!" # $"% & '( )( *+,-, Editor: Editorial de la Universidad de Granada Autor: Esteban Romero Frías D.L.: GR 3072-2010 ISBN: 978-84-693-3279-5 './ % ") & 01""# 0" % ") 020& "0( "( *+,-, A mi madre, a mi padre, a mi hermana, a mi Mamu. «Heródoto viaja con el fin de encontrar una respuesta a su pregunta de niño: ¿cómo es que en el horizonte aparecen naves? ¿De dónde han salido? ¿De qué puerto han zarpado? O sea que lo que vemos con nuestros propios ojos, ¿no es aún el límite del mundo? ¿Hay otros mundos todavía? ¿Cómo son? Cuando crezca, querrá conocerlos. Aunque más vale que no crezca del todo, que conserve un poco de ese niño curioso que es, pues sólo los niños plantean preguntas importantes y de verdad quieren aprender. Y Heródoto, con su entusiasmo y apasionamiento de niño, parte en busca de esos mundos. Y descubre algo fundamental: que son muchos y que cada uno es único. E importante. Y que hay que conocerlos porque sus respectivas culturas no son sino espejos en los que vemos reflejada la nuestra. Gracias a esos otros mundos nos comprendemos mejor a nosotros mismos, puesto que no podemos definir nuestra identidad hasta que no la confrontamos con otras. Por eso, después de hacer este descubrimiento -otras culturas como espejo en que mirarnos para comprendernos mejor a nosotros mismos-, cada mañana a la salida del sol, incansablemente, Heródoto reanuda su viaje.» Ryszard Kapuściński Viajes con Heródoto (2004/2008: 296-297) «Vínculo a vínculo construimos sendas de entendimiento a través de la red de la humanidad. Somos los hilos que cohesionan el mundo.» Tim Berners-Lee Tejiendo la red (1999: 189) ) 3 1"4 $ 4 5"678493*+** " )4 ":2" "4));044 <4/4""<4" 4 < =4 2)4 " 4*")>"* " >" $ % : " ) "%)# # ?" ) )" * *>">"** "%:*0= >"*0"0>" 0"# ")* ); * 3=; )"; ; 3 ")0* " " @ >" 0 0 #?"A*" @* ! " " " " %A @ * % ; " "=#3=;0%"$* )=%"= %;*"@"*=" >"#3 *"*" $"$=# );%"" )@))#2!" 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La Webmetría 3 & 0 % 1@[ B+,,QC " ""*"")%$ & " %>" !# 3 " ! " "%$ !"B@*9=) >" ! X .2XC 9 >" >" " =) B @* 9 =) >" ; =) 0(^^ ##C# 3 $ 9 0 ";%"*>"@ J !""#$%" "# =*$"0*)*"" )%# 3**>"""=) )""%" $$ / )$%B%*-RNRC#0>" !*%"*0)" ">")$"&# 0"%%%* * @* " =) :)# *0" " )$; B0'0 *+,,+C* %""")B0"*T'0 * +,,+C* B")0 T*+,,+4")0'0 *+,,OC# =%"@% 3 ")0*>"0A>"" :$% 0# 1.2. Motivación y objetivos: preguntas de investigación 3@%")00 *>"*"*%"; 0*" )$# 3)")$>"0 "%")# K 3"%C;C, 1.2.1. Pregunta de investigación 1: ¿En qué medida se relacionan las variables financieras clave de una empresa con su presencia en la Web, medida a través del número de enlaces que reciben sus sitios web? 3)0B")0*+,,Q*+,,Q4 ")0&"*+,,QC0)% 9>" "" %* $ : %# )* @ 0 A" ) %$* " * "; " * " & = >" # 2 * 0 A * "$*0"$* ) "$B Q#-C# 2 * @ 0 ))=%=*0*0 A"$"#"@B Q#-#+C" ! # * )"$ $"9;* " >"! " "$ " " = >": >" = "@ )"$# 1.2.2. 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" >" ! $ " "0 * %$ " & #29*"">"" )"%A# " & * " )* !*%$)$* "# * " $ "* %")$ !