Maria Elena Aramendia-Muneta
Public University of Navarre, Business Administration, Department Member
- Marketing, Online Marketing, Online Advertising, Online Advertisement, Mobile Marketing, Consumer Behavior, and 21 moreConsumer Culture, Marketing Research, International Marketing, Tourism Marketing, Internet Marketing, Internet Marketing Strategies, Viral internet marketing, Digital Marketing, Social Media Marketing, E Marketing, Emarketing, Advertising and Branding, Non-formal Education, Advertising, Electronic Word of Mouth, ICT in hospitality and tourism, Travel and Tourism Industry, Hospitality Industry, ICT innovation, Hospitality and Tourism Management, and Nuclear Energy Marketingedit
Circular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their... more
Circular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits. Circular economy appears to be a solution to these issues. Nonetheless, users' awareness of the principles of circular economy might benefit their application in real life. This research studies the relationships between awareness and attitudes towards the principles of circular economy as well as the mediators, which are namely, benefits and enablers. The main purpose of this study is to test a hypothesised model through structural equation modeling with Partial Least Squares. The results show that the principles have a positive relationship to the attitudes, benefits, and enablers of circular economy. Additionally, the effect of gender on consumers' attitudes towards sustainable fashion is worth analysing since it seems to play a significant role.
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: This Conference Spotlight presents the 2023 meeting, Esse quam videri: Marketing history for real. It was the 21st Biennial Conference on Historical Analysis and Research in Marketing (CHARM) which was hosted by the Hartman Center for... more
: This Conference Spotlight presents the 2023 meeting, Esse quam videri: Marketing history for real. It was the 21st Biennial Conference on Historical Analysis and Research in Marketing (CHARM) which was hosted by the Hartman Center for Sales, Advertising & Marketing History at Duke University, Durham, NC. At this meeting, marketing and business historians, students, and academics gathered together to share research. Twenty-four short papers were introduced in twenty minute presentations on topics such as advertising history, the history of consumption, food and health marketing, historical method, marketing history in the arts, race in the marketplace, and marketing in the atomic and digital ages. The following recording titled "Curiosities of the Atomic Age: Information Campaign to Remark Modernity in the World" was presented by Maria Elena Aramendia-Muneta of the Universidad Pública de Navarra, Spain. It describes items from Spanish newspapers that introduced new products and technology from Europe and the US made possible by the invention of nuclear fission or atomic power. An awards banquet dinner announced the winners of the Stanley C. Hollander Best Paper and the David D. Monieson Best Student Paper, and attendees were able to tour the Hartman Center.
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Circular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits.... more
Circular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits. Circular economy appears to be a solution to these issues. Nonetheless, users' awareness of the principles of circular economy might benefit their application in real life. This research studies the relationships between awareness and attitudes towards the principles of circular economy as well as the mediators, which are namely, benefits and enablers. The main purpose of this study is to test a hypothesised model through structural equation modeling with Partial Least Squares. The results show that the principles have a positive relationship to the attitudes, benefits, and enablers of circular economy. Additionally, the effect of gender on consumers' attitudes towards sustainable fashion is worth analysing since it seems to play a significant role.
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This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior... more
This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the “social media queen” in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.
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Eradicating poverty is a fundamental objective of social work, both at local and at global levels. After COVID-19, the United Nations Commission for Social Development and Sustainable Development Goals, the global agenda developed by the... more
Eradicating poverty is a fundamental objective of social work, both at local and at global levels. After COVID-19, the United Nations Commission for Social Development and Sustainable Development Goals, the global agenda developed by the International Association of Schools of Social Work, the International Council on Social Welfare and the International Federation of Social Workers have placed the fight against poverty and the role of decent work at the forefront of the public agenda. We analyse most recent publications on decent work, highlighting two strategies to promote poverty eradication from social work: participation and education.
