Purpose: The objective of this study is to analyze how cross-functional integration contributes to the development of market-oriented strategies in the context of food and beverage manufacturers in Latin America. Design/methodology/approach: A multi-case study was conducted in two multinational...

Purpose The purpose of this paper is to present an analysis of the cognitive relationship between personal values of buyers and attributes of automobiles. Design/methodology/approach In total, 60 interviews were performed with buyers of sporty and compact cars. The qualitative laddering...

This paper aims to evidence the cognitive structure of values of customers of regional brand from the South of Minas Gerais and Triângulo Mineiro regions. It aimed to identify perceptions about attributes, consequences, values and connections among these elements through a hierarchical map of...