Resources Library by ANA

The crossroads for Latin American researchers

Today we find Latin American research companies and researchers at a crossroad: Create value or disappear. Where do we currently stand on the issue? Which strategies are best for what companies? The research market currently shows different frames of...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Jorge García-González

October 24, 2004

Being American

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more towards the government of George Bush than at the...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Nic Hall, Silvia Aquino

October 24, 2004

Developing a decision-making system to build a new corporate image (Spanish)

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Ilan Lechter, Georgia Phillips

Company: Add+Impact International

October 24, 2004

Category management

This paper describes the Category Management methodology used through Consumer Panel information in different countries in Latin America (Argentina, Brazil and Chile), aimed at opportunities for manufacturers and retailers in the search for the best...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Ana Cláudia Hernandes Fioratti, Dionisio Seissus García

October 24, 2004

Understanding consumer behaviour

Years of experience with market research led to some key questions, especially those related to information delivery, that could be used in a tactical as well as in a strategic way.The second challenge was to define information and customer needs in...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Luiz Fernando Goes, Sonia Bittar

October 24, 2004

Women of Brazil

This paper covers a deep study on feminine nuances both in urban Brazilian nuclei and in root communities (aboriginal, black, riparian, from the inland and the Amazon). For that purpose, it developed a new way of investigation that seeks to study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Oriana Monarca White

October 24, 2004

Cool

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Paulo Carramenha, Helena Palla, Paula Felice

October 24, 2004

"I like it"... Whatever that means

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Daniel L. Pedrero

October 24, 2004