Profile of the 81 survey respondents
| Age (%) | Gender | Number of employees (%) | B2B, B2C, or both(%) | |
|---|---|---|---|---|
| Total population | <26: 5 | <10: 15 | ||
| 26-29: 6 | Masculine: n=46 (57%) | 10-19: 14 | B2B: 25 | |
| 30-39: 16 | 20-49: 12 | B2C: 20 | ||
| 40-49: 21 | Feminine: n=35 (43%) | 50-99: 12 | Both: 55 | |
| 50-59: 30 | 100+: 46 | |||
| 60+: 22 | ||||
| • Total respondents: 81 US managers. Convenience sample • Only firms within the USA, and with existing international business operations • Marketing directors or general managers only, with one respondent per company • The firms must have an interest in entering the Cuban market • Online platform using Google Forms. No telephoning, or person-to-person interaction • Social media and e-mail invitations used to encourage participation | ||||
| Age (%) | Gender | Number of employees (%) | B2B, B2C, or both(%) | |
|---|---|---|---|---|
| Total population | <26: 5 | <10: 15 | ||
| 26-29: 6 | Masculine: | 10-19: 14 | B2B: 25 | |
| 30-39: 16 | 20-49: 12 | B2C: 20 | ||
| 40-49: 21 | Feminine: | 50-99: 12 | Both: 55 | |
| 50-59: 30 | 100+: 46 | |||
| 60+: 22 | ||||
| • Total respondents: 81 US managers. Convenience sample | ||||
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