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This paper presents a model designed to evaluate the competitiveness potential of the Latin American countries and to compare the resulting rankings with the four more widely used assessment measures of a country's competitiveness, which will in turn influence its market attractiveness for investment purposes. Included here are those produced by the World Competitiveness Report, Euromoney, Institutional Investor and the Human Development Report. The proposed model is meant to assist businesses and governments in making investment location decisions for the Latin American countries.