Going Global: Key Insights from Two Mexican Companies

This paper explores how Mexican companies in different industries have achieved international expansion, while at the same time preserving local elements in executing their strategies. For this initial stage of research, the analysis focuses on two companies: a) Grupo Bimbo, the number one company in the bakery industry worldwide and b) KidZania, one of the world’s top indoor family entertainment centers. The research methodology is based on in-depth interviews with CEOs and key executives from the two companies done over a period of more than ten years. We have also used secondary data such as press releases and case studies. By contrasting their strategies and comparing them with those of other multinationals like Ford Motor Company and Santander Bank, we identified major issues that we condensed into 10 key insights. Understanding how these companies have struggled and succeeded in gaining international markets can help other companies tailor their own strategies. Our argument is that the typical simplified international expansion process is insufficient when companies need to compete in the global arena. Becoming an MNC implies handling an entire ecosystem: building local presence, establishing joint ventures or alliances with local companies, recruiting local talent, developing new business models, reshaping the value proposition, developing new brands or introducing traditional ones with a local flavor, and understanding the supply chain and routes to market. Therefore, a number of aspects have to be taken into consideration beyond just simply selecting a market. For certain companies in emerging markets, making the decision to grow internationally was not initially in their strategic vision, but economic liberalization in their home country and the threat of being purchased by an MNC from a developed country triggered the decision. There is a learning process in international expansion, and trial and error is common and useful. The challenge for companies after conquering new markets is how to successfully transfer the enhanced processes and new skills acquired to strengthen the whole organization, both locally and abroad

Examining the role of wine brand love on brand loyalty: a multi-country comparison

This study develops and tests a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brand loyalty as a consequence of wine brand love. Data were collected in five wine-producing countries (Australia, Chile, France, Mexico and Portugal) with a final sample of 3462 completed surveys. Hypotheses were tested with structural equation modeling and the findings confirm the importance of brand love as both a mediator and direct influence on brand loyalty for wine consumers. Furthermore, brand satisfaction was positively and significantly related to brand love. In addition, wine experience, rather than wine knowledge, positively influenced brand trust and satisfaction. Finally, results also identify differences between countries thereby providing insights into how companies should focus their marketing strategies internationally.info:eu-repo/semantics/acceptedVersio

Using TAM to examine consumer acceptance of a mobile phone assisted smoking cessation program in Australia

This paper study examines Australian smokers’ perceptions of a potential SMS-assisted smoking cessation program. Using TAM we tested perceived ease of use, perceived usefulness and subjective norms on intentions to use this cessation program if it was available. Findings show that perceived usefulness and subjective norms were the significant predictors of intentions to use. Perceived ease of use did not directly influence this outcome instead it has an indirect influence through perceived usefulness. These preliminary findings can be built upon through introducing additional variables to help practitioners better understand consumer acceptance when marketing e-health programs such as this

Big Data in the Decision-Making Processes of Football Teams Integrating a Theoretical Framework, Applications and Reach

This article explores the impact of the introduction of Big Data into the internal processes and decision making of football teams. Among the main conclusions of this exploratory conceptual study, we could mention: the boom of data analysis in sports; the development of new technological devices that give rise to new and meaningful sources of information, being able to process, interpret, present, and share these data in real time; and the more and more constant implementation of scientific methods in the decision-making process, with the former being directly linked to the achievement of satisfactory results

Assessment of a mobile Educational Coaching App : Exploring Adoption Patterns and Barriers in France

International audienc

Cross-Cultural Effects in Adoption Patterns of a Mobile Coaching Service for Studies : A Comparison Between France and Mexico

International audienceThis study applied an adoption model, inspired by the technology acceptance model (TAM) and multipurpose information appliances adoption model (MIAAM), to compare key variables explaining adoption patterns of a mobile coaching app that guides and encourages students via a technologybased platform. This article constitutes a pioneer effort to compare adoption behaviors across a developed country and an emerging country (France and Mexico) with differences in level of use of mobile apps. A multi-group structural equation modelling approach was used to test the causal structure of the conceptual model. Results confirmed significant differences and similarities across samples and identified critical factors. Perceived usefulness was found to be the most important driver with mediating effects. Organizations implementing coaching services with an improved perceived usefulness could boost their adoption rates

Consumer acceptance of an SMS-assisted smoking cessation intervention : a multicountry study

This study assesses smokers' perceptions, motivations, and intentions towards using an SMS-assisted smoking cessation intervention in Australia, France, and Mexico through an extended technology acceptance model with mediating variables. Data was collected through online surveys. Results show that perceived usefulness and vicarious innovativeness predict use intentions for all three countries. Perceived ease of use is significant only for Mexico. Subjective norms are significant only for Mexico and Australia. Perceived monetary value and perceived annoyance are significant mediating variables for all three countries, whereas perceived enjoyment is significant only for Mexico and Australia. These results contribute to theory and practice

Behavioural intention to use a contact tracing application: The case of StopCovid in France

International audienc