Business opportunities in an unexplored market: Challenges of doing the first market research study in Cuba

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.


It is easy to focus on the fact that the United States has re-started its commercial relations with Cuba, but the country maintains commercial relationships with over a hundred different nations. Cuba's more open attitude towards business set the first stone of its first-ever plant in the country. Also, brands such as and already operate in the market. In this scenario of transformation, a question arises: What needs to be the role of the market research industry in Cuba?

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