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This paper aims to analyze the determinants of broadband diffusion, taking into account supply‐side factors such as market entry regulation and demand‐side factors such as secondary education attainment.

This paper analyzes 27 countries from the European Union (EU) from 1996 to 2009 using qualitative comparative analysis (QCA), which combines quantitative and qualitative methods.

The main findings point out that there is one way for “innovator” adopters and “laggard” adopters in broadband diffusion, while there are few ways for the remaining adopters. Moreover, high entry regulation is associated more with “innovator” adopters, “early adopters” and “early majority adopters” in broadband diffusion, while medium and low entry regulations are associated more with “late majority” and “laggard” adopters in broadband diffusion.

This paper suggests that high secondary school attainment is a necessary factor for broadband innovator countries. By contrast, low income and low secondary school attainment are factors connected with late majority and laggard broadband adopters.

At present, there is no other research about broadband diffusion or technology diffusion that uses this mixed approach. While the results may not be very conclusive, they will serve as an initial springboard for further research into more specific‐variable studies.

Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from an international marketing perspective using Spanish fashion retailer Zara as a case study.

An in‐depth case approach was adopted based on extensive secondary research, which includes literature published in English and Spanish as well as internal company documents.

The internationalisation of Zara seems to follow the classic “stage model” by firstly entering geographically or culturally close markets before taking opportunities in more distant markets. This global expansion was triggered by both push and pull factors. Compared with the competition, Zara has three distinctions: vertical integration to achieve a faster turnaround time; use of franchise and joint ventures for rapid expansion; and use of the store as the main tool for promotion, with low spend on advertising.

The main drawback in case studies is that of limited validity and representativeness, constraining the potential for making generalisations. However, this case is deemed sufficient to provide valuable insights and improve understanding in this area.

Little attention has been devoted to the internationalisation process from an international marketing perspective. Aiming to fill this gap in the literature, this study provides important insights into Zara's internationalisation process.

Companies are currently facing the challenge of understanding how their business is affected by the large volume of opinions continually generated by their stakeholders in social media regarding their intangible assets (experiences, emotions and attitudes). With this in mind, the purpose of this paper is to present an innovative management model, named E2AB, to measure and analyse reputational intangibles from digital ecosystems and their impacts on tangible assets.

The methodology applied was big data and business intelligence techniques. These methods were used in the computing process to obtain daily data from every asset guarantees that the model is validated with robust data. This model has been corroborated using data from the banking sector, specifically 402,383 net data inputs from the digital ecosystems.

This study illustrates the existence of a holistic influence of intangible assets over tangible assets. The findings demonstrate complex relationships between tangible and intangible assets, determined not only by the type of variable but also by its valence and intensity.

These findings may help chief communication officers and general managers a better understanding of how intangible assets extracted from online users’ opinions are related to their organisation’s tangible assets plus a chance to find out about their impact and how to manage them for a practical and agile decision making in real time.

It is a pioneering work in establishing a model, which demonstrates transversal and holistic relationships between relational intangible and tangible assets of firms from digital ecosystems, using business intelligence techniques.

The purpose of this paper is to identify different program models supporting the creation of spin‐offs at universities, analyzes the characteristics that differentiate them, and identifies the factors that determine their effectiveness.

The analysis was performed using data collected through a survey targeting the heads of spin‐off support programs at universities in the UK and Spain. The authors then applied factorial and cluster analysis techniques and a logistic regression analysis to the data to confirm the results.

The analysis identified three types of spin‐off support programs in these universities. Among these, the authors found one that appears to be the most effective model. The authors also found a certain “country effect” on the characteristics of the most effective model. Finally, the authors noted the importance the literature places on university R&D activity and the existence of a favorable environment for the performance of spin‐off programs.

This research is limited by the use of number of spin‐offs and survival rate as performance indicators for support programs. Future research should consider the effective contributions to economic growth and the extent to which such effects are related to university‐level policies.

The typology of the spin‐off support programs identified here provides insight for recommendations to improve less‐effective models.

This study contributes to the understanding of the role of university policy measures in spin‐off support program effectiveness, and of how the environment influences these policies.

Este estudio identifica diferentes modelos de programas de apoyo a la creación de spin‐offs en las universidades, analiza sus características diferenciadoras e identifica los factores que determinan su eficacia.

El análisis se ha realizado a partir de los datos recabados a través de una encuesta, dirigida a responsables de programas de apoyo a la creación de spin‐offs en universidades del Reino Unido y España. A continuación se ha aplicado un análisis cluster y un análisis de regresión logística para confirmar sus resultados.

El análisis ha identificado tres tipos de programas de apoyo a la creación de spin‐offs en estas universidades. Entre éstos se ha encontrado uno que parece ser el modelo más eficaz. También se ha encontrado un cierto “efecto país” en las características del modelo más eficaz. Finalmente se ha podido confirmar la importancia dada por la literatura a la actividad de I+D de la universidad y a la existencia de un entorno favorable para el éxito de estos programas.

