DVJ Research Group

In retail, the moment of truth is often described as the instant a consumer decides whether or not to buy. In pharmacy, however, that moment is fundamentally different — and more complex. According to Alba Labarca León, Head of Pharmacy Division at Avizor and former Colgate-Palmolive leader with more than 22 years of experience, brands do not win or lose at the shelf alone. They win, or disappear, through recommendation, availability and focus. A Dual Moment of Truth in Pharmacy Having worked...

Signify is the world leader in lighting, shaping the way people, cities and businesses experience light. María López, Global Brand Marketing and Audience Manager at Signify, sits at the crossroads of brand strategy, consumer understanding and cross-functional collaboration. In this interview, she discusses the accelerating pace of innovation, the growing influence of AI, and the integration of sustainability into every stage of development. Innovation as a Value Driver, and a Race Against...

Blog post based on the master's thesis of Giulia Cini