# " " )$ # Q#- @ = &# Q#-#-A %# Q#-#+""": #* ;*%>""#29* -, 3"%C;C, Q#-#O* " = )$ 9 *%%>"A9 >" "# 3 $ Q#+ " " = E# Q#+#-)"@= # ; >" ) "= "# Q#+#+ A";=E* "*%"9>" ) $# * )$A%$" %$"$% "# * Q#O " " @ >" ; " !>")*= =E# 2 9* " >" " " $ ) " A$ "* ;* %"")$# )*%*@")% "$A# -- &# #'())))) «Ya se sabe: por una línea razonable o una recta noticia hay leguas de insensatas cacofonías, de fárragos verbales y de incoherencias.» Jorge Luis Borges La Biblioteca de Babel (1944/2005a: 466). «Al principio se creyó que Tlön era un mero caos, una irresponsable licencia de la imaginación; ahora se sabe que es un cosmos y las íntimas leyes que lo rigen han sido formuladas, siquiera en modo provisional.» Jorge Luis Borges Tlön, Uqbar, Orbis Tertius (1944/2005b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` '0%)]);"#'0]% )0*#X 3"")$;= #">"")" XX#*=%1 1)B1)*-RQQ^+,,J(QKKC# X"B>"1C"9%* ; %* ) 0A)* ; $ * @# ">" 0A=) %"(#X ""@%9>"* )*1#*$ )" " % >" B1)* -RQQ^+,,J(QKJC( -J !""#$%" X* >" " 0A=) " >" "* <)$ 09#/B"";C"* =)9/0"=#.(" ; " 0 )" %* %=) 0#X 2.1. 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C - A%.* JJB+C(---d-+K# &0*#5#j<)*1#D#B-RRPC#&&&(T %% % 8 "] "0) 0M C ;%9/""%%.*P(O+EOP# &* 2# B-RRPC# 0 0 " 0 0 "#*O,BNC(K+JEKOO# &8*#*T*#*'0 *<#j2*#B+,,OC#<% 8)(%0 "%% %0"# O%C-*+RB-C(JRE KK# &%*#*8* #*D*1#D#j*'#B+,,-C#A"('0" 0)%0&#O%-.C- A%.*J+(-,NOE-,NQ# &"*2#B-RRKC##GD*+,B+C(-JJE-PK# OJK 8% .*#jG0"*?#B+,,PC#T8%) %0 #-*NKB+C(O-JEO+K# .*.#.#*G0)*#*3"*D#j/0")*#B+,,-C#&)B&C(0 0)0 %)# 9% C%%*+-RP(-d-N# G* # B-RRPC# ) 0")0 ) " "# C%% #*RB-C(QQEJQ# G0)*.#*D*1#D#j8* #B+,,RC#'%&0 ) )# C D* QJ( +O,E +QJ# G;8*#B-RRKC#"0";%X#'#"8 B#C % 3% B# +R,E+RJC# /( " " 18# G8* <# B+,,JC# '0 )0 % 0 # 1# B#C % # C - A%. B# JOENPC# <%* D( %'# G"* #B+,,KC# "0 """ & 8 ###M O% -. C -A%.*JNB--C(-QPNE-J,+# G"* #B+,,KC#<)0)#O%-. C-A%.*JNB+C(-J+d-KP# OJN #A Anexo I. Artículo "World Brain: The Idea of a Permanent World Encyclopaedia" por H.G. 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Evaluación de los supuestos del modelo de regresión múltiple (Apartado 4.1.3) B! T)"; =%";)$ !""#$%" )"; ))$ OKK 1CC OKN !""#$%" B" #! T)"; =%";)$ OKP 1CC )"; OKR !""#$%" B T)"; =%";)$ ON, 1CC )"; ON- !""#$%" B$%& T)"; =%";)$ ON+ 1CC )"; ))$ ONO !""#$%" ONQ 1CC B' T)"; =%";)$ ONJ !""#$%" )"; ))$ ONK 1CC ONN Anexo III. Empresas incluidas en el estudio de índices bursátiles (Apartado 4.2.1) 25;! ) 3 " +J-#,,, <<< O<# 0(^^ #O# # 0(^^ ## 0(^^ #A# 0(^^ ## 0(^^ #8%# 1 OKQ#,,, 0(^^ #)# +QN#,,, W2 ' 1 1 A# 'j'# 18% # 1)# % " ; " '# %@ Q+#R,, -#-+,#,,, +#N,,#,,, ' # 0(^^ ## 0" ++N#,,, W 0# 0(^^ #0# )"# 0(^^ #)"# 5/ E# 0(^^ #E# 0(^^ #"# 0(^^ #AA# 0(^^ #)# 0(^^ #)# W/< < ##"2 "j# AA< # # < # 2$) ) 1 1 0$ 2" >" 2$) ) " % "$ +OO#,,, -+P#,,, +-Q#,,, -Q-#,,, +KQ#,,, +K+#,,, +Q+#,,, !""#$%" T2? 