Roadmap to success in 'terra incognita'
Emerging markets present growth opportunities for carmakers that can no longer be found in the Triad regions. At the same time, however, these new markets are characterized by diversity and complexity. Unfortunately, substantial market information required for strategic decisions is usually not available. Moreover, the research infrastructure in less well-developed regions has certain methodological limitations. This paper demonstrates how customized research designs that combine and adapt various traditional techniques are the key to overcoming the information gap as well as the methodological 'pitfalls' and constraints, while clearly focusing on the relevant strategic task.
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