Liberalization policies of the Mexican government in the last decade and the enactment of NAFTA in 1994 have provided US firms with an opportunity to expand into Mexico. Before entering the Mexican market, however, managers should be aware of current conditions in Mexico and of the changes likely over the short term and long term. This paper explores which market opportunities are available immediately, which over the next five years, and which over the next decade. Brand management guidelines to exploit each are suggested.
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