Developing a decision-making system to build a new corporate image. The case of Farmacity in the Buenos Aires metropolitan area

Guillermo Bustos, Federico Mahon, Mariela Mociulsky, Esteban Foulkes, Carmen Blanc, Carolina Porcari and Fernando Moiguer

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.