Suchergebnisse

© Cuadernos de Gestión, 2004 Reproducción autorizada siempre que se cite la fuente, salvo que se indique lo contrario. En aquellos casos en que sea necesaria una autorización previa para la reproducción o el uso de datos textuales o multimedia (sonidos, imágenes, programas, etc.), dicha autorización cancelará la autorización general antes citada y mencionará las posibles restricciones de uso. ; [ES] Las comunidades online se han convertido en un lugar de encuentro muy popular para los consumidores que les permite compartir información. En este artículo se presenta una técnica de información novedosa como la netnografía, y se aplica para determinar cuál es el posicionamiento de las empresas de distribución alimentaria. Tras la recogida y análisis de 506 mensajes válidos de la comunidad online Ciao, se pudo conocer qué atributos se asociaban a seis establecimientos de alimentación analizados. Mercadona se asocia con la calidad de su marca de distribuidor y una escasa variedad de marcas/productos. Las tiendas discount, Lidl y DIA, destacan por la posibilidad de mejora en la limpieza del establecimiento y la localización de los productos. Los hipermercados, Eroski, Alcampo y Carrefour, son destacados por su variedad de marcas/productos, y alejado del domicilio. También se ha identificado a los competidores más directos de cada empresa, encontrándose una competencia entre los formatos de venta del mismo tipo (intratipo). El uso de la netnografia, técnica relativamente reciente, supone la mayor originalidad del trabajo. Además, las conclusiones obtenidas, que son coincidentes con estudios anteriores, muestran que la netnografía puede ser una fuente de información para determinar cuál es la imagen comercial y el posicionamiento de las empresas. ; [EN] Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and ...

57 74 14 1 ; Senia ; [EN] Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid messages Ciao online community, were able to learn which attributes are associated to six food establishments analyzed. Mercadona is associated with the quality of its private label and a narrow range of brands / products. Discount stores Lidl and DIA, highlighted by the possibility of improvement in the cleanliness of the establishment and location of products. Hypermarkets, Eroski, Carrefour and Alcampo, are renowned for their variety of brands / products, and away from home. Also been identified to direct competitors of each company, being a competition among the retail formats of the same type (intratipo). The use of netnography, relatively recent technique, is the largest original work. Furthermore, the conclusions that are consistent with previous studies show that the netnography can be a source of information to determine brand image and positioning of companies ; © Cuadernos de Gestión, 2004 Reproducción autorizada siempre que se cite la fuente, salvo que se indique lo contrario. En aquellos casos en que sea necesaria una autorización previa para la reproducción o el uso de datos textuales o multimedia (sonidos, imágenes, programas, etc.), dicha autorización cancelará la autorización general antes citada y mencionará las posibles restricciones de uso. [ES] Las comunidades online se han convertido en un lugar de encuentro muy popular para los consumidores que les permite compartir información. En este artículo se presenta una técnica de información novedosa como la netnografía, y se aplica para determinar cuál es el posicionamiento de las empresas de distribución alimentaria. Tras la recogida y análisis de 506 mensajes válidos de la comunidad online Ciao, se pudo conocer qué atributos se ...

[ES] Para afrontar unas profesiones que están en proceso de transformación, los estudiantes universitarios necesitan desarrollar y entrenar habilidades como la adaptabilidad, la capacidad de resolver problemas y el trabajo en equipo. En el presente artículo se analizan dichas habilidades, denominadas competencias genéricas. La información requerida se obtuvo mediante el diseño de un cuestionario que fue empleado en 628 entrevistas personales a estudiantes de primer y segundo ciclo de la Universidad Politécnica de Valencia (UPV). El tratamiento de los datos se realizó mediante un análisis factorial y de ecuaciones estructurales. Las competencias fueron agrupadas en cuatro factores denominados competencias metodológicas, sociales, participativas y especializadas. Este resultado confirma lo obtenido en otros modelos, por lo que parece existir un cierto consenso en la tipología de competencias genéricas existentes. Sin embargo, las competencias metodológicas y especializadas son las que más influyen en la percepción de los alumnos de la UPV sobre qué competencias globales han adquirido. No obstante, existen diferencias entre aquellos alumnos que compaginan estudios y trabajo y aquellos que solo estudian. Los primeros opinan que la adquisición de las competencias metodológicas y especializadas influye de forma positiva en la percepción global de las competencias adquiridas en la UPV, mientras que las competencias participativas influyen negativamente en la percepción global de las competencias adquiridas. Los segundos, por su parte, señalan que las competencias sociales son las que más influyen en la percepción global de las competencias adquiridas en la universidad. Así, la principal conclusión de este trabajo es la diferencia entre los alumnos que ya se han incorporado al mundo laboral y aquellos otros que solo se dedican a estudiar, en cuanto a la percepción que tienen sobre la adquisición de competencias genéricas en la universidad. ; [EN] Adaptability, problem-solving ability and teamwork are skills that ...

[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

[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

[EN] Choosing where to open a new outlet is a critical decision for retail firms. Building on the multiplicative competitive interaction model from retail location theory, this paper develops a geomarketing model that can be used to devise supermarket location strategies. First, attributes that explain a supermarket s pull on consumers were determined. These attributes included objective (taken from databases and empirical observation) and subjective (based on managerial judgements) variables relating to the supermarket and its trade area. Then, geographic information system tools were used to analyse real data at a highly detailed level (road section). From a geomarketing viewpoint, the model shows that sociodemographic characteristics of the supermarket s trade area affect firms location strategies. The paper also discusses improvements for calibrating and validating this model. Adding the spatial organization of supermarkets to the model yields a different consumer behaviour pattern. This geomarketing model can help managers to design supermarket location strategies according to shop features, competitors and environment, whilst estimating supermarket sales. ; The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for collaborating in this study. ; Baviera Puig, MA.; Buitrago Vera, JM.; Escribá Pérez, C. (2016). Geomarketing models in supermarket location strategies. Journal of Business Economics and Management. 17(6):1205-1221. doi:10.3846/16111699.2015.1113198 ; S ; 1205 ; 1221 ; 17 ; 6 ; Applebaum, W. (1966). Methods for Determining Store Trade Areas, Market Penetration, and Potential Sales. Journal of Marketing Research, 3(2), 127. doi:10.2307/3150201 ; Baviera-Puig, A., Roig-Tierno, N., Buitrago-Vera, J., & Mas-Verdu, F. (2013). Comparing trade areas of technology centres using 'Geographical Information Systems'. The Service Industries Journal, 33(7-8), 789-801. doi:10.1080/02642069.2013.740467 ; Blattberg, R. C., & Hoch, S. J. (1990). Database Models and ...

[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