Campaña de lanzamiento para la marca Flying Tiger Copenhagen

Para el presente trabajo, se realizó una propuesta de campaña de lanzamiento para la marca Flying Tiger Copenhagen y su próxima apertura de tiendas en Perú. El principal objetivo es posicionar la marca Flying Tiger Copenhagen en el mercado peruano, dando énfasis en sus principales ventajas diferenciales sin dejar de lado su cultura corporativa. Para ello, en primer lugar, se realizó un análisis a profundidad de la marca, una investigación de mercado y sus principales competidores. Se identificó el segmento al cual el proyecto está dirigido, sus principales insights, hábitos de compra y principales gustos y preferencias. En segundo lugar, con toda la información obtenida, se realizó la propuesta de campaña publicitaria de lanzamiento, para la cual se realizaron dos validaciones: la primera, se consideró importante recolectar información de primera mano con una trabajadora de la tienda Flying Tiger Copenhagen en España, Ana Rodríguez Fernández, quien dio los inputs de la marca para tener un mayor conocimiento de su cultura corporativa; por otro lado, la segunda experta, una ejecutiva de cuentas de la agencia MediaLab, Alexandra Correa, quien con sus conocimientos en lanzamientos de marca y desarrollo de campañas creativas, validó la propuesta alineada al objetivo.For this work, a launching campaign proposal was made for the brand Flying Tiger Copenhagen and its next store opening in Peru. The main objective is to position the Flying Tiger Copenhagen brand in the Peruvian market, emphasizing its main differential advantages without neglecting its corporate culture. To do this, first, an indepth analysis of the brand, market research and its main competitors was carried out. We identified the segment at which the project is aimed, its main insights, buying habits and main tastes and preferences. Secondly, with all the information obtained, the proposal for the launching advertising campaign was made, for which two validations were carried out: first, it was considered important to collect first-hand information with an employee of the Flying Tiger Copenhagen store in Spain, Ana Rodriguez Fernandez, who gave the inputs of the brand to have a better understanding of its corporate culture; on the other hand, the second expert, an account executive of the agency MediaLab, Alexandra Correa, who with her knowledge in brand launches and development of creative campaigns, validated the proposal aligned to the objective

Desarrollo personal en estudiantes de primer año en ciencia forense. Universidad Nacional Autónoma de México

ResumenIntroducciónLa licenciatura en ciencia forense es una carrera de reciente creación en México, y el perfil del egresado requiere que este cuente con una serie de habilidades esenciales para su crecimiento personal y profesional.ObjetivoEste trabajo constituye el primer informe de una investigación de tipo educativo realizada con el objeto de dar seguimiento al desarrollo personal de la primera generación de alumnos de la licenciatura en ciencia forense con el fin de conocer sus requerimientos para una intervención.MétodoSe trata de un estudio transversal descriptivo, comparativo y correlacional de las habilidades de estudiantes del primer semestre de la licenciatura de ciencia forense y su relación con el rendimiento escolar de estos. Se aplicaron 11 escalas tipo Likert para evaluar las habilidades referidas: «Autoestima», «Autoconocimiento y expresión emocional», «Compromiso», «Creatividad», «Resiliencia y afrontamiento», «Autocrítica y heterocrítica», «Optimismo», «Confianza en sí mismo», «Asertividad y liderazgo», «Empatía», así como «Trabajo, apoyo en equipo y habilidades sociales e interpersonales».ResultadosSe observó que tienden a obtener mejores promedios de calificación aquellos estudiantes que: reportan niveles más elevados de autoestima (rs=0.357; p=0.038), manifiestan un mayor compromiso (rs=0.289; p=0.049), y reportan un mejor manejo de la autocrítica y heterocrítica (rs=0.309; p=0.038). Asimismo, se encontraron diferencias estadísticamente significativas en el nivel de desarrollo de algunas habilidades, dependiendo del sexo y del tipo de escuela de procedencia de los alumnos.ConclusionesCon base en los resultados obtenidos, se recomienda trabajar en el crecimiento personal del estudiante, en especial en su autoestima, su compromiso con las actividades escolares, así como en su habilidad para realizar una crítica adecuada de sí mismo y aceptar las observaciones de los demás sobre él, ya que una mejora en el desarrollo de estas habilidades puede favorecer su desempeño académico.AbstractIntroductionThe Forensic Science degree has recently been introduced in Mexico. The profile of the graduate requires that they have a range of skills essential to their personal and professional growth.ObjectiveThe objective of this study is to report the first educational research study made in order to follow the personal development of the first generation of these students from the National Autonomous University of Mexico.MethodA cross-sectional, descriptive, comparative and correlational study was conducted on the skills of students of the first semester of the Bachelor's degree in forensic science, and their relationship with their academic performance. Eleven Likert-type scales were applied to evaluate the related skills: «Self-esteem», «Self-awareness and emotional expression», «Commitment», «Creativity», «Resilience and coping», «Self-criticism», «Optimism», «Self-confidence», «Assertiveness and leadership», «Empathy», as well as «Team work and social and interpersonal skills».ResultsIt was observed that those that reported a higher level of self-esteem (rs=.357; P=.038), also showed a greater commitment (rs=.289; P=.049), reported a better management of self-criticism and comments by others (rs=.309; P=.038), and tend to get better grade averages. Statistically significant differences were also found in the level of development of some skills, depending on gender, and the type of school of origin of the students.ConclusionsBased on the results, it is recommended to support the personal growth of students, especially in their self-esteem, their commitment to school activities, as well as in their ability to perform a proper critique of themselves, and to accept the comments of others about themselves, as an improvement in the development of these skills can improve their academic performance

