Libros y capítulos de libros DGE - EKS Liburuak eta liburuen kapituluak

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Products made from recycled materials: perceptions in the fashion industry and risks influence on purchasing
(Palgrave Macmillan, 2025-03-13) Toquero-Iriarte, Maite; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This study investigates the impact of the fashion industry on the environment and the subsequent shift towards a more sustainable model. The ecological, economic, and social implications of this sector have fostered an increase in consumer awareness, prompting a demand for a more circular system. The concept of circular fashion, which promotes a closed-loop approach with an emphasis on recycled materials, has emerged as a key solution. However, the consumer perceptions of products made from recycled materials in the fashion industry remains relatively unexplored, necessitating an examination of potential barriers. By employing both model analysis and cluster analysis techniques, this research sheds light on the primary variables that significantly influence consumer attitudes and purchase intentions towards such products with a particular emphasis on performance risk. Moreover, the identification of four distinct consumer groups holds crucial implications for the development of targeted marketing strategies.
Open Access
Rebranding Barbie: analyzing the 2023 live-action film's promotional impact and public perception
(IGI Global, 2025) Condearena González, Itxaso; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This chapter analyzes the promotional campaign of the 2023 live- action Barbie film through qualitative and quantitative methods, examining the brand's history and industry leadership. The study explores the different promotional campaigns carried out for the film and the audience's response. Similarly, it investigates the public opinion on Barbie and the movie's impact on it. The analysis results indicate that the film and its marketing efforts improved public opinion, positioning Barbie as a more inclusive and empowering brand. In addition, the study explores possible biases, such as a relation between women and a better opinion of Barbie, and greater use of social media with the conversation created about the work on the platforms as a cause of having seen the film, although no direct relationships were demonstrated.
Open Access
An overview of the main innovations in e-marketing
(Emerald, 2012) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This chapter summarizes through the use of concept maps (CM), the main innovations in online marketing that have an influence on the tourism industry. The main innovations are broken down into two principal areas, namely, customers and new ways of communication: customers, who create communities and influence other members drawing from their experiences; new ways of communication made explicit though e-Advertising or web sites. Consumers also have the power to generate independent means of network persuasion not controlled directly by firms themselves.
Open Access
Dimensión económica de los principios rectores: carencias de un marco conceptual contradictorio
(La Ley (Wolters Kluwer), 2011) Archel Domench, Pablo; Husillos Carques, Francisco Javier; Echavarri, Rebeca; Economía; Ekonomia; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
La Ley 2/2011 de 4 de marzo de Economía Sostenible nace con el objetivo, según reza su artículo primero, de introducir las reformas estructurales necesarias para crear las condiciones que favorezcan un desarrollo económico sostenible. Lo que nos encontramos a lo largo de un abanico de artículos y disposiciones es un compendio de medidas de lo más diverso que abarcan, entre otros asuntos, desde el modelo energético deseable para nuestro país hasta las descargas en Internet. La oportunidad de la Ley viene justificada, tal y como se nos dice en el Título Preliminar, por la necesidad de adoptar medidas que permitan afrontar la crisis económica y financiera mundial que ha interrumpido el largo periodo continuo de crecimiento, una de cuyas consecuencias más negativas es el fuerte incremento del desempleo en un corto espacio de tiempo. El objetivo de nuestro trabajo es analizar los conceptos y principios que aparecen en el Título Preliminar (artículos 1 a 3) donde se define el objetivo de la ley, el concepto de Economía Sostenible y se enuncian brevemente los principios resultantes, hasta un total de nueve, de la acción de los poderes públicos. De esta manera, el Título Preliminar vendría a ser una especie de marco conceptual, un espacio en el que se fijan los conceptos básicos sobre cuya base se va a construir el resto del articulado posterior. Para ello, nuestro trabajo lo estructuramos de la siguiente manera. En primer lugar, la siguiente sección efectúa un breve repaso de los conceptos económicos básicos que han ilustrado la literatura sobre el Desarrollo a lo largo de los últimos años y que son empleados para articular el Titulo Preliminar de la Ley de Economía Sostenible. Partiendo de la obra de Adam Smith (La riqueza de las naciones) y pasando por los planteamientos que identificaban desarrollo con crecimiento de la riqueza, nuestro trabajo se abre a otras voces que, como las de Amartya Sen (1988, 1999), analizan de forma crítica la relación entre crecimiento y desarrollo. Seguidamente, el epígrafe tercero analiza en detalle los tres artículos del Título Preliminar. Nuestro trabajo no se limita a exponer el contenido de los mismos, sino que pretende ser una aportación crítica al debate existente sobre el significado de la expresión Desarrollo Económico Sostenible. Por último, la sección cuarta presenta un resumen del capítulo y efectúa unos comentarios finales.
