The Ten Commandments For A Successful Merger And Acquisition In Marketing Research

(Or how to avoid the erosion of value)

Jorge Garca-Gonzlez
JGG Consulting - International Business Consultancy


At the time of writing this paper the most recent market size information is that of the ESOMAR 2001 industry report[1] which shows that the worldwide market size for the marketing research industry was around US$ 16 billion, of which North America and Europe enjoyed the largest share (41% and 40% respectively).

Global markets growth rates have been higher in North America than in the rest of the world although the 2.8% world growth rate for the 2001/2000 periods, in US dollar terms, has been offset by the USA inflation rate.