Investment and marketing strategies of Mexican companies in the United States: Preliminary evidence

Authors

Arturo Z. Vasquez-Parraga, The University of Texas Rio Grande Valley
Reto Felix, The University of Texas Rio Grande Valley

Document Type

Article

Publication Date

1-22-2004

Abstract

Because of its geographic proximity to the United States and its favored position as a member of the North American 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 on several 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 Mexican companies enter the United States, and 2) identify some tendencies in the way U.S. subsidiaries of Mexican companies develop and use marketing strategies to serve U.S. markets.

Comments

© 2004 Wiley Periodicals, Inc.

Recommended Citation

Vasquez-Parraga, A.Z. and Felix, R. (2004), Investment and marketing strategies of Mexican companies in the United States: Preliminary evidence. Thunderbird Int'l Bus Rev, 46: 149-164. https://doi.org/10.1002/tie.20002

Publication Title

Thunderbird Int'l Bus Rev

DOI

10.1002/tie.20002