Brillo global.
Author | Zellner, Mike |
Position | Editorial - Editorial |
Casi todas las grandes compañías en América Latina se extienden internacionalmente para ganar mercados. Nuestra primera clasificación de las compañías más admiradas de Latinoamérica destaca una de las ventajas menos comentadas de internacionalizarse: más admiración en casa.
Cemex y Bimbo, de México; TAM y Embraer, de Brasil, y Arcor, de Argentina, entre otras, disfrutan de marcas de gran brillo en sus países tras conquistar mercados exteriores.
Cemex, por ejemplo, la empresa más respetada en México, ha cimentado su reputación adquiriendo otras empresas y extendiendo al extranjero la imagen positiva de las compañías mexicanas. Esa imagen no sólo es muy importante en los mercados internacionales de Cemex, sino que también es beneficiosa en casa al fomentar el orgullo nacional. Demuestra que el nuevo alcance internacional de los medios, debido en parte a la Internet, permite que el mundo entero esté al tanto de la conducta positiva o negativa de las empresas.
Desde luego, este brillo empresarial no solamente lo proyectan las compañías latinoamericanas que salen al exterior. La compañía norteamericana de software Microsoft y la empresa energética española Repsol YPF se ganaron enseguida el respeto del mundo empresarial en Brasil y Argentina, respectivamente. Es...
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