Insights: Business Cases, Articles, and Books


Business Case

August 2019 – At the beginning of 2013, I accepted a challenging professional job in the midst of an unfavorable context in which uncertainty regarding increasing costs and sales volume had been seriously affected by both internal and external issues.

Business Case

May 2019 – The client, a soft drinks / mineral water company in Latin America, contacted Toucan Insights concerned that there had been a stagnation in their sales revenue on their line of soft drinks. The client wanted to continue their growth and understand why it had capped when their data showed there was still more market to capture. The company’s main market was around Paraguay’s two main cities: Asuncion and City of the East.

Business Case Published in European Journal of Marketing

May 2019 – This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how individual consumers interact with such retail environments in corporeal, instinctive and sensual ways.

Business Case Published in Journal of Business Ethics

January – 2018 – In this paper, we explore the consumer experience of responsibilization, wherein consumers are tasked with addressing social issues via their consumption choices. We study an approach to responsibilization which we label conscious pricing.

Business Case Published in Harvard Business Review

July, August 2013 – HBR’s fictionalized case studies present dilemmas faced by leaders in real companies and offer solutions from experts. This one is based on the case study “Acquiring Zipcar: Brand Building in the Share Economy,” by Susan Fournier, Giana Eckhardt, and Fleura Bardhi (Boston University School of Management, 2012).


Published in Journal of Consumer Research

Published in Journal of Marketing Management

Published in Toucan Insights

Published in Marketing Theory

Published in Journal of Marketing Management

Published in Stratega Business Magazine

Published in ResearchGate

Published in Harvard Business Review