This research describes the generation of dynamic capabilities in the Repsol supplier qualification sub-process based on a sustained value chain, using a proposed model consisting of seven stages of supplier approval. A qualitative and descriptive approach, focusing on social and sustained commitment methodology has been applied. An analysis of a case of a successful firm in the supplier qualification sub-process has been performed based on the achievement of positive results from the dynamic capabilities theory. The results show how REPSOL contributes to the sustained development of its suppliers with specific actions arising from the implementation of its dynamic capabilities in organizational governance, the environment, human rights, labor practices, consumer issues, fair operating practices, and developing the communities with which it operates, in a model that seeks to respond to the expectations of society. The research performed shows that REPSOL's capabilities are generated by influencing their competitive efficiency and better defining a sustained value chain integrated with its suppliers. The description and analysis of REPSOL's supplier qualification sub-process becomes a business guideline for reaching dynamic capabilities in the process of qualification of suppliers. The proposed model means an inspiration for firms operating in the same, or different, industries.
Santander in the "pole position" of international financial brands Banco Santander, na «pole position» das marcas financeiras internacionaisSantander has become a leading and global brand in world's financial industry. This work underlines brand's relevance in banking industry and brings out the importance of sport sponsorship as a powerful and effective marketing tool in financial services. Sport sponsorship made easier Santander's strategic objective of transforming its group brand portfolio in 2003 into a single global brand in almost all its markets in 2010. The correct, coherent and deeply analyzed selection of the sports sponsorships: Formula 1 and Football and an intelligent, thorough and comprehensive activation of the sponsorships allowed Santander to improve its brand's international positioning and notoriety, reach its strategic aims and get spectacular returns of its investments.
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