MARKETING

Author: CHAMORRO MERA ANTONIO.
Year: 2002.
University: EXTREMADURA [www.unex.es].
Place of defense: FACULTAD CC. ECONOMICAS.
Place of preparation: FACULTAD CIENCIAS ECONÓMICAS Y EMPRESARIALES.

Summary: The thesis aims to study programs estiquetado ecological and set as major targets and the following: 1-Justify, both theoretically and in practice, the utility of ecolabels as a tool for environmental policy. 2-An analysis of the ecological labeling programs at the global level: its characteristics and similarities and their level of market deployment. 3-An analysis of Spanish companies which have a label: assessment of its effects, reasons for the request, level of introduction of environmental concern in the organizational culture, etc.. 4-Propose a strategic plan for development of labeling in Spain.

Author: MARTÍN FUENTES M. TERESA.
Year: 2003.
University: ALMERÍA [www.ual.es].
Place of defense: CIENCIAS ECONÓMICAS Y EMPRESARIALES.
Place of preparation: UNIVERSIDAD DE ALMERÍA.

Summary: The concept "Tecmnology Readiness" which could be translated into Spanish as a predisposition tecnologíca refers to the propensity of gracious people to adopt and use new tecnologícas to achieve its goals both at work and in his tiemo free. In this thesis is an analysis of the level of technological readiness to have professionals working in hospitals in the Andalusian health to meet the challenge texnológico that arises in the current plan quality public health system of Andaluzia. The provision of an instrument measuring the degree of technological readiness is a necessary starting point for public hospitals Andalusian can enter cabios organizantivos relevant for a better adaptation and acceptance by human genetic resources of its policies of technological innovation.

Author: CABANELAS LORENZO PABLO.
Year: 2003.
University: VIGO [www.uvigo.es].
Place of defense: FACULTAD DE CC. ECONÓMICS Y EMPRESARIALES DE VIGO.
Place of preparation: FACULTAD DE CC. ECONÓMICAS Y EMPRESARIALES.

Summary: The investigation deals with the phenomenon of managing relations with customers in the new competitive environment marked by the rise of the processes of organizations of knowledge and the need to enhance relations through exchange of proposals for value. These aspects are some key factors in the generation of economic efficiency in the current business environment. In order to analyze the keys to economic efficiency, research incorporates a dual analysis of the economic viability as a measure of efficiency. On the one hand, aims to identify the key factors of profitability, and secondly, it attempts to characterize differentials respect to the management of intangibles that have high-performance companies (which are companies with great potential in securing sustainable economic profitability ). Among the most relevant results noteworthy that have been identified comptencias internal signature as the main influencing factor in profitability and high performance companies have different practices in the management of their intangible, especially as regards their relations. Therefore, in conclusion of the investigation suggests a model for managing customer relations that seeks to address the current problems in the conduct of business when it comes to managing customers.

Author: GAVILÁN BOUZAS DIANA.
Year: 2003.
University: COMPLUTENSE DE MADRID [www.ucm.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.
Place of preparation: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.

Summary: Although the importance of time as a variable of interest for the study of consumer behavior has been recognized since the dawn of marketing research, we know more about how consumers spend money, how to spend their time and how it affects the satisafacción with purchasing decisions / consumption. The literature review leads us to make a conceptual proposal most common alternative approach based on the eight propositions that articulates Maister (1985): the immediate effect of the waiting is the result of a comparison between the intensity of the loss experienced by the subject, and the potential profit utility obtaining pending. For constratación the theoretical assumptions made, we developed 23 contained basic deductible of it, whose verification is carried out through the data collected in the two fieldwork carried out. The first consists of 233 surveys in boxes payment of hypermarkets, restaurants, medical consultations and windows of bank offices. The second is a survey of scenarios. With the data collected to obtain two basic statements are not met, and five did so partially. In such circumstances we can not say that the theoretical hypothesis is borne out satisfactorily. Finish the job with the discussion of results, followed by the final conclusions that sintetizamos on the following points: * The study of the situations waiting should specify at what stage of the protocol of demand data are collected, differentiating the following statements Pending before the delivery, evaluation after the delivery, which incorporates service - and waiting. - We have not seen significant relationship between the expected and the final assessment. The existence of waiting is significantly related to the emotional state prior to the delivery. * Subjects tend to overestimate the length of the wait, but the predictive ability of this variable porporciona conflicting results. * The value of the timeout is influenced by the situation and the temporary predisposition of the subject. * Subjects profiteers while waiting -conversa, read, do a consumición- are more prone to compensation -satisfacción or indifference. * The perceived value of a service and the expected duration of the variables are interrelated. * The waiting can be acceptable. The threshold of acceptability could be equated to that of standard based on experience.

