How to enter in a highly competitive environment without sinking (Spanish)

Date of publication: June 15, 2016


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.

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