Evaluation of the chemical-enzymatic decellularization method for obtaining extracellular trachea matrixes in a porcine model

RESUMEN: Diferentes enfermedades afectan la tráquea y deterioran la calidad de vida. La ingeniería tisular es una alternativa terapéutica para los pacientes con esas enfermedades: matrices de tráquea descelularizadas y sembradas con células del receptor no generan respuesta inmune y pueden prevenir incluso el rechazo de zootrasplantes. Objetivo: evaluar un método de descelularización para obtener matrices extracelulares de tráquea en el modelo porcino. Materiales y métodos: a partir de 5 tráqueas porcinas se formaron dos grupos de estudio, controles y tratados con un método químico-enzimático. Se hizo análisis histológico con hematoxilina-eosina, coloración tricrómica de Masson y safranina O. Se evaluaron las propiedades biomecánicas de ambos grupos, mediante la determinación del módulo de Young, la fuerza máxima y el porcentaje de deformación. Resultados: en las muestras tratadas se observó una disminución del 66 % del contenido celular en comparación con los controles. Se preservó el colágeno y se detectó reducción de los glucosaminoglucanos. Las pruebas biomecánicas revelaron una diferencia estadísticamente significativa del porcentaje de deformación, sin alteración de los demás parámetros. Conclusiones: el método evaluado demostró ser eficiente para descelularizar tráqueas de cerdo, con una disminución importante en el costo y el tiempo de tratamiento, por lo que podría ser una buena opción en las condiciones socioeconómicas de Colombia.ABSTRACT: Different diseases may affect the trachea and, therefore, the quality of life. Tissue engineering may be a therapeutic alternative for patients with such diseases, using decellularized trachea matrixes seeded with cells from the recipient, which do not generate immune response and may even prevent rejection of zoo-transplants. Objective: To evaluate a decellularization method to obtain tracheal extracellular matrixes in the porcine model. Materials and methods: Two study groups, treated and control, were obtained from 5 porcine tracheas. A chemical-enzymatic method for decellularization was used. Histological analyses were performed with hematoxylin-eosin, Masson’s trichromic stain and safranin O. Biomechanical properties of both groups were evaluated by determining the Young modulus, maximum strength and deformation rate. Results: Compared to the controls, there was a 66 % decrease in the cell content in the treated specimens. Collagen was preserved and a reduction of glycosaminoglycans was detected. Biomechanical tests revealed a significant difference in the percentage of deformation, with no alteration of the remaining parameters. Conclusions: The evaluated decellularization method proved to be efficient to reduce the cellular content of porcine tracheas, with a considerable decrease in cost and production time. These advantages could make it a good option for the socio-economic Colombian conditions

