Improving quality in multi-country projects by capturing its heterogeneity. The Latin American experience

This paper expresses a growing concern over globalisation and new market research demands, and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping manufacturers and researchers avoid these problems.

Improving Quality in Multi-Country Projects by Capturing its Heterogeneity: The Latin American Experience

Jorge Garca-Gonzle ASECOM Latin America, Argentina. andJorge Lipetz Jorge Lipetz & Associates, Argentina. andMnica Markwald Markwald, La Madrid & Associates, Argentina.

Latin America

Framework and purpose

After decades of economic instability and political turmoil, the region has emerged as one of the world’s fastest growing economies. With 487 million consumers, and a GDP of over US $1,800 billion, Latin America is concentrating the interest and investment of the world’s largest companies in fields such as telecommunications, services and...

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