eCommerce: A necessity without a market?

A high rate of Internet penetration does not itself ensure the development of eCommerce. All companies dealing with this issue must commit themselves to understanding the principles underlying any possible commercial strategy on Internet.

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....

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