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The ESPM Brazilian Multinational Enterprises (MNEs) Observatory is an international research center that focuses on the internationalization of Brazilian businesses. Our mission is to be a center of academic excellence in mapping and disseminating information on Brazilian investments abroad.

Lines of Research

  • Profiling Brazilian MNEs
  • Internationalization of Brazilian franchises
  • Intercultural management
  • Global innovation


The Brazilian MNEs Observatory builds research partnerships for the implementation of its studies. It currently works with the University of São Paulo (FEA/USP) and maintains partnerships with researchers and organizations in Brazil and abroad.


The ESPM Brazilian MNEs Observatory seeks sponsors from different sectors of society to strengthen the bond between business and academia while producing cutting-edge applied research. Sponsors can propose research projects and access the studies conducted at ESPM and our partner organizations. The observatory is open to requests for research projects.


Gabriel Vouga Chueke
+55 11 5085-4509

Media Lab

The ESPM Media Lab conducts studies in contemporary communications and digital culture through basic and applied research, with a focus on Media, Entertainment, Design, and Artistic Interventions (MEDIA). We produce and disseminate knowledge for the training of teachers, students, and market professionals. The Media Lab is also a testing center for new communication platforms.

Primary Lines of Research

  • New media and communication technologies
  • Social media and networks
  • Multisensory communication
  • Visual and sound expression
  • Media and education
  • Fundraising for scientific projects and technological development
  • Theoretical and empirical studies in contemporary media

Current Projects

  • New languages for online journalism and digital storytelling
  • Discursive performances, relationship and engagement of brands and audiences in social networking sites
  • Yearbook of marketing cases in social networks
  • Technologies and methodologies for distance training and distance learning


The ESPM Media Lab has developed research partnerships with businesses, government, NGOs, and other academic institutions. We currently work with the University Complutense of Madrid (UCM) and maintain partnerships with several other institutions and organizations in Brazil and abroad.


The ESPM Media Lab seeks sponsors from different sectors of society to strengthen the bond between business and academics. Sponsors can propose research projects and access the studies conducted at ESPM. We are open to requests for research projects.


Vinicius Pereira
+55 11 5085-6755

Cultural Institute

Created in 2012 by University President José Roberto Whitaker Penteado, the Cultural Institute connects our university with practitioners, academics, and participants. The institute’s work spans all areas where ESPM is active, and creates a space to enrich research and preserve the history of advertising in Brazil.

The Cultural Institute has published several books, such as Advertising Piano Scores (Partituras Publicitárias), which tells the history of the very first commercial jingles composed in Brazil before the arrival of the radio. It has also published Almanak de Laemmert: 1919/1923-1924, bringing a selection of 40 advertisements from the most important advertising magazine in Brazil at the time.

The Cultural Institute also conducts research into the history of businesses and provides consulting services for a variety of organizations, tailoring our methodology to unique needs of the client.

The collection of the Cultural Institute gathers media with historical and cultural significance from over a century – and continues to grow as a result of our rich partnerships with advertising agencies, companies, and other higher education institutions such as Instituto Geraldo Alonso and Rede Globo. The collection includes the Advertising Memory, with thousands of examples that have made advertisement history in Brazil. There are over 30 thousand advertisements, jingles, and documentaries available for researchers. Our virtual exhibitions are also amongst the more visited in the country, according to Google.