Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-05-26T11:54:49Z No. of bitstreams: 1 Fabrício Almeida Brandão Martins.pdf: 3906573 bytes, checksum: 1da8de3505e3b46245ab16a040d5b683 (MD5) / Made available in DSpace on 2017-05-26T11:54:50Z (GMT). No. of bitstreams: 1 Fabrício Almeida Brandão Martins.pdf: 3906573 bytes, checksum: 1da8de3505e3b46245ab16a040d5b683 (MD5) Previous issue date: 2017-05-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This dissertation has as main research goal the design of the perceptive experience for structuring a platform of experience configured to promote the engagement between people and companies in large scale. For this, it features a MyMagic+, digital platform that connects all Disney attractions and narratives, promoting a comprehensive, engaging and irresistible experience. Making a counterpoint to marketing yearnings according to a vision of marketing executives and thinkers such as Steven J. Heyer, Kevin Roberts, Lee Cockerell, and Philip Kotler, this research addresses subjects such as experience, media, design, synaesthesia, and engagement through authors Like Merleau-Ponty, Maturana and Varela, McLuhan and Jenkins, an interdisciplinary analysis necessary also includes concepts worked by Donald Norman, emotional design researcher and game designer Scott Rogers. They are analyzed as perceptions of magic and dream described by Disney consumers, the importance of constructing a utopian thematic world, a technical articulation of the means for a configuration of desires and the role of affectivity in the interaction, always with a view to understanding what is engagement and the role of a platform in technology-mediated engagement / Esta dissertação tem como meta principal de pesquisa o design da experiência perceptiva para a estruturação de uma plataforma de experiência configurada para promover o engajamento entre pessoas e empresas em grande escala. Para isso, apresenta a MyMagic+, plataforma digital que conecta todas as atrações e narrativas Disney, promovendo uma experiência abrangente, envolvente e irresistível. Fazendo um contraponto com os anseios mercadológicos de acordo com a visão de executivos e pensadores do marketing como Steven J. Heyer, Kevin Roberts, Lee Cockerell e Philip Kotler, esta pesquisa aborda temas como experiência, meio, design, sinestesia e engajamento através de autores como Merleau-Ponty, Maturana e Varela, McLuhan e Jenkins em uma análise interdisciplinar necessária que inclui também conceitos trabalhados por Donald Norman, pesquisador do design emocional e o designer de games Scott Rogers. São analisadas as percepções de magia e sonho descritas pelos consumidores da Disney, a importância da construção de um mundo temático utópico, a articulação tecnificada dos meios para a configuração dos desejos e o papel da afetividade na interação, sempre tendo em vista o entendimento do que é engajamento e o papel de uma plataforma digital no engajamento mediado pela tecnologia

El presente proyecto de negocio se basa en el planteamiento y análisis de la viabilidad en la implementación de una web que permita ofrecer clases particulares dirigidas a alumnos del nivel primaria. El mercado objetivo se obtuvo mediante una investigación estricta de la competencia, con respecto a los precios de sus clases particulares y a los niveles socioeconómicos que pagan por su servicio. Por ende, EDUCASA ofrece sus servicios a los niveles socioeconómicos A y B. Para el desarrollo del proyecto se tuvo en cuenta el análisis de las entrevistas que se realizaron a los profesores y padres de familia. Gracias a ello, se identificó la dificultad que presentan los padres de familia para encontrar alternativas o herramientas de reforzamiento para la educación primaria de sus hijos. Por ende, se emplearon diversas estrategias para lograr ofrecer una solución que genere valor para nuestros dos segmentos de clientes. Entre ellos se puede mencionar el Plan de Operaciones, el Plan de Marketing, el cual contempla la identificación de las estrategias con el fin de incrementar las ventas y también el Plan de Recursos Humanos. Además, se realizó el Plan de Responsabilidad Social Empresarial, puesto que nuestra propuesta de valor busca impactar positivamente en los diversos grupos de interés relacionados. También se muestra el detalle del Plan Financiero, en el cual se demuestra la viabilidad de EDUCASA reflejada en números. Por último, se mencionan las respectivas conclusiones y recomendaciones sobre el proyecto. / This business project is based on the approach and analysis of feasibility in the implementation of a website that allows to offer private classes aimed at students at the primary level. The target market was obtained through a strict investigation of the competition, regarding the prices of its private classes and the socioeconomic levels that pay for its service. Therefore, EDUCASA offers its services to socioeconomic levels A and B. For the development of the project, the analysis of the interviews that were carried out with the teachers and parents was taken into account. Thanks to this, we identify the difficulty that parents have in finding alternatives or reinforcement tools for their children's primary education. Therefore, various strategies were used to offer a solution that generates value for our two customer segments. Among them you can specify the Operations Plan, the Marketing Plan, which contemplates the identification of strategies in order to increase sales and also the Human Resources Plan. In addition, the Corporate Social Responsibility Plan was carried out, since our value proposition seeks to positively impact the various related stakeholders. The detail of the Financial Plan is also shown, which shows the viability of EDUCASA reflected in numbers. Finally, the respective conclusions and recommendations about the project are mentioned. / Trabajo de investigación

