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Item type: Item , Assessing the global minimum corporate tax as an economic instrument against inequality(2025) Pi Vicente, Natàlia; Rexach Ripoll, Jordi; Sánchez Muñoz, David; Torres Arias, IngridThe present paper assesses the implementation of the 15% Global Minimum Tax (GMT) proposed by the OECD. Its Section 1 outlines the problem regarding profit shifting and the limitations that a globalised tax system faces in a globalised economy. Section 2 analyses the structure of the Spanish corporate tax and highlights that a significant gap has been found between nominal and effective tax rates. Section 3 studies the GMT with a broader look, examining the issue from a global perspective. In the 4th section of the paper, the main arguments in favour of the measure are presented, including an increase in the fairness of taxation, the reduction of fiscal asymmetries, the loss of appeal of tax havens and the protection of public revenues. In Section 5, a critical examination of the limitations of the policy is conducted showcasing some of its limitations, such as its limited scope, its low rate, the complexity of enforcing it and the possible negative impacts that the measure could entail for developing countries. Finally, Section 6 concludes that the analysed reform has been a meaningful step leading to a more equitable tax system, but its long term effectiveness depends on certain refinements and international cooperation.Item type: Item , The metamorphosis of Revolut: from travel - oriented fintech to direct competitor(2025) Aguiló Llabrés, Auba; Barrionuevo García, Daniela; Rico Fernández, Sofía; Romero de Blas, CarlaThis project analy zes the strategic evolution of Revolut in the Spanish market with the aim of assessing its potential to establish itself as a primary bank in contrast to traditional banking institutions. To this end, an external and internal analysis is first conducted using tools such as PESTEL, Porter’s Five Forces, and Porter’s Value Chain, which serve as the foundation for a subsequent SWOT analysis. Next, Revolut’s corporate strategies are compared to those of its main competitors, and public perception of the company is examined through a survey of 165 participants. Despite a high level of technological innovation and rapid growth, the results show that Revolut is still perceived as merely a secondary app primarily used for travel -related purposes. Based on this, it is concluded that the company should strengthen its brand awareness through a series of measures such as partnerships with public institutions, diversification of its services into key sectors, or the introduction of physical service points to build greater trust among users.Item type: Item , Chaos and strategy: an analysis of negotiations in startup investment rounds from the perspective of chaos theory and game theory(2024-06-06) Bettosini Castellví, RogerThis paper will analyze the rationality of negotiations in rounds of negotiation, specifically those involving Venture Capitals with Start-Ups. To understand the rationality of these negotiations, game theory will be used to create a specific theory for these cases. However, the limitations of game theory would constrain the proposed theory. Hence, chaos theory is introduced to explain outlier cases that deviate from the proposed theory. Once the theory is devised, it will be applied to practical cases by applying it to different case studies or historical data.Item type: Item , El paper de la creativitat i les característiques del consumidor dins del neuromàrqueting(2024-06) Martínez Gallego, Sandra; Martínez Ortiz, EilaEl present treball se centra en l'anàlisi del neuromàrqueting, examinant les seves funcions, les tècniques que empra i els estudis realitzats en aquest àmbit. L’objectiu és estudiar l'impacte de les diverses tècniques de neuromàrqueting sobre les nostres decisions de compra, a més d’identificar els factors o característiques personals intrínseques dels prospectes (clients potencials) que influeixen en la seva sensibilitat a aquestes tècniques. Així doncs, en les següents pàgines presentarem un recull dels punts que hem considerat més importants sobre el neuromàrqueting. Analitzarem tant aspectes teòrics, per posar-nos en context, com casos pràctics, que il·lustren exemples de campanyes exitoses i estudis de neuromàrqueting amb resultats rellevants i, alhora, sorprenents. Els objectius del nostre treball són principalment tres. Primer, informar-nos i documentar-nos sobre el neuromàrqueting per obtenir una visió més clara d’aquesta disciplina. Segon, veure quin és el paper que juga la creativitat en l'efectivitat del neuromàrqueting i com es pot aprofitar per influir en el comportament del consumidor de manera ètica i efectiva, tenint en compte també la IA. Finalment, identificar els factors característics personals/intrínsecs que fan que els consumidors siguin més susceptibles a les estratègies de neuromàrqueting.Item type: Item , OKRs en la gestión estratégica: un enfoque evolutivo y un modelo integrado para su implementación(2025-03-06) Abata Guadamud, StevenEste estudio analiza los factores clave que determinan la efectividad de los Objetivos y Resultados Clave (Objectives and Key Results, Os y KRs; en adelante, OKRs), en la gestión estratégica. A