Tracing brands amidst the crisis in Argentina

F. Gentile, P. Magarinos, Marita Soto, Jorge Karol and Fernando Moiguer

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear.

tracing brands amidst the crisis in Argentina

The Brand Lab: A mobile observatory of realtime strategic branding facing consumers' mutations

Fernando Moiguer Marita Soto J. Karol P. Margariosand F. GentileMoiguer & Asociados S. A.

Introduction: Strategic Focusing

What do companies particularly those with a global positioning do to understand their markets and keep track of their consumers in a context of extreme local crisis?

How do business consultants provide support local or global to companies that have decided to act in the midst of the Argentine crisis?

How can tools...

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