The purpose of the study was to investigate how brands in the mass market use flagship stores - both from a marketing perspective and a brand perspective. We wanted to study if the brand identity affects whether a brand chooses to establish flagship stores or not. Through previous research, two different models focusing on marketing strategy and brand identity, as well as empirical material obtained from semistructured interviews, we have analyzed this. The method used was qualitative and the study was done with a cross-sectional design. The study included seven respondents, all of whom are store managers from flagship stores in Gothenburg.The results clearly show what role the brand identity has for a flagship store and what common features can be identified between the flagship stores in Gothenburg. Our study answers how flagship stores are used on the mass market, the important role of a good marketing strategy and states that a flagship store is a very useful method. / Syftet med studien var att undersöka hur varumärken på massmarknaden använder flaggskeppsbutiker - både ur ett marknadsföringsperspektiv och ett varumärkesperspektiv. Vi ville studera om varumärkesidentiteten påverkar huruvida ett varumärke väljer att etablera flaggskeppsbutiker. Genom tidigare forskning, två olika modeller med fokus på marknadsföringsstrategi och varumärkesidentitet samt empiriskt material inhämtat från semistrukturerade intervjuer, har vi analyserat detta. Metoden som användes var kvalitativ och studien gjordes med en tvärsnittsdesign. I studien deltog sju respondenter, varav alla är butikschefer från flaggskeppsbutiker i Göteborg.Resultaten visar tydligt vilken roll varumärkesidentiteten har för en flaggskeppsbutik och vilka gemensamma drag som kan tydas mellan de flaggskeppsbutiker som finns i Göteborg. Vår studie besvarar hur flaggskeppsbutiker används på massmarknaden, hur viktigt det är med en bra marknadsföringsstrategi, samt fastställer att en flaggskeppsbutik är en väl användbar metod för detta.

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Made available in DSpace on 2014-12-17T15:54:55Z (GMT). No. of bitstreams: 1 DaisyCS_DISSERT_1-90.pdf: 4081083 bytes, checksum: 7a6fdd41e7290a342f9160b8cac1f4da (MD5) Previous issue date: 2011-04-08 / Facing environmental problems the planet appears several alternative preventive and control on behalf of the equation between development and environmental protection. One of the alternatives implemented in Brazil to conservation of biodiversity was the creation of protected natural areas regulated by the National System of Conservation Units (SNUC). This is an integrated study of the Comunication / Environmental Conservation, which prioritizes social participation as a complementary in the conservation process, the particular case of the Dunas do Natal State Park, the first conservation area in Rio Grande do Norte, for full protection. It takes into account the roles environmental, scientific and Park, which harbors a unique biodiversity, including endemic species and the fact being located in an urban area. It proposes the use of two complementary instruments, such as strategies for conservation. Considering the various individual experiences, it was analyzed the perception that the community is directly related to the Park. From this promoted the democratization of information about the park, its biodiversity and conservation. As another conservation tool, it was suggested the use of a flagship species for the park, or a body chosen symbol for environmental or social reasons, in order to protect and conserve certain natural environments, from the understanding and co -community participation. In this case, as proposed flag Coleodactylus natalensis species, the lizard-the-litter, to be endemic remnants of Atlantic Forest Park as having the type locality, be one of the smallest species of the world, South America's lowest-dependent shadow of the forest, sensitive to human action and therefore very vulnerable. This suggestion finds support in the degree of public acceptance that interacts directly with the Park, as a result of the evaluation of their perceptions. It was further observed in this study that this symbology to be used in order to promote the democratization of the Park and its biodiversity has an identification result, curiosity and probable involvement of the population with the issues of the Park / Diante dos problemas ambientai enfrentados pelo planeta surgem diversas alternativas preventivas e de controle em prol do equacionamento entre o desenvolvimento e a prote??o da natureza. Uma das alternativas implementadas, no Brasil, para a conserva??o da biodiversidade foi a cria??o de ?reas naturais protegidas, regulamentadas pelo Sistema Nacional de Unidades de Conserva??o (SNUC). Este ? um estudo integrado de Comunica??o Social/Conserva??o Ambiental, que prioriza a participa??o social como forma complementar no processo de conserva??o, caso particular do Parque Estadual das Dunas do Natal, primeira Unidade de Conserva??o no Rio Grande do Norte, de prote??o integral. Leva em considera??o os pap?is ambientais, e cient?ficos do Parque, o qual abriga uma biodiversidade ?nica, incluindo endemismo de esp?cie bem como o fato de estar situado em uma ?rea urbana. Prop?em-se a utiliza??o de dois instrumentos complementares, como estrat?gias para a conserva??o. Considerando as v?rias experi?ncias individuais, foi analisada a percep??o da comunidade que se relaciona diretamente com o Parque. A partir desta promoveu-se a democratiza??o da informa??o sobre o Parque, sua biodiversidade e conserva??o. Como outro instrumento de conserva??o, sugeriuse a utiliza??o de uma esp?cie-bandeira para o Parque, ou seja, um organismo s?mbolo escolhido por raz?es ecol?gicas ou sociais, com a finalidade de proteger e conservar determinados ambientes naturais, a partir do entendimento e co-participa??o da comunidade. Nesse caso, prop?s como bandeira a esp?cie Coleodactylus natalensis, o lagarto-do-folhi?o, por ser end?mica de remanescentes de Mata Atl?ntica, ter o Parque como localidade tipo, ser uma das menores esp?cies do mundo, menor da Am?rica do Sul, dependente da sombra da floresta, sens?vel ? a??o antr?pica e, portanto, muito vulner?vel. Essa sugest?o encontra respaldo no grau de aceita??o da popula??o que interage diretamente com o Parque, conforme resultado da avalia??o de suas percep??es. Constatou-se ainda nesse estudo que essa simbologia ao ser utilizada como forma de promover a democratiza??o sobre o Parque e sua biodiversidade apresenta um resultado de identifica??o, curiosidade e prov?vel envolvimento da popula??o com as quest?es do Parque

