Abstract:

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. A framework as well as a paradigm is developed concerning the functioning of this model, its components, its ability to overcome cultural conflicts/differences, and its advantages for marketing research agencies as well as global clients. The proposed outcome of this model is the development and implementation of marketing research programs that uncover and report true strategic consumer insights rather than disconnected general results.