Treballs Finals de Grau (TFG) - Empresa Internacional

URI permanent per a aquesta col·leccióhttps://diposit.ub.edu/handle/2445/101696

Treballs Finals d'Empresa Internacional de la Facultat d'Economia i Empresa de la Universitat de Barcelona.

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Cultural factors in international marketing: are they more influential than social and personal factors?
(2025) Serrano Domínguez, Carla; Canadell López, Xavier
Understanding consumer behaviour is essential for effective marketing strategies, as it involves complex interactions between several agents. This paper examines the relative importance of cultural factors compared to social and personal factors, within the scope of international consumer behaviour’s external factors. Using primary and secondary data proceeding from a wide range of sources, such as interviews to field experts or a survey to the general public, we intend to find an answer to the above-mentioned research question. Through the rejection of the two auxiliary hypotheses, which pit against each other a proxy of each factor, it is eventually concluded that cultural factors do not exert a stronger influence than the remaining two. As the former act in more subtle and subconscious manners, they tend to be overlooked and be perceived as less influential. This provides marketers with further and additional information to better design any type of marketing campaign.
Sensory Marketing in Physical Retail Stores: A Focus on Visual and Olfactory Stimuli
(2025) Torres Ferrando, Sandra; Canadell López, Xavier
In an increasingly competitive retail landscape, creating positive and memorable in-store experiences has become essential for attracting and retaining customers. This bachelor’s thesis explores the role of sensory marketing in physical retail stores – with a particular focus on visual and olfactory stimuli – as a means of influencing consumer perception and behavior, and shaping the overall shopping experience across different cultural and geographical contexts. Incorporating evidence from academic literature, scoping reviews, an expert interview, and a consumer survey, the findings support that sensory marketing significantly enhances consumer experience and purchase behavior. Visual strategies – such as color, lighting, or store layout – prove to be highly effective and consistently impactful across diverse cultural settings. Olfactory strategies, especially the use of ambient scent, also show a positive impact on consumer perception and decision-making. However, their application in product presentation remains limited and under-researched. These results highlight the effectiveness of carefully designed sensory marketing strategies in retail environments and point out the need for further research into underexplored areas, including olfactory cues in product and packaging, and cross-cultural variations in sensory responses.
Surrogacy: Morality, Legal Gaps and Economic Profits in a Global Industry
(2025) Rosinés Anton, Ester; Garcia-Duran Huet, Patricia
Surrogacy is a morally controversial practice that is prohibited in several countries. This research, however, shows that surrogacy is practiced globally due to its economic profitability and legal diversity between countries. The methodology adopted is based on a review of the international situation, with an analysis of both legal regulations and the business. The results reveal that the lack of a homogeneous legal framework favors reproductive tourism and the persistence of the practice, even where it is prohibited. It is observed that ethical factors, such as the potential exploitation of women, and economic factors, such as the high costs and benefits it implies, shape the debates and regulations on the subject. It is concluded that surrogacy represents a regulatory challenge in a globalized world, which requires a balance between moral diversity, the protection of rights and social justice.
Open Innovation and Quality Management Systems: A Comparative Analysis Across Europe
(2025) Rojas Morales, Aida; Fesenko, Alina
This research explores the relationship between the use of Open Innovation (OI) and Quality Management Systems (QMS) across European countries. Using data from the Eurostat’s Community Innovation Survey and ISO 9001 certifications from ISO Survey, the analysis includes both absolute and relative values to compare countries and study their evolution. Results reveal correlation between OI engagement and ISO certifications, however the findings suggest that certification alone is not a reliable predictor of OI. Some of the countries included in the analysis, such as Italy or Sweeden, indicate that deeper country analysis is needed, as well as the consideration of other variables like economic structures, policies or culture are also influencing the interelationship between QMS and OI practices.
