Business opportunities in an unexplored market

Date of publication: June 15, 2017


The main purpose of this article is to demonstrate that traditional market research won't necessarily function in Cuba. Rather, in this recently opened market, strategic research processes should begin by understanding the country's social context. Specifically, this article presents the highlights of a study to segment the consumers in Cuba. The emphasis is not to explain the results of the study but also to illustrate the intricate process of running a study in the country.

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