Open Access
Co-designing doctoral programs to enhance postgraduate students' employability: insights from industry stakeholders
(Emerald, 2023) Pérez García, Raquel María; Erro Garcés, Amaya; Aramendia Muneta, María Elena; López Peláez, Antonio; Gestión de Empresas; Enpresen Kudeaketa
Purpose: Doctoral programs play a crucial role in promoting innovation and technology transfer in universities. To design these programs effectively and with a co-design perspective, it is essential to consider all stakeholders involved in the process, including teachers, students and employers. The main objective of this study is to enhance postgraduate programs to improve students' employability. Design/methodology/approach: This empirical study was conducted over a three-year period and employed semi-structured interviews as its primary research methodology. In the first phase, 21 in-depth semi-structured interviews were conducted with managers from various sectors. The second phase involved 20 interviews, and the final phase of the study included 18 interviews with the same managers from previous phases. Findings: The study's main results revealed that the international networks, language proficiency and analytical skills of doctoral students were highly valued by employers. The main findings come from companies with doctoral students. Therefore, the skills were identified during the learning experience of the PhD graduates in the companies. Practical implications: The study's results can guide improvements in postgraduate program curricula and design to enhance students' employability. Originality/value: This research presents a novel approach to its findings. On the one hand, the study's conclusions may provide valuable insights for business agents, encouraging them to hire PhD students. On the other hand, it aims to drive necessary changes that promote more PhD students' focus on non-academic careers, creating significant value for research and innovation in the private sector.
Open Access
Why do guests stay at Airbnb versus hotels?: an empirical analysis of necessary and sufficient conditions
(Elsevier, 2023) Sánchez-Franco, Manuel J.; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
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.
Open Access
Seizing opportunities in Europe: a roadmap for efficient Big Data implementation in Spanish SMEs
(Emerald, 2022) Sánchez Huguet, Carla; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa
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 innovative approach to business strategy as it provides. The value added by this paper lies in its holistic and updated approach to supporting SME
Open Access
Spanish fishing industry within the common fishery policy
(Elsevier, 2024) Kozinski Radomska, Aleksander; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
The main objective of this article is to study the evolution of the Spanish fishing industry, with a specific focus on examining the correlation between actual catches by Spanish vessels and recorded landings against national Total Allowable Catches, which may contribute to improving the current state of the Common Fisheries Policy. Firstly, we offer an overview of the geographical, economic, and legal factors surrounding Spanish fisheries, along with an examination of the Common Fisheries Policy and relevant international agreements impacting these fisheries. Subsequently, we analyze three species, namely hake, anchovy, and cod as they are the most traded fish in the Spanish markets. Thirdly, we conduct an examination to provide information regarding the role of Common Fishery Policy quotas and to explore potential reasons behind the observed results. The main findings reveal the identification of a significant lack of alignment between the Common Fishery Policy and its resulting implementation through the Total Allowable Catches over the last decade.
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
Guest editorial: introduction to special issue on "History of marketing in Spain", part II
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
This special issue on the “History of Marketing in Spain, Part II” presents a diverse range of research that sheds light on many aspects of Spain’s marketing practices using historical perspectives. The collection covers different topics, including the evolution of the world’s oldest advertising agency, the impact of home ownership on immigrant acculturation, the adaptation of marketing strategies in cultural institutions in countries which have inherited the Spanish tradition, the changing food preferences of Spanish consumers and the transformation of travel agency promotion. These studies offer insightful analyses of Spain’s marketing history and contextualise these developments within broader social, economic and technological changes. This special issue advances our understanding of the distinctive traits and implementation of marketing techniques in Spain by examining recent innovations and long-standing traditions
Open Access
Green products in the fashion industry: consumer segmentation to develop communication campaigns
(Taylor & Francis, 2024-12-16) Martínez Huete, Laura; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
The rise of green awareness due to the environmental challenges the world faces has enhanced consumers' consciousness of, and attitudes toward green products. This study explores consumers' perceptions of green fashion products by analyzing consumer profiles. A cluster analysis differentiated four consumer segments with divergent demographic and behavioral features. Antigreeners, green followers, green professionals and supergreeners differ in green fashion awareness and their level of understanding of the benefits, challenges, enablers and attitudes of using green products. Overall, extensive ignorance of green fashion products was found, particularly among antigreeners and green followers, which should incentivize fashion companies to increase green fashion awareness and position their green fashion brands in this niche market. The present study helps bridge the research gap about consumers' buying behavior regarding green fashion products. Considering the fashion industry's global standing as one of the most polluting yet profitable sectors, this analysis offers valuable insights into the Circular Economy Action Plan of the European Green Deal.
Open Access
The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
(Emerald, 2024-12-09) Aramendia Muneta, María Elena; Rubio Varas, María del Mar; Torre Campo, Joseba de la; Economía; Ekonomia; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PJUPNA2023–11931
Purpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968. Findings: private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as 'nuclear', 'atomic' and 'atomic bomb' and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies - in this case, concerning nuclear energy - can influence marketers and advertisers. Originality/value: the paper's originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.
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
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.