Environmental assessment and marketing plans of leading domestic and foreign firms operating in latin America

Research output: Contribution to journalArticlepeer-review

Abstract

This exploratory study indicates that executives of leading Latin American-based and Multinational Corporations (LANCs and MNCs) share bleak perceptions of the region’s future but differ markedly on their regional plans. The decision to continue operating in the region is related, in the case of MNCs, to both the local and global attractiveness of their industries. In contrast, the captive commitment to the region of LANCs highlights the broader strategic scope and higher expectations of MNCs. The study also points out some implications of these findings for corporate managers and government officials.

Original languageEnglish (US)
Pages (from-to)19-47
Number of pages29
JournalJournal of Global Marketing
Volume2
Issue number3
DOIs
StatePublished - Jun 21 1989
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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