The Role of Venture Capital in Crypto: How Venture Firms Make Investment Decisions in Blockchain Startups
(2025) Llobet Rios, Marçal; Batlle Molina, Emili
Venture capital (VC) plays an outsized role in the development of the cryptocurrency and blockchain industry, where alternative financing remains limited. Investors must therefore assess startups thoroughly and apply strong frameworks to identify the best opportunities. Leading firms use both classic VC metrics and crypto-specific traits. Token-based funding differs from traditional equity and gives rise to new exit strategies. Fund structure, including closed-end and tokenized models, affects returns, as some can generate yield through staking and active token management. New funding models such as DAOs are rising as both capital sources and competitors to VCs. VCs use tailored strategies to manage major challenges such as legal uncertainty and market volatility. Case studies of successful and failed startups show clear patterns in team quality, token design, and timing. Findings reveal that while alternative capital models have expanded, venture capital remains the dominant force in funding early-stage crypto innovation and has now evolved into a set of mature, multi-billion-dollar firms operating on an institutional scale.
“Tourists Go Home” – A Research on the Impact of Tourism on Barcelona’s Housing Crisis and Pathways to Sustainable Tourism
(2025) Ligero Sanglas, Laia; Vergés Bosch, Núria
The city of Barcelona is currently facing an unparalleled housing crisis, with prices soaring by 49% in just three years, forcing longtime residents to flee the city as their salaries fail to meet the inflated housing prices. Many have attributed the blame on the increased influx of foreign visitors, whose superior purchasing power has driven prices up, in a movement headlined by the slogan “Tourists Go Home”. This paper explores the role tourism has played in the development of the housing crisis in the Catalan capital and explores the concept of sustainable tourism as a potential solution. Combining data from primary and secondary sources, this study develops a comprehensive understanding of the case of Barcelona as both a prime example of the consequences of excess tourism and a pioneer in housing regulation and social activism.
The Power of Persuasion: how Influencer Credibility, Persuasion Knowledge and Brand Attitude drive Purchase Intent
(2025) Gimeno García, Maria; Patel, Karan
The digital world is constantly evolving, and with it have appear new forms of communication, like influencer marketing, that impact and alter consumer behavior. Influencers are powerful tools used by brands to endorse their products and widen their audience reach with minimum effort and in a short period of time. Along with this new marketing approach, the need to understand what makes one influencer campaign more successful than others has also raised. This research studies three variables that could answer to that question: influencer’s credibility, persuasion knowledge and brand Attitude. In order to do so, this study analyses the effect they have on the final purchase intent of consumers by conducting a survey to a sample with 103 respondents. The results showed that the awareness of consumers to persuasive tactics and the positive perception towards the brand endorsed are not significant when explaining the ultimate purchase decision of consumers, while how credible and trustworthy the influencer is perceived to be is. With this evidence, this research aims to advice brands on how to achieve a successful marketing campaign by choosing the most adequate influencer and effectively increase their growth in a sustained way.
Development of an Online Vintage Store with an AI Fitting Room
(2025) Cassidy Bueno de los Ríos, Corina; Serra Galindo, Carla
This thesis revolves around the idea of creating an online second-hand vintage store with an AI fitting room in Spain. This is an innovative solution to address the need for good priced fashionable clothing that contributes towards circularity goals as well as reduces the number of returns on online purchases thanks to an AI tool. With this tool, you can check how an item of clothing will fit your specific body by adding your measurements to the system, which creates an online model that tries on the item of clothing. The study's goal is to analyze the feasibility of the business idea through extensive market research, competitive analysis, and market viability evaluations. Key research topics include estimating customer demand, discovering competitive advantages, and forecasting the company's viability. The research will use both qualitative and quantitative methodologies to gain insights from potential consumers, industry experts, and secondary data sources. This study will further the subject of entrepreneurship by offering insights into starting a successful firm in the second-hand clothing market and its potential market effect.
Can differences in individuals' patience levels be linked to the inflationary crises they have experienced during impressionable years?
(2024) Edo Uria, Sandra; Jorge-Sotelo, Enrique
This paper explores the impact of inflationary crises during “impressionable years” on the development of patience. Analysing economic and psychological data, results indicate that individuals exposed to inflation during this formative period exhibit distinct patience patterns, although small coefficients are observed. Financial literacy and coping mechanisms emerge as mediators, offering avenues for resilience-building. Cultural and regional factors play a role, suggesting avenues for further research. In conclusion, this study sheds light on the intricate link between economic instability and economic preferences, such as patience.
