that consumers had of rabbit meat was that it is a clean, healthy and easy to find meat. Two clearly distinguished groups were also found: consumers who rated rabbit meat more positively and consumers that did so less positively. These two groups were defined by the variables ¿educational level¿, ¿rabbit meat consumption by children under 18 residing in the home¿, ¿geographical area¿ and ¿habitual residence¿. For the variables ¿gender¿, ¿age¿, ¿number of people in the home¿ and ¿presence of children younger than 18 years in the home¿, there were no significant differences. These results are very useful for the different value chain stakeholders, who can set different marketing strategies to improve rabbit meat consumption. ; Generalitat Valenciana (Project "Sustainability of the Food Value Chain: From Production to Responsible Consumption", Ref. AICO/2017/066). ; Montero De Vicente, L.; Escribá-Pérez, C.; Baviera-Puig, A.; Buitrago Vera, JM. (2018). Analysis of the commercial value of rabbit meat based on positioning of the different types of fresh meat. Spanish Journal of Agricultural Research (Online). 16(3):1-9. https://doi.org/10.5424/sjar/2018163-13407 ; S ; 1 ; 9 ; 16 ; 3 ; Acebrón ...

[EN] It is important to analyse the consumer profile of each type of meat to better adapt the marketing mix to each one. To this end, we examined the average consumption frequency of different types of meat based on two methodologies: consumer segmentation using the food-related lifestyle (FRL) framework, giving rise to 4 segments, and analysis of socio-demographic profiles. The variables used were: sex, age, educational level, social class, number of people in the household, presence of children younger than 18 in the home, geographical area and habitual residence. Beef was the only meat type significant in both analyses. Turkey meat only appeared as significant in the FRL analysis. The other meats (chicken, pork, rabbit and lamb) were only significant in the sociodemographic variables analysis. From the outcomes we may conclude that there is no single consumer profile, which rather depends on the type of meat. ; Escribá Pérez, C.; Baviera-Puig, A.; Buitrago Vera, JM.; Montero De Vicente, L. (2017). Consumer profile analysis for different types of meat in Spain. Meat Science. 129:120-126. doi:10.1016/j.meatsci.2017.02.015 ; S ; 120 ; 126 ; 129