Resources Library by ANA

Cyber quali

With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of...

Catalogue: Latin America 2008

Author: Diva Maria Tammaro de Oliveira

May 13, 2008

The 'glo-cal' branding toolkit

The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer...

Catalogue: Latin America 2008

Authors: Mauricio Yuraszeck, Gabriela Ugalde Romagnoli

Companies: Nestlé, KANTAR TNS Malaysia

May 13, 2008

The myth of the invincible global brand

Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently,...

Catalogue: Latin America 2008

Authors: Jorge Alagon, Nigel Hollis

Company: KANTAR TNS Malaysia

May 13, 2008

Once gotten, not forgotten

Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product...

Catalogue: Latin America 2008

Author: Lidia Oie Jiques

Company: Ipsos MRBI

May 13, 2008

Internet on wheels

The e-commerce Industry has been increasing at a steady pace worldwide for the past 5 years. However, in emerging markets its relevance and accelerated growth has just started in the past 1 to 2 years and it will continue to grow as internet...

Catalogue: Latin America 2008

Authors: Ivan Casas, Gonzalo Peña, Guilherme Caldas de Castro

May 13, 2008

An ocean of brands

As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are. Brands with a strong emotional link will be at the top of its...

Catalogue: Latin America 2008

Authors: Laura Ruvalcaba, Deborah Elkes

May 13, 2008

Neurosemiotics

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or...

Catalogue: Latin America 2008

Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado

Company: De La Riva Group

May 13, 2008

The secrets of neuromarketing

Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical...

Catalogue: Latin America 2008

Authors: Alejandra Ruiz-Contreras, Javier Cervantes, Oscar Prospero-Garcia, Philipp Hillenbrand

May 13, 2008

Bridging market paradoxes

Living in a glo-cal culture isn't easy: major trends and local particularities converge, collide and finally merge in a sort of cultural mash, which has both to be dissected into its particularities and understood as a whole in the quest for consumer...

Catalogue: Latin America 2008

Author: Saul Feldman

May 13, 2008