Latin America 2010
The innovation journey
Cartagena / 23 - 25 May

Best of previous Latin America papers

These papers have been chosen for their innovative thinking, outstanding quality and overall contribution to the event in which they were presented.

Latin America 2010

• Me to We Research: digital characters
  A new way of looking at ourselves
  Mark Earls, John Kearon


• Seizing opportunities inside the crisis
  Increasing the value of a pasta brand, case study
  Monica Kleiman, Cecilia Iglesias


• Webnography: A new market survey technique
  Space turning into virtual territory
  Manuel A. Barbarena, Maria León


• We are alive, we are still a target!
  Cristina Paez


• A look to the global crisis in Latin America
  Learning from the Mexican consumer experience
  Alicia Martín del Campo, Gloria Hidalgo


• Latin eye tracking
  Successful regional use of a neurophysiologic technology
  Carolina Posada, Catalina Rozo

Latin America 2008

• The Myth of the Invincible Global Brand
  Understanding the Drivers of Brand Loyalty
  Nigel Hollis, Jorge Alagon


• No Latin Love
  Mixed Views Towards Globalisation
  Constanza Cilley


• Neurosemiotics
  The Key to Successful Marketing
  Gabriela de la Riva, Rocio Ordonana, Oscar Cue, Carlos de Leon, Alice Garreti


• An Ocean of Brands
  Swimming Among Sharks
  Laura Ruvalcaba, Deborah Elkes

Latin America 2006

• From perception to experience
  A new approach to understand purchase experiences
  Fernando Moiguer, Esteban Socorro


• All You Need is Love
  Sustainable brand management
  Georgia Phillips, Michael Cramphorn, Ilan Lechter


• Merde a vous
  How (or how not) to address consumers across borders
  Luisa-Fernanda Hinojosa Streber, Roberto Lobl

Latin America 2005

• Expanding market research
  Sergio Poblete Ortega


• Brand Activation
  Strategic versus tactical objectives
  Viviana Barcesat, Vanina Gruart


• Understanding how shoppers really behave
  Susana Marquis, Carolina Dennin


• The effectiveness of customer satisfaction measurements
  Leopold Zuniga Hernandez, Angela Momney, Jorge Cherbosque