Ana Jiménez-Zarco

The 2030 Agenda for Sustainable Development calls on all countries to adopt a series of measures to promote sustainability. The circular economy emerges as a new paradigm of...

The 21st century has seen significant changes in the way enterprises operate and are managed. One of the most important key trends was digital transformation, which has had a...

The 2030 Agenda calls for a series of actions to increase prosperity while protecting the planet. Companies can drive sustainable development by fostering cooperation between...

Data science has established itself as a discipline of study in the new technological paradigm of the 21st century. Customer data and metadata are not only unique opportunities...

In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a...

This chapter seeks to identify the variables that influence the demand for a product or service considered as collaborative consumption, particularly, which are the factors that...

Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing...

The growing importance of online channels, social media, and mobile commerce (m-commerce) has given rise to new retail formats, that use only channel used and which have enabled...

The purpose of this chapter is to analyse luxury fashion brands' interactions with consumers, especially on social media. In this sense, we firstly propose a hypothesis...

The growing importance of online channels, social media, and mobile commerce (m-commerce) has given rise to new retail formats, that use only channel used and which have enabled...

Tourists use social media to share their experiences and obtain information about travel and tourism destinations. Information shared by tourists is different than information...

Companies gain competitive advantage when they are in a better position than its competitors to keep customers, so for providing the greatest value, become a captivating option...

Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing...

The correct management of academic science parks is strategic for universities, as well as has synergistic effect for companies there in installed. Park managers choose who the...

In this chapter, we will discuss the role of knowledge as a strategic resource for companies. Universities focus on knowledge development as the main result of their research...

The purpose of this chapter is to analyse luxury fashion brands' interactions with consumers, especially on social media. In this sense, we firstly propose a hypothesis...

In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a...

The advent of the web 2.0 in general and the social networks in particular has altered the consumer behavior with brands, consumer becoming the protagonist of his relationship...

Since their introduction decades ago by retail companies, private labels have passed through several stages of market penetration and customer acceptance. For retailers, private...

The emergence of so-called fair trade has revolutionized the field of commercial distribution. Promoted and managed by Non-Governmental Organizations (NGOs), fair trade—or also...

The growing importance of online channels, social media, and mobile commerce (m-commerce) has given rise to new retail formats, that use only channel used and which have enabled...

This chapter examines how social and economic changes of recent years have led to a new consumer profile. Furthermore, it explores how current responsible concerns regarding...

This chapter analyzes how universities can combine ICT with new methods and learning resources in order to improve the acquisition and implementation of key competencies in the...

This chapter examines how social and economic changes of recent years have led to a new consumer profile. Furthermore, it explores how current responsible concerns regarding...

This chapter analyzes the adequacy of two university education models according to their Information Communications Technology (ICT) usage: One model is based on the use of ICT...

Both academics and practitioners recognize the importance of certain variables such as organizational culture, a company’s size and age or the entrepreneur's profile in...

In the current environment, knowledge constitutes the starting point for the development of all economic and social agents’ activities and behaviors (Castells, 2000). Knowledge...

This chapter analyzes the adequacy of two university education models according to their Information Communications Technology (ICT) usage: One model is based on the use of ICT...

Considering the advantages of the Internet for commercializing a vast array of products and services (Steinfeld and Whitten, 1999; Webb, 2002), it is little wonder that more and...

As competition and the cost of acquiring new customers continue to increase, the need to build and enhance customer relationships has become paramount for businesses. The...

As competition and the cost of acquiring new customers continue to increase, the need to build and enhance customer relationships has become paramount for businesses. The...

In the current environment, knowledge constitutes the starting point for the development of all economic and social agents’ activities and behaviors (Castells, 2000). Knowledge...

In the current environment, knowledge constitutes the starting point for the development of all economic and social agents’ activities and behaviors (Castells, 2000). Knowledge...