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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 García-González
September 14, 2003
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Citation

García-González, J. (2003a, September 14). The ten commandments for a successful merger and acquisition in marketing research . ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/the-ten-commandments-for-a-successful-merger-and-acquisition-in-marketing-research-


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 García-González
May 12, 2002
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Citation

García-González, J. (2002a, May 12). Establishing the value of a brand. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/establishing-the-value-of-a-brand


Research papers

Improving quality in multi-country projects by capturing its heterogeneity

This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Jorge Lipetz, Mónica S. Markwald, Jorge García-González
Company: Markwald La Madrid & Asociados
September 1, 1998
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Citation

Lipetz, Markwald and García-González (1998a, September 01). Improving quality in multi-country projects by capturing its heterogeneity . ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/improving-quality-in-multi-country-projects-by-capturing-its-heterogeneity-


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 García-González
October 24, 2004
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Citation

García-González, J. (2004a, October 24). The crossroads for Latin American researchers. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/the-crossroads-for-latin-american-researchers


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 García-González
October 23, 2005
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Citation

García-González, J. (2005a, October 23). How to avoid the pitfalls of multi-country research. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/how-to-avoid-the-pitfalls-of-multi-country-research


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 García-González
May 4, 2003
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Citation

García-González, J. (2003a, May 04). The future of the industry in the region . ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/the-future-of-the-industry-in-the-region-