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Case studies

Digesting glocal

In the case of the present study, introducing an intercultural way of working unveiled pre-existing dynamics that reproduced the dichotomy of us versus them, notably within gender roles. For this reason, and recognising our own feminine perspective...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Jill Jefferis, Brisa Cristina Correa de Araujo, María Luz Moreno
Company: OCEANWISE
November 7, 2017
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Citation

Jefferis, de Araujo and Moreno (2017a, November 07). Digesting glocal. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/digesting-glocal


Videos

New generation brands (Spanish)

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of...

Catalogue: Latin America 2014: Accelerating Growth
Authors: María Luz Moreno, Natalia Gitelman, Federico Barallobre
June 15, 2014
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Citation

Moreno, Gitelman and Barallobre (2014a, June 15). New generation brands (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-generation-brands-spanish-


Research papers

New generation brands

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Federico Barallobre, Natalia Gitelman, María Luz Moreno
April 4, 2014
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Citation

Barallobre, Gitelman and Moreno (2014a, April 04). New generation brands. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-generation-brands