brand and frequent use of social networks for contact with customers. Therefore, the objective of this paper is to know how new technologies are affecting or influencing society, putting it into practice through the Inditex Group.

Abstract

[ES] En la actualidad el sector del aceite de oliva genera enormes cantidades de subproductos que, gracias a los avances tecnológicos, se aprovechan principalmente para proporcionar energía. Entre esos subproductos, los más importantes son el hueso de la aceituna, el orujillo y los restos de poda. Veremos a que industrias van destinados estos subproductos y cómo podríamos optimizar su aprovechamiento. Además, la valorización de los subproductos en la provincia de Jaén genera unos ingresos/ahorros que son muy importantes para la viabilidad del sector. Los subproductos no solo se utilizan para fines energéticos, sino que conforme pasan los años y la tecnología e I+D+i avanza, aparecen nuevos usos que aumentan el valor añadido de estos.[EN] Currently, the olive oil sector generates huge amounts of by- products that, thanks to technological advances, are used mainly to provide energy. Among these by-products, the most important are the olive bone, the orujillo and the pruning remains. We will see to which industries these byproducts are destined and how we could optimize their use. In addition, the valuation of by-products in the province of Jaén generates income / savings that are very important for the viability of the sector. The byproducts are not only used for energy purposes, but as the years go by and the technology and R + D + I advances, appear new applications that increase the added value of these.