Examinando por Autor "Igoa Iraola, Elene"

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    Ítem
    Analysis of brand positioning in online course companies to change consumption patterns: a case study in the personal wellbeing sector
    (Multidisciplinary Digital Publishing Institute (MDPI), 2024-07) Serrano Suárez, Begoña; Moreno Cano, Antonia María; Díez Ruiz, Fernando; Igoa Iraola, Elene
    This article examines the communication and marketing requirements of a prospective business enterprise that specializes in offering online courses focusing on psychology, personal growth and professional development to change patterns of educational production and consumption. The objective of this research is to analyse the necessary brand positioning for this company to improve its visibility, attracting and retaining interested customers. Using a sequential and evidence-based methodology, this study analyses the precise business requirements to establish an optimal and competitive platform for professionals offering wellbeing courses. This involved analysing the characteristics and needs of the target audience—the professionals who would deliver the courses—and the audience who would enrol in the courses. In addition, we assessed the company’s environmental context, its strengths, weaknesses and unique selling points, as well as effective marketing and positioning strategies, and its direct competitors. We identified a growing interest in online training of courses that contribute to wellbeing. Among the target audience, preferences were diverse, with 58.1% leaning towards personal growth, 45.9% interested in meditation and 43.2% in psychology. Social media, particularly YouTube (52.7%), served as the main source of information for these courses. Criticisms focused mainly on issues such as poor visual and audio quality (20%), inadequate structuring of content (30%) and perceived boredom (23.6%). Addressing these preferences through multilingual translation, niche targeting, diverse course offerings, flexible pricing and membership options can effectively cater to diverse customer segments. The findings emphasise the importance of prioritising audiovisual quality and personalised learning experiences to foster audience loyalty.
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    Ítem
    Procedures for transferring organizational knowledge during generational change: a systematic review
    (Elsevier Ltd, 2024-03-15) Igoa Iraola, Elene; Díez Ruiz, Fernando
    The loss of organizational knowledge has emerged as a prevalent issue for 21st-century organizations. This systematic review aims to scrutinize knowledge transfer procedures applied to individuals in managerial and intermediate positions during generational change or knowledge management initiatives. Following the PRISMA statement [1], this review progressed through four stages, applying inclusion and exclusion criteria, and ultimately identifying 28 articles for the final analysis. Descriptive indicators and content-related metrics were employed in the study. Key findings include: (1) predominant investment in knowledge retention studies and procedure design is observed among large companies, primarily in the secondary sector; (2) digitalization emerges as a critical aspect of effective organizational knowledge transfer procedures and protocols; (3) intra-organizational communication styles are predominantly employed for knowledge transfer; (4) organizations prefer a collective approach to transferring both tacit and explicit knowledge. In summary, this research offers fresh insights into a pivotal area of business management, showcasing originality in its exploration of knowledge transfer within the realms of generational change and knowledge management
  • Miniatura
    Ítem
    Talent management digitalization and company size as a catalyst
    (Multidisciplinary Digital Publishing Institute (MDPI), 2024-05) Martínez Morán, Pedro César; Díez Ruiz, Fernando; Solabarrieta, Josu; Fernández Rico Urgoiti, José María; Igoa Iraola, Elene
    As companies increasingly undergo digital transformation, the role of talent management processes becomes pivotal in enhancing overall organizational performance. The objective of this research is to assess the extent to which greater digitalization in the talent management process is linked to company size. The research has addressed four research questions in order to explore the significance of talent management in corporate digital transformation, examining whether variations in the digitalization of these processes can be attributed to company size. A qualitative approach was employed, utilizing a questionnaire, and collecting responses from 202 organizations across diverse sectors. The findings reveal disparities in digitalization throughout the talent management process, with pronounced presence in the attracting, selecting, and rewarding phases, but diminishing in deployment and development, and further declining in planning. A positive correlation between company size and the adoption of specific digital platforms was observed. Larger enterprises exhibit greater utilization of digital platforms in talent deployment and development. Moreover, corporate communication tools are consistently utilized in the rewarding phase, irrespective of company size. These findings offer practical insights for organizations aiming to optimize their digitalization strategies based on their scale, thereby contributing to more effective and tailored digitalization endeavours. The uniqueness of this research lies in its exploration of the influence of company size on the digitalization of talent management processes and its potential to explain variations across different stages of these processes.