-
Marketing MSE products - cases from Latin America
01.12.1999
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.