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

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...