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Mariana Díaz and Niki Papakiriac, U of A students studying Spanish and international business, are a Peruvian private fuel company that sells and commercializes fuels and crude oil derivatives, including gasoline, diesel fuel, and automotive lubricants. We interviewed Vanina de Lorenzo, an Argentinian senior manager at retailer Primax. , VNG and LPG.
Primax operates more than 200 service stations across Peru and is also active in Ecuador after acquiring the assets of Shell and Repsol. Mr. De Lorenzo has been with Primax since 2007 and oversees retail for List, a convenience store chain managed by Primax.
Díaz and Papakiriaku conducted this interview for a class presentation in an introductory literature course taught by Erica Almenara, associate professor of Spanish and associate director of the Latin American and Latin American Studies Program.
Key highlights of their findings include how culture plays an important factor in the marketing and retail sector. Culture not only defines groups, but also determines values and beliefs, which shape how consumers shop and respond to marketing strategies. Students also shared that in her field of work, success requires embracing change and adaptation, based on Ms. de Lorenzo's experience with her company during the coronavirus pandemic. . Ms. de Lorenzo also expressed her concern, considering the political and environmental situation in Latin America to be important factors influencing the consumption of products from this region.
Throughout the semester, other students in the Introduction to Literature course interview professionals working in places such as: El Corte Inglés, local news, social and environmental sciences. Almenara said these interviews allow students to get closer to different aspects of Latin American reality and broaden their horizons while deepening their knowledge of specific cultural, political, economic and social contexts.
