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Marketing MSE products - cases from Latin America
Based on three case studies of marketing service providers dealing with handicrafts, non-traditional agricultural products, and household goods, this study focuses on the potential for short- and long-termsustainability of marketing services. The study discusses the impact ancillary services have on the potential for partial or full cost-recovery and for institutional sustainability, and the business strategies
adopted by each marketing service provider. The article also draws upon a survey that was distributed to more than 500 marketing service providers in Latin America and the Caribbean, offering a picture
of the current state of marketing services, types of services, and the manner in which they are provided.
Based on three case studies of marketing service providers dealing with handicrafts, non-traditional agricultural products, and household goods, this study focuses on the potential for short- and long-term
sustainability of marketing services. The study discusses the impact ancillary services have on the potential for partial or full cost-recovery and for institutional sustainability, and the business strategies
adopted by each marketing service provider. The article also draws upon a survey that was distributed to more than 500 marketing service providers in Latin America and the Caribbean, offering a picture
of the current state of marketing services, types of services, and the manner in which they are provided.
sustainability of marketing services. The study discusses the impact ancillary services have on the potential for partial or full cost-recovery and for institutional sustainability, and the business strategies
adopted by each marketing service provider. The article also draws upon a survey that was distributed to more than 500 marketing service providers in Latin America and the Caribbean, offering a picture
of the current state of marketing services, types of services, and the manner in which they are provided.
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