Open Access
An investigation of multichannel shopping behavior: evolution in a grocery retailer in Spain
(Nova Science Publications, 2015) Arce Urriza, Marta; Cebollada Calvo, Javier; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
E-commerce in Spain is growing year by year, boosted mainly by the positive evolution of three variables such as: the percentage of Internet users, the proportion of Internet shoppers, and the average online spending per shopper. However, although grocery retailers were among the first marketers to incorporate the Internet as an additional shopping channel online grocery shopping in Spain is still low. In this work we analyze the evolution of the online shopping behavior for groceries for the same groups of clients of one of the major grocery retailers in Spain in a 4 years elapsed time. This chain was a pioneer selling groceries online, opening its online store in 2001. To do so, we analyze the purchase behavior of the clients per channel (offline and online), and the characteristics of the shopping baskets per client at each purchase occasion or trip. We also classify customers evaluating their use of the two channels.
Open Access
Perception of technology use, online safety, and advertising among minors
(IGI Global, 2025) Gutiérrez Jauregi, Alaitz; Aramendia Muneta, María Elena; Alarcón López, Rocío; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
The spread of communication technology has transformed socialization, with Spain consistently exceeding the European average in internet access¿Navarra notably leads in connectivity. However, excessive internet use, particularly among youth, poses challenges. Responsibility for minors' tech use extends beyond parents to society and institutions. This study uses quantitative research on a representative sample of minors, analysing both perceived and actual usage, and the role of social agents in shaping internet habits and safety perceptions. Results highlight the importance of social context in digital habits, revealing links between safety perceptions, parental control, and technology norms. The study also explores perceptions of online advertising, emphasizing the need to raise privacy awareness and regulate ads targeting minors, offering insights into youth digital consumption challenges.
Open Access
Exploring Spain's economic history: navigating the nexus of sustainable tourism and crisis transformation
(IGI Global, 2024) Benito-Lacuey, Andrea; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa
This study examines Spain's economic history within the context of the 2008 financial crisis and the COVID-19 pandemic, focusing on sustainable tourism and economic transformation. It aims to comprehensively analyse the quantifiable impacts of both crises, delineate their characteristics, and evaluate governmental interventions in the tourism sector. The methodology comprises three sections: an in-depth analysis of tourism's influence on Spain's primary economic indicators, followed by an examination of three critical periods (the 2008 crisis, the "Inter-crisis Period" from 2014 to 2019, and the economic and public health crises of COVID-19). Findings highlight the crucial relationship between the tourism sector, gross domestic product (GDP), and employment, emphasising the importance of sustainable tourism in economic resilience. In conclusion, this study stresses the necessity of revitalising tourism to drive Spain's economic recovery, underscoring its pivotal role in the nation's economic history.
Open Access
Regionalism vs. bilateralism: an analysis on trade flows in advanced and emerging economies
(IGI Global, 2025) Pluda, Carolina; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This chapter analyzes the role of regionalism versus bilateral trade relationships in the context of international trade disruptions caused by the COVID- 19 pandemic. The export and import flows of 11 advanced and 12 emerging economies are ex- amined and compared to identify their primary economic interests, whether linked to regional trade blocs or bilateral partnerships, with or without formal trade agreements (preferential and non- preferential). The findings indicate that advanced economies trade similarly within their blocs and partnerships, regardless of tariff preferences, while emerging economies prioritize half of their trade through non- preferential bilateral partnerships. The trade patterns reveal strong convergence among developed economies and a latent alignment with emerging economies, which also display a uniform trade distribution.
Open Access
Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights
(IGI Global, 2024) Castilla Miguel, Lierni; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
The primary goal of the research is to investigate the efficiency of various digital marketing tools in the skincare industry, as well as to assess market trends and customer behavior in order to enhance sales. The study included a survey of 100 Spanish customers aged 18 to 64, and six regression models were developed to forecast sales growth based on various criteria. Transparency, sustainability, and personalized skincare products, as well as user-generated content and reviews, are highlighted as successful marketing methods to promote sales in the research. The study also emphasizes how age and gender play a significant role in this connection as well as the limited influence of influencer and celebrity marketing on skincare product sales. According to the findings, skincare firms should concentrate on developing transparent, environmentally friendly products that are customized to consumers' interests, using usergenerated content and reviews in their marketing strategies to boost sales.
Open Access
Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
(IGI Global, 2023) Martinicorena-Goñi, Naiara; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
About 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.
Open Access
Social media marketing strategies in the lingerie industry: the case of Valentine's day campaign in Spain
(IGI Global, 2022) Miguel-Pérez, Ana de; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
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.