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Three public European case studies are presented as an evaluation of a preliminary test of an adapted questionnaire to measure open social innovation. Findings include the differences and similarities between public and private... more
Three public European case studies are presented as an evaluation of a preliminary test of an adapted questionnaire to measure open social innovation. Findings include the differences and similarities between public and private performance. Public practitioners integrate these experiences later than private. The reasons for engaging in open innovation are different: whereas improving citizens´ relationships is the major public reason, creating partnerships is the private driver. Finally, technologies help open innovation in both public and private cases. Furthermore, it may be concluded that there is a lack of open social innovation professionals that leads to a barrier in the development of these policies in the public sector.
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Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using... more
Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using advanced Natural Language Processing techniques, we analysed user-generated content from both platforms in the Andalusian market, utilising Contextualised Topic Modelling and Necessary Condition Analysis to identify the main topics and relationships that impact guests' experiences. We also employed XGBoost to assess sufficient conditions for customer satisfaction, providing insights that can enhance the quality of lodging stays and improve marketing strategies. Overall, our findings show that both types of accommodation share similar necessary conditions for (dis)satisfaction, but differ in the order of importance. Proximity to tourist attractions and staff recommendations are important for Airbnb guest satisfaction, while hotel guests prioritise facilities and staff professionalism. Both types of accommodation share similar themes that contribute to guest dissatisfaction, including noise complaints, value for money, and staff professionalism. Airbnb offers unique and personalised experiences, while hotels prioritise efficient and appropriate interactions between staff and guests. Identifying and prioritising factors influencing guest satisfaction and dissatisfaction is essential for remaining competitive in the hospitality sector. To sum up, our research contributes significantly to the literature on hospitality services, with methodological implications for future studies.
PurposeThis article aims to analyse the impact of data analytics and robots on firms' performance across Europe.Design/methodology/approachThis paper aims to examine the impact of data analytics and robots on companies'... more
PurposeThis article aims to analyse the impact of data analytics and robots on firms' performance across Europe.Design/methodology/approachThis paper aims to examine the impact of data analytics and robots on companies' performance, multilevel models are estimated. Empirical research is based on the fourth round of the European Company Survey 2019.FindingsThe main findings show that human resource management practices (HRMP) are relevant to explain firms' profits. Therefore, human resource practices and technology are complementary resources to achieve higher results. A positive and significant relation between profits and the use of data analytics to monitor employee performance was found. In addition, positive and significant relations between human resource practices and profitability were obtained.Practical implicationsFrom a practical perspective, this article helps to understand the role of technological and human factors in profitability, and it emphasises the rel...
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Purpose This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic... more
Purpose This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic economic recovery. However, Spanish SMEs have had serious difficulties in working with Big Data. Design/methodology/approach In this study, a roadmap is designed to pave the way for a successful Big Data implementation. Findings SMEs with updated information on how to access the historic funding opportunities might profit to this opportunity. It not only generates financing opportunities for SMEs but also grants continuity to their strategies by offering the most profitable techniques by which they can efficiently analyse data and gain consumer insights, thus overcoming the many problems they face when working with Big Data as well as helping them to monetise their marketing strategies. Originality/value The main advantage of this research is its inn...
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Three public European case studies are presented as an evaluation of a preliminary test of an adapted questionnaire to measure open social innovation. Findings include the differences and similarities between public and private... more
Three public European case studies are presented as an evaluation of a preliminary test of an adapted questionnaire to measure open social innovation. Findings include the differences and similarities between public and private performance. Public practitioners integrate these experiences later than private. The reasons for engaging in open innovation are different: whereas improving citizens´ relationships is the major public reason, creating partnerships is the private driver. Finally, technologies help open innovation in both public and private cases. Furthermore, it may be concluded that there is a lack of open social innovation professionals that leads to a barrier in the development of these policies in the public sector.
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The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where... more
The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill...
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This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior... more
This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the “social media queen” in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.
