Enar Ruiz Conde

The distribution model in the diffusion of innovations: a comparison of different European countries

The objective of this study was two fold: first, we wanted to test the goodness of fit of different diffusion models that include the variable “distribution”, and then analyze the existence of the effects of “country” and “time” in the parameters of diffusion currently employed in different European countries. The literature on the matter suggests, on the one hand, that the diffusion models applied so far that employ multi‐equation systems are not obviously better than other single‐equation models that ignore marketing variables; and, on the other hand, that the socio‐economic environment and the time‐lag are both factors of the differences that the diffusion process offers among different geographical areas. As a novelty, our methodology proposes single‐equation models that include the distribution, to which several indicators of the goodness of fit are applied, along with statistical tests on the differences in parameters among countries. The empirical application carried out in Spain, France and Italy demonstrates the superiority of the model proposed here, based on the Generalized Bass model. It also indicates a “country” effect, between Spain and France as well as between Italy and France

Participación y visibilidad web de los repositorios digitales universitarios en el contexto europeo

El presente estudio se centra en los repositorios institucionales universitarios como instrumentos que posibilitan el acceso en abierto a la produccion cientifica y academica. Se analizan los Top50 repositorios universitarios europeos diferenciando, en primer lugar, aquellos repositorios vinculados a universidades espanolas frente a los pertenecientes a universidades del resto de Europa y, en segundo lugar, los repositorios que incluyen en sus contenidos exclusivamente resultados de investigacion frente a aquellos que tambien albergan recursos docentes. En concreto, este trabajo complementa estudios previos sobre la consolidacion de los repositorios, profundizando en el analisis del entorno competitivo a partir de sus cuotas relativas de participacion y de visibilidad web. El analisis efectuado, a traves del diseno de mapas competitivos y la aplicacion del metodo de la ventaja relativa, permite identificar los repositorios universitarios europeos lideres en sus segmentos respecto a sus niveles de participacion y visibilidad web en el mercado. A nivel general, sin establecer diferencias por segmentos, los resultados muestran que el liderazgo a nivel europeo, en terminos de participacion, lo ostenta el University College of London (Reino Unido), mientras que el repositorio de la Universidad de Umea (Suecia) es lider en visibilidad.

Modeling the effects of promotional efforts on aggregate pharmaceutical demand: What we know and challenges for the future

Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketing on aggregate pharmaceutical demand and we start with an overview of the most important published work. We then focus on two questions that are particularly relevant for the pharmaceutical market: (1) How do marketing variables affect the diffusion pattern of newly introduced pharmaceutical innovations? (2) How do dynamics influence pharmaceutical marketing effectiveness? We conclude with a look at some issues for the future along with an associated research agenda.