Transboundary review of multinationals in the context of branding Mexico – United States
This article examines the context of branding by multinational companies in the Mexico -US border, his analysis is directed to companies that agree transnational and transboundary context. In this sense the approach is based on indicators Interbrands, database listing them considered major firms lik...
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| Main Authors: | , |
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| Format: | Artículo |
| Language: | spa |
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Universidad Autónoma de Ciudad Juárez
2021
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| Subjects: | |
| Online Access: | http://erevistas.uacj.mx/ojs/index.php/noesis/article/view/656 |
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| Summary: | This article examines the context of branding by multinational companies in the Mexico -US border, his analysis is directed to companies that agree transnational and transboundary context. In this sense the approach is based on indicators Interbrands, database listing them considered major firms like the valuable trademarks, because it corresponds to those that generate higher returns over a period of stay of more than two consecutive years. This database of companies was used of 2005 to 2010 with enterprise features of industrial type, no basic consumer products, financial services, products frequently consumed, telecommunications, services and health. Under this view, the method focuses on those multinational companies which follow two clusters that are in the course of interaction in the border area through seven distinct brands. With the database networks are formed by maping of business grid in the transboundary context by using the UCINET software and define the network in the border area and interconnections. |
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| ISSN: | 2395-8669 |