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The purpose of this report is to show how the region of Navarre tackles innovation. The report presents, first at all, a quick overview of the region. Secondly, the innovation in the region is broken down according to 5 different groups:... more
The purpose of this report is to show how the region of Navarre tackles innovation. The report presents, first at all, a quick overview of the region. Secondly, the innovation in the region is broken down according to 5 different groups: Public Institutions, University Spin‐offs or Students who intend to start businesses, Business Development Institutions, R&D institutions and Enterprises. Finally, the paper reveals results of the survey carried out in those 5 groups. The report draws attention to the great effort that Navarra is doing in order to develop innovative initiatives in the region through the 4 technological plans implemented from 2002 until the present day. Thanks to all those measures, Navarra is nowadays among the top 100 regions in the EU according to the index of the European Innovation Scoreboard and is among the top 3 in Spain. According to the main results of the survey, these are the major conclusions: ‐ Public institutions: The outcomes capture the efforts of the Government of Navarre to improve the economy of Navarre in the area of innovation, supporting enterprises in every aspect, such as fund‐raising, assistance and R&D consulting, new market areas and technology and knowledge transfer. ‐ University Spin‐off enterprises cooperate with several institutions in the creation of a new product or innovation. On the whole, they do not belong to a network. ‐ Entrepreneurial University Students show great interest in online platforms, where they can find information for their business idea or even help for their innovative projects. ‐ Business development institutions: despite the small sample available, it can be observed that these institutes usually support other organizations to raise funds for making investments in innovation and help them to obtain partners and consultancy services. ‐ R&D institutes: no matter the number of employees of R&D institutes, they belong to a network. Although they use external IT tools supporting innovation creation and technology transfer, they hardly share any information through those external tools. ‐ Enterprises look for information to support innovation and technology transfer processes by using external resources. The kind of information they search for is quite basic, not too deep. The main reason for not using this information channel is that there is no internal need. Internet seems to be the main source of information. 66% of firms receive information from universities and higher education institutions in the region. Apparently, their level of satisfaction over the information they receive is quite satisfactory. It is recommended that although the crisis in Spain is also having major impacts in Navarra the Government of Navarre should not cut down the inputs of innovation and should continue to support the economic development of the region. Thus, Navarra could maintain its preferential position in the EU and Spain in the field of innovation and in terms of GDP.
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This paper aims to analyse the relationship between perceived health and earnings across Europe. Empirical analysis is based on the last published round from the European Working Conditions Survey (N = 43,850) and offers updated evidence... more
This paper aims to analyse the relationship between perceived health and earnings across Europe. Empirical analysis is based on the last published round from the European Working Conditions Survey (N = 43,850) and offers updated evidence on the effect of earnings on perceived health in 35 countries. The main findings show a positive and significant relationship between earnings and health, which is consistent with the existing literature. Moreover, health seems to be U-shaped relative to earnings. On the other hand, age is negatively related to health, which is consistent with previous research. This paper shows the health differences between countries, where cultural, geographic, and economic differences imply health inequalities across countries. From a practical perspective, understanding the dynamics of perceived health and earnings’ processes can contribute to health policy.
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The purpose of this paper is to present the diffusion of word of mouth into online marketing. Electronic Word of Mouth (eWOM) communication is one of the mainstays of the present industry, because it attracts new customers and it is also... more
The purpose of this paper is to present the diffusion of word of mouth into online marketing. Electronic Word of Mouth (eWOM) communication is one of the mainstays of the present industry, because it attracts new customers and it is also an indicator of how satisfactory the services provided are (Godes & Mayzlin, 2004). Goldsmith and Horowitz (2006) highlighted that eWOM has far reaching effects on sales of a wide range of goods and services. Consumers’ information is more valuable that advertising and eWOM is ranked as one of the most important information sources for costumers in their purchase choice. eWOM should be viewed as a potentially cost-effective means for industry, due to the fact that this sector is selling intangible products (Litvin et al., 2008). All the theoretical explanations on E-WOF in online marketing mentioned in this chapter will be coupled with a very useful tool, the so-called Concept Maps (CM). According to Navak and Cañas (2008) concept maps “are graphica...
