Emerald is a global publisher linking research and practice to the benefit of society. The compan... more Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
La inmigracion es un fenomeno de importantes consecuencias sociales y economicas en Espana produc... more La inmigracion es un fenomeno de importantes consecuencias sociales y economicas en Espana producido por el rapido crecimiento de la poblacion en los ultimos anos. Las Administraciones Publicas tienen un destacado papel para favorecer la integracion de los nuevos residentes y desarrollan multiples servicios y acciones comunicativas con este fin. El presente trabajo de investigacion se centra en estudiar como perciben los inmigrantes latinoamericanos las campanas institucionales que realiza la Comunidad de Madrid, asi como conocer el posicionamiento y la imagen real que dicha Administracion Autonomica tiene entre este publico. El planteamiento metodologico seguido en esta investigacion esta basado en un enfoque cualitativo. A traves de grupos de discusion a inmigrantes latinos, se ha podido estudiar en profundidad, en que medida la publicidad social contribuye eficazmente al proceso de integracion del inmigrante latino en la Comunidad de Madrid.
Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos... more Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos diez años ha provocado una serie de cambios sociodemográficos y económicos que es importante estudiar. El presente artículo analiza, mediante una investigación cualitativa, el proceso de integración que la mujer inmigrante latina ha experimentado en nuestro país. A
The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Educat... more The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Education (HE). In this situation, several universities worldwide have responded with digital methods and hybrid classes in a short period of time. The aim of this paper is to show how the universities have adapted teaching methods to digital platforms in the academic year 2020–21. This case study is based on the experience of 37 postgraduate communication students in the course Business and Communication from a Communication Programme. The objective of this course was to promote the 17 sustainable development goals (SDGs) in business and following the Principles for Responsible Management Education (PRME) of the United Nations. To do this, the students provided different solutions related to the SDGs and developed a communication strategy to inform and engage the stakeholders in the companies analyzed in a hybrid class. The results show that using this methodology and working in digital platf...
New social demands require responsible behavior of companies. This phenomenon, which has coincide... more New social demands require responsible behavior of companies. This phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only a few of these companies define their strategic positioning on ethical issues.
The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Educat... more The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Education (HE). In this situation, several universities worldwide have responded with digital methods and hybrid classes in a short period of time. The aim of this paper is to show how the universities have adapted teaching methods to digital platforms in the academic year 2020–2021. This case study is based on the experience of 37 postgraduate communication students in the course Business and Communication from a Communication Programme. The objective of this course was to promote the 17 sustainable development goals (SDGs) in business following the Principles for Responsible Management Education (PRME) of the United Nations. To do this, the students provided different solutions related to the SDGs and developed a communication strategy to inform and engage the stakeholders in the companies analyzed in a hybrid class. The results show that using this methodology and working in digital platfor...
Análisis de las tendencias en contenidos y plataformas de comunicación de marca en España Ana Seb... more Análisis de las tendencias en contenidos y plataformas de comunicación de marca en España Ana Sebastián Morillas. PhD in Audiovisual Communication and Advertising from the University of Valladolid. She is currently a Senior Lecturer Professor and a professor in undergraduate and postgraduate programs. Her main lines of research are related to strategic brand planning, advertising, communication, and marketing. She has been a Fellow of the RCC at Harvard University (Cambridge, Masachusetts) and part of the Scientific Committee of various Advertising Congresses, participating as a speaker in different National and International Congresses. She is currently a member of Spanish Association of Communication Research, and of the Icono 14. Association. She is also part of the Recognized Research Group (GIR): "Brand Management and Communication Processes" at
Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos... more Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos diez años ha provocado una serie de cambios sociodemográficos y económicos que es importante estudiar. El presente artículo analiza, mediante una investigación cualitativa, el proceso de integración que la mujer inmigrante latina ha experimentado en nuestro país. A
Corporativa (RSC) y Sostenibilidad de las corporaciones y su impacto en la sociedad. Esta estrate... more Corporativa (RSC) y Sostenibilidad de las corporaciones y su impacto en la sociedad. Esta estrategia corporativa se caracteriza por los impactos económicos, sociales y medioambientales que genera la actividad empresarial, así como los beneficios que reporta a los diferentes stakeholders. Las compañías, a su vez, utilizan diferentes herramientas de comunicación para informar a los grupos de interés sobre su gestión responsable. Se estudia en este artículo una empresa líder en España, Iberdrola, y su estrategia global de RSC. Para ello, se analizan las herramientas de comunicación estratégica que utiliza esta empresa para generar un diálogo con los grupos de interés. Todo ello se explora a través de los contenidos que ofrece la empresa en la web corporativa, que contiene información relevante, como: la memoria de sostenibilidad; los perfiles de la compañía en medios sociales como Facebook, Linkedn, Youtube; blogs corporativos, etc., que incluyen información corporativa, así como otra información corporativa relevante y accesible en la web a los stakeholders. El objetivo de este análisis es conocer la relación entre las demandas sociales y las acciones socialmente responsables de la empresa, cuya finalidad es mostrar cómo contribuye la empresa al desarrollo sostenible. Como resultado de esta estrategia y la comunicación de los resultados de la compañía a los stakeholders, esta compañía incrementa la reputación en el mercado nacional e internacional. Esta empresa, al igual que otras empresas del IBEX-35, utiliza diferentes formatos para comunicar los impactos empresariales, si bien puede incrementar la participación de los grupos de interés considerando las múltiples oportunidades que ofrecen los medios sociales. Por último, este caso de estudio contribuye a enriquecer el debate sobre la responsabilidad social y su impacto en el desarrollo sostenible. El reto fundamental de las empresas es fomentar la participación de los stakeholders en la evolución y beneficio de la sociedad.