Esta investigación se centra en el estudio de las experiencias del tercer espacio de una flagship store, y cómo este espacio, a través del uso de la personificación de marca, comunica su personalidad, en relación con el sector de moda. El caso que se analizó fue el de la tienda insignia de Butrich y el público objetivo fueron mujeres entre 24 a 40 años del NSE B. La importancia del desarrollo de esta investigación se ve reflejada en los aportes que tiene en el ámbito de la publicidad y el marketing peruano, dado que la tienda insignia es una forma diferente de hacer publicidad en 3D de la marca. El objetivo de esta investigación ha sido identificar de qué manera la experiencia en el tercer espacio de la flagship store de Butrich puede lograr comunicar la personalidad de la marca a través del uso de la personificación de esta entre mujeres de 24 a 40 años. La metodología se basó en el enfoque cualitativo. Se usó la herramienta de entrevistas a profundidad. Los hallazgos principales fueron tres. El primero es el reconocimiento de Jessica como la personificación de Butrich. El segundo es la publicidad boca a boca. Y el tercero, es un espacio de diversión y de relajación. En conclusión, cuando se desarrolla una buena personalidad de marca, las experiencias en el tercer espacio son positivas y el uso de la personificación ayuda a comunicar y conectar al consumidor. La mejor publicidad que tiene Butrich es su propia tienda insignia. / This investigation focuses on the study of experiences of the third space through flagship stores and how this space uses brand personification to communicate its personality related to the fashion sector. The analyzed case is about Jessica Butrich’s flahship store, the target market were socio-economic status B women between 24 to 40 years old. The importance of this research is reflected in the contributions it has in the field of advertising and peruvian marketing, given that flagship stores are a different way of advertising the brand in 3D. The objective of this investigation is to identify how the third space experience related to Jessica Butrich’s flagship store can communicate the brand’s personality through its personification among 24 to 40 years old women. The used methodolody was based on the qualitative approach and the main tool used for this methodolody was the in-depth interviews. Three main findings were achieved. The first finding was the recognition of Jessica Butrich as the personification of her own store. The second finding is everything about mouth to mouth advertising. The third and final finding is about Butrich’s flagship store as a place of relaxation and fun. Finally, when a good brand personality is developed, the third space experiences are positive, and the use of personification helps to communicate and reach the consumer. Butrich’s best advertisement is its own flagship store. / Tesis

In this dissertation I propose an ethical framework for "meeting mosses." At first glance, mosses are a tiny type of plants that have been uncritically understood as "primitive plants," to the extent that they are defined by negation as "non-vascular plants." Hence, mosses have been considered as "primitive" relatives of "true" vascular plants. This distortion is linked to the fact that mosses have been overlooked and represented as a radical otherness in Western civilization. To critically examine this distortion of, and injustice toward mosses, I use the methodology of field environmental philosophy within the conceptual framework of biocultural ethics developed by Ricardo Rozzi. I complement these concepts with foundational philosophical work by continental philosophers Martin Buber and Immanuel Levinas, and ethnobotanist and indigenous writer Robin Wall Kimmerer, with emphasis on their discourses of meeting, "face-to-face," otherness, heterogeneity, and alterity. Collectively thinking with these philosophers, I address the possibility of genuinely "meeting mosses," valuing them as such and not merely as a primitive "relative" or "ancestor" of vascular plants. Drawing on several botanists' accounts of plant language and plant wisdom has sharpened my reading of human-moss interactions and enriched my engagement with the heterogeneity and alterity of the Western philosophical tradition. In his book Gardens: An Essay on the Human Condition, Humanist scholar Robert Pogue Harrison argues that care (for plants and life) is the human vocation. Harrison's discussion of the diversity of "gardens" helped me to clarify multi-dimensional human-moss interactions. In terms of content and structure, I organize my analysis based on two central dimensions of human-plant interactions stated in Rozzi's biocultural ethics: biophysical and cultural, particularly, symbolic-linguistic dimensions. I explore the biophysical dimension of biocultural conservation focusing on mosses in a region where they represent the most diverse and abundant type of plants, southwestern