través de una revisión sistemática de literatura, combinada con un enfoque progresivo de estructuración evolutiva y un proceso de síntesis y generación de nuevo conocimiento, se han identificado los elementos esenciales para su implementación. Se presentan hallazgos sobre la alineación organizativa, la influencia de la cultura empresarial y la diferenciación entre modelos clásicos y modernos de OKRs. Como contribución, se desarrolla el Modelo Integrado Mintzberg y OKRs (MIMO), proporcionando un marco analítico para optimizar la gestión por objetivos en entornos dinámicos. Se concluye que los OKRs potencian la planificación estratégica al combinar flexibilidad, índices de cumplimiento estratégico y adaptación organizativa.Item type: Item , The devil wears Prada: a study of the Impact of COVID-19 on the financial statements of luxury fashion companies(2024) Rossinyol Boladeres, Anna; Vizuete Hernández, AdriánThis paper investigates the financial effects of the COVID crisis on the luxury fashion industry. The methodology used is a number of ratios and financial data studied from the financial statements of eleven companies in the sector. The results are compared with the data of four other industries: mass-apparel fashion, energy, food and pharmaceutical. The investigation unveiled the challenges luxury fashion faced during the 2020 crisis but recovered in around a year, and that the more luxurious a company is, the less affected it was. The comparison then revealed many similarities in financial behaviour with the mass-apparel fashion industry, and concluded that both fashion sectors behaved cyclically, and the others, countercyclically. This research contributes to the financial and numerical analysis of luxury fashion during COVID, a subject with limited in-depth research so far. It also proposes that future studies research the long-term effects of the pandemic crisis on the sector.Item type: Item , La estrategia de Mercadona en su relación con los proveedores: estudio sobre la transición del modelo de interproveedores al modelo de proveedores totalers(2024-07) Bohigas Vélez, Inés; Coll Alacid, Javier; Díaz-Pinto Rodrigo, Sofía; Perrot Requejo, PaulEste trabajo analiza la gestión estratégica de suministro seguida por la mayor cadena de supermercados española: Mercadona. Tiene el objetivo de ofrecer insights valiosos aplicables a otras empresas del sector. Partiendo de los principales modelos teóricos de estrategias de suministro, nos adentramos posteriormente en las estrategias seguidas por Mercadona en su relación con los proveedores. Primeramente, Mercadona puso en marcha un modelo exitoso centrado en forjar relaciones duraderas y de confianza con unos pocos interproveedores, responsables del abastecimiento de toda una categoría de productos. En 2017 Mercadona viró hacia un modelo con un gran número de proveedores totalers, especializados en abastecer un producto a Mercadona. Las conclusiones revelan que el modelo de proveedores totalers ha incrementado la calidad y la innovación de sus productos y que el cambio de modelo ha tenido un enorme efecto en sus proveedores, con ganadores y perdedores de dicho cambio.Item type: Item , Mètodes de valoració d’empreses en reestructuracions societàries: anàlisi del cas Celsa(2024-03-07) Catalan Barat, Albert; Ollé Grau, Maria; Planella i Obach, AlbertEl present treball es centra en l’anàlisi dels mètodes de valoració d’empreses en situacions de reestructuració empresarial. Més concretament, es focalitza enla sentència emesa pel Jutjat Mercantil nº 2 de Barcelona del 4 de setembre de 2023, en la qual es va homologar el Pla de Reestructuració proposat pels creditors de l'empresa Celsa. Com a conseqüènciad’aquest Pla, i en base a la nova Llei Concursal 16/2022, la famíliaRubiralta va perdre el control de l’empresa a favor de diversos fons d'inversió, quevaren capitalitzaruna part substancial dels seus crèdits. Així doncs, les següents pàgines concentren els anàlisis dels mètodes de valoració empresarial emprats en el present cas, posant èmfasi en les potencialsimprecisions o inadequacions dels mètodesen el marc d’un procés de reestructuració. Aquest tema és de gran rellevància i no està exempt de controvèrsia, ja que la valoració d'una empresa en un procés judicial pot determinar si els creditors poden assumir el control de la mateixa, en perjudicide l'accionariat anterior.Els objectius del treball són dos. En primer lloc, analitzar si els mètodes de valoració convencionals són aplicables en el context d'empreses en situació de reestructuració i;en segon lloc, avaluar la idoneïtat de les diferents valoracions de l'empresa Celsa durant el procés judicial d'homologació, que va influir en la decisió del jutge de cedir el control de l'empresa als creditors.Item type: Item , GLOBE dimensions in Nike Chinese commercials: a cross-cultural study(2023-10-03) Corpas Marco, VictoriaThe purpose of this study is to identify how Nike commercials are tailored to Chinese culture, aiming to understand the interrelationship between culture and advertising. By employing the GLOBE cultural dimensions framework, this project intends to provide insights to sports companies on how to effectively adapt their commercial campaigns to target a Chinese audience. To achieve this objective, three Nike commercials, specifically