Buen Trabajo Perú es una idea de negocio basada en la búsqueda de trabajo formal, a través de una plataforma digital, la cual realizará la función de captación del personal. Nuestro nicho de público objetivo es el sector de alimentos y bebidas; y, por otro lado, los trabajadores que buscan oportunidades laborales formales. En la actualidad, el rubro de alimentos y bebidas tiene un alto índice de rotación de personal, siendo una gran debilidad para el sector, sin embargo, para los innovadores se convierte en una gran oportunidad de necesidad por satisfacer. Asimismo, en el mercado nacional existe una variedad de empresas dedicadas al reclutamiento de personal, no obstante, no existe empresa que se dedique en atender a solo este nicho. Debido a estos puntos identificados como la alta rotación del nicho y la falta de atención de la demanda por parte de alguna empresa especializada, nace la idea de formar Buen Trabajo Perú, para poder cubrir dicha necesidad. Además, se suma a esta idea de negocio el uso de la tecnología, que aportará a que haga viable y sea de mayor rapidez el uso de una plataforma digital, que, finalmente, será el soporte del proyecto. / Buen Trabajo Peru is a business idea based on the search for formal work, through a digital platform, which will perform the function of recruiting staff. Our target audience niche is the food and beverage sector; and, on the other hand, workers seeking formal job opportunities. Currently, the food and beverage sector has a high rate of staff turnover, being a great weakness for the sector, however, for innovators, it becomes a great opportunity to satisfy. Likewise, in the national market there are a variety of companies dedicated to recruiting personnel, however, there is no company that is dedicated to serving only this niche. Due to these points identified as the high rotation of the niche and the lack of attention to demand by some specialized company, the idea of ​​forming Good Work Peru was born, in order to cover this need. In addition, the use of technology is added to this business idea, which will contribute to making the use of a digital platform viable and faster, which will ultimately support the project. / Trabajo de investigación

En este trabajo se busca la viabilidad del negocio de La Bolsa de Juguetes, como plataforma online que permite realizar movimientos entre los juguetes, muebles y accesorios de niños y niñas entre 0 y 10 años. Para validar el siguiente trabajo “La Bolsa de Juguetes”, se realizó una investigación de mercados, mediante diferentes fuentes como por ejemplo las familias limeñas con hijos. En dicha investigación se pudo comprobar que el consumidor peruano se encuentra más propenso a efectuar compras por internet. La tendencia de compras en línea, en el Perú ha sido más lenta; sin embargo, cada vez son más los peruanos que efectúan compras online, teniendo como beneficio que estos no tienen una preferencia por marcas online, por lo que son propensos a experimentar con nuevas marcas. Con entrevistas realizadas a potenciales clientes hemos detectado que al ser padres primerizos prefieren compra todo nuevo y de marcas conocidas, pero cuando llega el segundo hijo saben que comprar juguetes, muebles o accesorios es un gasto grande y, muchas veces, innecesario. Los perfiles de nuestros consumidores son padres, madres o apoderados de niños o niñas de 0 a 10 años. Para finalizar, con los análisis financieros del desarrollo de La Bolsa de Juguetes se considera que el proyecto es viable a partir del segundo año. / In this work the viability of the Toy Bag business is sought, as an online platform that allows movements between the toys, furniture and accessories of children between 0 and 10 years. To validate the following work “The Toy Bag”, a market investigation was carried out, through different sources such as Lima families with children. In this investigation it was found that the Peruvian consumer is more prone to make purchases online. The trend of online shopping in Peru has been slower; However, more and more Peruvians make online purchases, with the benefit that they do not have a preference for online brands, so they are likely to experiment with new brands. With interviews with potential clients, we have detected that since they are first-time parents, they prefer to buy everything new and well-known brands, but when the second child arrives they know that buying toys, furniture or accessories is a large and, often, unnecessary expense. The profiles of our consumers are fathers, mothers or guardians of children from 0 to 10 years. Finally, with the financial analysis of the development of the Toy Exchange, the project is considered viable from the second year. / Trabajo de investigación

