eCommerce: A Necessity Without A Market?
Mistakes of New Economy players create opportunities for market research
Alain Mizrahi President, Grupo RADAR, and Marketing Professor, ORT Uruguay University, Uruguay.
INTRODUCTION
One of the topics proposed for discussion at the ESOMAR Latin American Conference was formulated in terms of a question: Is the development of eCommerce in Latin America limited by the issue of Internet penetration?
When reading this question a spontaneous 'no' answered it, at least as far as Uruguay is concerned, though it was not that easy to set out the reasons for such an evident but rapid answer....