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El modelo del proceso. Casos en distintos ambientes organizacionales.
En la actualidad, pocos temas son tan recurrentes en los titulares de los medios de comunicación como la innovación. Pero, a la vez, de pocos se habla con tanto desconocimiento. ¿Sabríamos explicar qué es, en realidad, la innovación?, ¿creación, invención, proyectos exitosos o económicamente rentables?, ¿cuántos tipos de innovación existen?, o ¿sólo hay una clase de innovación? El directivo de Telefónica Digital, Carlos Domingo, nos da las claves necesarias para entender, aplicar y desarrollar con éxito aquellos proyectos en los que nos embarquemos. En este libro, las innovaciones de Zara, Nintendo, Gamesa, El Bulli o La Caixa, entre otros muchos, sirven de ejemplo para que conforme se avance en su lectura, se entienda, gracias a quienes han triunfado innovando, cómo proceder a través de un método claro y ordenado. Un método que permitirá comprender el proceso de la innovación como algo que se puede realizar de forma sistemática y que no está reservado a unos pocos genios de la talla de Steve Jobs o Amancio Ortega.
Virginio Gallardo propugna un estilo de dirección que acelera el potencial creativo y rompe con la cultura de las empresas sin alma.
Silvia Roig explores the narrative of Aurora Bertrana (1892-1974), an unknown writer today, but a successful and recognized female author in Catalonia and Spain during the 20th century. Aurora Bertrana's works are almost never mentioned in manuals of literature. Her rich, intellectual work has not received the attention it deserves, relegated almost to absolute oblivion. The author reviews and studies twenty-four of Bertrana's novels written in Catalan andSpanish, including: Ariatea (1960), El pomell de les violes (MS), L'inefable Philip (MS), La aldea sin hombres (mn.), La madrecita de los cerdos (MS), Entre dos silencis (1958), La ninfa d'argila (1959), Fracàs (1966) and La ciutat dels joves: reportatge fantasia (1971). She studies her work, published and unpublished, from a feminist approach, taking into account the intellectual history of Spain and Catalonia. Bertana's strong commitment to social issues reveals her association with the Modernist and Noucentists trends of her time. Bertrana's novels reveal a unique interest in non-Western cultures and lifestyles and her work undertakes controversial topics and socio-cultural issues, while she observes and draws special attention to the situation of women in different circumstances and cultural geographies. This book is therefore anchored on interpretive and theoretical parameters that intersect with consideration of gender, such as travel-and-gender and war-and-gender. Roig uses the work of feminists such as Simone De Beauvoir, Shulamith Firestone, Jelke Boesten, Margaret and Patrice Higonnet, Michelle Zimbalist Rosaldo and Julia Kristeva to help assess Bertrana's engagement with gender and socio-political issues. This approach is particularly well suited for a writer like Bertrana, a Catalan and Republican intellectual woman forced into self-exile during the Spanish Civil War and the dictatorship of Francisco Franco. Silvia Roig is a Faculty Member, BMCC Department of Modern Languages, The City University of New York.
This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.