The sharing economy refers to the activities facilitated through the digital platform that enable people to obtain, give, or share access to digital or physical resources and services. Although the sharing economy practice in the real-world is thriving and pervasive, there is a lack of scholarly work. Sharing pets activity is not a new concept, and people shares pets on digital platforms such as websites, and digital groups on social media. Sharing pets activity is different from sharing other things. Because the motivations of sharing pets are all related to the love for pets, and it is related to accessibility, ownership of pets, and interaction and relationship between human beings and pets. These particular features deserve scholarly attention. Activity Theory is applied in this study, as it shapes the way of data collection and analysis. The sharing pets practice is analyzed as individual and collective activity systems, to understand the motiving role of digital platform in sharing activity. The finding indicates that digital platform plays a crucial role in sharing activity, and according to activity, it facilitates the activity of the sharing pet in three ways: It facilitates the achievement of motive by users in each level of activity systems; it reduces the contradiction caused by the interaction of two activity system; it also promotes the transition of motives so that users can have more motives to participate in sharing pets activity.

El presente trabajo de investigación plantea un estudio sobre la factibilidad de realizar un proyecto económicamente rentable respecto a la personalización de regalos para caballeros para ocasiones especiales en el mercado peruano debido a que se ha investigado sobre la dificultad permanente de elegir un obsequio para un hombre al no contar con muchas opciones a medida de los clientes en mercado nacional o regional. Nuestra ventaja diferencial es “Ser una marca especializada en el diseño, personalización y entrega de regalos para hombres, generando nuevas experiencias duraderas en ocasiones especiales; cuya propuesta realza tres preguntas: ¿Qué contiene esta caja? ¿Para qué será esta barreta?; y ¿Requerirá de mucha fuerza abrirla?”. Nuestra propuesta va dirigida al segmento: mujeres y hombres de los distritos de Lima Metropolitana, para quienes es importante regalar más que un obsequio; una experiencia original y personalizada en una ocasión especial. Para comprender mejor el mercado y al consumidor se empleó un cuestionario y las redes sociales para identificar factores críticos de éxito y fracaso que pueda tener la investigación en el mercado nacional y las acciones necesarias para que la viabilidad del mismo perdure y sea replicable en la región. Contaremos con una plataforma digital para la comercialización de los regalos personalizados y respecto al análisis financiero se concluye que la idea de negocios presentada es rentable, mostrando flujos de caja positivos a partir del segundo año y una Tasa de Retorno de 49.22% superior a lo mínimo esperado de un negocio de este rubro. / The present research project proposes a study on the feasibility of making an economically profitable project regarding the personalization of gifts for gentlemen for special occasions in the Peruvian market due to the fact that it has been investigated about the permanent difficulty of choosing a gift for a man. not have many options tailored to customers in national or regional market. Our differential advantage is "Being a brand specialized in the design, personalization and delivery of gifts for men, generating new lasting experiences on special occasions; whose proposal highlights three questions: What does this box contain? What will this bar be for? and Will it require a lot of force to open it? " Our proposal is aimed at the segment: women and men from the districts of Metropolitan Lima, for whom it is important to give more than a gift; An original and personalized experience on a special occasion. In order to better understand the market and the consumer, a questionnaire and social networks were used to identify critical factors of success and failure of the research in the national market and the actions necessary for its viability to be replicable in the region. We will have a digital platform for the marketing of personalized gifts and regarding financial analysis it is concluded that the business idea presented is profitable, showing positive cash flows from the second year and a Return Rate of 49.22% higher than the minimum expected from a business in this area. / Trabajo de investigación

