From mboxrd@z Thu Jan  1 00:00:00 1970
From: Giacomo M <jackjackk@gmail.com>
Subject: Re: Expansion of macros conditional on export type
Date: Fri, 27 May 2016 12:26:48 +0200
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Il 27/05/2016 12:17, Eric S Fraga ha scritto:
>> I know one way would be to use @@latex: ... @@ w/ ascii counterpart
>> each time, but I would rather envision a single macro, which then gets
>> defined in different way depending on the export, in order to reduce
>> redundancy.
> You can put all the different alternatives together?  I do the following
> for degrees Celsius:
>
> #+macro: degc @@odt:°C@@@@latex:\(^{\circ}\)C@@
>
> Looks ugly but I don't have to look at it often.  In text, I simply have
> {{{degc}}}.
>
> (minor aside: I wish macros had been defined to be used with [[[degc]]]
> instead as much easier to type than {{{degc}}})
>

Perfect! Actually I hadn't tried to combine them.
For chunks of text like institute affiliations, may I ask if you use 
different BEGIN_EXPORT blocks or sth else?

Thanks a lot,

Giacomo