What effect are having the current EU policies in the fight against tax havens?
(2023) Retana Ferrés, Álvaro; Albinyana, Roger, 1980-
Los paraísos fiscales son un grave problema para los ingresos fiscales de los países europeos, ya que causan importantes pérdidas y dificultan la aplicación de políticas públicas para mejorar la calidad de vida de los ciudadanos en la Unión Europea. Se calcula que sólo en Europa la cantidad supera los 180.000 millones de dólares. Mejorar esta situación cambiaría el escenario internacional en el que trabajan los gobiernos. La Unión Europea es una institución con poder para cambiar esta tendencia, por lo que las políticas aplicadas por ellos serán un aspecto diferencial en este tema. El objetivo de esta tesis es explicar las políticas desarrolladas por la Unión Europea al respecto e intentar medir el impacto que han tenido. El trabajo comienza con una breve introducción del tema, y continúa con una explicación más profunda de las distintas políticas relacionadas con este tema, centrándose en la que tiene un efecto más directo sobre los paraísos fiscales: la lista de la UE publicada para apuntar a jurisdicciones específicas que cumplen con los criterios para ser considerados paraísos fiscales. Se mencionan y resumen los países incluidos en la lista, así como sus acuerdos fiscales con los Estados miembros de la UE y las causas de su inclusión en la lista. El marco práctico estudia los efectos de las políticas sobre gobernanza fiscal e Inversión Extranjera Directa (IED) en los paraísos fiscales, además de analizar los efectos de las políticas en los paraísos fiscales, concluyendo que se ha producido un aumento de las medidas de buena gobernanza fiscal en todo el mundo, pero también ha aumentado la IED en los paraísos fiscales. Las medidas aplicadas por la UE van por el camino correcto y tienen potencial para ser eficaces, pero requieren paciencia y constancia para lograr un impacto más amplio.
Engaging customers through digital marketing: the story of Nude Project
(2023) Amadeo Moreno, Carla; Jolonch Palau, Xavier
We live in a globalized world where society is permanently connected through the internet and social networks. Due to this evolution, brands have had to change their traditional means of communication with their customers and adapt them to the modern times. This is where digital marketing takes on enormous importance. Through this work we will observe what are these new strategies that companies must follow and how to use them efficiently. We will examine rules such as the so-called "4f", we will take a look at conversion strategies aimed at reaching future customers, we will analyze the key role of social networks and we will see how digital marketing allows the brand to get closer to its customers. As an example of good practice and proper management of these techniques, we will study how Nude Project has managed to create a loyal community and has reached unimaginable goals for its founders. Eventually, we will also see how other brands have achieved similar results thanks to the implementation of these digital marketing strategies.
Aid and economic growth in Sub-Saharan Africa: the role of institutions
(2023) Canals Ortuño, Anna; Tadei, Federico
Sub-Saharan Africa is one of the regions receiving the most foreign aid. Still, African countries are far from reaching the levels of wealth developed nations have. In fact, it is considered one of the poorest regions in the world. This paper aims to study the relationship between the economic growth of sub-Saharan Africa and foreign aid, as measured by Official Development Assistance from European institutions. Through a statistical study of 48 sub Saharan African countries over the recent period from 1996 until 2020, the results suggest that aid has a significant negative impact on economic development unless mediated by good institutions. This implies that when good institutions are present, then the effect of foreign aid on economic growth is positive whereas, without the presence of good institutions, the effect of aid on growth is negative. The result, consistent with previous papers in the literature, indicates the need to rethink assistance and consider changes in aid allocation policy to allow a more effective distribution of the monetary resources directed towards aid.
