Archivos diarios: 4 marzo 2011

mar4

10 Escuelas de Pensamiento Estratégico según Mintzberg

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10 Escuelas de Pensamiento Estratégico según Mintzberg

Alberto López
http://managersmagazine.com

Estrategia puede iniciar definiéndose como un patrón de comportamiento a través del tiempo, que como consecuencia genera un plan de acción desde una perspectiva adecuada para lograr cierta posición a través de maniobras orientadas a ganarle al competidor; por ejemplo, para posicionar un determinado producto en un mercado específico.

Porter (1996) define estrategia como: la creación de una posición única y valiosa integrada por un conjunto distinto de actividades orientadas a sostener dicha posición. Algunas características de la estrategia es que establece una dirección, concentrando los esfuerzos de la misma hacia un objetivo organizacional común, generando un sentido de apropiación; dado que el equipo organizacional percibe a través de la estrategia un método consistente para entender a su organización. Según Mintzberg (1999) el concepto de estrategia tiene sus raíces en la estabilidad, aunque gran parte de las perspectivas de estudio se concentran en el cambio organizacional. Lee el resto de esta entrada →

mar4

The New Digital Tribalism

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The New Digital Tribalism
BY David Zax

Avatars, they’re just like us! Or should be for maximum effectiveness, according to recent studies. Right or wrong, race, gender, and attractiveness matter in virtual incarnations.

avatars

Virtual assistants are widely regarded as silly things. Remember Clippy, from Microsoft Word? People basically danced on his grave.

But virtual assistants are actually important. As online learning becomes more prevalent, “helpers” in the form of avatars play a key role in instruction. A new study, forthcoming in Computers in Human Behavior, starts there and goes beyond the mere relevance of digital buddies to reveal a few things about personality, gender, and race in the virtual realm. As it turns out, people prefer avatars that are similar to them.

Tara Behrend, an assistant professor of organizational sciences at George Washington University, and Lori Foster Thompson, an associate professor of psychology at North Carolina State University, studied a sample of 257 people who interacted with some kind of helping avatars. On the whole, people reported higher engagement with avatars that looked like them, in terms of race and gender. They also learned better from the avatars when the helpers appeared to hold similar opinions about success. Learners who preferred striving for a a personal best (measured against prior performance), rather than an absolute best (measured against others’ performance), learned more when their avatars measured success the same way. Lee el resto de esta entrada →

mar4

6 nuevos formatos para hacer publicidad online

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6 nuevos formatos para hacer publicidad online

http://www.marketingdirecto.com

El Interactive Advertising Bureau (IAB) ha definido seis nuevos formados publicitarios, que seguro agradarán a los anunciantes. Varios de ellos se han involucrado en el proceso de creación de estos nuevos formatos.

El IAB anunció en el mes de septiembre del año pasado el concurso “Rising stars”, en el cual invitaba a crear juntos nuevos formatos creativos de publicidad. Finalmente participaron 24 empresas, de las cuales muchas son grandes y destacadas, como por ejemplo Microsoft, Google, AOL, entre otras. Un total de 36 propuestas de las cuales un jurado escogió los 6 formatos preferidos.

A continuación presentamos la lista de los resultados con su respectiva definición:

1. Portrait: 300 x 1.500. Muestra contenidos interactivos como por ejemplo, vídeos, pequeños juegos, etc. Ocupa dos tercios de una página.

2. Slider: formato layer, que empieza como una especie de Floor – Ad con medidas de 90 pixel de alto, desde la cual se redirige al usuario a la página específica. Con este formato, el usuario puede hojear hacia la izquierda o derecha hasta encontrarse con la página completa de 950 x 550 pixels y 90 pixels para la Slidebar. Lee el resto de esta entrada →

mar4

The 7 Sections of a Business Plan

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The 7 Sections of a Business Plan
By Linda | mymagneticblog.com

If you really want to improve your business, the best way to do it is to write a Business Plan. It is not the plan itself that is so important, although it is a valuable asset but the process as it makes you really think about the business and focus on the way that you will operate and grow the business in the future.

There are seven key topic areas in a good business plan as follows:

1. The Executive summary

Although this is at the beginning of the plan, you will write it last as it is an overview of the entire plan. Most banks will read it first or use it when considering future funding so ensure that you have the most important points of the plan written well. Include rationale for needed financing and how this will be used, the growth you will expect as well as the products and services that you provide and staffing required. Remember, you are writing this for someone who may not be familiar with the details of your business so be clear and and comprehensive but also keep it brief so the reader is not bored. Lee el resto de esta entrada →

mar4

Why brands shouldn’t trust Facebook

Publicado el por
Why brands shouldn’t trust Facebook

http://www.dailybloggr.com/

This is a dangerous trend that we’re witnessing these days. More and more brands putting all their efforts and focus on Facebook, building communities and fan networks on it. Little do they realize that what they’re actually building, is a castle of cards, which can be blown away any day, any time mercilessly.

Facebook has its own terms and conditions, policies and documents, which are used most of the time as an excuse to damage other entities which otherwise trust them, like brands. These days, every brand wants their online presence built and facebook is obviously the first choice. Fair enough and there’s no point in blaming them, because there is no other social network that is as huge as Facebook is (I didn’t have to even say that, yet.). Faebook is where people are, and rightly so, everyone wants a piece of it.

But how secure is building your brand on Facebook ?

If you thought that you own your facebook page, and there’s no need to worry – then you’ve got news !

As many of you might know, when you create a page/community on facebok, you are basically renting out a room from facebook, to run your show. And facebook has its own rules for you. You got to follow those rules as-is or else they have all the rights to chuck you out of the rooms.

Simply said – you don’t own your content on Facebook. Facebook owns your content and have the right to decide what to do with it.

Facebook rules are not to help you but them… Lee el resto de esta entrada →