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' * /$ T"3 ! : .2 0 '! " $ 0(^^ ## 0(^^ #0# "$ 0(^^ ## -R#R,, 0(^^ ## 2$ -O#-,, 0(^^ #)"# "$ 0(^^ #"# ) ' '%$ 0(^^ #%# '" $ 0(^^ #"%# OR, ON#N,, -#J+, K#OO, OQQ +NR#,,, -P#Q,, Anexo IV. Listado de bancos cotizados en la NYSE y el importe de fondos federales recibidos (Apartado 4.2.2) ) 3 % +,^P^+,,R BC 18% 1 0(^^ #8%# +J#,,, 0(^^ #)"# +J#,,, D2<)0j# D2< 0(^^ #0# +J#,,, &)j# & 0(^^ # %)# +J#,,, 1 1 0(^^ #"8# K#JRR ""18# ' 0(^^ #""# Q#PJ, 0(^^ #)# O#J,, 11j' 11' 0(^^ ## O#-OO*KQ 5 5. 0(^^ #8# +#J,, # < 0(^^ ## +#+J, < 0(^^ #8# -#N-J 0(^^ #"# RKN*PN T 0(^^ #%0;# PKK*JQ . 0(^^ ## Q,, &1 0(^^ # # Q,, '1 0(^^ #%8# &3 0(^^ # )"# OO, 1 3. 0(^^ #8# O,, m)1*# 1 0(^^ #%)# & 3 0(^^ # # -Q, 2 0(^^ #%8# -OJ )"# ) <0j "# T; & ' &)'" & 1 2% # OK-*-N+ +KK*KJN !""#$%" ##1# 1 0(^^ #%E# -,, /1 /1 0(^^ ## -,, 0(^^ #%# , 1W 0(^^ #"0# , 1/T 0(^^ #0# , 18 1*# 11W 0(^^ #8# , 13 1 0(^^ ## , 1)"# 1 0(^^ #8# , 1 0(^^ #"8# , 0(^^ #%8# , 3 0(^^ # )# , 0(^^ #%8)# , 0(^^ #%%# , 0(^^ #)")"# , <2 0(^^ ## , 1"0 18%T "18* # "^18*# 0 % "" # 1* # 0(^^ # %# , <j'18 <'1 0(^^ #8# , .1 0(^^ ## , 3 0(^^ # 8# , / 0(^^ ## , 2 0(^^ ## , 2 0(^^ #@# , .8" 1*# 10* # /"* # 2 " 2 *# OR+ 1C )1*# / 0(^^ #)8# , )1 '3 0(^^ #)# , &0 &1 0(^^ # 0# , &0)<""# &< 0(^^ # "# , m)9)1*#$%# %% # ORO Anexo V. Listado de los 50 mayores bancos mundiales (Apartado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j 1 18 0(^^ %03 0 1 " 0(^^ 18 1 T1 <1 ; 18% 0(^^ #8%# #"8 T118 0(^^ #0##"8 0(^^ ## "<" 0(^^ ###@ ;8 0(^^ #;8# 0(^^ 18)# D$ -O#N,, R#OR, PJ#-,, KJ#N,, QN#P,, QK#N,, -,J#,,, -,O#,,, -,#K,, R#-,, ## -,#R,, K#JR, 0(^^ #8# T --#-,, --#O,, 18 0(^^ #E " 8# J#+P, O#++, +P#P,, O-#N,, Q,#Q,, +P#R,, 8 0(^^ #E ]) )# 2! 3 3'1 0(^^ ## ORK 1 " 1 1/ 8 &0 1 )""18 %0 18%0 3 &018 18% "8 A 0" G 0(^^ #0# 0 -RO#,,, +NO#,,, 0(^^ ## 0 ORR#,,, QPJ#,,, 818 ^ 0(^^ 10TE T A '00"8 18 G18 #88# 0(^^ # 0# 0(^^ #8# 0(^^ #08# N#RR, N#P+, -QO#,,, PO#R,, = Q,#K,, Q,#J,, -Q#,,, -K#O,, 0(^^ #A#% N#KR, Q#N+, 0(^^ #0"8##@ D$ J#NR, +#KK, 0(^^ #;8# R#KJ, -Q#O,, +-#P,, -P#O,, Q-#+,, OJ#R,, E &18 0(^^ # # 2 " 0(^^ ## " <;"0 <;"0183 0(^^ #;"08##@ D$ 0(^^ # # K#-R, N#,N, 0(^^ #;"08##@ D$ J#N-, O#JN, 0(^^ #8% # QQ#O,, K+#N,, -+Q#,,, --O#,,, 38 311& 1E &a) <;"01 <;"0 5 5%& 183 5%a &"%" ORN !""#$%" 11 11 ; 0(^^ ## : QO#-,, JO#+,, 0(^^ ###" " -R#P,, +-#+,, 0(^^ # %)# 0(^^ ## 0(^^ #8# 0(^^ ## ) 1 &%) 1 51 ' " 183 &)18 10 38 5118 '0'E 18 ORP OQK#,,, +R-#,,, J#P-, Q#N,, 1!) -N#,,, +,#O,, = ON#O,, OR#P,, Anexo VI. Versión en español del Capítulo 5: "Resumen y conclusiones finales" «Si cada uno de nosotros extiende su atención de manera igual entre grupos de diferentes tamaños, desde lo personal a lo global, ayudamos a evitar esos extremos. Vínculo a vínculo construimos sendas de entendimiento a través de la red de la humanidad. Somos los hilos que cohesionan el mundo. Cuando hacemos esto, acabamos teniendo de manera natural unos cuantos sitios web muy demandados, y una continua disminución de la enorme cantidad de sitios con muy pocos visitantes. En otras palabras, por muy atractiva que pueda ser la igualdad entre pares, semejante estructura no es óptima por su uniformidad. 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