Investigación de mercado y propuesta de estrategia comercial para estudio de accesorios de moda personalizados, ubicado en la Ciudad de México

El presente trabajo realiza el análisis y evaluación de diversas áreas de Red Machine Studio, una marca mexicana que crea arte con un toque personal, nace de la idea de plasmar la esencia personal en una prenda creada artesanalmente, creando piezas únicas y exclusivas pintadas a mano. Enfocada a diseños atemporales y con una visión "slow fashion". El objetivo general del proyecto es desarrollar el plan comercial mediante estrategias de relaciones públicas y de mercadotecnia digital. Como objetivos específicos se busca conocer a la industria de la moda lenta (slow fashion, producción artesanal y sustentable) y sus principales tendencias del mercado; conocer las tendencias de la moda, prácticas de la competencia y definir y conocer al cliente. Identificar las capacidades de la empresa. Realizar una auditoría de marketing digital y desarrollar la propuesta de mejora para la creación de la estrategia comercial de la empresa. Además de orientar a la empresa en el ramo financiero para poder llevar a cabo las actividades comerciales dentro de la vía legal. Se implementaron varios métodos de recopilación de información, para poder hacer un diagnóstico de la empresa (análisis FODA simple y estratégico, y Business Model Canvas) además de una auditoría de Marketing Digital, esto tuvo como resultado la creación de estrategias específicas para cada área para posicionar a la marca dentro del mercado y dejar un plan de trabajo con el cual se pueda continuar con los procesos de mejora por su cuenta sin la necesidad de interferir permanentemente.ITESO, A.C

USP37 deubiquitinates Cdt1 and contributes to regulate DNA replication

DNA replication control is a key process in maintaining genomic integrity. Monitoring DNA replication initiation is particularly important as it needs to be coordinated with other cellular events and should occur only once per cell cycle. Crucial players in the initiation of DNA replication are the ORC protein complex, marking the origin of replication, and the Cdt1 and Cdc6 proteins, that license these origins to replicate by recruiting the MCM2-7 helicase. To accurately achieve its functions, Cdt1 is tightly regulated. Cdt1 levels are high from metaphase and during G1 and low in S/G2 phases of the cell cycle. This control is achieved, among other processes, by ubiquitination and proteasomal degradation. In an overexpression screen for Cdt1 deubiquitinating enzymes, we isolated USP37, to date the first ubiquitin hydrolase controlling Cdt1. USP37 overexpression stabilizes Cdt1, most likely a phosphorylated form of the protein. In contrast, USP37 knock down destabilizes Cdt1, predominantly during G1 and G1/S phases of the cell cycle. USP37 interacts with Cdt1 and is able to de-ubiquitinate Cdt1 in vivo and, USP37 is able to regulate the loading of MCM complexes onto the chromatin. In addition, downregulation of USP37 reduces DNA replication fork speed. Taken together, here we show that the deubiquitinase USP37 plays an important role in the regulation of DNA replication. Whether this is achieved via Cdt1, a central protein in this process, which we have shown to be stabilized by USP37, or via additional factors, remains to be tested.The authors are grateful to V. Smits for careful reading of the manuscript. This work was supported by grants from the Spanish Ministry of Economy and Competitiveness (SAF2013-49149-R, BFU2014-51672-REDC), Instituto de Salud Carlos III (BA15/00092) and Fundacion CajaCanarias (AP2015/008) to RF.S

TransMitiendo - Plan Estratégico de Comunicaciones para la Empresa de Transporte del Tercer Milenio-Transmilenio S.A.

En este proyecto se hace un recorrido por la trayectoria, logros, desafíos y metas de Transmilenio S.A., la empresa de transporte público masivo de pasajeros de Bogotá, que ha marcado un hito en la historia del transporte en Colombia y a nivel mundial. La Empresa de Transporte del Tercer Milenio le apuesta a la implementación de un Sistema Integrado de Transporte Público (SITP) en la capital, con sostenibilidad financiera y ambiental, que le permita brindar un servicio con estándares de dignidad, calidad y comodidad. Actualmente, la organización le apuesta a la ejecución de 40 proyectos estratégicos que requieren la cohesión de sus equipos interdisciplinarios. La investigación realizada, basada en la aplicación de instrumentos de medición, entrevistas y consulta documental, halló debilidades en algunas competencias laborales como: liderazgo, cooperación entre dependencias y trabajo en equipo, las cuales pueden incidir en la adecuada gestión de estos proyectos. El equipo consultor ve una oportunidad de intervención eficaz para mejorar la articulación de los equipos a través de la comunicación estratégica, planteando tácticas que fortalezcan la conversación en la organización, para crear vínculos relacionales entre los colaboradores que fomenten la cooperación y el trabajo articulado entre las dependencias.This project will be a route through trajectory, achievements, challenges and goals of Transmilenio S.A., the mass public transportation company of Bogotá, that has marked a milestone in the history of transportation from Colombia and the world. The Third Millenia Transportation company bets for the implementation of a Public Transport Integrated System (SITP By its acronym in spanish), with financial and environmental sustainability, that allows to deliver a service with dignity, quality and contort standards. Actually, the organization bets on the execution of 40 strategic projects that require the cohesion of their interdisciplinary teams. The research carried out, based on the application of measurement instruments, interviews and documentary queries, found weaknesses in some labor competencies like: Leadership, cooperation between dependencies and teamwork, which can influence in the correct management of this projects. The consultant team sees an opportunity of effective intervention to improve the team articulation through strategic communication, proposing tactics that strengthen the conversation inside the organization, in order to create relational bonds between colleagues that promote cooperation and articulated work between dependencies

TransMitiendo - Plan Estratégico de Comunicaciones para la Empresa de Transporte del Tercer Milenio-Transmilenio S.A.

