Open Access
The Smartphoners: consumer segmentation by smartphone usage
(Italian Marketing Association, 2016) De Canio, Francesca; Pellegrini, Davide; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Smartphone usage is becoming an integral part of consumer' lifestyle. Over 50% of the worldwide population own at least one smartphone and the adoption of mobile technologies have reshaped the boundaries between online and offline. This study aims to segment consumers by means of activities they perform on personal mobile phones. By analysing 264 online questionnaires and using ten smartphones¿ functionalities, we identify five main Smartphoners' profiles: Utility Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners. Differences between smartphone users in terms of age, gender and area of residence, as well as brand of the smartphone owned, hours of usage and reasons to use have been investigated. Managerial and academic implications have been discussed.
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
ICT impact on competitiveness, innovation and environment
(Elsevier, 2012) Ollo López, Andrea; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
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 some ICT helps to reduce emissions, whereas others increase them.
Open Access
The innovation environment of the region of Navarre
(2012) Aramendia Muneta, María Elena; Casado Redín, Iñaki; Gestión de Empresas; Enpresen Kudeaketa
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.
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
Gender stereotypes in original digital video advertising
(Taylor & Francis, 2019) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Hatzithomas, Leonidas; Gestión de Empresas; Enpresen Kudeaketa
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.
Open Access
Understanding the impact of electronic word-of-mouth (eWom) on corporate reputation
(2015) Aramendia Muneta, María Elena; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas
The aim of this poster is not only to provide a framework of electronic word-of-mouth (eWOM) regarding corporate reputation, but also to aid the direction of future research through concept maps (cm).
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
Technology transfer activities of universities and research institutes - Open Innovation Model - Case of Navarre
(2012) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
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.
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.