News & Highlights

  • October 2016
  • Alumni News

Why This Harvard Business School Graduate is Designing Tours of Cuba

HBS graduate, Chad Olin (MBA 2016), takes the road less traveled and starts Cuba based tour company, Cuba Candela. Chad's tour offerings fill a void where other tour companies have not ventured.

New Research on the Region

  • Spring 2017
  • Article
  • ReVista: Harvard Review of Latin America

Globalizing Latin American Beauty

This article discusses the growth over time of the beauty industry in Latin America, and its bias towards celebrating whiter rather than darker skins. Although alleged Latin American fascination with beauty is regularly ascribed to culture, Latin sensuousness and machismo attitudes, this article shows that the growth of the industry was historically contingent. It was shaped by corporations, especially Avon and Colgate, who transferred marketing capabilities from the United States and Europe. The industry also grew as the means out of poverty for many women who worked as sales consultants and in salons. Winning beauty contests became the equivalent to winning a lottery. In this respect,the impact of the beauty industry was positive. However it also, as elsewhere, imposed restrictive notions of beauty on generations of women, and created cultures in which breast implants and buttocks injections became the societal norm. The industry intensified rather than challenged the deep racism of the region.

  • March 2017
  • Case

Tequila Patrón

By: Rohit Deshpandé, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán and Fernanda Miguel

Tequila Patrón was one of the most successful tequila marketers in the United States. Patrón needed to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to conquer the Mexican market? Furthermore, what would expanding in Mexico imply for the company’s marketing operations?

  • March 2017 (Revised April 2017)
  • Case

OXXO's Turf War Against Extra (A)

In 2006, Mexican convenience store chain OXXO faced a threat from a formidable competitor, the rival convenience chain Extra. OXXO had embarked on an initiative to fortify its corporate culture and operating system, but the threat of Extra raised the question of whether they should focus on opening as many stores as possible and as quickly as possible, in order to maintain market leadership. CEO Eduardo Padilla had to define his strategy and decide whether to focus on improving culture and operations or on relentlessly beating its rival.

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Buenos Aires Staff

Fernanda Miguel
Director
Mariana Cal
Research Associate
Maria Martha Ruiz Melo
Administrative Assistant
Laura Urdapilleta
Research Associate

São Paulo Staff

Priscilla Zogbi
Director
Ruth Costas
Senior Researcher
Vanise Andreasi
Office Manager

Mexico City Staff

Samantha Rullán Rosanis
Assistant Director