Some strategy authors suggest that in an emerging market a local conglomerate enjoys certain potential advantages over a smaller focused firm. It can leverage its corporate image to build customer loyalty and raise funds from the capital market. It can mobilise resources from within the group...

Purpose – The purpose of this study is to identify the main cultural factors that influence Latin American consumers’ intentions to purchase US brands. Although culture and cultural orientation have been well researched in international business and marketing literature, there is a lack of...