Marketers who want to protect their brand’s share or grow it need know reach and nudge with advertising. This paper uses continuous household panel data for 55 leading, advertised brands in 12 cpg categories quantify target market over different time frames conditions (market type, brand size dynamism). Results demonstrate that the customer base (brand penetration) must swell dramatically maint...

This article starts with a fact: Internet penetration levels in Spain are extremely low compared with other European countries. In the nineties this situation was justified by the relative delay in the adoption of public and private initiatives, oriented towards the development of the Information Society (IS). However, data in 2003 show that the gap still holds or even tends to increase with th...

This chapter identifies the issues that might create orthogonal complexities for process dynamism, and decouples the components implementing them in a “domain specific” way. Authors believe that traditional process management techniques for modeling and executing the processes still fall short to improve the dynamism of an enterprise. Some of the reasons are: using too “generic” techniques and ...

A critical issue for complex component-based systems design is the modeling and analysis of architecture. One of the complicating factors in developing architectural models is accounting for systems whose architecture changes dynamically (during run time). This is because dynamic changes to architectural structure may interact in subtle ways with on-going computations of the system. In this pap...