launched in China, will be analyzed. For each advertisement, values, appeals, and other relevant features that reflect the cultural dimensions will be identified and examined. This will provide shed light on how Nike strategically incorporates cultural elements to resonate with Chinese consumers.Item type: Item , The SABR model in financial practice(2022-07-18) Bragagnini, Iker C.; Colom Cervera, Marc; Moreno Calixto, IvánThe Black-Scholes model fails to reproduce some empirical properties of volatility, from real market data, which means that the model may not be adequate to price certain options. Hence, the financial industry and academia focused on developing alternative models and methods for pricing. One of these models is the SABR model, a stochastic volatility model commonly used in nowadays financial industry. In this project, we aim to analyze and discuss the SABR model from both the theoretical and the practical point of view by motivating the usage of this model and showing how it can be applied in different aspects of the financial practice such as calibration, simulation and numerical methods to obtain implied volatilities. Throughout this analysis and discussion, we also aim to give some insights regarding what practitioners do, to give some sense of the applicability of the model and the methods in the real world.Item type: Item , ¿Cómo organizar el arrendamiento de inmuebles?: análisis fiscal(2022-07-20) Font Martínez, Jana; Granada Trias, Adriana; Ribalta Miró, Carla; Ribalta Miró, NúriaEl presente estudio pretende analizar, a través de un análisis jurídico y dos casos prácticos, la fiscalidad directa de la actividad de arrendamiento de inmuebles. El objetivo radica en determinar cuál es la figura más adecuada fiscalmente para realizar dicha actividad, atendidas las circunstancias personales de un grupo de contribuyentes. Así, el propósito principal de este estudio es aportar una respuesta general a la pregunta de cómo debe un arrendador organizar su actividad, concluyéndose que la figura más adecuada fiscalmente es la CB sin actividad económica, siempre que el patrimonio se configure por un número reducido de viviendas, de tal manera que a medida que el patrimonio crece, el régimen EDAV se convierte en la opción más favorable.Item type: Item , How can a fashion company be sustainable?: analysis of the industry problems and solutions(2022-07-25) Aldana Marín, InésThe apparel industry has a direct but also invisible impact on people, nature, and all aspects of society at large. Since understanding the current context in depth is pivotal to finding solutions, the present paper starts by analyzing the effect of fashion business activities via the study of reports, articles, and other data. From the research carried out, it is clear that there is a need for companies to be socially and environmentally friendly, but also economically responsible, with a special focus on overconsumption and overproduction. This study aims to open our eyes to the problems caused by the activity of the fashion world, as well as to demonstrate that solutions are possible and feasible, through the example of companies and initiatives that are already available on the market. In essence, this document presents a first guide for those fashion companies that are willing to start their transition towards sustainable business. It also includes a checklist that serves as a self-assessment tool that allows firms to know their situation and can help them prepare for their next steps.Item type: Item , Análisis de la opacidad y el riesgo de inversión de los criptoactivos(2021) Bach Farreny, Sergi; Campos Sahuquillo, Alejandro; Serentill Piqué, David; Vidal Viles, BernatEn los últimos años, los criptoactivos han surgido como una nueva categoría de productos financieros atrayendo la atención tanto de inversores como de reguladores. Muchos agentes invierten en estos productos sin entender qué hay detrás y los riesgos inherentes que conllevan, tomando decisiones sesgadas por falta de información. De este modo, nuestro estudio propone una herramienta, basada en las regulaciones actuales y la propuesta MiCA, en la que los criptoactivos se pueden clasificar por riesgo y opacidad en un espacio bidimensional, permitiendo así, optimizar la toma de decisiones de los agentes, de acuerdo con su tolerancia al riesgo, su conocimiento y sus objetivos de inversión.Item type: Item , Patient gender discrimination on cardiology: access and diagnosis: a discrete probability model for Catalonia(2021) Alonso Gelabert, Oriol; Bàrcena Veciana, Marc; Brumwell Valsells, Víctor; Cruañas Baqué, MartíIn this project, we examine patient gender discrimination on both the probabilities of visiting the cardiologist and being diagnosed with a heart disease. Using micro data from the 2016 and 2017 Catalan Health Survey (ESCA), and two Probit estimations for the equations drawn for each case of study, we are able to reach the conclusion that there is gender discrimination both on access and diagnosis for patients with high prospects of suffering heart issues. Our findings suggest that women have lower probabilities of visiting the cardiologist and being diagnosed with a heart disease. Even after adding controls for risk factors, other significant socioeconomic variables, and using two different