Abstract:

This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an integrated model from a remix of methodologies, which incorporated qualitative, ethnographic and quantitative techniques aimed at finding opportunities for the development and positioning of a brand in a highly competitive and demanding environment. This case presents a model of interdisciplinary work and methodological integration and a new value proposition relevant and different for ETB Móvil.