Open Access
Cheng, Yuan (Grace Cheng b. 1964)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
Known to the West as Grace Cheng, Cheng Yuan is the managing director and country manager of Russell Reynolds Associates (RRA) in Greater China. RRA is a premier provider of senior-level executive search and assessment, having served clients globally for 40 years. The firm advises its clients on recruiting and retaining outstanding leaders, and helps them mitigate the risks associated with senior-level appointments. In recent years, RRA's clientele has expanded to the fast developing Chinese enterprises to help businesses accommodate to their globalization process in the human resources area, where Grace Cheng plays a major role. Working across Beijing, Shanghai, and Hong Kong, her work focuses on CEOs and executive boards, with emphasis on general management and cross-border assignments for Chinese and Western multinational companies at the market entry and consolidated growth phases.
Open Access
Hao, Quan (Sherry Hao)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
An accountant by training, Hao Quan is the first Chinese partner of KPMG, a firm AU :2 created in 1987 with the merger of Peat Marwick International (PMI) and Klynveld Main Goerdeler (KMG). KPMG is a global network of professional firms providing audit, tax, and advisory services. Hao has spent most of her professional career at the firm. The company operates in 146 countries and employs 140,000 people working in member firms around the world. In China alone, KPMG employs over 9000 people and operates in 12 major cities across the country.
Open Access
Xie, Lina (b. 1950)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
A shareholder and counsel of the company, Xie Lina is the senior vice president, vice chairman, and patent and trademark attorney at China Sinda Intellectual Property Ltd. Her areas of expertise are patent and trademark prosecution and counseling and general intellectual property (IP) counseling, a booming business field that is closely associated with the rising Chinese economy.
Open Access
Yang, Lijun (b. 1957)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
Known to the West as Lily Yang, Yang Lijun is the China chief representative of ING Insurance, a global financial institution of Dutch origin. Yang's name has entwined with ING and China, as she is one of the pioneers in introducing the Dutch three pillars pension system, the LOMA training and education system, housing mortgage system, and compliance policy, among others, to China. Coincidentally, since the symbol of the company is a golden lion and Yang's horoscope is Leo as well, she shows great empathy with ING.
Open Access
European capital of smart tourism: an initiative to promote the tourism industry
(IGI Global, 2020) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
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.
Open Access
e-Bridge to mobility: a non-formal online learning European platform
(Information Science Reference, 2012) Aramendia Muneta, María Elena; Galarza-Lanz, Juan Ramón; Mañas-Larraz, Marta; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
e-Bridge to mobility is a platform designed to encourage a more prospective future for people from Poland, Slovakia, Bulgaria, and Romania. The objective of this project is to promote mobility to the UK, Germany, and Spain, by offering education, via English, German, and Spanish language courses; practical information about the UK, Germany, and Spain; and membership in an e-community. The project is aimed at people who seek employment in the United Kingdom, Germany, and Spain. Its main goal is teaching English, German, and Spanish, and gaining knowledge about the country that the project participant intends to visit. The products and information regarding country-specific characteristics of UK, Germany, and Spain are complementary to the course. e-Bridge supports adjustment to the requirements of the European job market, and its users have the opportunity to learn a foreign language with the aid of innovative communication tools, such as the Internet and mobile phones.
Open Access
Open social innovation: an approach to public organizations
(IGI Global, 2019) Erro Garcés, Amaya; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Open Access
La docencia de Vicente Salas y su impacto en la carrera profesional de tres alumnos
(FUNCAS, 2021) Cebollada Calvo, Javier; Díez Grijalvo, Jesús; Jaúregui Fonellosa, Santiago; Gestión de Empresas; Enpresen Kudeaketa
En este capítulo del libro homenaje a Vicente Salas se recuerda su docencia en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Zaragoza en la década de 1980-1990 por tres antiguos alumnos suyos.
Open Access
Experiencias académicas entre profesores de distintas disciplinas. Una práctica internacional
(Editorial CECAR, 2022) Hernández Palaceto, Celia; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
La interacción entre áreas de conocimiento de distintas disciplinas y contextos culturales facilita el desarrollo de nuevas ideas y proyectos. Por ello, la Universidad Veracruzana inició un curso de formación en el que pone en contacto a profesores universitarios de disciplinas diferentes que desarrollan conjuntamente una propuesta formativa. Este Capítulo describe la experiencia de dos profesoras, una de México y una de España que, a partir del mencionado curso, desarrollaron una iniciativa docente conjunta, válida para estudiantes de diferentes áreas. La tecnología, el conocimiento de idiomas y la superación de barreras culturales fueron factores relevantes en el éxito de esta iniciativa.