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Research Interests: Business, Gastronomy, Innovation statistics, E Tourism, ICT, and 15 moreCompetition, Hospitality, ICT innovation, Hospital Management, Food and Gastronomy Tourism, Hospitality Industry, Hospitality and Tourism, ICT in hospitality and tourism, Competitiveness, Hospitality and Tourism Management, Accomodation, Business and Hospitality Management, Industrial Tourism, ICTs Use In Tourism and Hospitality, and Current ICT innovations in the travel industry
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Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this... more
Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influencers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, preventing uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.
Research Interests: E Marketing, Word of Mouth, Role of word of mouth in online communities, Positive Word of Mouth Recommendation, E-word-of-mouth, and 11 moreElectronic Word of Mouth, Word of Mouth Marketing, Customer Experience to Positive Word of Mouth, Online Word of Mouth (OWOM), Word of Mouth Communications, Social Media Marketing Word of Mouth Marketing Through Social Networks, Word of Mouth Comunications, Negative Word of Mouth, electronic word-of-mouth (eWOM), "word of Mouth Influences, and The impact of electronic word of mouth on sales
This theoretical chapter tries to underpin the European Capital of Smart Tourism initiative that was launched in 2018 for the cities of the European Union. It therefore starts with an introduction to smart tourism and to the meaning of a... more
This theoretical chapter tries to underpin the European Capital of Smart Tourism initiative that was launched in 2018 for the cities of the European Union. It therefore starts with an introduction to smart tourism and to the meaning of a smart tourism city. It follows this with a description of the impact of the smart tourism city award on the European Union, and the rules of the challenge, emphasising the good practice of the two 2019 winning cities, Helsinki and Lyon. Finally, some recommendations for future research and a conclusion are given.This theoretical chapter tries to underpin the European Capital of Smart Tourism initiative that was launched in 2018 for the cities of the European Union. It therefore starts with an introduction to smart tourism and to the meaning of a smart tourism city. It follows this with a description of the impact of the smart tourism city award on the European Union, and the rules of the challenge, emphasising the good practice of the two 2019 winning cities, Helsinki and Lyon. Finally, some recommendations for future research and a conclusion are given.
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Purpose This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques. Design/methodology/approach Newspapers from 1958 were reviewed to assess the impact of a chocolate... more
Purpose This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques. Design/methodology/approach Newspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards. Findings Parents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales. Originality/value The originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.
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This article spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users’ behavior and, thus, helping destination management organizations. Based on the... more
This article spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users’ behavior and, thus, helping destination management organizations. Based on the stimulus-organism-response model, a content analysis was conducted of 1,094 pictures that received 131,116,800 likes and 2,859,448 comments. By combining content analysis and regression analysis, the results show that Instagrammers’ responses are influenced differently by different picture attributes, resulting in dissimilar behavior with regard to likes and comments. Specifically, likes, as immediate reactions, tend to be driven by content featuring people, views, or common habits. In contrast, comments, which require greater effort on the part of the Instagrammer, are elicited by the topic of festivals or hotels, colors such as cream, green, orange, or yellow, images of water or animals, and images featuring tourist activities, mostly at night. Multi-image or fake pictures negatively impact likes. By analyzing the content of the information provided by the uploaded photographs, a typology of photographic attributes is developed to offer clues for destination management organizations to enhance engagement with potential customers and Instagram users.
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Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The short messaging service (SMS) is one of the mobile phone communication tools marketers use.... more
Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The short messaging service (SMS) is one of the mobile phone communication tools marketers use. This research examines the well-known and widely cited paper by Tsang et al. (2004), and replicates their research. We obtained some contradictory results; specifically, we found that the only variable that substantially affected attitude was entertainment. Within the proposed model, attitudes, intentions and behaviour are interconnected, confirming the hypothesis. At the same time, permission-based mobile marketing is on the rise due to high consumer exposure to advertisements. Our findings about mobile advertising have important theoretical and practical managerial implications.