Author: CRISTI MEZA RUBÉN.
Year: 2004.
University: BARCELONA [www.ub.es].
Place of preparation: UNIVERSIDAD DE BARCELONA.

Summary: The research raises as axis centralla respuestaa the question: Do you Cómolas empresasde Catalonia. Manage their performance exporter after a high growth in foreign sales? It seleccionarOn227 companies, which had more export growth in a period of 4 years. It was UDaselección among more than 17,800 enterprises, excluding exporters with foreign capital. This selection was a random sampling, obtaining a representation of 81 companies, the field of study. . It raised 3 main objectives: to characterize and describe the high export performance, identify best practices and its evolution during the period of 9 years. It descnbe "how are and what they do" these companies to maintain their competitive advantage compared to the constant changes in the environment. In order to know "what to do" were applied determinants of performance exporter for descn'bir their effects on: tamailo, in the direction and organization, targeting the internaciona1ización, awareness to the market and competitors, goals production, strategies and conducting their marketing policies. Posteriormentepara know comportamientoexportador was assessed with the performance indicators financierosy not financieros.Unaspecto distinctive an appreciation desempeñofue its "profitability" and continuocrecimientoexportador. Subsequent to further characterize the development exporter of these companies cluster analysis was applied, idonde were apparent major profiles, logrcmdo one of them, conglomerate 2, exhibit "best done" for the modeloempresarialcatalány the period from estudio.El clusterconfirmóla existenciade factors "keys" which define various conduct sexportadoras and fornias "dehacer" estasempresas. Another objective was to "export best practices" that have been most affected "make common of these companies. Have been isolated and described own shares in the area of export can be part of a series of actions recommended "best practice export" and covering major aspects of export performance. The adoption and the effective use of best practices leading to a superior performance, the area of future research that could be applied to other companies to increase their development exporter.

Author: MARTIN AZAMI DIANA.
Year: 2004.
University: LA LAGUNA [www.ull.es].
Place of defense: FACULTAD DE CIENCIAS ECONOMICAS Y EMPRESARIALES.
Place of preparation: FACULTAD DE CIENCIAS ECONOMICAS Y EMPRESARIALES.

Summary: THE AXIS OF CENTRAL RESEARCH THIS IS TO PROVE THAT THE IMPORTANCE FOR COMPETITIVENESS AND A TOURIST DESTINATION MATURE, IS THE DEVELOPMENT OF A STRATEGY FIDELIZACION AND DIMENSION IN DETERMINING YOUR OR SCOPE. THE STUDY OF THE FIDELIDAD TOURIST DESTINATIONS IN MADUROS, IS A LARGE FIELD, AND MULTIDISCIPLINAR IN THE COMPLEX IS NECESSARY PROFUNDIZAR OF HEAD TO DESPEJAR ABUNDANTES INTERROGANTES MANY OF WHICH ARE RAISED IN THIS, HOW ARE THE USEFULNESS OF MODEL CYCLE LIFE OF TOURIST DESTINATIONS IN CONJUNCION WITH TELEOLOGIA IN THE PROCESS OF STRATEGIC DIRECTION AND THE DEFINITION AND MEASUREMENT OF CONSTRUCTO FIDELIDAD TOURIST

Author: PEREIRA DA CRUZ GUSTAVO.
Year: 2004.
University: LAS PALMAS DE GRAN CANARIA [www.ulpgc.es].
Place of defense: FACULTAD DE GEOGRAFÍA E HISTORIA.
Place of preparation: FACULTAD DE GEOGRAFÍA E HISTORIA.

