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Article
Publication date: 30 October 2023

Raquel María Pérez-García, Amaya Erro-Garcés, Maria Elena Aramendia-Muneta and Antonio López Peláez

Doctoral programs play a crucial role in promoting innovation and technology transfer in universities. To design these programs effectively and with a co-design perspective, it is…

Abstract

Purpose

Doctoral programs play a crucial role in promoting innovation and technology transfer in universities. To design these programs effectively and with a co-design perspective, it is essential to consider all stakeholders involved in the process, including teachers, students and employers. The main objective of this study is to enhance postgraduate programs to improve students' employability.

Design/methodology/approach

This empirical study was conducted over a three-year period and employed semi-structured interviews as its primary research methodology. In the first phase, 21 in-depth semi-structured interviews were conducted with managers from various sectors. The second phase involved 20 interviews, and the final phase of the study included 18 interviews with the same managers from previous phases.

Findings

The study's main results revealed that the international networks, language proficiency and analytical skills of doctoral students were highly valued by employers. The main findings come from companies with doctoral students. Therefore, the skills were identified during the learning experience of the PhD graduates in the companies.

Practical implications

The study's results can guide improvements in postgraduate program curricula and design to enhance students' employability.

Originality/value

This research presents a novel approach to its findings. On the one hand, the study's conclusions may provide valuable insights for business agents, encouraging them to hire PhD students. On the other hand, it aims to drive necessary changes that promote more PhD students' focus on non-academic careers, creating significant value for research and innovation in the private sector.

Details

Higher Education, Skills and Work-Based Learning, vol. 14 no. 3
Type: Research Article
ISSN: 2042-3896

Keywords

Abstract

Details

Journal of Historical Research in Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 1755-750X

Abstract

Details

Journal of Historical Research in Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 1755-750X

Article
Publication date: 5 October 2022

Carla Sanchez-Hughet, Maria Elena Aramendia-Muneta and Amaya Erro-Garcés

This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the…

Abstract

Purpose

This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic economic recovery. However, Spanish SMEs have had serious difficulties in working with Big Data.

Design/methodology/approach

In this study, a roadmap is designed to pave the way for a successful Big Data implementation.

Findings

SMEs with updated information on how to access the historic funding opportunities might profit to this opportunity. It not only generates financing opportunities for SMEs but also grants continuity to their strategies by offering the most profitable techniques by which they can efficiently analyse data and gain consumer insights, thus overcoming the many problems they face when working with Big Data as well as helping them to monetise their marketing strategies.

Originality/value

The main advantage of this research is its innovative approach to business strategy as it provides. The value added by this paper lies in its holistic and updated approach to supporting SMEs’ Big Data strategies.

Details

Digital Policy, Regulation and Governance, vol. 24 no. 5
Type: Research Article
ISSN: 2398-5038

Keywords

Article
Publication date: 28 February 2020

Maria Elena Aramendia-Muneta

This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques.

232

Abstract

Purpose

This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques.

Design/methodology/approach

Newspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards.

Findings

Parents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales.

Originality/value

The originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.

Details

Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 9 December 2024

Maria Elena Aramendia-Muneta, Mar Rubio-Varas and Joseba De la Torre

This study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain.

Abstract

Purpose

This study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain.

Design/methodology/approach

Newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968.

Findings

Private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as “nuclear”, “atomic” and “atomic bomb” and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies – in this case, concerning nuclear energy – can influence marketers and advertisers.

Originality/value

The paper’s originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.

Details

Journal of Historical Research in Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 9 June 2023

Amaya Erro-Garcés and Maria Elena Aramendia-Muneta

This article aims to analyse the impact of data analytics and robots on firms' performance across Europe.

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Abstract

Purpose

This article aims to analyse the impact of data analytics and robots on firms' performance across Europe.

Design/methodology/approach

This paper aims to examine the impact of data analytics and robots on companies' performance, multilevel models are estimated. Empirical research is based on the fourth round of the European Company Survey 2019.

Findings

The main findings show that human resource management practices (HRMP) are relevant to explain firms' profits. Therefore, human resource practices and technology are complementary resources to achieve higher results. A positive and significant relation between profits and the use of data analytics to monitor employee performance was found. In addition, positive and significant relations between human resource practices and profitability were obtained.

Practical implications

From a practical perspective, this article helps to understand the role of technological and human factors in profitability, and it emphasises the relevance of human resource strategies and technology to accomplish business outcomes.

Originality/value

This study’s findings reinforce the concept of Industry 5.0 which highlights the role of humans in the digitalisation process.

Details

Journal of Organizational Change Management, vol. 36 no. 4
Type: Research Article
ISSN: 0953-4814

Keywords

Content available
Article
Publication date: 8 April 2020

Blaine J. Branchik and Richard Hawkins

395

Abstract

Details

Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

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