|
|
Article: Latin America is not a country. (Chief Concern).
- Article from:
- Chief Executive (U.S.)
- Article date:
- February 1, 2002
CopyrightCOPYRIGHT 2002 Chief Executive Magazine. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
As told by CHARLES HERINGTON to C.J. Prince
I have spent most of my professional career taking global brands into Latin American markets--first for Procter & Gamble, later for PepsiCo Restaurants, and then for Revlon. And my impression is that U.S. companies generally do a pretty good job of it; many established global brands are as popular in Latin America as those originating there.
But that doesn't mean there isn't plenty of room for improvement. Latin American consumers are just as discerning and demanding as their U.S. counterparts, and one really must understand the culture in order to appeal to them. It is a challenge, even for those of us who ...