Winning Strategies for the New Latin Markets [Paperback]

Fernando Robles (Author), Francoise Simon (Author), Jerry Haar (Author)

Book Description

ISBN-10: 0130617164 | ISBN-13: 978-0130617163 | Publication Date: August 26, 2002 | Edition: 1

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.

Editorial Reviews

From the Back Cover

Foreword by Victor J. MenezesChairman and CEO, Citibank N.A.

From the Foreword"If multinational firms and their suppliers are to achieve and sustain success in Latin America, they will need to develop and implement sound strategies. Winning Strategies for the New Latin Markets contributes to this goal."

Companies worldwide are discovering the enormous potential of the Latin markets. Succeeding in the new Latin markets is challenging because of the dramatic changes affecting every aspect of life throughout the region. Winning Strategies for the New Latin Markets systematically reviews those changes—and offers guidelines for effective strategies that meet the changing market needs.

The authors—each a long-time expert in Latin and global business—challenge popular views of the Latin markets. Powerful transformations ranging from privatizations and economic reform to rapid adoption of the Internet are allowing major companies to create powerful business networks from New York to São Paulo—but success in the region also requires an understanding of consumer variations across countries.

The book unlocks the opportunities that emerge from a golden triangle of the Brazilian, Mexican, and U.S. Latin markets, which represent two thirds of the region's market power. A detailed account of integrators and specialists in consumer, retail, telecommunications, energy, health, and financial markets reveals how firms are crafting strategies through the value chain from manufacturing to finance and marketing.

* Over 100 interviews and several case studies Insights of corporate leaders from the United States, Europe, and Latin America * Reaching the new Latin consumers Changing demographics, changing economics, changing consumption patterns * A projected $1 trillion U.S. Latin market by 2010: 34 million Latin consumers Connecting with the United States' fastest growing market segment * Leveraging the Internet throughout the Latin value chain How technology is transforming planning, control, marketing, distribution, and customer service throughout the Latin world * A golden triangle of U.S. Latin, Mexican, and Brazilian markets: pivotal for success—but very different Choosing the right platform is the key for success throughout the hemisphere * Understanding the unique Latin healthcare marketplace An inside look at the challenge of healthcare marketing in Latin America * Future growth scenarios Challenges and opportunities for the next decade

Compete and win in the emerging Latin marketplace—600 million consumers strong!

"This is a must read for every business person operating in today's global economy. The authors' clear and innovative analysis of the specific business drivers of Latin markets will help potential investors shape their strategic approaches to the region."—Olivier Brandicourt, MD,
Area President, Latin America,
Pfizer

"This book fills a vacuum in development thinking and business strategies. Robles, Simon, and Haar have not only created a road map to the Latin world, but also developed valuable analytic approaches to successful strategies in the market that has the greatest growth prospects in the Western Hemisphere."—Gustavo A. Cisneros,
Chairman, Cisneros Group

"Winning Strategies for the New Latin Markets is a crucial work for anyone interested in knowing the Latin American market in today's globalized economy."—Luiz Fernando Furlan,
Chairman, Sadia S.A.-Brazil

"Winning Strategies for the New Latin Markets is a first-rate contribution to the growing body of business economic literature concerned with the rich but volatile markets in Latin America. As a hands-on manager of consumer and technology businesses exposed to the dynamic economic and political forces in the region, I can appreciate the value of this useful volume. Robles, Simon, and Haar have an understanding and empathy for Latin America that yields a savvy blend of political and business analysis. This book is a fine work...But it is much more; it offers serious, practical, real-world information and insight. I commend it with enthusiasm to those who seek to better understand what makes the Latin American region tick and how to position their business interests in such a way as to grow and prosper in the flow of the region's sometimes surprising development."—Charles Herington,
President and CEO, AOL Latin America

"An in-depth, knowledgeable collection of valuable insights for anyone wishing to go to market in Latin America. Not to be underestimated, as this continent and culture are challengingly unique."—Mario Moreira,
Vice Chairman, McCann-Erickson

"Winning Strategies for the New Latin Markets is the definitive business book for managing multinational enterprises and reaching customers in the Latin markets' digital decade."-Mauricio Santillán,
Vice President Latin America, Microsoft

About the Author

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

See all Editorial Reviews

Product Details

• Paperback: 400 pages
• Publisher: FT Press; 1 edition (August 26, 2002)
• Language: English
• ISBN-10: 0130617164
• ISBN-13: 978-0130617163
• Product Dimensions: 9.1 x 6 x 0.9 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #961,862 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars A Must Read Before Investing In Latin America, November 24, 2002

By 

Cris Arcos (McLean, Virginia) - See all my reviews

This review is from: Winning Strategies for the New Latin Markets (Paperback)

This timely book is a must for anyone contemplating investing or trading in Latin America. It offers the most complete insight of the region's business/economic climate. Moreover, it serves as an excellent guide to avoid the many stumbling blocks often encountered by many U.S. businessmen in formulating a business case or strategy. The chapter on 'Reaching the New Latin Consumers' is most instructive. Here the authors' thorough analysis on identifying and reaching the consumer is vital to any business case. Too often U.S. companies fail to fully understand the Latin consumer in terms of demand and purchasing power. The Mexican and Brazilian case studies presented are outstanding. Again this gem of a book is indispensable to anyone interested or planning to go after the 600 million population south of the border.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Keyes to Understanding Latin American Business Strategies, November 8, 2002

By 

William B. Werther, Jr. (Miami, USA) - See all my reviews

This review is from: Winning Strategies for the New Latin Markets (Paperback)

Many neophytes think of Latin America as a large, undifferentiated arena in which to sell. Robles, Simon, and Haar show otherwise. Based on more than 100 interviews with key decision makers, they talk about how to reach tens of millions of customers and clients across Latin American. They delve into the impact of technology on the value chain in Latin America and show likely growth scenarios. But, their major contribution is showing how strategic thinkers approach Latin America and the differing strategic approaches they use to win in one of the world's most important and fastest growning makets. Not just a good read, but informative to anyone wanting to do business in Latin America. Highly recommended.

5.0 out of 5 stars Winning Strategies is a Winner, February 26, 2003

By 

Gene Sevilla (Miami, Florida) - See all my reviews

This review is from: Winning Strategies for the New Latin Markets (Paperback)

The book is a must read for anyone serious about strategy in Latin America, or anyone
interested in the Hispanic segment of the U.S. market. The authors have a deep understanding of Latin culture and business and are able to explain clearly and objectively the risks involved in Latin America, while at the same time presenting an unbiased picture of the unlimited opportunities in the region. They also provide the reader a road map for avoiding common mistakes when doing business in the region and present some innovative tools to develop sound strategies in the market. The book?s content definitely lives up to its title. Winning Strategies for the New Latin Markets is a clear, thorough, and convincing state-of-the-art volume that will prove indispensable to executives, business students, and others interested in the Latin American and U.S. Hispanic markets.

Eugenio Sevilla-Sacasa