Estudios, escritores y literaturas regionales desde el Eje Cafetero

El conjunto de artículos reunidos en este libro en torno a las literaturas del Eje Cafetero, deja ver la pertinencia de la investigación literaria en un territorio que ha venido consolidándose como región cultural. Desde distintas perspectivas teóricas y metodológicas, se plantean propuestas que interrogan sobre autores poco trabajados en la crítica y que en general están ausentes en las historias de la literatura nacional, valorando su obra en un sentido estético, emocional o artístico; se abordan fenómenos como la crítica literaria o la aparición de distintos tipos de géneros textuales, que han sido fundamentales en la tradición de una cultura escrita también en las regiones; se introducen nuevas categorías de análisis en obras que podríamos considerar canónicas, desde perspectivas que problematizan su pertenencia a estas mismas tradiciones; o se abren algunos interrogantes sobre las literaturas de negros y negras, y en el tema crucial de la literatura femenina, en el que creemos el libro tiene notables aportes.The set of articles gathered in this book concerning the literary productions of the Coffee Region, reveals the relevance of literary research in a territory that has been consolidating as a cultural region. From different theoretical and methodological perspectives, proposals are raised that question authors who have received little attention in criticism and who are generally absent in the histories of national literature, valuing their work in an aesthetic, emotional or artistic sense; phenomena such as literary criticism and the appearance of different types of textual genres are addressed, which have been fundamental in the tradition of a culture also written in the regions; new categories of analysis are introduced in works that could be considered canonical, from perspectives that make problematic their belonging to these same traditions; or some questions are opened about the literary work of black men and women, as well as on the crucial issue of women's literature, in which we believe the book has notable contributions.CONTENIDO Agradecimientos. 9 Presentación 11 Sergio Pérez Álvarez CAPÍTULO UNO. Consideraciones sobre la investigación en literatura en Pereira en la primera mitad del siglo XX Mauricio Ramírez Gómez CAPÍTULO DOS. Ser escritora en la región del Gran Caldas durante el siglo XX El caso Blanca Isaza. 63 Jorge Mario Ochoa Marín CAPÍTULO TRES. La crónica literaria de Adel López Gómez y Blanca Isaza 97 Mariana Valencia Giraldo CAPÍTULO CUATRO. La escritura biográfica de Ignacio Torres Giraldo . 131 Edison Marulanda Peña CAPÍTULO CINCO. Gabriel García Márquez, un articulista de provincia con intuición de escritor universal 161 Nathalia Gómez Raigosa CAPÍTULO SEIS. Un cuarteto sobre la memoria. Cuatro escritoras alrededor de Pereira 197 Jhonattan Arredondo Grisales y Jáiber Ladino Guapacha CAPÍTULO SIETE. Estaba la pájara pinta sentada en el verde limón y los procesos de instrucción emocional femenina 231 Diana Vela CAPÍTULO OCHO. Humberto Jaramillo Ángel y la narrativa del alma emponzoñada. 259 Carlos Alberto Castrillón y César Augusto Reyes Vélez CAPÍTULO NUEVE. El fantasma colombiano en el espectro marginal del folclor 287 Gleiber Sepúlveda CAPÍTULO DIEZ. El espacio simbólico en las novelas El museo de la calle Donceles y La buhardilla iluminada . 313 Jhon Walter Torres Meza CAPÍTULO ONCE. Reescritura, memoria y resistencia: una propuesta femenina negra . 335 Patricia Cabarcas Morales CAPÍTULO DOCE. Crisis de ciudad en la narrativa contemporánea del Eje Cafetero (1986–2014) 367 Rigoberto Gil Montoya Autores 39

Impacts of the Tropical Pacific/Indian Oceans on the Seasonal Cycle of the West African Monsoon

The current consensus is that drought has developed in the Sahel during the second half of the twentieth century as a result of remote effects of oceanic anomalies amplified by local land–atmosphere interactions. This paper focuses on the impacts of oceanic anomalies upon West African climate and specifically aims to identify those from SST anomalies in the Pacific/Indian Oceans during spring and summer seasons, when they were significant. Idealized sensitivity experiments are performed with four atmospheric general circulation models (AGCMs). The prescribed SST patterns used in the AGCMs are based on the leading mode of covariability between SST anomalies over the Pacific/Indian Oceans and summer rainfall over West Africa. The results show that such oceanic anomalies in the Pacific/Indian Ocean lead to a northward shift of an anomalous dry belt from the Gulf of Guinea to the Sahel as the season advances. In the Sahel, the magnitude of rainfall anomalies is comparable to that obtained by other authors using SST anomalies confined to the proximity of the Atlantic Ocean. The mechanism connecting the Pacific/Indian SST anomalies with West African rainfall has a strong seasonal cycle. In spring (May and June), anomalous subsidence develops over both the Maritime Continent and the equatorial Atlantic in response to the enhanced equatorial heating. Precipitation increases over continental West Africa in association with stronger zonal convergence of moisture. In addition, precipitation decreases over the Gulf of Guinea. During the monsoon peak (July and August), the SST anomalies move westward over the equatorial Pacific and the two regions where subsidence occurred earlier in the seasons merge over West Africa. The monsoon weakens and rainfall decreases over the Sahel, especially in August.Peer reviewe

Mortality from gastrointestinal congenital anomalies at 264 hospitals in 74 low-income, middle-income, and high-income countries: a multicentre, international, prospective cohort study

