Papers by Francisco Pulido Guzmán
Handbook on Brand and Experience Management, 2008
Journal of Brand Management, 2009
European Journal of Marketing, 2012
ABSTRACT Purpose ‐ The objective of this article is to understand how to optimize partnerships be... more ABSTRACT Purpose ‐ The objective of this article is to understand how to optimize partnerships between the public and business sectors. It aims to use a reference group influence model to help identify which kinds of public services are best suited to this type of collaboration. Design/methodology/approach ‐ Consumer data were collected in two stages using surveys. Data were analyzed using two-sided paired t-tests and a mixed factorial MANOVA. The model is validated in the two largest Hispanic consumer markets ‐ Mexico and Spain. Findings ‐ The paper finds that reference group influence has a greater impact on brand decisions for publicly consumed public services, and on service decisions for public services for which consumers pay extra. Reference group influence varies between contexts/countries. Research limitations/implications ‐ Despite the economic, development and cultural differences between Mexico and Spain, countries with even greater differences, or additional countries, could have been included in the study. Although commonly accepted for theory testing and reference group research, the use of a student sample during the second stage of this study limits the extendibility and generalization of the results. Originality/value ‐ Decision-making shortcuts have been studied for years by behavioral scientists. However, to the authors' knowledge no research has explored how reference group influence affects public service consumption, and this understanding leads to the optimization of public-private collaborations.
2012 Technologies Applied to Electronics Teaching (TAEE), 2012
Theoretical background included in part 1 of this work has shown the wide variety that the wind e... more Theoretical background included in part 1 of this work has shown the wide variety that the wind energy industry is offering in terms of electrical/electronic components and configurations. Though the first part of the course provides the student with an updated knowledge of the current technological status of the wind energy conversion systems (WECS), from the educational point of view the lectures are mainly teacher-centered and some relevant skills for electrical engineers are not excited. In spite of the breaking activities (videos, tests, challenging questions, etc), the role of the student keeps being somewhat passive. Aiming to overcome this shortcoming, this second part of the course places the student in the center of the teachinglearning process through hands-on work. The teacher becomes a consultant and the student has to build a wind energy system using simulation tools. Results of the experience prove that not only the motivation of the students is increased, but also the performance and acquisition of adequate competences.
2012 Technologies Applied to Electronics Teaching (TAEE), 2012
Theoretical background included in part 1 of this work has shown the wide variety that the wind e... more Theoretical background included in part 1 of this work has shown the wide variety that the wind energy industry is offering in terms of electrical/electronic components and configurations. Though the first part of the course provides the student with an updated knowledge of the current technological status of the wind energy conversion systems (WECS), from the educational point of view the lectures are mainly teacher-centered and some relevant skills for electrical engineers are not excited. In spite of the breaking activities (videos, tests, challenging questions, etc), the role of the student keeps being somewhat passive. Aiming to overcome this shortcoming, this second part of the course places the student in the center of the teachinglearning process through hands-on work. The teacher becomes a consultant and the student has to build a wind energy system using simulation tools. Results of the experience prove that not only the motivation of the students is increased, but also the performance and acquisition of adequate competences.
IEEE Transactions on Education, 2000
Wind energy conversion systems (WECS) nowadays offer an extremely wide range of topologies, inclu... more Wind energy conversion systems (WECS) nowadays offer an extremely wide range of topologies, including various different types of electrical generators and power converters. Wind energy is also an application of great interest to students and with a huge potential for engineering employment. Making WECS the main center of interest when teaching power electronics and electrical machines can therefore be highly advantageous. This paper describes a novel teaching experience using wind energy as the starting point for understanding power electronics and electrical machines. The results point out the wide variety of concepts involved in the course, the numerous competences that it can enhance, and its positive reception by learners.
Journal of Product & Brand Management, 2014
Journal of Product & Brand Management, 2014
Journal of Product & Brand Management, 2014
Journal of Product & Brand Management, 2014
Journal of Product & Brand Management, 2009
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Papers by Francisco Pulido Guzmán