El método de evaluación más utilizado por los centros educativos es el examen escrito. Considerando que ellos tienen miles de alumnos matriculados, deben elaborar una enorme cantidad de pruebas. En tal sentido, surgen dos problemas. En primer lugar, los profesores deben enviarles las preguntas potenciales a los coordinadores de cada curso para que las verifiquen y aprueben. Este proceso se realiza, por lo general, mediante el correo electrónico, correo físico o encargos; de hecho, involucra a muchas personas, lo cual aumenta el riesgo de que las preguntas se filtren. En segundo lugar, se necesita una exorbitante cantidad de papel y tinta para elaborar los exámenes; es decir, las pruebas físicas tienen grandes costos. Nopel es una plataforma digital móvil que tiene como finalidad la digitalización profesional de los exámenes. Básicamente, el profesor les envía a los estudiantes la prueba a través de la aplicación -la cual funciona con tecnología bluetooth y no internet- y ellos visualizarán las preguntas y enunciados desde sus propios celulares. Sin embargo, los alumnos podrían utilizarlos para plagiar. En tal sentido, la principal característica que diferencia a Nopel de otras plataformas virtuales de evaluación es el sistema de prevención de plagio, en donde cualquier acto prohibido (i.e. salir de la aplicación, tener conexión a internet, tomarle screenshots a las preguntas, etc.) será detectado y notificado automáticamente al profesor. Por otro lado, Nopel eliminará la riesgosa cadena de suministro que involucra el proceso de creación, verificación y aprobación de pruebas a través de una nube encriptado. / The evaluation method most used by schools is the written exam. Considering that they have thousands of students enrolled, they must prepare a huge amount of tests. In that sense, two problems arise. First of all, teachers should send potential questions to the coordinators of each course for verification and approval. This process is usually done by email, physical mail or orders; in fact, it involves many people, which increases the risk of questions leaking. Secondly, an exorbitant amount of paper and ink is needed to prepare the exams; that is, physical tests have great costs. Nopel is a mobile digital platform that aims to professionally scan exams. Basically, the teacher sends students the test through the application - which works with bluetooth technology and not internet - and they will visualize the questions and statements from their own cell phones. However, students could use them to plagiarize. In this sense, the main feature that differentiates Nopel from other virtual evaluation platforms is the plagiarism prevention system, where any prohibited act (leaving the application, having an internet connection, taking screenshots of the questions, etc.) will be automatically detected and notified to the teacher. On the other hand, Nopel will eliminate the risky supply chain that involves the process of creating, verifying and approving tests through an encrypted cloud. / Trabajo de investigación

En el presente proyecto lo que se busca es la viabilidad de la implementación de un aplicativo móvil que será el nexo entre enfermeras y personas que residan en los distritos de San Isidro, La Molina, Miraflores, San Borja, y Santiago de Surco de los NSE “A”, “B”, y “C” que requieran de tratamientos o cuidados en sus domicilios. El segmento principal en el que se desarrollará serán los adultos mayores, sin embargo, el servicio iría dirigido a todas las personas que lo requieran. Asimismo, se verificó que muchas personas encuentran dificultades para encontrar una enfermera de confianza que brinde los tratamientos requeridos a sus familiares cercanos y no existe actualmente un aplicativo en el Perú que brinde esa clase de servicios. Con la finalidad de poder realizar este proyecto se analizó a la industria: consumidores, los competidores, proveedores y otros factores externos. De igual forma, se desarrollaron planes estratégicos, de Marketing, de Recursos Humanos, de Operaciones, de Responsabilidad Social y Financiero. Todos éstos fueron sumamente importantes para comprobar la viabilidad del proyecto. Como consecuencia, después de una inversión de 47,109 soles, se obtendría en el primer año una utilidad de 96,324 soles, en el segundo año 782,836 soles, y 1’518,034 soles para el tercer año. Cabe mencionar que hemos tenido que hacer uso de los conocimientos adquiridos en los distintos cursos y carreras de cada uno de los miembros para se compruebe la viabilidad del proyecto. / In this project, what is sought is the viability of the implementation of a mobile application that will be the link between nurses and people residing in the districts of San Isidro, La Molina, Miraflores, San Borja and Santiago de Surco of socioeconomics levels “ A ”,“ B ”, and“ C ”that require treatments or care at home. The main segment in which it will take place will be the elderly, however, the service would be aimed at all the people who require it. Similarly, verify that many people find it difficult to find a trusted nurse who provides the required treatments to their close relatives and there is currently no application in Peru that provides that kind of services. In order to carry out this project, the industry was analyzed: consumers, competitors, suppliers and other external factors. Also, strategic plans were developed of Marketing, Human Resources, Operations, Social Responsibility and Financial. All these were extremely important to verify the viability of the project. As a consequence, after an investment of S /. 47,109, a profit of S /. 96,324 in the first year, in the second year S /. 782,836, and S /. 1,518,034 for the third year. It should be mentioned that we have had to make use of the knowledge acquired in the different courses and careers of each of the members to verify the viability of the project. / Trabajo de investigación