Brand activism in marketing strategies and its effects on consumer behaviour
(2022) Moral Picazo, Javier; Jolonch Palau, Xavier
There is an open discussion in the business community on whether brands should take stances on socio-political divisive issues or not. The aim of this research is to get a deeper insight on the effects that brand activism has on consumer behaviour. Using a quantitative approach from data obtained through a survey contrasted with other real case studies, it was found that prior brand attachment results into a partial reduction of the negative effect of brand activism, apologizing for the brand’s position only worsens the attitude of all consumers, and the long term effect of brand activism differs from the one in the short term, since in the long-run firms may expect a positive outcome from the activist strategy and the opposers' attitude is no longer affected by their activism. This provides marketing managers with added information to get a better picture on the decision-making process.
Energy security, energy consumption, and energy transition in emerging economies. The case of Turkey.
(2022) Álvarez Atsuara, Victor; Martí-González, X. (Xavi)
Energy security, energy transition, and growth in energy consumption ara challenges facing emerging and developed economies around the world today. Since the industrial revolution in the 18th century, demand has grown unprecedentedly but hit several energy crises in the last 50 years, the idea of building robust energy security and supplying reliable, continous, and affordable energy to a country's population has become an issue of growing concern and research. This is also where the concept of energy independence and sovereignty comes in, as the growing dependence on foreign energy suppliers has created an energy system that is vulnerable to changes in international relations and conflicts, among other factors. In addition, awarness and commitment to the transition to renewable energy and energy efficiency have grown in recent years due to the current climate crises, and nations have joined together through treaties, international organizations, and agreements, setting targets and goals to reduce pollution and emissions. In this thesis, I will answer how Turkey's energy demand has evolved over the last 20 years, how it relates to GDP growth, how Turkey is adressing its energy security and energy independence, its cooperative role with the EU as an energy transit country, and how Turkey's energy transition to renewable energy is being managed.
Comparison of the gender gap between Spain and Austria in the technology sector. A brief analysis of the technological sector, the role of the directive women in it and the study of comparative indicators on both countries.
(2021-10) Serra Galindo, Carla; Vivancos Sánchez, Carme
The research presented in this paper is on the comparison of the gender gap that exists in the technology sector between Spain and Austria. It is intended to answer the hypothesis of whether it can be concluded that the gap is greater in Spain than in Austria. My goal is to try to demonstrate whether one of the two countries has a gender gap is smaller in one country or another. To respond to this, they have been taken two analysis methods. First, quantitative data has been analysed on the situation of the sector in both countries by extracting information from previous studies and publications. On the other hand, leading women in the technology sector have been interviewed to have a qualitative part that represents the situation these women are experiencing and to draw conclusions based on their personal opinions. The conclusion I have drawn is that it depends on many indicators and in some aspects, Spain is in a better situation than in Austria and in other Austria leads with better results. Therefore, I believe that an even more extensive study, more interviews and more detailed analysis of other indicators should be carried out, so that we could try to draw a clear conclusion. To conclude, the hypothesis is confirmed but the necessity of considering more variables in order to analyse properly the current situation of each country is essential if a good and complete analysis is expected. The ratio of female to male labour participation in both countries has increased but it is still lower in Spain and the female earnings from closing the gender gap are the half in Spain than in Austria. Spain also presents a smaller number of women in the representation board of companies. In the technology sector, the presence of the glass ceiling has also been proved, since there are few companies among the ones with the highest income that have a female CEO.
Trends in influencer marketing: relationship among agents, study of engagement disclosure, and micro influencers effectiveness. The case of Spain.
(2021-10) Sánchez Albert, Núria; Canadell Lopez, Javier
In this study, some aspects of influencer marketing are studied to analyse how the recently emerged upgrade of the already existing advisor, the influencer, interacts with its followers and with the brands that trust on their ability to share products, recommending their loyal followers to purchase them. First, the evolution of the relation between the three main agents (i.e.: influencer, followers and brand) – which is the main hypothesis – is studied through in-depth interviews performed to both influencers and brands, the results of which give us reasons to believe that the relationship has evolved towards a much more formal, legally based, measurable in terms of outcome and at the same time, much more flexible agreement by which the collaborating brand gives them both the possibility of shaping the content exposed in their profiles and the chance to negotiate remuneration. Further, the behaviour of followers is analysed by means of two different methods: first, by doing an analysis of their reaction in terms of number of likes, follows and comments to promoted posts from both micro and macro influencers from the following fields: fashion, beauty, entertainment, travel, fitness, lifestyle, and cinema. Second, through a 19-Question survey conducted to extract conclusions about followers’ reaction to advertising posts and its effect on purchase intent; how credibility of the content shown by micro and macro influencers differs when making a distinction between them, and their knowledge of the legal obligation of influencers to admit the promotional nature of their posts, among other questions. Finally, a detailed conclusion of the hypotheses and research goals brought us to reject or accept them, giving certain exceptions, and making some recommendations for further research on this every day more powerful branch of marketing.