En este proyecto se hace un recorrido por la trayectoria, logros, desafíos y metas de Transmilenio S.A., la empresa de transporte público masivo de pasajeros de Bogotá, que ha marcado un hito en la historia del transporte en Colombia y a nivel mundial. La Empresa de Transporte del Tercer Milenio le apuesta a la implementación de un Sistema Integrado de Transporte Público (SITP) en la capital, con sostenibilidad financiera y ambiental, que le permita brindar un servicio con estándares de dignidad, calidad y comodidad. Actualmente, la organización le apuesta a la ejecución de 40 proyectos estratégicos que requieren la cohesión de sus equipos interdisciplinarios. La investigación realizada, basada en la aplicación de instrumentos de medición, entrevistas y consulta documental, halló debilidades en algunas competencias laborales como: liderazgo, cooperación entre dependencias y trabajo en equipo, las cuales pueden incidir en la adecuada gestión de estos proyectos. El equipo consultor ve una oportunidad de intervención eficaz para mejorar la articulación de los equipos a través de la comunicación estratégica, planteando tácticas que fortalezcan la conversación en la organización, para crear vínculos relacionales entre los colaboradores que fomenten la cooperación y el trabajo articulado entre las dependencias.This project will be a route through trajectory, achievements, challenges and goals of Transmilenio S.A., the mass public transportation company of Bogotá, that has marked a milestone in the history of transportation from Colombia and the world. The Third Millenia Transportation company bets for the implementation of a Public Transport Integrated System (SITP By its acronym in spanish), with financial and environmental sustainability, that allows to deliver a service with dignity, quality and contort standards. Actually, the organization bets on the execution of 40 strategic projects that require the cohesion of their interdisciplinary teams. The research carried out, based on the application of measurement instruments, interviews and documentary queries, found weaknesses in some labor competencies like: Leadership, cooperation between dependencies and teamwork, which can influence in the correct management of this projects. The consultant team sees an opportunity of effective intervention to improve the team articulation through strategic communication, proposing tactics that strengthen the conversation inside the organization, in order to create relational bonds between colleagues that promote cooperation and articulated work between dependencies

A Novel Approach for the Assessment of Cities through Ecosystem Integrity

To tackle urban heterogeneity and complexity, several indices have been proposed, commonly aiming to provide information for decision-makers. In this study, we propose a novel and customizable procedure for quantifying urban ecosystem integrity. Based on a citywide approach, we developed an easy-to-use index that contrasts physical and biological variables of urban ecosystems with a given reference system. The Urban Ecosystem Integrity Index (UEII) is the sum of the averages from the variables that make up its intensity of urbanization and biological components. We applied the UEII in a Mexican tropical city using land surface temperature, built cover, and the richness of native plants and birds. The overall ecosystem integrity of the city, having montane cloud, tropical dry, and temperate forests as reference systems, was low (−0.34 ± SD 0.32), showing that, beyond its biodiverse greenspace network, the built-up structure highly differs from the ecosystems of reference. The UEII showed to be a flexible and easy-to-calculate tool to evaluate ecosystem integrity for cities, allowing for comparisons between or among cities, as well as the sectors/regions within cities. If used properly, the index could become a useful tool for decision making and resource allocation at a city level

A Novel Approach for the Assessment of Cities through Ecosystem Integrity

To tackle urban heterogeneity and complexity, several indices have been proposed, commonly aiming to provide information for decision-makers. In this study, we propose a novel and customizable procedure for quantifying urban ecosystem integrity. Based on a citywide approach, we developed an easy-to-use index that contrasts physical and biological variables of urban ecosystems with a given reference system. The Urban Ecosystem Integrity Index (UEII) is the sum of the averages from the variables that make up its intensity of urbanization and biological components. We applied the UEII in a Mexican tropical city using land surface temperature, built cover, and the richness of native plants and birds. The overall ecosystem integrity of the city, having montane cloud, tropical dry, and temperate forests as reference systems, was low (−0.34 ± SD 0.32), showing that, beyond its biodiverse greenspace network, the built-up structure highly differs from the ecosystems of reference. The UEII showed to be a flexible and easy-to-calculate tool to evaluate ecosystem integrity for cities, allowing for comparisons between or among cities, as well as the sectors/regions within cities. If used properly, the index could become a useful tool for decision making and resource allocation at a city level