Summary: This thesis which is entitled "Promotion of Tourism on the Web" is structured in a way that allows to follow a logical development of the subject through the introduction of Chapters I, II, III and the Conclusion. In the Introduction discusses changes in the market caused by the web, the rationale for choosing the subject, objectives and assumptions of the study and the methodology used in research. The first chapter of Tourism, Marketing and Web analyzes the key issues of tourism, as well as the peculiarities of the tourism market, the data tour of Brazil, projections of tourism until the year 2020 along with the characteristics of tourist destinations. As a project in the area of marketing, are dealt with the nature and ramifications of tourism marketing and livelihoods through tourism promotions. Already strategies developed in this study are focused mainly on the use of the site, it was necessary to address topics such as the characteristics, advantages, the resources and products on the web, demand 'on-line', the significant and variable aspects of the tourism promotion on the web, mainly based on the awareness of customers to achieve greater recovery of tourist destinations Brazilians. Later in the second chapter of Strategies and Indicators for the Promotion of Tourism on the Web, are discussed various topics such as the characteristics and the necessary flexibility to the planning, the image of tourist destinations, signs lingüsticos and brought to use multiple intelligences the communication and learning among tourists, residents and tourism businesses. It discusses the types, characteristics and desirability of the goods and services available on the web. The third chapter of the Data Analysis, through the data acquired in the investigation concerning websites, allowing verify promotion strategies developed at the site, and analyze the use of the products, services and information available to the customer the Brazilian destinations. In Conclusion, proposes a number of lines of action and other considerations for the development of better and more appropriate promotional strategies and verify the assumptions and objectives originally proposed in the study. Key words: Promotion, paginas-web, indicators, strategies and tourist destinations.

Author: GARCIA ACEBRON CONSTANTINO.
Year: 2004.
University: OVIEDO [www.uniovi.es].
Place of defense: FACULTAD DE ECONOMICAS DE LA UNIVERSIDAD DE OVIEDO.
Place of preparation: FACULTAD DE ECONOMICAS DE LA UNIVERSIDAD DE OVIEDO.

Summary: THIS THESIS DOCTORAL ANALYSIS CONFIGURATION OF THE VALUE PERCIBIDO AND ITS INFLUENCE ON FIDELIDAD, TAKING INTO ACCOUNT THE EFFECT OF SATISFACTION AND THE BARRIERS TO CHANGE. WITHIN EMPIRICO SE VERIFICAN THESE CONCEPTS IN LARGE SEGMENT OF ELECTRICITY CONSUMERS AND NATURAL GAS. THESE FEATURES OF CUSTOMERS, AS WELL AS THE SECTORS INVOLVED THAT BEEN LIBERALIZADOS RELATIVAMENTE AGO HAVE LITTLE TIME NOT ONLY IN SPAIN, BUT IN PART OF EUROPE AND REST OF THE WORLD, MAKE OF THIS, A INNOVATIVE RESEARCH WORK, BOTH FROM THE POINT SIGHT OF THE CONCEPTUACION AND UTILIZATION OF FACTOR VALUE PERCIBIDO, AS OF SECTORS IN THAT DEVELOP ITS APPLICATION EMPIRICA. MAJOR OBJECTIVES ARISING FROM SUCH ARE THE FOLLOWING: A) ANALYSIS OF THE CONCEPT OF VALUE PERCIBIDO A APRTIR OF SIZE AS THE QUALITY EARNED, EARNED THE PICTURE, THE BENEFITS RELACIONALES AND SACRIFICIOS perceived; B) ANALYSIS IF THESE SIZES ARE REALLY INDICATORS RECFLECTIVOS O BACKGROUND OF VALUE PERCIBIDO; C) EVALUATE WHETHER THE VALUE PERCIBIDO IS A BACKGROUND OF THE FIDELIDAD, DIRECTLY OR GOOD TRAVES OF SATISFACTION; D) ASSESSING THE IMPACT OF BARRIERS TO CHANGE ON THE FIDELIDAD; E) ANALYZING THE EFFECT THAT THE VALUE PERCIBIDO EJERCE ON THE DIMENSIONS OF THE FIDELIDAD, YF) THE PURPOSE OF AN ANALYSIS ON EACH OF THE FACTORS WHICH PLAY IN THE MODEL FOR RELATIONS OF PREVIOUS TARGETS EXTRAYENDO CONCLUSIONS ADDITIONAL REGARDING VARIABLES CLASIFICIACION OF CLIENTEES BUSINESS THAT ADQUIEREN SUPPLIES AND ELECTRICAL ENERGY NATURAL GAS. THE DEVELOPMENT OF THE THESIS DOCTORAL IS STRUCTURE OF THE SIGUEINTE METHOD: 1) REVISION BIBLIOGRAFICA; B) CONSULTATION WITH EXPERTS; C) IMPLEMENTATION OF INDIVIDUAL MEETINGS; D) FORMULATION OF HIPOTESIS; E) QUANTITATIVE ANALYSIS; E) DISEO QUESTIONNAIRE; F) VALIDATION OF SCALES; G) CONTRAST OF HIPOTESIS THROUGH STRUCTURAL EQUATIONS; H) ANALYSIS FACTORIAL EXPLORATORIO OF MAJOR COMPONENTS; R) Confirmatory ANALYSIS; J) CONCLUSIONS AND IMPLICATIONS BUSINESS; YK) LINES OF FUTURE RESEARCH.