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This exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of... more
This exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of 324 original digital videos that have won awards from professional marketers. The results show that there is no statistically significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Although previous studies depicted men in male-authored science roles and with muscular physiques and women as objectified and a hypersexualized subordinate to the male, this research shows that women and men are equally portrayed in non-stereotypical activities and roles, However, central figures are more likely to be men than women, indicating a gender difference in terms of the assignment of main roles. This paper highlights the change in women’s roles as well as advertisers’ and marketers’ criteria for the content of original digital videos.
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Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this... more
Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influ- encers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, pre- venting uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.
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The purpose of this introductory chapter is to present the main innovations in e-marketing, as well as to contribute to the theoretical basis and effects those innovations may have on the tourism industry. Innovations in this area affect... more
The purpose of this introductory chapter is to present the main innovations in e-marketing, as well as to contribute to the theoretical basis and effects those innovations may have on the tourism industry. Innovations in this area affect not only the traditional way of conducting business, that is, selling and buying, but they also represent a new approach on how customers are viewed, turning them into the focal point of the online environment.
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Il paper affronta il tema della confusione del consumatore nel settore della telefonia mobile attraverso una ricerca esplorativa in Italia e Spagna. Nella scelta di un dato prodotto o servizio, il consumatore può trovarsi in uno stato di... more
Il paper affronta il tema della confusione del consumatore nel settore della telefonia mobile attraverso una ricerca esplorativa in Italia e Spagna. Nella scelta di un dato prodotto o servizio, il consumatore può trovarsi in uno stato di confusione di fronte a stimoli troppo numerosi, simili o ambigui. Si tratta di un aspetto rilevante per lo studio del comportamento d’acquisto, che sta acquisendo sempre più interesse sia nella ricerca di marketing che nella prassi operativa. Il lavoro è stato diviso in più fasi: una desk research, per analizzare la letteratura sulla confusione del consumatore e sul settore della telefonia mobile; una ricerca sul campo, qualitativa e quantitativa, per studiare le principali dimensioni della confusione del consumatore e le relative strategie di riduzione in Italia e Spagna.
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This paper examines the impact of ICT on competitiveness, innovation and environment in the glass, ceramics and cement concrete industry. The results show that use of ICT seems to favor innovation and competitiveness. As for the effect on... more
This paper examines the impact of ICT on competitiveness, innovation and environment in the glass, ceramics and cement concrete industry. The results show that use of ICT seems to favor innovation and competitiveness. As for the effect on the environment, the use of ...
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The purpose of this report is to show how the region of Navarre tackles innovation. The report presents, first at all, a quick overview of the region. Secondly, the innovation in the region is broken down according to 5 different groups:... more
The purpose of this report is to show how the region of Navarre tackles innovation. The report presents, first at all, a quick overview of the region. Secondly, the innovation in the region is broken down according to 5 different groups: Public Institutions, University Spin‐offs or Students who intend to start businesses, Business Development Institutions, R&D institutions and Enterprises. Finally, the paper reveals results of the survey carried out in those 5 groups. The report draws attention to the great effort that Navarra is doing in order to develop innovative initiatives in the region through the 4 technological plans implemented from 2002 until the present day. Thanks to all those measures, Navarra is nowadays among the top 100 regions in the EU according to the index of the European Innovation Scoreboard and is among the top 3 in Spain. According to the main results of the survey, these are the major conclusions: ‐ Public institutions: The outcomes capture the efforts of the Government of Navarre to improve the economy of Navarre in the area of innovation, supporting enterprises in every aspect, such as fund‐raising, assistance and R&D consulting, new market areas and technology and knowledge transfer. ‐ University Spin‐off enterprises cooperate with several institutions in the creation of a new product or innovation. On the whole, they do not belong to a network. ‐ Entrepreneurial University Students show great interest in online platforms, where they can find information for their business idea or even help for their innovative projects. ‐ Business development institutions: despite the small sample available, it can be observed that these institutes usually support other organizations to raise funds for making investments in innovation and help them to obtain partners and consultancy services. ‐ R&D institutes: no matter the number of employees of R&D institutes, they belong to a network. Although they use external IT tools supporting innovation creation and technology transfer, they hardly share any information through those external tools. ‐ Enterprises look for information to support innovation and technology transfer processes by using external resources. The kind of information they search for is quite basic, not too deep. The main reason for not using this information channel is that there is no internal need. Internet seems to be the main source of information. 66% of firms receive information from universities and higher education institutions in the region. Apparently, their level of satisfaction over the information they receive is quite satisfactory. It is recommended that although the crisis in Spain is also having major impacts in Navarra the Government of Navarre should not cut down the inputs of innovation and should continue to support the economic development of the region. Thus, Navarra could maintain its preferential position in the EU and Spain in the field of innovation and in terms of GDP.
