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Fernando Robles, Francoise Simon, Jerry Haar, «Winning Strategies for the New Latin Markets»

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 left 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

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.

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