Publications
Publications
- November 2000 (Revised February 2002)
- HBS Case Collection
Resinas Sinteticas, S.A. (A)
By: Lynn S. Paine and Greg Rogers
Abstract
A recent MBA graduate heads international marketing for his family's Mexico-based rosin supply business, he must decide how to respond to the aggressive tactics of his much larger American competitor. Among other things, the U.S. competitor is spreading false rumors among the Mexican company's European customers. This case provides background on Mexican culture and society as seen by the case protagonist.
Keywords
Family Business; Cross-Cultural and Cross-Border Issues; Competition; Marketing Strategy; Business Strategy; Crime and Corruption; Trade; Chemical Industry; Mexico; United States; Europe
Citation
Paine, Lynn S., and Greg Rogers. "Resinas Sinteticas, S.A. (A)." Harvard Business School Case 301-070, November 2000. (Revised February 2002.)