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The company survey falls within the scope of the EURIS-ORP subproject, co-financed by the European Union’s Regional Development Fund (ERDF) through the INTERREG IV c programme. The objective of the survey is to ascertain to what extent... more
The company survey falls within the scope of the EURIS-ORP subproject, co-financed by the European Union’s Regional Development Fund (ERDF) through the INTERREG IV c programme. The objective of the survey is to ascertain to what extent the technology transfer activities of universities and research institutes conform to the open innovation model. Additionally, the survey seeks to appraise what role higher education and research institutions play in the regional innovation system. To this end, 73 telephone interviews have been conducted with heads of R&D departments of companies with previous collaboration ties with Universidad Pública de Navarra (UPNA) or having received aid for R&D projects from public administrations.
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The goal of this paper is to analyze the effects of ICT on firms’ competitiveness, as well as on their level of innovation, productivity and on the market share depending on the tourism area: Accommodation, Gastronomy and Travel... more
The goal of this paper is to analyze the effects of ICT on firms’ competitiveness, as well as on their level of innovation, productivity and on the market share depending on the
tourism area: Accommodation, Gastronomy and Travel Agencies. On the whole, it has been proved that the use of diverse ICTs has little effect on the level of competition as well as on increasing productivity, while in general, they have a positive effect on increasing the market share of the firms.
tourism area: Accommodation, Gastronomy and Travel Agencies. On the whole, it has been proved that the use of diverse ICTs has little effect on the level of competition as well as on increasing productivity, while in general, they have a positive effect on increasing the market share of the firms.
Research Interests: Tourism Management, Gastronomy, Innovation statistics, E Tourism, Productivity, and 34 moreICT, Technological Innovation, Competition, Hospitality, ICT innovation, Tourism Impacts, Tourism, Travel and Tourism Industry, Travel, Hospital Management, Tourism and Hotel Management, E-business and IT applications for Tourism and Hospitality, Food and Gastronomy Tourism, Hospitality Industry, Hospitality and Tourism, ICT in hospitality and tourism, Competitiveness, Hospitality Industry Research (Hotel), Tourism Industry, Tourism and Hospitality Management, Hospitality/Hotel Management and Career Education, Tourism and Hospitality, The Impact of Ict on Toursim Industry, Hospitality and Tourism Management, Accomodation, Market Share, Issues on Technology of the Hospitality and Tourism Industry, Business and Hospitality Management, Industrial Tourism, Travel Agency Management, ICTs Use In Tourism and Hospitality, International Tourism and Hospitality Management, Current ICT innovations in the travel industry, and negative impact of ICTs on travel agents
This article reports the results of an exploratory study among the Chinese about GCA (General Country Attributes), GPA (General Product Attributes) in Spain. The objective of the research is to measure images of people and products.... more
This article reports the results of an exploratory study among the Chinese about GCA (General Country Attributes), GPA (General Product Attributes) in Spain. The objective of the research is to measure images of people and products. Country and product image are important variables that help explain and can also affect consumers’ readiness to buy. Having lived or visited the target country has a negative influence on the country-of-origin image. Women and young Chinese share more lenient than men when judging people and products.
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Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this... more
Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influencers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, preventing uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.