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 is, although essential and obvious, something we frequently find absent when looking at the region from the outside. There are myriad examples.

But in the process of trying to understand we tend to be influenced by our self and our cosmovision and sometimes these dimensions do not allow us to do our homework and try to understand the different cultures. This requires a more gestalt or holistic...

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