sub-samples, these results preserve their validity and significance intact.Item type: Item , La concentració al sector bancari: una anàlisi de la fusió de CaixaBank i Bankia(2021) Planelles Pastor, Sergi; Serra Torres, Marc Josep; Sureda Llompart, Francisco; Terradas Borràs, MartaEl sector financer europeu s’ha vist transformat els darrers anys pels tipus d’interès baixos i l’entrada de nous competidors, com bancs internacionals i empreses fintech. La rendibilitat i la capacitat de creixement dels bancs ha disminuït fins el punt de comprometre la seva solvència. Tant les entitats com les autoritats bancàries europees han vist en les fusions horitzontals una forma de garantir l’estabilitat del sistema financer. En aquest entorn, la fusió entre Caixabank i Bankia presenta beneficis per a l’entitat resultant, però perjudica potencialment la competència i el benestar dels consumidors. Aquest treball esdevé la primera aproximació a la fusió des de la perspectiva d’una autoritat de competència. Així, s’estudia la concentració al sector, emprant les quotes de crèdit i dipòsit dels bancs a Espanya i la distribució d’oficines a nivell provincial i se’n calcula la variació arran de la fusió. També s’analitzen les sinergies que gaudeixen els bancs involucrats a partir d’anteriors estudis. Els resultats mostren que la fusió permetrà una disminució notable dels costos. D’altra banda, malgrat comportar un impacte significatiu en la concentració, el nivell nacional resultant és moderat. No obstant, la possibilitat de futures fusions posa en perill la competència al sector bancari espanyol.Item type: Item , The U.S. sanction on Huawei: geopolitics as a determining factor in business strategy(2021) Artigot Seoane, Sara; Gargallo Miranda, Alba; Llansana Goset, Pol; Peña Marzá, NéstorThe foreign policy of large states has a huge impact, in an interdependent world, on global companies in all sectors. In this paper we will analyze, through the case of Huawei, how the trade war between the two largest world powers (and their allies) affects the technology sector and how this Chinese company has adapted its business strategy to the new environment that is presented to it. To examine these effects, the work is divided into two main blocks: first, the conflict and the corporation are contextualized, while in the second part, Huawei’s strategy of two business units - electronic equipments and telecommunications (5G) - is analyzed before and after the geopolitical obstruction. In conclusion, this research should allow us to understand how a large company can deal with a critical external situation as this one and pivot its international business to avoid a hit that, for many other companies, would have been fatal.Item type: Item , The controversial side of CRM: study on the effect of cause-related marketing on consumers’ perception of social causes(2021) Armayones Carranza, Laura; Martínez Gámez, Natalia; Pallaruelo Medina, Elisa Badain; Stoicev Stefoglo, OliviaThe use of Cause-Related Marketing (CRM) by corporations is on the increase. However, there is a growing concern that the objectives of corporations’ and NGOs’ differ. We argue that this may influence how consumers’ perceive the social cause. We tested these predictions in a study in the context of a cancer awareness campaign. We develop recommendations on how CRM campaigns can avoid these problematic consequences.Item type: Item , Fostering GSRD and stemming discrimination in the organisation: a cultural approach(2021) Escoda i Canals, JosepThis dissertation examines the problem of GSRM discrimination in complex organisations: what is the scope and the nature of the problem, why we should care and how to address it. We propose organisational cultural change as the ultimate solution and offer a clear roadmap through Diversity, Equity and Inclusion Institutionalisation to foster such a change. We also emphasise the importance of interactions between national and organisational culture throughout the transformative process and present the case of Japan as an illuminating example.Item type: Item , Theoretical - practical study of tax planning and its limits(2021) Aragonés Cervelló, Enric; Brualla Muñoz, Sara; Díez Rodríguez, Sara; Martín Ruiz, JasminaIn the current study it has been analyzed, from both a theoretical and a practical approach, the concept of tax planning in Spain and Europe, emphasizing specially in the study of those phenomena that, even though being similar in concept, are outside or in legal limbo. Furthermore, some measures that could be applied at an European level have been proposed in order to mitigate this phenomena.Item type: Item , Behavioral economics : implications of irrational behavior in marketing practices(2021) Guilló Alcaraz, Georgina; Massuet i Ardil, Marc; Orts Sánchez, Luis; Sánchez Buixeda, HelenaBehavioral economics have brought substantial changes in the way consumer’s behavior is understood. Consumers do not always follow rational patterns of behavior subsumable into classic economic theories. These behaviors, object of our study, have been a fundamental factor in the elaboration of the commercial strategy of many companies in the past few years. The objective of this thesis is to analyze the interrelation between these phenomena and some of the most extended practices in marketing.