The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if ... more The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if brands turn corporate values into behaviours that meet stakeholders' expectations. Firstly, the essay explains how corporate identity is a key concept in the management of intangible assets because it can generate brand value and reputation. In order to explain this point, authors underline best practices in managing corporate vision and values. Secondly, the paper explores content and communication platforms used by corporate and commercial brands. Lastly, the text sets out how brands should develop a dialogue and co-creation between company and stakeholders, generating consumer participation. Listening to stakeholders and offering them a dialogue platform allows companies to obtain insights about its behaviours and expectations. Therefore, brands can offer relevant and accurate products, experiences and content to its stakeholders. Managing brand identity from a co-creation point of view creates differentiation and competitiveness. Nevertheless, it presents a set of challenges, especially when companies have to choose between the expectations of the stakeholders and the corporate identity.
The objective of this study is to explore empirically the dimensions that generate high impact in... more The objective of this study is to explore empirically the dimensions that generate high impact in the finance industry to better understand its contribution from a Corporate Social Responsibility (CSR) perspective. We analyze data concerning impacts of finance sector firms certified by B Corp in order to identify the combinations that are necessary and/or sufficient to obtain a recognition of their high impact generation. The methodology followed to identify the impact dimensions is fsQCA, (fuzzy set Qualitative Comparative Analysis), a qualitative comparative analysis method applied to a sample of finance firms (n-181). The results indicate that financial sector firms exhibited four combinations focusing on different impact dimensions. Specifically, the first route indicates that a high degree of focus on customers and communities is sufficient to obtain a high impact score. The second path signals that the combination of the impacts on customers and corporate governance could lead...
Emerald is a global publisher linking research and practice to the benefit of society. The compan... more Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
La inmigracion es un fenomeno de importantes consecuencias sociales y economicas en Espana produc... more La inmigracion es un fenomeno de importantes consecuencias sociales y economicas en Espana producido por el rapido crecimiento de la poblacion en los ultimos anos. Las Administraciones Publicas tienen un destacado papel para favorecer la integracion de los nuevos residentes y desarrollan multiples servicios y acciones comunicativas con este fin. El presente trabajo de investigacion se centra en estudiar como perciben los inmigrantes latinoamericanos las campanas institucionales que realiza la Comunidad de Madrid, asi como conocer el posicionamiento y la imagen real que dicha Administracion Autonomica tiene entre este publico. El planteamiento metodologico seguido en esta investigacion esta basado en un enfoque cualitativo. A traves de grupos de discusion a inmigrantes latinos, se ha podido estudiar en profundidad, en que medida la publicidad social contribuye eficazmente al proceso de integracion del inmigrante latino en la Comunidad de Madrid.
Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos... more Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos diez años ha provocado una serie de cambios sociodemográficos y económicos que es importante estudiar. El presente artículo analiza, mediante una investigación cualitativa, el proceso de integración que la mujer inmigrante latina ha experimentado en nuestro país. A
The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Educat... more The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Education (HE). In this situation, several universities worldwide have responded with digital methods and hybrid classes in a short period of time. The aim of this paper is to show how the universities have adapted teaching methods to digital platforms in the academic year 2020–21. This case study is based on the experience of 37 postgraduate communication students in the course Business and Communication from a Communication Programme. The objective of this course was to promote the 17 sustainable development goals (SDGs) in business and following the Principles for Responsible Management Education (PRME) of the United Nations. To do this, the students provided different solutions related to the SDGs and developed a communication strategy to inform and engage the stakeholders in the companies analyzed in a hybrid class. The results show that using this methodology and working in digital platf...
New social demands require responsible behavior of companies. This phenomenon, which has coincide... more New social demands require responsible behavior of companies. This phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only a few of these companies define their strategic positioning on ethical issues.
The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Educat... more The Coronavirus (COVID-19) pandemic has created big challenges and opportunities in Higher Education (HE). In this situation, several universities worldwide have responded with digital methods and hybrid classes in a short period of time. The aim of this paper is to show how the universities have adapted teaching methods to digital platforms in the academic year 2020–2021. This case study is based on the experience of 37 postgraduate communication students in the course Business and Communication from a Communication Programme. The objective of this course was to promote the 17 sustainable development goals (SDGs) in business following the Principles for Responsible Management Education (PRME) of the United Nations. To do this, the students provided different solutions related to the SDGs and developed a communication strategy to inform and engage the stakeholders in the companies analyzed in a hybrid class. The results show that using this methodology and working in digital platfor...
