Winning Strategies for the New Latin Markets

Global corporations are rapidly discovering an emerging market of nearly 600 million Latin consumers in the United States and Latin America. In Winning Strategies for the New Latin Markets, three experts analyze the Latin market's unique dynamics and offer end-to-end strategies for success. They illuminate dramatic transformations in demographics, economics, local competition, regulation, technology, and culture. Then, through executive interviews and case studies, they offer insights into key strategies for every aspect of doing business: regional market expansion, market segmentation, branding, distribution, financing, and corporate structure.

DR. FERNANDO ROBLES is Professor of International Business at the School of Business and Public Management at George Washington University. His areas of research and consulting are global marketing and regional marketing strategies. Dr. Robles was President of the Business Association of Latin American Studies from 1989-1990 and served as its Chairman of the Board of Trustees. He has given seminars and participated in executive management programs in Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Mexico, and Peru. His work has appeared in The Journal of International Business Studies, International Marketing Review, The International Executive, Thunderbird International Business Review, Latin American Business Review, and many other publications. A native of Peru, Dr. Robles holds an M.B.A. from Georgia State University and a Ph.D. from Pennsylvania State University.

DR. FRANÇOISE SIMON, President of SDC Consulting and Professor of Marketing at Columbia University, researches global strategies in the consumer, health, and high-tech sectors. She is co-author of Europe and Latin America in the World Economy and Growing Your Business Globally and has led practices in global strategy and marketing at two major consulting firms. Dr. Simon has designed and led over 200 management seminars for Fortune 500 firms and major European and Asian multinationals. She received the Margaret Chandler Award for Commitment to Excellence at Columbia University, and she is a member of the Council on Foreign Relations. She holds an M.B.A. from Northwestern University and a Ph.D. from Yale University.

DR. JERRY HAAR is Director of the Inter-American Business and Labor Program at the Dante B. Fascell North-South Center, University of Miami, as well as Senior Research Associate there and at the Wharton School of the University of Pennsylvania. Dr. Haar has held visiting appointments at Harvard and Stanford and has been a Fulbright Scholar at the Fundação Getúlio Vargas in Brazil. He has also served as director of Washington programs for the Council of the Americas, a New York-based business association of more than 200 corporations comprising a majority of U.S. private investment in Latin America. Dr. Haar has written eight books and numerous articles that appeared in such publications as The Wall Street Journal, The New York Times, Financial Times (London), and BusinessWeek. He holds a Ph.D. from Columbia University.

Foreword by Victor J. Menezes, Chairman and CEO, Emerging Markets Business, Citigroup