HETE
ROTO
PÍAS
We research alternative times and spaces that suspend everyday norms to create individual and collective well-being.
WHAT IS THIS ABOUT?
We study how individuals, collectives and communities at the periphery create alternative spaces for their well-being. These phenomena, invisible to the conventional gaze, force us to rethink and redesign service systems.
We translate those findings into concrete criteria for communities, organizations and public policy.
WHO LEADS THIS PROJECT
Oscar Naranjo Del Giudice
I research how marketing and well-being come together at the periphery: the services, trades and expressions born outside the conventional that sustain everyday life. Here I share the projects and publications of that research.
RECENT PUBLICATIONS
SEE ALLConstrained risk rationalization: how economically vulnerable consumers justify counterfeit purchases in Colombia’s informal markets
Rosenbaum, M. S., Arcila Perdomo, D. C. & Del Giudice, O. N.
International Journal of Emerging Markets
Guest editorial: Rethinking service complexities: insights from Latin America for advancing services marketing research
Barrios, A., Del Giudice, O. N. & Rosenbaum, M. S.
Journal of Services Marketing