They suggest that such an entrepreneur should hire people from that country to do a research for him for they understand the market better. In addition, Aaker et al show that one should make sure all collected data should be analyzed and implemented; otherwise, it will be useless to the company. One of the weaknesses of the article is that they have not shown a real research that was done and its impact to the organization it was meant for.

At least they should have published a real research and its impacts on the intended firm. Otherwise, the article is well researched and it provides the reader with enough theory in marketing research and its effects on marketing strategy.

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