Maritz Marketing Research Looks for Foreign `Dates'

Article excerpt

Maritz Marketing Research is searching for compatible research companies in Latin America and Asia. Prospective partners should be interested in building meaningful and long-term, but not necessarily permanent, relationships.

"We'd rather date than get married," said Ron Lipovsky, president of St. Louis-based Maritz Marketing Research.

Maritz Marketing, a subsidiary of Maritz Inc., entered agreements, the most recent of which were completed last month, with six marketing research firms in western Europe. Taken together, the firms' research wings cover eastern and western Europe and the Middle East. Lipovsky said the arrangement with foreign research companies "allows us to get familiar with issues in various countries without having to make a financial commitment up front." The agreements give both partners the right of first refusal in their respective home countries and service coverage areas for any data collection and consumer research that Maritz might undertake there. Maritz will compile and analyze the data for its customers. In addition, Maritz will have the right of first refusal to perform research and gather data in the United States for its affiliates. …