Resources Library by ANA

Brand loyalty among mobile phone users

This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category. The proposed approach assumes that the individual characteristics of...

Catalogue: Latin America 2002

Authors: Paulo Luís Gomes Alves, Silvia Aquino

May 12, 2002

Internet users in Argentina, Brazil and Mexico

This paper provides a better understanding of the Latin American Internet market. The relationship between users and Internet in Argentina, Brazil and Mexico has much to do with local culture and habits. Therefore, to attain an in-depth understanding...

Catalogue: Latin America 2002

Authors: Nora D'Alessio, Carola Pradás

May 12, 2002

The effect of the Internet on convenience goods

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites...

Catalogue: Latin America 2002

Authors: Cristóbal Fernández, Claudio Aqueveque

May 12, 2002

Establishing the value of a brand

This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate...

Catalogue: Latin America 2002

Author: Jorge García-González

May 12, 2002

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002

Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

May 12, 2002

They are not aliens, though sometimes they might well appear to be (Spanish)

This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.

Catalogue: Latin America 2002

Author: Guillermo Oliveto

Company: CCR Group

May 12, 2002

The Holy Grail

This paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward...

Catalogue: Latin America 2002

Authors: Jesus Rodriguez, Cary J. Nadel

May 12, 2002

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Latin America 2002

Authors: Mike Sherman, Sungmi Chung

Company: McKinsey & Company

May 12, 2002

The use of "respondent-based intelligent" surveys in cross-national research

This paper describes the methodological evolution of Ford Motor Company's product quality research in Latin America. It begins with the exporting of the North American model to Latin America. Critical biases and methodological distortions associated...

Catalogue: Latin America 2002

Authors: Marilyn Parrett, Michael Francesco Alioto

Company: RDA Group, INC

May 12, 2002