This paper highlights the importance of process management and strategic partnership in developing competitive advantage and creating stronger brands. Through a journey into the Portuguese chocolate market, the authors demonstrate the effectiveness of using combined research methodologies in the process of discovering not only consumer but also shopper insights. Major findings of the research became 'knowledge transformed into action' at the point of purchase.
Authors: Jaime Troiano, CecÃlia Russo
October 24, 2004
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