Evaluating whether the Gig economy is transforming the nature of employment relations. The industrial relations challenges within the digital platform economy in the 21st.
(2021-10) Almendros Viladerrams, Francesc; Mach i Piera, Mercè
The rise of the gig economy has the potential to benefit all stakeholders, workers, companies, and the society. For this reason, the field of employment relations attracts the interest of scholars and practitioners by stimulating the debate about the future of labour, job regulations, and the effect of technology and working conditions. Since the last century, the field of the industrial relations has been the major discipline to study the nature of labour relationships through the interaction of its main actors: employees, employers, and the state. This research aims to study the transformation of the nature of these industrial relations, their actors, roles and employment relations within the gig economy through a comprehensive literature review of the existing industrial relations framework. We will analyse the different work perspectives, the quality of job status, forms of collective action unions, and control algorithmic management. Finally, some of the main future challenges that the gig economy rises to the society will be highlighted, and some further research needs concerning the digital platforms governance, the conditions and unions for gig workers and the impact of gig work on employment relations and industrial relations theory.
Gender inequality in the workplace: The lack of women in upper management positions
(2021-10) Ziviani, Miriam; Morero Beltrán, Anna
The underrepresentation of women in upper management positions is a complex and multifaceted issue. Conditions such as sociocultural factors and corporate structures make upward mobility harder for women, who often find themselves in disadvantage due to career breaks, precarious working conditions, and lack of access to training and mentoring programs. The fact that gender stereotypes are broadly present among people, reflects how women continue to be associated with roles related to household chores and child caring. Consequently, women are vertically segregated in workplaces and the top rungs of organizations remain heavily dominated by men. The promotion of family-friendly policies is a significant tool to reconcile the private and professional life of women and to support equal distribution of family responsibilities.
Facility layout: Exploring interactions between environment and student performance
(2021-02) Welch, Abigail Ruth; Armstrong, Ryan
[eng] The influence that an environment can have on an individual’s performance and the influence that an individual can have on their environment are important factors to be considered to maximize performance and achieve optimum results. To reach this conclusion and further develop research on the topic, this research paper analyses previous knowledge and studies a specific case by means of a survey. The case is whether the change of environment that university students underwent from attending face-to-face classes to taking them from home affected their performance. The conditions of the environment, such as noise, freedom of movement, routine, company, facility layout and workspace satisfaction can affect a student’s performance including productivity, creativity and academic results, so they should be taken more into account in daily lives to maximize potential by adapting the environment.
Analysis of the job satisfaction regarding the type of contract
(2021-02) Solé Miralles, Qian Yi; Royuela Mora, Vicente
[eng] During the last years, it has increased the awareness and study for the living conditions of the population. Given the actual relevance of jobs in our daily life, it is interesting to analyze the factors that affect people job satisfaction. The chosen variable of interest of this study, is the type of contract a person holds. Recently, has been started a decline in permanent jobs and has increased the casual and temporary jobs. This change has involved more economic instability, a decrease in the labor security, and an increase in the unemployment rate, so that, changes that could affect people job satisfaction. For this reason, this research is aimed to study the relationship between job satisfaction and the type of contract a person is holding. The empirical analysis is based on the Living Conditions Survey (LCS). The period studied, covers the years 2013 and 2018, since 2013 was the first year, in which this survey included the welfare modules which involved job satisfaction data.

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