Latin American trends: Local societies, local consumption and global brands. (or 'From Researchers to Coniglieri')

Esteban Socorro and Fernando Moiguer

Many expressions of globalization have recently generated resistance and rejection in the region. Even during the most acute phases of these changes, Coca-Cola – a paradigm of internationality – was perceived by consumers as physically and emotionally close in Argentina.

Latin American Trends: Local Societies, Local Consumption, Global Brands

(Or “from Researchers to Consiglieri”)

Esteban SocorroCoca-Cola, Argentina

Fernando MoiguerMoiguer & Asociados, Argentina

INTRODUCTION

Globalization's powerful drivers push towards uniformity and homogeneity. In recent years, however, many Latin American countries took a main role in the configuration of new local identities and attempted to set new relationship styles towards the global world.

Various forms of polarization and fragmentation process are notorious today – with diverse degrees of consolidation and clearness – in the majority of Latin American societies, marketplaces and consumption cultures, even though they may appear under different...

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