Universidad ORT Uruguay the Carolan Research Forum invite faculty members from undergraduate and graduate programs at Spanish-speaking universities in Latin America and Spain to participate in a research initiative aimed at improving our understanding of consumer motivations, using the theoretical framework developed by Dr. Geraldine Fennell. Up to five proposals will be selected to receive funding of USD 10,000 (ten thousand U.S. dollars) each.
The philosophy of Dr. Geraldine Fennell, founder of the Carolan Research Institute, is based on a powerful premise: don't sell what you make, but rather what customers want to buy.
Building 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. Through this competition, researchers will have the opportunity to receive funding to apply this approach in the field of marketing practice.
The Carolan Research Forum – Universidad ORT Uruguay will be the first event of its kind in Latin America and will take place in September 2020. At that time, researchers from funded projects will have the opportunity to publicly present their findings. The deadline for project submissions is November 15, 2019.