...Maria Eugenia Perez; Dan Padgett; Willem Burgers Purpose The purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence...

...Min‐Young Lee; Dee Knight; Youn‐Kyung Kim Purpose The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands...

... markets in South America, Eastern Europe and Asia. The influx of foreign retailers was especially high in Mexico, after the passage of the NAFTA, which created opportunities for retailers (Yelkur, 1996; Yelkur et al., 1996). For these retailers, one of the major influences on future development...

...Amit K. Ghosh 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...