The Stockholm County regional planning agency wants to develop its work on digitalisation in Regional Planning with a focus on ecological sustainability. The purpose of this report is to contribute to this work by comparing and identifying ways that digitalisation is treated in regional planning in order to achieve ecological sustainability. The concept of "digitalisation" refers to the process where technology and digital information becomes a part of the community. The concept of "smart city" was identified as interesting and was interpreted for a "smart region", and what this could entail. Starting points to the issues were gathered in a workshop with the Stockholm region's Growth and Regional Planning Administration, as well as in an interview with an expert. A study was conducted of the five metropolitan regions’ regional planning documents, and of literature on regional planning, digitalisation and ecological sustainability. Seven strategies for digitalisation and ecological sustainability in regional planning were identified on the basis of the regional planning documents. A digital platform was identified as a possible way to work with services that are linked to the strategies. In the literature analysis tools were found which were used to identify how the strategies of digitalisation can lead to increased environmental sustainability. After that it was discussed how the digital platform can interact with regional planning, as well as how the digital platform and the collaboration platform can be understood from a planning theoretical angle. / Stockholms läns regionala planeringsorgan vill utveckla sitt arbete med digitalisering inom regional planering med inriktning på ekologisk hållbarhet. Syftet med denna rapport är att bidra till detta arbete genom att jämföra och identifiera sätt som digitaliseringen behandlas i regional planering i syfte att nå ekologisk hållbarhet. Begreppet ”digitalisering” syftar på den process där teknik och digital information blir en del av samhället. Konceptet ”smart city” identifierades som intressant och tolkades om för en ”smart region”, och vad det skulle kunna innebära. Ingångar i frågorna skaffades i en workshop med Stockholmsregionens Tillväxtoch Regionplaneförvaltning, samt i en intervju med sakkunnig. Det genomfördes en studie av fem storstadsregioners regionplanedokument, och av litteratur om regional planering, digitalisering och ekologisk hållbarhet. Sju strategier för digitalisering och ekologisk hållbarhet i regional planering identifierades utifrån de regionala planeringsdokumenten. En digital plattform identifierades som ett möjligt sätt att arbeta med tjänster som är kopplade till strategierna. I litteraturen hittades analysverktyg vilka användes för att identifiera hur strategierna med digitalisering kan innebära ökad ekologisk hållbarhet. Efter det diskuterades hur den digitala plattformen kan samverka med regional planering, samt hur den digitala plattformen och samarbetsplattformen kan tolkas ur en planeringsteoretisk vinkel.

Technology is transforming industries, challenging traditional marketing channels, and providing digital avenues for dynamic growth. The popularity of digital platforms has disrupted traditional distribution channels, increased reach of social networks, and changed the way people interact. This research examines how advanced technology is enabling direct sellers to create and maintain relationships. It investigates the multidimensional aspect of technology use and advances the proposition that it acts as a strategic success factor for customer relationship performance specifically within the peer-guided marketplace of direct selling. Using a survey of 114 direct sellers, findings suggest that, in general, technology use does enhance direct sellers' ability to create and maintain consumer relationships, especially among less-experienced salespeople.