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

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.

Developing a Decision Making System to Build a New Corporate Image

The case of Farmacity in the Buenos Aires Metropolitan Area

Guillermo Bustos and Federico MahonFarmacity, Argentina

Mariela Mociulsky, Esteban Foulkes, Carmen Suen Blanc and Carolina PorcariLeading Edge, Argentina

Fernando MoiguerCorporate Strategic Planning, Argentina.


The Business Case

The project has a singular origin. Farmacity – the most important retail chain in pharmacy, toiletries, beauty and personal hygiene, baby care and other massive free sale products with exhaustive coverage in Metro Buenos Aires – implanted a business model that transcended the traditional Pharmacy and Toiletries formats.


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