Edition 55, Marketing

New Realities for Consumer Awareness, Challenges and Possibilities

Nuevas realidadesBy: Fernando Álvarez y Luis Gabriel Méndez

Factors such as facial symmetry increase the attractiveness of a person when compared with faces that are less symmetrical. But when we explain the reasons why we are attracted to a person, an element of this type will hardly come to mind.

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Entrepreneurship, Edition 55, Marketing

How Companies Are Born

Cómo nacen las empresasBy: Nomara Parra, Alejandra Barroeta y Tatiana Petrone

To understand what happens in Mexico when speaking of “entrepreneurship” – in addition to defining who are entrepreneurs – it is important to learn what the entrepreneurial ecosystem is and what elements comprise it.The entrepreneur is part of a system, like a leaf of a tree, or a tree in a forest. The panorama is filled with those who work, those who are the innovators and those who are dedicated to offering goods and services: the companies.

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Edition 52, Marketing

Cloned Rivalry: Motivating the Sales Force for Growth in the Mexican Pharmaceutical Sector

By: Bruce McWilliams, Professor, Instituto Tecnológico Autónomo de México
Cristóbal Thompson, Executive Director, Asociación Mexicana de Industrias de Investigación Farmacéutica, AC
Ángeles Martínez, Engagement Manager, Consulting and Services, IMS Health
Edgar Cochran, Instituto Tecnológico Autónomo de México

In globally competitive markets, pharmaceutical firms face a precarious situation: declining loyalty from consumers as they increasingly switch to lesser-known, lower-priced brands, and the proliferation of generic substitutes that compete with the branded products of both national and multinational pharmaceutical companies.

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