prueba con CIMEL

1. Our Goal
• Logros
• Como trabajaremos
• Futuro
• Presentar los centros
• Que haremos de reseaarch
• Posibles entrantes

2. Research Center
For Media and Entertainment
in Emerging Economies
Learning Community

3. Research Center
For Media and Entertainment
in Emerging Economies
Learning Community

4. Our Goal
• Understand changes and trends in the media and
entertainment industries
• Identify challenges
• Promote knowledge to positively contribute to
both managers and society
• Global perspective, focus in Latin America &
Emerging Markets

5. Our Goal
• CIMEL tries to deeply understand the changes and trends taking
place in the media and entertainment industries.
• The goal is to identify the challenges that these industries face,
and to promote knowledge to positively contribute to both
managers and society.
• CIMEL maintains a global perspective, with focus in Latin America
and Emerging Markets.

6. Finished Research Projects
2007-2008
‘Media Consumption At The Base Of The Pyramid’
2009
‘The Interactive Generation in Argentina’
2010-2011
'Understanding the consumer digital media: segmentation and
preferences'
2011
‘'Interaction with Digital Media’
2011
‘'Using digital media in Corporate Communication’
– May 17th. - Nokia Talk Buenos Aires
– June 15th. - 3rd International Seminar on Market Research - National
Association of Advertisers (ANDA) from Peru
– August 9th. - AMDIA INTEGRA Marketing in Motion
– September 1st. – Bumeran / IAE Event for HR Managers

7. Academic Material and Publications
• Article “Systemic Coherence: Disney's strategic focus in Latin America”,
Harvard Business Review Latin America, March 2007.
• Chapter "Media & Entertainment in Argentina: Doing business in a
fragmented society", in the Spanish Language Media Handbook, 2009.
• In 2009, the CIMEL maintained a column specialized in Media in the
newspaper “El Economista”.
• Cases:
•La Nación •Pol-ka
•Disney •Diario Perfil
•iBasis •Telefé
•Kodak •Village Cinemas

8. How we will be working
• Chief Executive
• Academic Director
• Member companies
• Professors abroad
• New Entrants
• Research Resources

9. E Nova Thinking
Learning network for thoughtful action to speed up sustainable business
growth and socioeconomic development in Latin America
“Global – Local” tensions and dilemmas
Innovative and sustainable business models in
Emerging Markets
Critical leadership competences to deal with:
•Emerging and developed markets interaction and
synergies
•Talent attraction and development
•Execution in complex “multi-countries”

10. Fashion & Lifestyle Research Center
Academic Think Tank for the enhancement of firm strategies in the
Fashion and Lifestyle Industry, respecting an integral view of the
consumer.
• Fashion Brands Map: comparison and
trends
Research Planned for 2012:
• Purchasing intentions drivers for luxury
brands: comparison between Argentina
and Italy.

11. How we will be working
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• Academic Director
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• Member companies
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12. How we will be working
• CIMEL has a Chief Executive who oversees the operation and
growth of the center, and an Academic Director who defines the
research, analyzes and presents the results, in order to get the
most out of information.
• Member companies oversee the relevance of the material
produced, and support CIMEL in advance through the time
devoted by its executives, and a monetary contribution to carry
out the projects.
• Also, the CIMEL works with Professors abroad, experts on
particular issues of the sector, such as the University of Navarra
and the Interactive Generations Forum in Iberoamerica.

13. Team and Network
Prof. Guillermo D’Andrea.
PhD, IESE Business School, Universidad de Navarra (Spain).
Marketing Academic Area at IAE since 1982 . Invited Professor at Babson College (Boston),
Politecnic of Milan, Tech. Institute of Monterrey (Mexico).
Research Areas: Retail, Strategic Innovation in Emerging Economies, Mass Consumption
Trends.
Prof. Martín R. Zemborain
PhD, Columbia University (USA).
Marketing Academic Area at IAE since 1999. Invited Professor at Columbia
University, Tech. Institute of Monterrey (Mexico), IDE (Ecuador), INALDE -
Universidad de la Sabana (Colombia).
Research Areas: Retail, Key Account Management and Consumer Behavior.
Prof. Fausto García
PhD, Politecnic of Milan (Italy).
Operations Management Area at IAE since 2000. Invited Professor at Politecnic of
Milan (Italy), School of Communication at Universidad Austral.
Research Areas: Service Innovation, Entertainment Industry Sector, Experience
Design.

14. Team and Network
Prof. Damián Fernández Pedemonte
Former Dean and Professor at School of Communication, Austral University
(Argentina).
CONICET Researcher. Visiting Professor in many Universities in Argentina, Italy,
Spain, Chile and Colombia.
Prof. Ethel Pis Diez
Researcher and Associate Professor at Austral University (Argentina).
Master´s Degree Professor at Universidad Nacional de Quilmes, and Visiting
Scholar at the Media Management and Transformation Center at Jönköping
International Business School (Sweden) and other Argentinean Universities.
Research Areas: Management and economics of the cultural industries with
expertise in publishing.
Prof. Charo Sadaba
Professor and Vice Dean at School of Communication, University of Navarra
(Spain).
Research Director at Foro Generaciones Interactivas. Former Chair, Media Management
Department at University of Navarra.
Research Areas: Interactivity, media convergence, youth and ICT, minors and ICTs, safer
internet, advertising and business models online.

15. Collaborations
Prof. Francisco Vacas
Professor at CEF - Centro de Estudios Financieros
Invited Professor at Universidad Austral
Universidad Complutense de Madrid
Research Areas
IT, mobile, mobility market, communication, media.
Prof. Fernando Fragueiro
Academic Area of Business Policy at IAE
Visiting Scholar at Harvard Business School
DEAN at IAE Business School.
Ph.D., Management and Industrial Economics
Warwick Business School
Director of ENOVA Thinking Research Center
Prof. Luis Dambra
Professor of the Operations & Technology Academic Area
Executive Director of Research Committee at IAE
Director of Fashion and Lifestyle Research Center
Research Areas
Competitiveness through Technology and Innovation.

16. Growth and Challenges
Growth towards an increasingly multidisciplinary and
regional-focused knowledge of the industry.
Links :
•Collaborative relationship with AMDIA (Direct and Interactive Marketing
Association)
•Center of Intellectual Property at the University Law Faculty
•Latin America ComScore & IAB Argentina
Proposed Studies 2012:
•Teatro Colón Project
•International Association of Amusement Parks and Attractions – Case and
Research development
•Factors for Success in the exportation and adoption of TV formats

17. Next Steps
Actions Planned for 2012:
•Design of the joint training and discussion about business strategies in the
new digital scenario.
•Partners Meeting for setting Research Agenda for the next three years
•New Digital Media business models have been included on the research
agenda for 2012. Development of a focused course for knowledge diffusion
within the industry
•Further diffusion in media and academic publications of the results of studies
finished in the past two years.
•Open CIMEL to a significant number of novel Partners.