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Investment and marketing strategies of Mexican companies in the United States: Preliminary evidence
Author(s) -
VasquezParraga Arturo Z.,
Felix Reto
Publication year - 2004
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20002
Subject(s) - subsidiary , position (finance) , free trade agreement , business , marketing , international trade , investment (military) , emerging markets , global marketing , finance , multinational corporation , political science , free trade , politics , law
Because of its geographic proximity to the United States and its favored position as a member of the NorthAmerican Free Trade Agreement (NAFTA), Mexico has become an emerging player in the global marketplace,and this new position has motivated several Mexican companies to establish businesses in the United States.Attempts have been made to explain why Mexican firms have become global players, explanations that focus onseveral national and international factors. However, these factors omit important drivers of the process,including entry and marketing strategies. This study aims to 1) give an account of how and why Mexicancompanies enter the United States, and 2) identify some tendencies in the way U.S. subsidiaries of Mexicancompanies develop and use marketing strategies to serve U.S. markets. © 2004 Wiley Periodicals, Inc.