Open innovation (OI) has been mainly associated with high-technology firms. This paper aims to analyze how firms in low and medium technology industries implement their OI strategy. In doing so, we explore common patterns in OI strategies by considering inbound, outbound, and coupled OI practices. We also examine whether there are differences in innovation performance among companies adopting a specific OI strategy. The study is carried out on a sample of 242 Spanish innovating companies. Based on the relevance of the different OI practices, we identify three types of OI firms: advanced open innovators, intermediate open innovators, and incipient open innovators. Our results reveal that advanced open innovators have a higher performance in product innovation, and that there are no differences among groups in process and organizational innovation.

Avoiding commercial content while consuming media is not a new phenomenon. The theory recognizes different mechanisms to explain this behavior and the use of advertising blockers can be recognized as an active and conscious behavioral response to this type of content. It is interesting to delve into the reasons that can explain this response by the user. This article analyzes to what extent the use of this ad blocking software is related to conscious attitudes and what is the probability that certain profiles will use them more or less. The case of online news users in Spain is studied with the data from the Digital News Report 2018, which surveyed a representative sample of 2023 Spanish adults. Through a binomial logistic regression, it is shown that some demographic aspects such as age and gender seem to indicate a greater propensity to use this type of online advertising blocking software. Also users with an active attitude are more likely to use programs to block digital advertising. In contrast, it is shown how there are two profiles of people who are less likely to use these software: those who pay for online news and those who have greater familiarity and critical knowledge of the information sector.

Within the framework of theories of news trustworthiness and selective exposure to media, this research analyzes whether the trust that consumers of digital news in Spain claim to profess towards a news brand is an explanatory factor that directly mediates their consumption of said brand. In addition, and based on a novel association in literature, this work studies whether the individual attributes of political leaning and degree of digital consumption are predictive variables that have a direct effect on the consumption of news brands. Also, it tests the mediation of trust in this process. This research applies the methodology of simple mediation analysis or analysis of direct or indirect effects to data from the online "Digital news report.es 2019" survey (N = 2005). The 15 news brands studied are TVE, Antena 3, La sexta, Telecinco, Cuatro, Cadena SER, COPE, El pais, El mundo, ABC, La vanguardia, El periodico, 20 minutos, Eldiario.es, and El confidencial. As a main result, two models of selective consumption of news brands in Spain are identified: a first model that only considers the mediating effect of one or both attributes (type I), and a second that combines both direct and indirect effects (type II). This categorization highlights how users' political leaning moderates or enhances the consumption of some news brands by mediating trust. With the exception of COPE, users who are politically positioned to the right have less trust in brands, thereby moderating their consumption. On the other hand, users who are politically on the left are more loyal consumers of the media they trust most (Eldiario.es , La sexta, and Cadena SER).

El presente artículo analiza la evolución de los contenidos de pago publicados en la portada de la edición digital de The Wall Street Journal (2010 a 2012) y la influencia que tres variables ¿tipo de asunto, sección en la que se incluye el contenido, y ámbito geográfico¿ tienen en la probabilidad de que un contenido fuera de pago. Los autores demuestran que la estrategia del WSJ.com ha ido evolucionando desde un modelo paywall abierto a otro mucho más restrictivo. Asimismo demuestran que el cobro está estrechamente relacionado con contenidos diferenciados y especializados, de alto valor añadido y difícilmente imitables por la competencia

This paper aims to understand the evolution of the use of fashion brands¿ advertising formats during the period 2010¿2020. With the impact of digitization, the relationships of brands with consumers through communication and the number and type of formats used to reach them have changed. The communication campaigns of fashion brands selected by the prestigious Contagious magazine are analyzed from the point of view of the formats used. 116 fashion brand campaigns, which belong to 55 different fashion brands, were studied. It is demonstrated, through a correlation coefficient and a correspondence analysis, how fashion brands use varied formats to build cross- media communication and use those most related to the digital environment.