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Research papers

Havanna Reinvention

We share the case of Havanna - a relevant company in Argentina, valuable and respected in a region that leads one of those few (and at this point we would say strange) categories that have no multi-national competence, and is therefore responsible...

Catalogue: Latin America 2020 - Insights Festival
Authors: Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura
Companies: Compañia de Negocios Moiguer, Havanna
October 19, 2020
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Citation

Aurich, Alcedo, Moiguer, Iocco and Cura (2020a, October 19). Havanna Reinvention. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/havanna-reinvention


Videos

The challenge of a global brand in unstable times (Spanish)

Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design,...

Catalogue: Latin America 2019
Authors: Carolina Porcari, Sabrina Scolnic
Companies: Compañia de Negocios Moiguer, The Coca-Cola Company
April 8, 2019
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Citation

Porcari and Scolnic (2019a, April 08). The challenge of a global brand in unstable times (Spanish). ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-challenge-of-a-global-brand-in-unstable-times-spanish-


Research papers

The challenge of a global brand in unstable times

Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design,...

Catalogue: Latin America 2019
Authors: Carolina Porcari, Maria Muzio, Rosaline Hester, Sabrina Scolnic
Companies: Compañia de Negocios Moiguer, The Coca-Cola Company
April 7, 2019
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Citation

Porcari, Muzio, Hester and Scolnic (2019a, April 07). The challenge of a global brand in unstable times. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-challenge-of-a-global-brand-in-unstable-times


Videos

Leadership imperative

Latin America is economically thriving, however, the region misses a conceptual framework to organize business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from an emerging middle class...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Fernando Moiguer, Lorena Cura, Magdalena Iocco, José Orlando
Company: Compañia de Negocios Moiguer
June 15, 2014
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Citation

Moiguer, Cura, Iocco and Orlando (2014a, June 15). Leadership imperative. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/leadership-imperative


Research papers

Leadership imperative

Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from am emerging middle class...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Fernando Moiguer, José Orlando, Magdalena Iocco, Lorena Cura
Company: Compañia de Negocios Moiguer
April 4, 2014
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Citation

Moiguer, Orlando, Iocco and Cura (2014a, April 04). Leadership imperative. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/leadership-imperative-8122


Research papers

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 8, 2006
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Citation

Socorro and Moiguer (2006a, October 08). From perception to experience. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/from-perception-to-experience


Research papers

Developing a decision-making system to build a new corporate image

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer
Companies: The Leading Edge, Compañia de Negocios Moiguer
October 24, 2004
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Citation

Mociulsky et al. (2004a, October 24). Developing a decision-making system to build a new corporate image. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/developing-a-decision-making-system-to-build-a-new-corporate-image


Research papers

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004
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Citation

Socorro and Moiguer (2004a, October 24). Latin American trends: Local societies, local consumption and global brands (Spanish). ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/latin-american-trends-local-societies-local-consumption-and-global-brands-spanish-


Research papers

Developing a decision-making system to build a new corporate image (Spanish)

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer
Companies: The Leading Edge, Compañia de Negocios Moiguer
October 24, 2004
×

Citation

Mociulsky et al. (2004a, October 24). Developing a decision-making system to build a new corporate image (Spanish). ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/developing-a-decision-making-system-to-build-a-new-corporate-image-spanish-