eCommerce: A necessity without a market?

A high rate of Internet penetration does not itself ensure the development of eCommerce. All companies dealing with this issue must commit themselves to understanding the principles underlying any possible commercial strategy on Internet.

eCommerce: A Necessity Without A Market?

Mistakes of New Economy players create opportunities for market research

Alain Mizrahi President, Grupo RADAR, and Marketing Professor, ORT Uruguay University, Uruguay.

INTRODUCTION

One of the topics proposed for discussion at the ESOMAR Latin American Conference was formulated in terms of a question: Is the development of eCommerce in Latin America limited by the issue of Internet penetration?

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