It was a full-day online conference at which the results of marketing research projects that had received funding through the 2020 CRF–ORT competition were presented.
The lectures given were as follows:
- “The Effectiveness of Advertising in Communicating the Expansion of Product Use to Other Situations: Evaluating COVID-19 Prevention Through Service Robots in Hotels,” by Dr. Nora Lado (Carlos III University) and Dr. Jaime Romero de la Fuente (Autonomous University of Madrid).
- “Focus on Radio Advertising,” by Dr. Manuel Alonso Dos Santos (Catholic University of the Most Holy Conception, University of Granada).
- “What are the motivations, needs, and desires of family business members when it comes to embracing innovation and innovation services?” by Dr. Miguel Palacios and Dr. Laura Rodrigo (ESCP Business School).
- “Motivations for Choosing Brands and Personal Values: An Exploratory Study Using a Mixed-Methods Approach,” by Dr. Matilde Elices ( Mar Institute Mar Medical Research—IMIM, Autonomous University of Barcelona).
- “Concerns and Interests of Spanish-Speaking Individuals in Pursuing Their Desire to Complete Graduate Studies Online,” by Dr. Elisenda Codina and Genoveva Purita, M.A. (University of Barcelona).
- “Understanding the motivations behind fresh fruit consumption: an analysis based on the ideas of Geraldine Fennell,” by Dr. Ana M. Arboleda and Dr. Luciana Manfredi (ICESI University).
- “A Customer-Centric Approach to Financial Inclusion,” by Dr. María Merino and Dr. Guillermo Abdel Musik (Autonomous Technical Institute of Mexico).
- “The Sol Inn Case,” by Guillermina Frick, Esq., and Mariana Escandón, Esq. (Universidad ORT Uruguay).
- “The Rappi Case,” by Dr. Carlos Enrique Ramírez and Dr. Ángela Gil (ICESI University).
The wide range of topics attracted more than 600 registrants from Spain, Argentina, Mexico, Chile, Colombia, Venezuela, Brazil, Bolivia, Peru, Curaçao, Puerto Rico, and Uruguay.
The speakers answered questions from the audience and responded to comments from ORT teachers, who served as moderators.
The projects drew on the ideas of Dr. Geraldine Fennell, a former professor and researcher at the University of Texas at San Antonio (UTSA), who dedicated her life to marketing research and to advancing the field.