Author: RONCALES POZA MIGUEL ANGEL.
Year: 2004.
University: REY JUAN CARLOS [www.urjc.es].
Place of defense: FACULTAD DE CIENCIAS JURÍDICAS Y SOCIALES.
Place of preparation: FACULTAD DE CIENCIAS JURIDICAS Y SOCIALES.

Summary: This is a descriptive study of the model and strategies for digital television in spain from the perspective of the distribution channel. Revises models of digital television in Europe; its possibilities arising from the development of broadband and competition from other means accessible to the same channel.

Author: CASTILLO PECES CARLOS DEL.
Year: 2004.
University: REY JUAN CARLOS [www.urjc.es].
Place of defense: FACULTAD DE CIENCIAS JURÍDICAS Y SOCIALES.
Place of preparation: FACULTAD DE CIENCIAS JURÍDICAS Y SOCIALES.

Summary: This thesis aims to deepen the provision of membership by financial institutions to the rules iso 9000, as a "tool" to the "process management" within an overall framework of quality management, to help achieve the basic purpose derived from the modern marketing cited above, which is none other than the achievement of high levels of satisfaction from the value provided to the consumer by the solutions offered to meet their needs identified. Ultimately it is to ascertain whether this "tool" contributes to the improved level of fidellzación of customers of such entities, and therefore retention ratio and the share [je business (wallet share) with the same, that would ultimately lead to growth, sustainable over time, the financial results of the entity in question. This would have investigated various aspects notably: the motivations of financial institutions for their adherence to the rules iso 9000: external and internal. The benefits are derived from this accession: external and internal. The elements that have made it difficult to obtain them. Likewise, it has been discussed whether it is satisfied that determine certain authors, in the sense that the adpleslón standards ISO 9000 can be seen as a first step in the stairway of since it is more feasible to give a jump to other models but overall quality (TQM, EFQM). Lastly have established a series of valid conclusions on the relationship between adherence to the standards ISO 9000 and the perception of value for the customer. As a summary of its findings it can be said that the assumption of the legislation iso 9000 by financial institutions produces an improvement in the quality perceived by the customer, and hence the perceived value and level of satifacción, whenever in parallel with its deployment there previously or develop a global culture of quality and customer-oriented market.

Author: Palazón Vidal Ma. Dolores.
Year: 2004.
University: MURCIA [www.um.es].
Place of defense: Facultad de Economía y Empresa.
Place of preparation: Facultad de Economía y Empresa.

Summary: During the past few years there has been a steady increase in the budget that companies intended to promote sales, which has been linked to its evolution in which there are two phases: the first in which it is used as a tool for tactical character achieve increases in sales in the short term, and a second in which it is used in a strategic manner, beginning to give the same importance as other tools of communication as a mix of advertising. Because the bulk of existing studies in the literature have focused on the analysis of aggregate promotions, ie evaluate what happens to sales of the company during and after the promotional period, the goal of this dissertation is the analysis of sales promotion from the perspective of consumers. This objective is materialized in conducting two studies. The first study focuses on comparing the effectiveness that will have different promotions monetary and non-monetary awards at various levels of promotional benefit, as there are no works that examined for a certain level of profit that promotional action will be more effective. Due to the need to study in the field of non-monetary awards, the second study focused on the prize promotions to discuss to what extent the fact that the incentive is hedonic or utility can determine the effectiveness of promotional. The results show that monetary promotions are more effective in high profit levels, while if the benefit is a means not exist differences in the effectiveness of both. Yet there is the influence of certain characteristics of the individual, such as the propensity for promotion and concern for the price. Another highlight is the greatest effectiveness of gifts hedonic compared with the utility.

