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Research papers

The scope method

To whom do brands belong nowadays? Without a doubt, organizations have legal rights over brands, but the stewardship of the brand's destiny does not depend exclusively on the organization's will any longer: consumers and non-consumers - ultimately,...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Camila Holpert, Claudia Furniel
June 15, 2015
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Citation

Holpert and Furniel (2015a, June 15). The scope method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-scope-method