Antonio J. Baladrón Pazos

La Comunicación en Redes Sociales: Percepciones y Usos de las Ong Españolas

The aim of the current investigation is to discover the perceptions and uses of Social Networks for Spanish NGOs. Two research lines have been stated, a quantitative one based on a poll, and another one qualitative and based on the pro/con valuation of two designed groups. The role of Social Networks in the communication plan of the NGOs has been analyzed, foreseeing the possible upcoming needs. The scope of the reference analysis includes aspects of creativity and innovation in the message release, as well as the measure methodologies optimization within the Social Networking.

Evolución histórica de la investigación publicitaria en España: de los orígenes científicos de la publicidad al actual auge investigador

Scientific research on the advertising phenomenon in Spain dates back to the early 20th century and it was first sponsored by Prat Gaballi and the Catalan Publi-Club. However, it is not until the decade of the sixties that we can talk about the takeoff of the scientific study on advertising. In the 21st century, the proliferation of centers that provide teaching in advertising studies, the increase in the number of researchers and the need for research as a requirement to achieve academic promotion have contributed to the growth in advertising research. This study is aimed to know how the research on advertising in Spain has evolved historically. To that end, a historical approach is first used to analyse the origins of scientific research on advertising both internationally and in Spain. Additionally, we perform a bibliometric analysis on the scientific production in Spain. We show that, despite the early attempts to scientifically base the advertising discipline, its consolidation happened during the last decades of the 20th century, with two milestones in time: early nineties and the beginning of the following century. This article is part of a broader project on advertising research in Spain, carried out by the authors during the last years. We are analysing, for the first time, the results focusing on the temporal evolution of the object of study. The main results, structured in seven quinquennia, represent a new advance in the knowledge of advertising research in our country, this time under a historical perspective.

Corporate universities: an emerging actor in higher education in Spain?

Corporate universities are a growing phenomenon in present-day Spanish society. Corporations increasingly depend on knowledge and, as an alternative to the gaps identified in traditional education, they are creating and strengthening these institutions in order to endow themselves with a type of training that is consistent with their needs, objectives and strategies. This article presents the main results of a study whose aim was to forecast the future role of corporate universities in Spain, a little-studied reality despite its increasing importance. The study objectives were to identify certain aspects of corporate universities’ future evolution (their role in Spanish society, their organisational changes and the challenges posed by ICTs) and to perform a prospective analysis of their relationships with traditional universities (comparative strengths and weaknesses, and future means of collaboration). The research technique used was the Delphi method, applied to a panel of experts formed by the heads of Spanish corporate universities. Besides collecting data on the above-mentioned study objectives, the results confirmed the important role that corporate universities would play in training and knowledge management within the framework of Spanish higher education, even though the participating specialists believed that they would become a complement rather than a direct competitor to traditional universities. Las universidades corporativas son un fenómeno en auge en la actual sociedad española. Las empresas son cada vez más dependientes del conocimiento y por eso, como alternativa a las lagunas que detectan en la educación traditional, están creando y consolidando estas instituciones para dotarse de una formación acorde a sus necesidades, objetivos y estrategias. En este artículo se exponen los principales resultados de una investigación cuyo objetivo era prever el futuro de las universidades corporativas en España, una realidad apenas estudiada a pesar de su creciente relevancia. Por una parte, se perseguía conocer aspectos de la evolución futura de las propias universidades corporativas (papel que desempeñarán en la sociedad española, cambios que afrontarán en su organización y retos que les supondrán las TIC). Y por otra, hacer una prospectiva de su relación con las universidades tradicionales (ventajas y debilidades frente a ellas y futuras vías de colaboración). La técnica de investigación utilizada fue el método Delphi, aplicado sobre un panel de expertos compuesto por responsables de universidades corporativas en España. Además de recogerse diversos datos sobre los objetivos de la investigación mencionados, los resultados evidencian el destacado papel que las universidades corporativas tendrán en la gestión de la formación y el conocimiento en el marco de la educación superior española, si bien los especialistas participantes consideran que serán más un complemento que una competencia directa de las universidades tradicionales.Corporate universities are a growing phenomenon in present-day Spanish society. Corporations increasingly depend on knowledge and, as an alternative to the gaps identified in traditional education, they are creating and strengthening these institutions in order to endow themselves with a type of training that is consistent with their needs, objectives and strategies. This article presents the main results of a study whose aim was to forecast the future role of corporate universities in Spain, a little-studied reality despite its increasing importance. The study objectives were to identify certain aspects of corporate universities’ future evolution (their role in Spanish society, their organisational changes and the challenges posed by ICTs) and to perform a prospective analysis of their relationships with traditional universities (comparative strengths and weaknesses, and future means of collaboration). The research technique used was the Delphi method, applied to a panel of experts formed by the heads of Spanish corporate universities. Besides collecting data on the above-mentioned study objectives, the results confirmed the important role that corporate universities would play in training and knowledge management within the framework of Spanish higher education, even though the participating specialists believed that they would become a complement rather than a direct competitor to traditional universities.ResumenLas universidades corporativas son un fenómeno en auge en la actual sociedad española. Las empresas son cada vez más dependientes del conocimiento y por eso, como alternativa a las lagunas que detectan en la educación traditional, están creando y consolidando estas instituciones para dotarse de una formación acorde a sus necesidades, objetivos y estrategias. En este artículo se exponen los principales resultados de una investigación cuyo objetivo era prever el futuro de las universidades corporativas en España, una realidad apenas estudiada a pesar de su creciente relevancia. Por una parte, se perseguía conocer aspectos de la evolución futura de las propias universidades corporativas (papel que desempeñarán en la sociedad española, cambios que afrontarán en su organización y retos que les supondrán las TIC). Y por otra, hacer una prospectiva de su relación con las universidades tradicionales (ventajas y debilidades frente a ellas y futuras vías de colaboración). La técnica de investigación utilizada fue el método Delphi, aplicado sobre un panel de expertos compuesto por responsables de universidades corporativas en España. Además de recogerse diversos datos sobre los objetivos de la investigación mencionados, los resultados evidencian el destacado papel que las universidades corporativas tendrán en la gestión de la formación y el conocimiento en el marco de la educación superior española, si bien los especialistas participantes consideran que serán más un complemento que una competencia directa de las universidades tradicionales.