Resources Library by ANA

From the pyramid to moebius (Spanish)

This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and...

Catalogue: Latin America 2003

Authors: Jorge Karol, Laura Fernández, Fernando Moiguer

Company: Compañia de Negocios Moiguer

May 4, 2003

From the pyramid to moebius

This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and...

Catalogue: Latin America 2003

Authors: Jorge Karol, Laura Fernández, Fernando Moiguer

Company: Compañia de Negocios Moiguer

May 4, 2003

Tracing brands amidst the crisis in Argentina

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Fernando Moiguer, Jorge Karol, Paula Magariños, Marita Soto, F. Gentile

Company: Compañia de Negocios Moiguer

November 10, 2002

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002

Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

May 12, 2002

A new retail format, a new way of building relationships

The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company. This paper describes a methodology building process, oriented towards solving - simultaneously and in real time...

Catalogue: Latin America 2002

Authors: Paula Magariños, Marita Soto, Fabian Czajka, Anibal Pérez Echeverría, Fernando Moiguer

Company: Compañia de Negocios Moiguer

May 12, 2002

Methodological contributions to the strategic management of localities

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

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

A new cultural sunday magazine

The present paper is inscribed in the frame of an extensive quali-quantitative research (since November, 1995) carried out by the team “Marketing Entrepreneur” about the daily morning paper “Pagina 12”, founded on May 26 1987. One...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Fernando Moiguer, Ana Maria Binnevies, Marita Soto, Oscar Steimberg, Paula Magariños

June 15, 1997