Author: DUQUE ZULUAGA LOLA CRISTINA.
Year: 2004.
University: BARCELONA [www.ub.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.
Place of preparation: FAC. CIENCIAS ECONÓMICAS Y EMPRESARIALES.

Summary: In this thesis makes a conceptual model of consumer satisfaction utilities that integrates theories and concepts inherent in the public sector. This model provides variable modulators evaluation, determinants and consequences of consumer satisfaction surveys of public services and a general classification table which serves as a guide for adapting the model to specific utilities. In the thesis developed two applications of this model to two utilities. Higher Education and Police. These empirical chapters, in addition to providing valuable information to the agents or managers of the institutions providers of these services, offering support to the model proposed integrator satisfaction. The specific model for Higher Education is constrastado at the University of Barcelona and U. Nacional de Colombia, and the police in Norway.

Author: LOSADA PÉREZ FERNANDO.
Year: 2004.
University: SANTIAGO DE COMPOSTELA [www.usc.es].
Place of defense: FACULTAD DE ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS.
Place of preparation: FACULTAD DE ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS.

Summary: The current environment characterized by increasing globalization of markets, companies are forced to change their strategies to adapt to today's competitive environment, looking for new business opportunities in foreign markets, contemplándose export as a major means of access to these markets. From this perspective, the ultimate goal is proposed that this research is the identification of the main determinants of performance of export, as well as the relationship between them and their influence on the outcome of the export activity of the company. In this regard, it is proposed to create a model that includes the most important factors considered by the investigators how successful exporter cause of the organizations. For verification, it has been used a representative sample of the exporting companies based in the autonomous region of Galicia.

Author: FRANCH I BULLICH JOSEP.
Year: 2004.
University: RAMÓN LLULL [www.url.edu].
Place of defense: ESCUELA SUPERIOR DE ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS ESADE.
Place of preparation: ESCUELA SUPERIOR DE ADMINISTRACIÓ Y DIRECCIÓN DE EMPRESAS ESADE.

Summary: While globalization has been the subject of analysis in the science of management, little attention has been paid to the role of managers within this new economic reality and emerging competitive. In addition, multinational corporations have recently shown an increasing tendency to define the positions from a transnational approach. Accordingly, the preparation of managers to fill these positions have become a major concern. After analyzing the literature on the subject, based on qualitative research, in-depth interview to 35 executives transnational eight different European countries, this dissertation develops the content of the job of a manager transnational discusses challenges , the challenges and rewards of work, identifying the best practices to be effective in this position directive describes the skills that are required for this and suggests how to train managers to fill these positions.

Author: RODRÍGUEZ COMESAÑA LORENZO.
Year: 2004.
University: VIGO [www.uvigo.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES DE VIGO.
Place of preparation: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES DE VIGO.

Summary: The distribution business is engaged in a process of constant change to accommodate the needs of the buyers. In this sense, retailers are awakening to differentiate themselves based on the products they offer, or the developers, it is becoming increasingly difficult. Moreover, the problems arising from the location of the establishment are decisive to establish their ability to survive, especially for retailers who are located within the urban case. Each of the commercial area has a certain image and it permeates the business establishments in the same. Consumers have increasingly moved to facilities in the urban case, so that factors such as the distance at which the establishment can move into second place, with other major determinants of the demand that supports an area of the city. In our work, looking at one of these factors, the image of the commercial district. Therefore, initially aims to identify variables relevant attraction in the selection of a commercial area within the case of an urban city, and see to what extent the areas under study confined these variables to analyze the influence of the composition of these zones on the modeling. Once the components of attraction, are compared to results obtained by predicting market share between two different methodologies: interactive models of competence space subjective and artificial neural networks.

Author: RÍO RAMA M. CRUZ DEL.
Year: 2004.
University: VIGO [www.uvigo.es].
Place of defense: FACULTAD DE CC. EMPRESARIALES DE VIGO.
Place of preparation: FACULTAD DE CC. EMPRESARIALES DE VIGO.

