How to avoid the pitfalls of multi-country research

Researchers and end-users face several problems in understanding Latin American consumers because of their cultural diversity, and impact of this in terms of attitudes and behaviour.

How to avoid the pitfalls in multi-country research

Jorge García-GonzálezJGG Consulting, International Business Consultancy, Argentina

THE ROLE OF UNDERSTANDING

The title of this conference clearly states the importance of the topic. Understanding...