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Research papers
How to avoid the pitfalls of multi-country research
Researchers and end-users face several problems in understand the Latin American consumer because of the cultural diversity and its impact in terms of attitudes and behaviour.The same stimuli will probably have different, and even opposite, effects...
Catalogue: Latin America 2005
Author: Jorge GarcÃa-González
October 23, 2005
Research papers
The crossroads for Latin American researchers
Today we find Latin American research companies and researchers at a crossroad: Create value or disappear. Where do we currently stand on the issue? Which strategies are best for what companies? The research market currently shows different frames of...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Author: Jorge GarcÃa-González
October 24, 2004
Research papers
The ten commandments for a successful merger and acquisition in marketing research
This paper reviews key issues of the industry consolidation process which has reshaped the landscape, describe the failure rates observed and state the key dimensions that should be carefully considered in order to reduce these risks.
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Jorge GarcÃa-González
September 14, 2003
Research papers
The future of the industry in the region
This paper describes the current situation in terms of industry consolidation in the region, the reasons for buying and the reasons for selling research companies. It also describes one of the most adequate valuation methods and discusses the...
Catalogue: Latin America 2003
Author: Jorge GarcÃa-González
May 4, 2003
Research papers
Establishing the value of a brand
This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate...
Catalogue: Latin America 2002
Author: Jorge GarcÃa-González
May 12, 2002
Research papers