Summary: The purpose of the study is to look at how manufacturers and retailers can establish, develop and maintain stable and lasting relations, so that both sides are winners. Specifically, we will analyze the direct effect they have the elements suppose background guidance and commitment, plus the indirect effect of cooperation, information exchange, and trust. The theoretical framework used is the relationship marketing and the area chosen to carry out the investigation is the manufacturing of wooden furniture for the home. There is a theoretical model that will be opposed by implementing structural equations models. First is validadn scales measure and then constrastan assumptions. From empirical research draws the following conclusions: 1. The commitment is a crucial factor in analyzing the possible direction of long-term relationships that manufacturers maintain their distributions. 2. The content both economically and sicial experienced by the manufacturer explains a large part of the commitment shown by him in the relationship. 3. The process of formation of the sense of confidence in the manufacturer is affected by the influence of cooperative activities and information exchange. 4. The results show that the exchange of information as a history of cooperation. 5. The economic confidence and satisfaction are increased with the existence of a smooth and efficient communication. 6. It has not been corroborated the relacción between the economic and social dimension of satisfaction. 7. It confirms the hypothesis of a direct and positive correlation between satisfaction and social orientation in the long run.

Author: GUEIMONDE CANTO ANA ISABEL.
Year: 2004.
University: VIGO [www.uvigo.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS E EMPRESARIALES.
Place of preparation: IDEGA (UNIVERSIDAD DE SANTIAGO DE COMPOSTELA).

Summary: This thesis deals with the definition of the formation of the chains and their inter-linkages with strategic management. Concern about this issue arose after finding that the concept "filiére", "inter-chain" or "cadena-sistema" was developed in the field of Industrial Economics, but, despite being well known in the literature and its relevance links to the strategic management, had yet undertaken any study of these relationships addressed in a holistic manner. We believe that there was organization and analysis of the strategic direction. So, from all of paradigms (such as theories of organization) estian impact of the environment on the management of business organizations, we extract the relationship between the variables considered. But, it was also necessary to define and measure the two constructs that introduced the Industrial Economy "configuration of the inter-chain" and "chain strategy." We complement the original definition of the constructs with different proposals from the realm of economics dela company. They proposed taking a relational prospects. Therefore, we developed a model of relations between the creation of a subsystem companies' chain 'business strategies and organizational performance. The contrasting scenarios in the model assumptions were "interaccionista", ie debedoras of formulations perceive the company not totally dominated by their surroundings, nor fully able to dispense with their environment (Hrebriniak and Joyce, 1985). Companies tend to be, according to these proposals, somewhere between determinism and environmental determinism strategic. We chose to constrastar assumptions of this model, enterprises in sawing, integrated in the chain of wood. We got two main conclusions. First, we conclude that there is coexistence between voluntarism and strategic environmental determinism. We validamos, in the context of the chain system, the theoretical propositions of Hrebiniak and Joyce (1985), according to which determinism and voluntarism are independent dimensions. Secondly, we concluded that the environment of the chain is a relevant environment for enterprises, cuant that influence their organizational performance, and partly because it affects their strategic choices. At the same time, companies with their subsistémico.

Author: MARTOS PARTAL MARIA DE LAS MERCEDES.
Year: 2004.
University: CARLOS III DE MADRID [www.uc3m.es].
Place of defense: FACULTAD DE CIENCIAS SOCIALES Y JURIDICAS.
Place of preparation: UNIVERSIDAD CARLOS III DE MADRID.

Summary: The loyalty of consumers in their choice of brand is a matter of great importance for companies. We understand loyalty as a repeat performance of the mark. By contrast empirical phenomenon will use data from a panel of Spanish households Consumer ACNielsen in a category often purchase such as detergents and is the study of this market. The methodology used in the thesis is that of discrete choice models. As a first approximation to fairness will work with the various measures proposed by Fidelity literature and validate their use in the Spanish case. Just as it is proposed to specify the models using loyalty among brands in different categories of detergent, obtaining results of the models to improve outcomes for traditional measures. Advanced on this new form of model loyalty believe models that control the heterogeneity inobservable, observable and implementing a methodology latent classes that allow heterogeneous preferences and responses. Lastly, we bring a new way of separating the effects of loyalty, heterogeneity observable and not observable not used in marketing literature.

Author: CHOCARRO EGUARAS RAQUEL.
Year: 2004.
University: PÚBLICA DE NAVARRA [www.unavarra.es].
Place of defense: FACULTAD DE CC.EE Y EMPRESARIALES.
Place of preparation: FACULTAD DE CC.EE Y EMPRESARIALES.

