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.
Open Access
Spread the word – The effect of word of mouth in e-marketing
(De Gruyter, 2017) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
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 benefi
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
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
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
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
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.