Lozano presents the new “Market-Driven Value Chain” model that comes from a deep understanding of the channel, buyer, and final consumer, identifying opportunities for growth and profitability. He presents the results of a Sintec study that seeks to understand the level of maturity and development of the major Latin American companies toward the model. Among the companies with best practices are: Coca-Cola FEMSA, Wal-Mart, Grupo Nacional de Chocolate (Colombia), Kimberly Clark and Oxxo.

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