Winning Strategies for the New Latin Markets (Financial Times Prentice Hall Books)

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 Sao 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

Eugenio Sevilla-Sacasa


A Must Read Before Investing In Latin America   November 24, 2002
Cris Arcos (McLean, Virginia)
2 out of 2 found this review helpful

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.


corporate executive   November 20, 2002
Z.Bartok (New York, NY, USA)
For anyone interested in business in Latin America, this book is an instant classic--a seminal strategy book, in the mold of Porter, Ohmae, Hamel, and Prahalad. It's original and innovative conceptual framework, comprehensive statistical data, and rich and insightful cases will prove invaluable to executives, consultants, professors and students. Although the Latin American region is currently experiencing a "rough patch", scores of firms continue to implement winning strategies and reap huge benefits. Robles, Simon, and Haar illustrate these strategies with tremendous insight and depth of analysis.As Latin America recovers economically and growth takes off, as it eventually will, this book will serve as an indispensable road map for companies doing business (or considering business) in the region.


Keyes to Understanding Latin American Business Strategies   November 8, 2002
William B. Werther, Jr. (Miami, USA)
2 out of 2 found this review helpful

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.


A Must Buy   October 8, 2002
Sonia Verdu (Miami, FL United States)
1 out of 2 found this review helpful

Winning Strategies for the New Latin Markets is a "must buy". It is an extremely well-written, thorough and up-to-date presentation and assessment of the new dynamics at play in Latin American markets--including the U.S. Hispanic market--and, through case examples, shows how companies can boost both profits and market share in this challenging environment.