Resources Library by ANA

Recognizing the consumer power in the cable TV market in Brazil! (Spanish)

Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and...

Catalogue: Latin America 2003

Authors: Bárbara Corrales, Simone Felisardo

Company: EP - Escritório de Pesquisa Eugênia Paesani

May 4, 2003

The dilemma of brand identity in Latin America (Spanish)

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003

Author: Nora D'Alessio

May 4, 2003

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 contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

From pillage to association (Spanish)

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001

Authors: Gastón Martínez Heres, Paulo Carramenha

May 1, 2001

Segmentation of adolescents using a multimedia study (Spanish)

This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic...

Catalogue: Latin America 2001

Authors: Alicia de la Macorra, Iván Castro

Company: Ipsos MRBI

May 1, 2001

Methodological contributions to the strategic management of localities (Spanish)

Based on a non-deterministic model – which implies prolonged processes, incorporates multiple unconventional actors and values progressive strategy building through non-linear trajectories – this paper describes transverse approaches and...

Catalogue: Latin America 2001

Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Wendy Méndez Casariego, Paula Magariños

Company: Compañia de Negocios Moiguer

May 1, 2001

Service quality evaluation in the pharmaceutical industry (Spanish)

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Nestor Cohen, Monica Soto

June 15, 1999

Novel segmentation techniques (Spanish)

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Carlos Quezada Guzman, Emilio Martinic

June 15, 1999