Cuba: An investigation of the effects of liberalisation on marketing

A country where marketing and advertising are heavily restricted is an enticing field of research. Also, the mere reality that in this market businesses survive on word-of-mouth advertising alone offers another attractive... [ view full abstract ]

A country where marketing and advertising are heavily restricted is an enticing field of research. Also, the mere reality that in this market businesses survive on word-of-mouth advertising alone offers another attractive phenomenon to investigate. Yet, Cuba with all its visible unconventional marketing practices and success has attained limited attention from scholars. The half a century plus US embargo against Cuba has not only hindered economic growth in Cuba but also limited the number of consumer research on the country. Restrictions on the flow of information, marketing and public advertising also makes market research in the area challenging.
When the embargo is lifted, there will be an influx of over 11.2 million consumers, many eager for foreign products and services. The lack of consumer research in this country limits knowledge of its consumers, their attitudes, beliefs, expectations, habits and preferences. This deficiency may hinder the success of marketers in the earlier years of a liberalised Cuba.
This study, by examining the current state of marketing in Cuba, as well as their evolution in a post-communist and embargo Cuba will assist in filling a significant gap in the available literature.
Key words: Cuba, Marketing, Advertising, Consumption, Word-of-mouth