South America. In this region, I conducted fieldwork at three reserves in Chile, Senda Darwin Biological Reserve on Chiloe Island, Magallanes National Reserve, and Omora Ethnobotanical Park in the Cape Horn Biosphere Reserve, south of Tierra del Fuego. I investigate the linguistic-cultural dimension, through the scientific binomial nomenclature as well as through the traditional naming by indigenous cultures, particularly in China. Additionally, I examine the arts as an important cultural expression of interacting with mosses that inspires biocultural conservation. I examine the role that the arts play in the education and conservation programs at the Omora Ethnobotanical Park in Chile and Shenzhen Fairy Lake Botanical Garden in China, as a way to invite students and others to have direct encounters with mosses which lead to hands-on (tactile and place-based) moss conservation. I begin this study with a deliberation of the multiple injustices embedded in contemporary social-ecological-cultural dimensions of global change, and I suggest pathways towards caring for plants and the diversity of life. Caring for mosses is not a one-way human-plant-directed process. By nourishing our physical and cultural lives, we can metaphorically say that mosses "take care" of humans. Once we integrate both "caring for mosses" and being sensitive to the "mosses caring for us," then biocultural conservation moves towards a more reciprocal conviviality. In addition to collectively thinking with other humans, metaphorically I aim to think and feel with the mosses, and therefore I am transformed by them. This is the ultimate meaning of "meeting mosses."

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Parque Científico y Tecnológico (PACYT, Science and Technology Park) is a large-scale R+D project that seems to be framed in a Smart City plan for Concepción, Chile, which the media has presented as “the Chilean Silicon Valley” (Araus, 2015; Tele13, 2019) and promises to bring not only research and development opportunities for the city but also thousands of direct and indirect jobs (Estudio Interdiseño, 2018; la Tercera, 2015) carried out by PACYT Corporation. Nonetheless, voices have raised to question the construction of the 91 hectares initiative, and some of them have even organized in citizen groups targeting the creation of the urban complex, which actively share information contesting the PACYT through social media, and coordinate activities to protest and spread the word. This is the study case to be analyzed in the present research, which aims to explore and understand, on the one hand, the reasons that have led to the organization of citizens contesting the PACYT project, and on the other hand, the way the project has been advertised and developed in relationship to the city's inhabitants. It intends to make a novel contribution to the field of Urban Studies, both in the areas of Critical Smart Urbanism and Postcolonial Studies, which in this case collide in Latin America, part of the Global South, while opening a discussion around the topic of citizens contesting urban developments with a Smart City background, where few incursions have been made and more specifically in the Latin American context, where the Smart City seems to have a particular interpretation. With that in mind, the current research tries to dig into an under-studied territory, and in doing so, it plans to bring to the table the relevance of studying the approach and way of developing Smart Cities’ ideas in Latin American, and to put focus on what city’s inhabitants have to say about those developments and what their interests are, using the lenses of the right to the city and the understandings coming from urban social movements and conflicts. In that sense, the research outputs are to question the form in which Smart City projects are being implemented in Latin America and to find possible guidelines to incorporate the city’s inhabitants in the development of them elsewhere, with that in mind, future research can be supported by this investigation, which encourages further studies both in the described fields and territory. To do so, the current investigation explores and unwrap theories regarding the mentioned fields and focuses on analyzing the case making use of mixed methods research, by executing qualitative and quantitative methodological tools to reach relevant data that helps to answer the research inquiries. In that sense, the results show that it can be confirmed that the nature of the PACYT, i.e. its R+D purposes and origins linked to a Smart City plan to transform the city into smartness, does not play a relevant role in the development of the conflict that has emerged between the PACYT management, and the people opposed to its construction, but several aspects explain the urban social conflict and that will be explored in the present work. / <p><strong>Acknowledgment.</strong></p><p>First of all, I would like to thank all the interviewees that decided to share their thoughts in the present study, as well as to all the people that participated in the survey; without your contribution, it would have not been possible for me to reach my research goals and to count on with the rich material I have. On the other hand, I want to thank people from academia, such as my peers, who have given me advice and stamina, to my tutor, who has contributed with his wisdom, and to my mentor at university, who has kept me on track and provided me with valuable insights. I am grateful to these people for helping me with my willpower and effectiveness. Finally, I need to thank those surrounding me, like my family for supporting me from the distance, my partner for being here to contain and take care of me, and my dog for always being around me and spreading his love and joy.</p>