Universidad ORT Uruguay, through its School of Business and Social Sciences and its School of Communication and Design, in partnership with the Carolan Research Institute, invites students, faculty, and researchers from universities in Latin America and Spain to participate in the Carolan Marketing Research Forum – Universidad ORT Uruguay 2021 (CRF – ORT 2021) on May 10.
This is a full-day online marketing conference where the results of marketing research projects that were awarded grants through the CRF – ORT 2020 competition will be presented. The authors will present their work and answer questions from the audience.
These projects draw on the work of Dr. Geraldine Fennell, who was a professor and researcher at the University of Texas at San Antonio (UTSA) and dedicated her life to marketing research and advancing the field.
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Theoretical Framework
Dr. Geraldine Fennell's philosophy is based on a powerful premise: don't sell what you make, but rather what customers want to buy.
Based on this central idea, Dr. Fennell developed several lines of research, including a model for understanding and classifying customer preferences in order to contribute to better brand and product design.
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Dr. Geraldine Fennell
Dr. Fennell was a passionate practitioner of marketing, both in the business world and in academia. She worked at Unilever and J. Walter Thompson, and earned her doctorate from The City University of New York.Fennell's philosophy, which has been taught at Universidad ORT Uruguay 30 years, is based on a powerful premise: don't sell what you make, but rather what customers want to buy.
Based on this central idea, Dr. Fennell developed several lines of research, including a model for understanding and classifying customer preferences in order to contribute to better brand and product design.
Carolan Research Institute
Below is a list of the academics and researchers who have led the Carolan Research Institute and established the Carolan Research Forum competition.
Evaluation Committee
The evaluation committee for theUniversidad ORT Uruguay Carolan ResearchUniversidad ORT Uruguay competition is composed of the following academics:
History
Here you can find some examples of research conducted by scholars at Universidad ORT Uruguay, with funding from the Carolan Research Institute.