Abstract: The main objective of this study was to design and develop a mobile application that contains the Kudo Box to promote intrinsic motivation among employees, using personalized cards with motivating messages, to improve organizations’ efficiency. The methodologies applied during the design and development stage were the incremental model and the technological acceptance model (TAM). The outcome was the design and development of a mobile application, which contains the management 3.0 tool named Kudo Box. This application can be used on Android devices at any place and time to send and receive personalized motivational cards among colleagues at a given organization. The mobile application complies with key TAM constructs and has an intuitive and attractive environment design for the user. In conclusion, the mobile application Kudo Box is easy to use and has a simple structure, as well as a good performance on mobile devices.

Resumen: El principal objetivo de este estudio fue diseñar y desarrollar una aplicación móvil que contiene la Caja Kudo para promover la motivación intrínseca de los empleados, por medio de tarjetas personalizadas con mensajes motivadores, y mejorar la eficiencia de las organizaciones. La metodología utilizada durante el diseño y desarrollo fue el modelo incremental y el modelo de aceptación tecnológica (TAM). Como resultado se diseñó y desarrolló una aplicación móvil que contiene la herramienta de administración 3.0 llamada Caja Kudo. Esta aplicación puede utilizarse en dispositivos Android en cualquier lugar y hora para enviar y recibir tarjetas motivacionales personalizadas entre compañeros de una organización. La aplicación móvil cumple con los constructos clave del TAM y cuenta con un diseño de entorno intuitivo y atractivo para el usuario. En conclusión, la aplicación Caja Kudo es fácil de usar y cuenta con una estructura simple, además de un buen rendimiento en el dispositivo móvil.

A lo largo de su crítica literaria, Jorge Luis Borges deja las huellas de su concepción de la poesía o, en otras palabras, sugiere las características que las obras poéticas tienen para él. En este marco, la eficacia poética es un concepto de Borges que habla de los rasgos de la poesía y que apunta al acierto con el que un autor trata los asuntos de su obra, conforme a unos fines estéticos. Pero tal acierto depende de la objetividad artística, entendida como un procedimiento dedicado a cumplir con los intereses de la obra o con sus demandas objetivas. El presente artículo expone los aspectos de dicho procedimiento, según el escritor argentino.

Jorge Luis Borges, throughout his literary criticism, leaves traces of his conception of poetry or, in other words, suggests the features that, for him, poetic works have. In this context, poetic effectiveness is a Borges concept that speaks of the features of poetry and points to how successful an author is when dealing with the issues of his work, according to some aesthetic purposes. But that success depends on the artistic objectivity, this understood as a process dedicated to meet the interests of the work or its objective demands. This paper presents the aspects of this procedure, according to the Argentine writer.

A recessão que a maioria das economias mundiais suportaram nos últimos anos causou um grande interesse no estudo dos seus efeitos macroeconômicos. Neste contexto, ressurgiu o debate sobre os efeitos do investimento em publicidade, tanto pela sua capacidade potencial para estimular o gasto do consumidor, quanto pelo impacto positivo na recuperação económica. Esta ideia, sustentada na conhecida hipótese de Galbraith, constitui a base deste artigo, cujo objetivo fundamental é testar a citada hipótese por meio de uma análise empírica. Neste estudo, centramo-nos no caso da Espanha usando os dados correspondentes ao período compreendido entre os anos 1976 e 2010. Realizou-se uma análise de cointegração usando duas aproximações (Teste de Engle-Granger e teste de Gregory-Hansen respetivamente), para determinar se existe alguma relação entre investimento de publicidade e seis macro variáveis (PIB, Rendimento Nacional, Procura Interna, Consumo, Poupança e Formação de Capital Fixo), assim como a taxa de desemprego registado. Com os resultados obtidos concluímos que a hipótese de Galbraith não se cumpre no caso da Espanha.

The recession that most of the world economies have been facing in the last years has caused a great interest in the study of its macroeconomic effects. In this context, a debate has resurged regarding the advertising investment, as for its potential capacity to impel the consumer spending and to impact positively on the economic recovery. This idea, sustained in the so-called Galbraith's hypothesis, constitutes the core of this paper, where the main objective is to test that hypothesis by means of an empirical analysis. In this study, we focus on the Spanish case and the data correspond to the period 1976 -2010. A cointegration analysis is carried out, using two different approaches (Engle-Granger test and Gregory-Hansen test, respectively), to determine if there is any relationship between the advertising investment and six macromagnitudes (GDP, National Income, Consumption, Savings and Fixed Capital Formation), as well as the registered unemployment rate. Based on the results obtained, we conclude that Galbraith's hypothesis is not fulfilled for the Spanish case.

El artículo expone la teoría de Jorge Luis Borges sobre el lenguaje poético, la cual permite comprender el trabajo de los poetas con la palabra. El problema central es la tensión entre el carácter abstracto y el carácter mimético del lenguaje. Según Borges, la abstracción es un obstáculo para el interés de la poesía, interés que consiste en conservar -en la lectura- las emociones de las que la poesía surge, experimentadas ante las circunstancias esenciales de las cosas. Conforme a lo anterior, el artículo explica tal obstáculo, y expone -en el marco de la teoría borgeana- cómo la poesía lo supera gracias al carácter mimético o concreto del lenguaje.

The paper presents Jorge Luis Borges's theory of poetic language, which allows the reader to understand the poet's work with words. The central problem is the tension between the abstract and the mimetic feature of language. According to Borges, abstraction is an obstacle to the purpose of poetry, which is to preserve the emotions from which it springs and which are aroused by the essential circumstances of things. The paper explains this obstacle and shows -in the context of Borges's theory- how poetry surmounts it due to the other aspect of language: its mimetic character.