The power of Pacha Mama: Mother Earth and the construction of successful brands

Small and medium enterprises (SMEs) represent an important sector for the growth of the Latin American economy.

The power of Pacha Mama: Mother Earth and the construction of successful brands

Julia Paez and Cristina PaezConsultor Apoyo, EcuadorMaría Augusta IturraldeNeurosketch, Colombia

INTRODUCTION

"Doña Justina Cusicanqui, wise and tender old lady, tells a story of her grandmother about an Aymara Indian who, in front of the obstinate priests that aimed for him to be baptized under the Christian faith, answered in a very calm tone: "I expect nothing from the Heavens, all I have has been given to me by the Land". Homero Carvalho Oliva, 1957, Pachamama

Small and medium enterprises (SMEs) represent an...

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