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This case study chapter reviews the evidence related to TransMilenio (TM) and its ability to promote walking among Bogotá’s citizens. A historical perspective of the Bus Rapid Transit system in Latin America and Bogotá is provided as well as some of the social, environmental and cultural implications. Through a literature review, studies that specifically assessed the role of TM in the promotion of walking and active transportation were identified. In addition, experts in the field were contacted to receive additional papers or reports from the grey literature that could have been missed through the peer-reviewed literature search. In December 2000, Bogotá implemented TM. The system has been successful in reducing traffic congestion, environmental pollution and travel times, as well as improving mobility in the city. Although not initially a goal of TM, some evidence suggests that the system has also served to promote walkability in the city. TM users are more likely to meet recommendations for daily moderate-to-vigorous physical activity and for walking for transportation, reaching an average of 22 minutes per day. Despite its many benefits, TM has some shortcomings that need to be recognised and addressed. In 2014, the daily number of TM users (2.2 million) surpassed the number of users of the traditional public transportation system, but there has still been a migration of users to private means of transportation such as motorcycles and automobiles.

The Ciclovía-Recreativa of Bogotá is a community programme in which streets are closed to motor vehicle traffic and open exclusively for people so they can enjoy a safe, free space for walking, jogging, cycling and skating. Currently, Ciclovía-type programmes have been implemented in cities from all the continents of the world. This case study aimed to assess the association between walking behaviours and Ciclovía participation among adults and older adults and the potential factors associated with the sustainability and scalability of this programme. Adults who reported participating in the Ciclovía were more likely to walk at least 150 minutes per week (POR 2.08, 95% CI 1.43–3.02). Likewise, among older adults, living in a neighbourhood with Ciclovía corridors was marginally associated with having walked for at least 150 minutes per week (POR 1.29, 95% CI 0.97–1.73). Main factors that could contribute to the development and sustainability of the programme include policies from different sectors concurrent with community support. Factors associated with the scalability of the Ciclovía include: (1) local officials that travelled the world to speak about Bogotá’s urban transformation, (2) a transnational network of sustainable transportation and public health advocates of the programme, (3) a network of Ciclovía experts that shared technical and administrative details needed to organise an event and (4) the digital technologies that made the viralisation of photos and videos of Bogotá possible. The Ciclovía is a multisectoral and scalable programme associated with the promotion of walking.

Placemaking is an established practice and research field. It takes on a spatial dimension created through a socio-political process where value and meaning are assigned to settings. An emerging concept, sustainability citizenship relies on social actors creating sustainable urban settings by working, sometimes, “outside” formal planning; offering an evolutionary step in the creation and understanding of community realised places. The purpose of this paper is twofold: examine one of Bogotá, Colombia’s informal settlements to explore the placemaking/sustainability citizenship relationship, and use this exploration as a means to argue the appropriateness of sustainability citizenship when investigating/realising settings in Bogotá’s informal settlements.

To address the paper’s aim, books, journal articles and monographs related to citizen/community participation, placemaking, citizenship (in Latin America and conceptually) and sustainability citizenship were collected and critically reviewed. Identification of these documents was achieved through a literature review of the library database at Deakin University and Pontificia Universidad Javeriana and the co-authors of this paper contributing to and reviewing submissions to the 2016 Routledge publication, Sustainability Citizenship. Field observation and engagement with the citizenry living in the informal settlements of Bogotá, Colombia were conducted at various times in 2013, 2014 and 2017.

Sustainability citizenship and placemaking are linked through their “process-driven” approach to realising places and use of the citizenry to enact change. In Bogotá, Colombia’s informal settlement of Caracoli, public spaces are created outside formal planning processes through alternative path dependencies and the resourcefulness of its citizens. Sustainability citizenship, rather than placemaking, can work outside formal planning and manoeuvre around established path dependencies, which offers an evolutionary step in the creation and understanding of community realised places in the global south.

This paper provides insight into the use of placemaking when explaining the realisation process of Bogotá, Colombia’s informal settlements. The paper’s contents also explore the placemaking/sustainability citizenship relationship, which in terms of the latter is a new citizenry dimension that can be used to provide new insight into the realisation process of public spaces in Bogotá’s informal settlements.

This chapter presents a critical examination of the interaction between concepts such as equity and accessibility in a framework of sustainable and inclusive urban development. The analysis compiles a series of reflections that build on previous research that focusses on the role of transport as enabler of opportunities for material and social capital, healthcare and leisure, which contribute to human development and well-being. The research discusses accessibility metrics for mandatory and non-mandatory travel in the context of current global agendas for social and development policies. It also introduces methodological reflections in relation to the analysis of accessibility indices from an equity perspective highlighting the role of equity metrics such as the Palma ratio and Lorenz curves. The authors link accessibility and urban development seeking to inform current approaches for policy development and assessment in a context of high manifested inequity. The research is set in the context of the Bogotá Metropolitan Region, a paradigmatic case of transport development and policy in the Global South. The findings seek to contribute to present transport policy and practice, providing relevant insights to support actions that redistribute accessibility to opportunities and questioning some of the paradigms of mainstream transport planning in cities like Bogotá, suggesting a more relevant role of transport policy as a potential engine of equity and social development.

This case is appropriate for entrepreneurship courses where the topics are generation of business model, business model innovation and shared value. It can be used at undergraduate and graduate levels.

This case addresses the challenges that Mejor en Bici (in English: Best by Bike), a start-up that promotes mobility by bicycle, had to face from 2010 to 2015 at the level of its business model and generation of shared value. The case narrates the main achievements and obstacles in this path of entrepreneurship and how, through this process, a business model should be designed that allows strategic decisions to be taken to achieve sustained growth. In addition, this case examines how from early stages in entrepreneurship it is possible to generate shared value as a strategic component.

