The authors of this work are Héctor Bajac and Pablo Fernández, professors in the ORT School of Business and Social Sciences.
Héctor Bajac holds an MSc in Marketing from Texas A&M University; he is the commercial manager at Diageo Uruguay and a professor of marketing at Universidad ORT Uruguay.
Pablo Fernández, on the other hand, holds a Ph.D. in Sociology with a specialization in Marketing from Cornell University and serves as director of Metrix Consulting.
Speakers included Dr. Gastón Labadie, dean of the ORT School of Business and Social Sciences; Enrique Baliño, president of the Zonamérica Foundation; andCarlos Lecueder, president of Shopping Centers Uruguay.