The Globalized Commercial model

Michael Francesco Alioto

This paper presents an outline and vision of the 'Globalized Commercial Model' and its application to the working relationship between North and Latin America within the context of the marketing research discipline.

The globalized commercial model - the issue: conducting marketing research in Latin America: conflict, consensus, and synthesis. What are the issues?

Michael Francesco AliotoAutomotive and Manufacturing Division, at Market Probe, Inc., United States

INTRODUCTION

Ever since the first wave of globalization appeared on the marketing research1front from the mid-eighties to the late-nineties, Latin and North American clients and marketing research agencies have been entwined in a “love-hate” relationship that has spilled over into the globalized workplace. Major global and North American clients rushed into the Latin American market to take advantage of new customers, freshly emerging...

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