• Identify and present the value proposition of Mejor en Bici to understand where a business model starts.

• Design and evaluate the business model of Mejor en Bici from an innovation perspective.

• Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model.

Identify and present the value proposition of Mejor en Bici to understand where a business model starts.

Design and evaluate the business model of Mejor en Bici from an innovation perspective.

Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model.

• Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262.

• Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18.

• Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262.

Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18.

Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59.

The social implication of this case lies in the motivation and guidance that potential entrepreneurs and students who analyze this case will receive. They can learn from a successful but complex experience how to start a business in a sustainable and responsible way.

CSS 3: Entrepreneurship

The purpose of this paper is to bring together theory and practice of place branding/marketing from a practitioner's point of view. It is a critical assessment of the recent place marketing strategy for the city of Bogotá, Colombia.

The paper is based on a case study, that of the place marketing strategy for Bogotá. After a description of the initial task for city officials and the consultant, the paper presents the process of designing the strategy, focusing on citizen participation. It describes the inherent difficulties and tensions of any similar task and the practical compromises that had to be reached. Finally these findings are discussed again in a theoretical context, integrating place branding with other planning and positioning measures.

Place branding can indeed be a useful tool for place development, if it is understood as one possible tool of policy making and is incorporated in a broader conceptualization of the relationship among places, not limited to competition alone.

The paper's main position is that place branding is legitimate when there is a gap between a place's reality and perception. Understanding place branding as one possible tool for the development and positioning of places, means that practitioners and academics alike will have to rethink how to integrate it more effectively into existing policy making. Finally it shows both the importance and limitations of participatory processes.

The paper is a critical assessment of the experience of a practitioner linked with theoretical and methodological consideration; it tries to fill the gap between theoretical considerations and constrains of the profession.

This paper aims to identify psychosocial, demographic and health risk factors associated with depression in older people.

A correlational study with 281 independent and autonomous persons of the community over 60 years old from Bogotá was conducted. The three instruments used to measure the variables included in the data analyses were Demographic and Health Data Questionnaire, Short version of 15 items of Geriatric Depression Scale (GDS) and Montreal Cognitive Assessment Test (MoCA).

Fifteen percent of the participants presented depression. Depression was associated with different demographic, low social support and health factors in this population group and was particularly high in women. Being a woman with poor social support networks and a previous history of depressive episodes should be considered as determining factors within a clinical risk profile for depression in older adulthood. It is essential to design prevention strategies focused on women and on the development of better social support in old age.

Depression is a prevalent and highly disabling disease, when it is suffered by an older person it is associated with higher mortality, functional dependence, poor physical health, worse quality of life indicators and psychological well-being. In the elderly, the clinical diagnosis of depression is difficult, as it has a high comorbidity and is often confused with other health conditions prevalent during older adulthood.

According to the Colombian Labour Ministry, in 2015, 750,000 persons officially worked as household employees. Ninety-eight per cent of these employees are women who tend to live in Bogotá’s (southern) urban fringe and travel to the city’s wealthier north on a daily basis. Yet public transportation in the Colombian capital is subject to stratification. Besides overcrowding and delays, petty crime and sexual harassment, fringe areas remain underserved. Based on ethnographic data, in this chapter, the authors discuss findings from a 3-year research project on female household employees’ subjective experience of space. Specifically, the authors explore their capacity (motility) to be mobile. This perspective breaks with the limits of bounded categories such as ‘urban’, ‘neighbourhood’ or ‘class’, to highlight their situational and spatial mutability. Moreover, an investigation of motility includes people’s potential to move as well as their subjective experiences of mobility. The research shows how gender intersects with local labour regimes and infrastructure to negatively affect women’s mobility. Urban stratification is not only a question of locale of residence and access to services, but importantly (re)produced in the household employees’ subjective experience of their daily commute, which they describe as suffering. In their limited spare time, female household employees abstain from travelling, effectively curbing their active appropriation of urban space. The research thus illuminates how spatial, social and economic dimensions mutually interact to impact on the women’s lives and possibilities.

This research finds out to what extent companies’ names are influenced by the place’s attributes versus the official branding policies of a place and, consequently, whether and how local companies “buy into” the place’s strategies put forth by official bodies.

This paper is both conceptual and empirical, as a mixed quantitative and interpretive approach is used. The companies’ names of a tourist industry (the tour and guiding companies) in three destinations are compared and pitched against the branding of these cities. The companies' names are classified into categories to ascertain whether they reflect (or diverge from) the official strategies. Finally, a conceptual model is developed to explain the findings: the strategic naming model (SNM).

Our main finding is that the overall business features of a place being stronger determinants to the naming strategies than tourist destination branding initiatives. The intrinsic features of a place seem thus to be “above” destination branding policies. The researched features account for different naming strategies, such as highly original names, flat names or non-strategic names.

As the work is based on a convenience sample, it cannot claim strong representativity. The fact that each of the three data sets was processed by a different researcher might bring up personal biases.

This work is a call for a more intensive use of naming strategies to the companies’ advantages, as naming is found out to be strategy used to a very low degree. Thanks to this research, companies will understand the different naming possibilities and be able to apply them to their strategies by choosing names which express “uniqueness” or “belonging”. Practitioners will also be aware of whether they are communicating towards the industry or towards the market.

No works were found that empirically pursue our research goals. Therefore, this research might be considered as a novelty. The proposed SNM model explains and relates the most usual company naming techniques, which were unrelated up to date.