The power of Pacha Mama: Mother Earth and the construction of successful brands

Small and medium enterprises (SMEs) represent an important sector for the growth of the Latin American economy.

The power of Pacha Mama: Mother Earth and the construction of successful brands

Julia Paez and Cristina Paez Consultor Apoyo, Ecuador María Augusta Iturralde Neurosketch, Colombia

INTRODUCTION

"Doña Justina Cusicanqui, wise and tender old lady, tells a story of her grandmother about an Aymara Indian who, in front of the obstinate priests that aimed for him to be baptized under the Christian faith, answered in a very calm tone: "I ex

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