Summary: The depth of choice in most categories of consumer products frequently has increased disproportionately in Spain in recent years. This trend is due to stagnation of consumption in the food markets and greater adaptation to the needs of consumers, which has forced companies to new products to become competitive in their own sectors. For example, the number of references (SKU's) middle of a hypermarket in the year 2002 was 11,136, while in the year 2000 was 10,280, reflecting an increase of 8.4% in just two years (Cuesta, 2003). One of the reasons for this growth range has been its influence on the image of the establishment (Oppewal and Koelemeijer, 2005). Buyers appreciate the image of an establishment if they have a wider range of possibilities to choose where, as they can meet the needs of different members of a household or select products to different occasions consumption from the same establishment. In this context of increasing range, consumers often suffer from information overload. Authors like Keller and Staelin (1987) found evidence that increases in the number of options or attributes in the joint account pose see diminished quality of the decisions of consumers. In this situation, where more alternatives involves more amount of information, the structuring of information on alternatives that sellers expose consumers has important implications for the acquisition and processing of information, since it affects the effort required by individuals when comparing the alternatives presented (Lurie, 2004). One way to reduce the amount of information they have to process the consumer is showing the structure of information in the same way in how cognitively processed. That is to say, distribute the shelf space of ordering the different levels of attributes of the alternatives depending on the structure perceived by consumers, allows focus attention selectively and facilitate memory. Within the principles of the organization perceptive governing this process, the principle of similarity tells us that the stimuli that are similar tend to be perceived as part of the same whole. Trees additives are a technique that belongs to the family of non-space models or discrete networks, and which can be useful when pretending to estimate the perceived structure. Trees additives appear in the 70's in the field of psychology in order to infer the mental organization of a set of stimuli (Sattath and Tversky, 1977): nodes of the tree represent stimuli or objects, and the shorter length that connects two nodes, the greater the similarity between this pair of objects. These trees, in relation to other models that can also be used to represent data proximity, showing solutions easy to interpret and better adjustment of the data, especially when working with objects that share characteristics discreet and try to establish a hierarchy in the management of these characteristics . Thus, the interest earned in the field of marketing trees additives used to represent the competitive market structures (DeSarbo, Manrai and Manrai, 1993). In this dissertation apply these models tree additives to the analysis of the competitive structure . The first chapter reviews the overall evolution of the models used to represent data perceptive, space or structure models and models not continuous space or discrete structure, describing in greater detail the characteristics of the trees and additives for 8 properties ab7 that makes them more appropriate to introduce the other models belonging to the same familia.En chapter 2, discusses the applicability of a model tree additive analysis of the structure on perceived consumer products, and so therefore, knowledge of the competitive structure of the market. The model proposed tree additive, applied to aggregate data of individuals on the similarities peer alternatives, provides information for the design of the management of the shelf of a hypermarket in a product category complex and its impact on the processing of consumer information. In chapter 3, the main aim is to check the heterogeneity in the structure perceived aggregate gained in chapter 2. The potential differential behavior of individuals may be due to three characteristics of individuals: demographic variables, variables familiarity with the products and variables involved with the products. This behavior can skew the differential description of the structure perceived if not taken into account. In chapter to analyze this problem, the tree has been obtained additive with data from similar peer alternatives for each individual. In chapter 4, we want to advance the knowledge of the structure of consumer preferences, and to analyze whether the structures perceived describing trees additives help to model preferences. The structures seen in a product category showed a complex hierarchical structure on the management of the attributes of the alternatives. The chapter notes, if such ordinations perceptive hierarchical help in the formation of different preferences for the attributes of the alternatives that are at different levels of hierarchy. The thesis concludes with a summary of the main conclusions drawn from each chapter, as well as the limitations encountered in the database and future lines of inquiry.

Author: MARTÍNEZ MARTÍNEZ MIRYAM.
Year: 2004.
University: SAN PABLO CEU [www.ceu.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.
Place of preparation: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.

Summary: The purpose of the Doctoral Thesis is to analyze the degree of integration of electronic commerce with the overall strategy of the company in those organizations distributing food retailers performing this activity. To that end, it is necessary to specify the characteristics that define the status of electronic commerce in the food sector in order to determine the positioning of each of the companies discussed in the market, and identify targets that were encountered with the start of its sales online.En this context, analyzing the characteristics of each organization, as the retail companies offering products that are included in the purchase domestic, commercial and organizational peculiarities and the competitive advantages achieved with this online sales activity.