Summary Background Congenital anomalies are the fifth leading cause of mortality in children younger than 5 years globally. Many gastrointestinal congenital anomalies are fatal without timely access to neonatal surgical care, but few studies have been done on these conditions in low-income and middle-income countries (LMICs). We compared outcomes of the seven most common gastrointestinal congenital anomalies in low-income, middle-income, and high-income countries globally, and identified factors associated with mortality. Methods We did a multicentre, international prospective cohort study of patients younger than 16 years, presenting to hospital for the first time with oesophageal atresia, congenital diaphragmatic hernia, intestinal atresia, gastroschisis, exomphalos, anorectal malformation, and Hirschsprung’s disease. Recruitment was of consecutive patients for a minimum of 1 month between October, 2018, and April, 2019. We collected data on patient demographics, clinical status, interventions, and outcomes using the REDCap platform. Patients were followed up for 30 days after primary intervention, or 30 days after admission if they did not receive an intervention. The primary outcome was all-cause, in-hospital mortality for all conditions combined and each condition individually, stratified by country income status. We did a complete case analysis. Findings We included 3849 patients with 3975 study conditions (560 with oesophageal atresia, 448 with congenital diaphragmatic hernia, 681 with intestinal atresia, 453 with gastroschisis, 325 with exomphalos, 991 with anorectal malformation, and 517 with Hirschsprung’s disease) from 264 hospitals (89 in high-income countries, 166 in middleincome countries, and nine in low-income countries) in 74 countries. Of the 3849 patients, 2231 (58·0%) were male. Median gestational age at birth was 38 weeks (IQR 36–39) and median bodyweight at presentation was 2·8 kg (2·3–3·3). Mortality among all patients was 37 (39·8%) of 93 in low-income countries, 583 (20·4%) of 2860 in middle-income countries, and 50 (5·6%) of 896 in high-income countries (p<0·0001 between all country income groups). Gastroschisis had the greatest difference in mortality between country income strata (nine [90·0%] of ten in lowincome countries, 97 [31·9%] of 304 in middle-income countries, and two [1·4%] of 139 in high-income countries; p≤0·0001 between all country income groups). Factors significantly associated with higher mortality for all patients combined included country income status (low-income vs high-income countries, risk ratio 2·78 [95% CI 1·88–4·11], p<0·0001; middle-income vs high-income countries, 2·11 [1·59–2·79], p<0·0001), sepsis at presentation (1·20 [1·04–1·40], p=0·016), higher American Society of Anesthesiologists (ASA) score at primary intervention (ASA 4–5 vs ASA 1–2, 1·82 [1·40–2·35], p<0·0001; ASA 3 vs ASA 1–2, 1·58, [1·30–1·92], p<0·0001]), surgical safety checklist not used (1·39 [1·02–1·90], p=0·035), and ventilation or parenteral nutrition unavailable when needed (ventilation 1·96, [1·41–2·71], p=0·0001; parenteral nutrition 1·35, [1·05–1·74], p=0·018). Administration of parenteral nutrition (0·61, [0·47–0·79], p=0·0002) and use of a peripherally inserted central catheter (0·65 [0·50–0·86], p=0·0024) or percutaneous central line (0·69 [0·48–1·00], p=0·049) were associated with lower mortality. Interpretation Unacceptable differences in mortality exist for gastrointestinal congenital anomalies between lowincome, middle-income, and high-income countries. Improving access to quality neonatal surgical care in LMICs will be vital to achieve Sustainable Development Goal 3.2 of ending preventable deaths in neonates and children younger than 5 years by 2030

Accesibilidad integral en centros administrativos municipales

158 páginasEl siguiente trabajo presenta un análisis de accesibilidad integral a centros administrativos municipales. Para el desarrollo de este trabajo se construyó un protocolo de accesibilidad basado en leyes y manuales locales e internacionales en el tema de accesibilidad; el protocolo creado fue aplicado a las alcaldías de Bello, Copacabana y Medellín. Se hizo un análisis de la situación general encontrada en los centros administrativos visitados y se realizaron sugerencias generales para la construcción de un centro administrativo con el concepto de diseño para todos y sugerencias particulares a cada alcaldía para acercarlas a la inclusión efectiva en sus servicios de las personas con capacidades diferentes.ABSTRACT: The following undergraduate work presents a comprehensive analysis of accessibility in municipal administrative centers. A protocol was built for the development of the work based on both local and other countries manuals and laws on the issue of accessibility; the protocol created was reviewed in the municipalities of Bello, Copacabana and Medellin. An analysis of the situation found was done in each administrative center and specific suggestions are made to bring them closer to compliance law. Likewise, the description of an ideal municipal administrative center is attached.PregradoIngeniero(a) Biomédico(a