Esta investigación está limitada por el uso del número de spin‐offs y la tasa de supervivencia como indicadores de rendimiento de estos programas de apoyo. La futura investigación debe considerar su contribución efectiva al crecimiento económico y el grado en el que estos efectos se relacionan con las políticas a nivel universitario.

La tipología de programas de apoyo a la creación de spin‐offs identificada permite realizar algunas recomendaciones para la mejora de los modelos menos eficaces.

Este studio contribuye a la comprensión del papel de las medidas de política universitaria en la eficacia de los programas de apoyo a la creación de spin‐offs y de la influencia del entorno sobre estas políticas.

The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination loyalty, approaching this through the variables of trust, attachment and satisfaction.

This study used a quantitative methodology based on an on line survey conducted in Spain. The sample consisted of 464 tourists who participate in rural tourism. The analysis of the proposed model was carried out based on the partial least squares method.

The results confirm that the model has a substantial to moderate explanatory capacity for overall satisfaction and loyalty, in which overall satisfaction acts as a mediator between the variables that make up relationship quality in reference to loyalty.

The main limitations of this research arise from the scarcity of works which aim to understand relationship quality in tourism destinations. To broaden results, it should be applied in other tourism destinations, products, services and experiences.

Destination managers should give relationships a special role in their tourism development programmes in rural tourism contexts.

Rural tourism destinations and companies are generally small-sized organisations that need managerial tools. These can benefit from developing sustainable relationships.

The significant role played by relationship quality regarding destination loyalty is studied in detail in this model.

La literatura sobre los factores que generan lealtad a los destinos turísticos poco ha centrado su atención en el marketing relacional, lo que ha dejado un vacío en la comprensión de la lealtad al destino. Este artículo examina la influencia de la calidad relacional en la lealtad a los destinos rurales, a través de las variables confianza, apego y satisfacción.

Este estudio usa una metodología cuantitativa basada en una encuesta on line realizada en España. La muestra estaba formada por 464 turistas que practican turismo rural. El análisis del modelo propuesto fue llevado a cabo con el método partial least squares.

Los resultados confirman que el modelo tiene una capacidad explicativa sustancial-moderada para la satisfacción global y la lealtad, en la que la satisfacción global actúa como mediadora entre las variables que conforman la calidad relacional y la lealtad.

La principal limitación de esta investigación surge de la escasez de trabajos cuyo objetivo se centra en la comprensión de la calidad relacional en los destinos turísticos. Para ampliar los resultados, habría de aplicarse en otros destinos, productos, servicios y experiencias turísticas.

Los gestores de destinos deberían otorgar un papel especial a las relaciones en sus programas de desarrollo turístico en el medio rural.

Los destinos y empresas de turismo rural son por lo general organizaciones de pequeñas dimensiones que necesitan herramientas para la gestión. Ellas pueden beneficiarse del desarrollo de relaciones sostenibles.

El papel significativo que juega la calidad relacional con respecto a la lealtad al destino, estudiado en detalle en este modelo.

Marketing relacional, Calidad relacional, Lealtad, Destinos rurales, Partial least squares (PLS)

Artículo de investigación

Sports sponsorship is considered a business strategy that allows for the mutual benefit of both parties; the sponsor achieves to position and make its brand known and those sponsored obtain the income required to finance their corporate, marketing and communication objectives. The purpose of this paper is to identify the scientific production on this subject indexed in Scopus.

In order to fulfill the proposed objective, it is studied and analyzed scientific activity by means of the “Bibliometric Analysis” methodology, using indicators of productivity, dispersion, collaboration and citation. These indicators are applied to a database composed of 484 articles on sports sponsorship.

The most relevant researchers are identified by using two different criteria, the production and citations received, as well as providing information on which approaches or lines of research on the subject have not been followed or have not been studied in-depth sufficiently.

This is a novel study, since it provides a global view of research carried out in this field at international level.

Economic and social inequality in Mexico presents a challenge in the transformative recovery of the country. This chapter aims to identify opportunities and multi-actor actions in the different scenarios of economic growth and sustainable development for Mexico in the coming years. We managed to propose public policy recommendations for the country by building future scenarios along with the participation of representatives from government, business, civil society and academia. A regenerative Mexico by 2030 requires policies that encourage private, domestic and foreign investment; regulatory frameworks for investment in clean technologies; implementation of tax incentives to promote a green economy and cooperative and inclusive models, such as the social and solidarity economy. Inclusive and collaborative multi-actor actions among the country's sectors become the common denominator of future scenarios for Mexico from an optimistic, resilient and hopeful perspective for its population.