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Postcards from the edge. Challenges and opportunities for MR in and by Latin America
Alejandro Garnica Andrade (AMAI)
Economic globalization in the last quarter of the 20th century brought about a reshaping of the market research industry, not only regionally but even locally. Our international industry could take advantage of Latin American experiences that yield several useful lessons. For example: the permanently contradictory matching of creativity/improvisation/methodical rigor; the coexistence of asymmetric market segments; or the recent emergence of a new MR virgin territory called Cuba, among many others.
