Business opportunities in an unexplored market: Challenges of doing the first market research study in Cuba

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Introduction

It is easy to focus on the fact that the United States has re-started its commercial relations with Cuba, but the country maintains commercial relationships with over a hundred different nations. Cuba's more open attitude towards business with international firms represents an opportunity for many firms to address a potential market of 11.4 million people, 20% of which live in the capital city of La Havana. Admittedly, an adventurous spirit is required to participate in a market that has just started to open. After all, Cuba remains a dictatorship, and the government still plays an important role in controlling...

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