Análisis de las tendencias en contenidos y plataformas de comunicación de marca en España Ana Seb... more Análisis de las tendencias en contenidos y plataformas de comunicación de marca en España Ana Sebastián Morillas. PhD in Audiovisual Communication and Advertising from the University of Valladolid. She is currently a Senior Lecturer Professor and a professor in undergraduate and postgraduate programs. Her main lines of research are related to strategic brand planning, advertising, communication, and marketing. She has been a Fellow of the RCC at Harvard University (Cambridge, Masachusetts) and part of the Scientific Committee of various Advertising Congresses, participating as a speaker in different National and International Congresses. She is currently a member of Spanish Association of Communication Research, and of the Icono 14. Association. She is also part of the Recognized Research Group (GIR): "Brand Management and Communication Processes" at
Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos... more Resumen: El aumento creciente de inmigrantes de distintas nacionalidades en España en los últimos diez años ha provocado una serie de cambios sociodemográficos y económicos que es importante estudiar. El presente artículo analiza, mediante una investigación cualitativa, el proceso de integración que la mujer inmigrante latina ha experimentado en nuestro país. A
Corporativa (RSC) y Sostenibilidad de las corporaciones y su impacto en la sociedad. Esta estrate... more Corporativa (RSC) y Sostenibilidad de las corporaciones y su impacto en la sociedad. Esta estrategia corporativa se caracteriza por los impactos económicos, sociales y medioambientales que genera la actividad empresarial, así como los beneficios que reporta a los diferentes stakeholders. Las compañías, a su vez, utilizan diferentes herramientas de comunicación para informar a los grupos de interés sobre su gestión responsable. Se estudia en este artículo una empresa líder en España, Iberdrola, y su estrategia global de RSC. Para ello, se analizan las herramientas de comunicación estratégica que utiliza esta empresa para generar un diálogo con los grupos de interés. Todo ello se explora a través de los contenidos que ofrece la empresa en la web corporativa, que contiene información relevante, como: la memoria de sostenibilidad; los perfiles de la compañía en medios sociales como Facebook, Linkedn, Youtube; blogs corporativos, etc., que incluyen información corporativa, así como otra información corporativa relevante y accesible en la web a los stakeholders. El objetivo de este análisis es conocer la relación entre las demandas sociales y las acciones socialmente responsables de la empresa, cuya finalidad es mostrar cómo contribuye la empresa al desarrollo sostenible. Como resultado de esta estrategia y la comunicación de los resultados de la compañía a los stakeholders, esta compañía incrementa la reputación en el mercado nacional e internacional. Esta empresa, al igual que otras empresas del IBEX-35, utiliza diferentes formatos para comunicar los impactos empresariales, si bien puede incrementar la participación de los grupos de interés considerando las múltiples oportunidades que ofrecen los medios sociales. Por último, este caso de estudio contribuye a enriquecer el debate sobre la responsabilidad social y su impacto en el desarrollo sostenible. El reto fundamental de las empresas es fomentar la participación de los stakeholders en la evolución y beneficio de la sociedad.
The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if ... more The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if brands turn corporate values into behaviours that meet stakeholders' expectations. Firstly, the essay explains how corporate identity is a key concept in the management of intangible assets because it can generate brand value and reputation. In order to explain this point, authors underline best practices in managing corporate vision and values. Secondly, the paper explores content and communication platforms used by corporate and commercial brands. Lastly, the text sets out how brands should develop a dialogue and co-creation between company and stakeholders, generating consumer participation. Listening to stakeholders and offering them a dialogue platform allows companies to obtain insights about its behaviours and expectations. Therefore, brands can offer relevant and accurate products, experiences and content to its stakeholders. Managing brand identity from a co-creation point of view creates differentiation and competitiveness. Nevertheless, it presents a set of challenges, especially when companies have to choose between the expectations of the stakeholders and the corporate identity.
The objective of this study is to explore empirically the dimensions that generate high impact in... more The objective of this study is to explore empirically the dimensions that generate high impact in the finance industry to better understand its contribution from a Corporate Social Responsibility (CSR) perspective. We analyze data concerning impacts of finance sector firms certified by B Corp in order to identify the combinations that are necessary and/or sufficient to obtain a recognition of their high impact generation. The methodology followed to identify the impact dimensions is fsQCA, (fuzzy set Qualitative Comparative Analysis), a qualitative comparative analysis method applied to a sample of finance firms (n-181). The results indicate that financial sector firms exhibited four combinations focusing on different impact dimensions. Specifically, the first route indicates that a high degree of focus on customers and communities is sufficient to obtain a high impact score. The second path signals that the combination of the impacts on customers and corporate governance could lead...
Uploads
Papers by Belén López