J. Walter Thompson, the Good Neighbor Policy, and Lessons in Mexican Business Culture, 1920–1950

Julio E. Moreno

Enterprise & Society, 2004, vol. 5, issue 2, 254-280

Abstract: This article looks at the corporate history of J. Walter Thompson to examine the nature of U.S.-Mexican relations in the aftermath of the Great Depression and World War II. It contends that local conditions, along with a cadre of “progressive” Good Neighbor Policy diplomats, forced American companies to adopt the role of “commercial diplomats,” altering the nature of what, up to 1940, had been a tense and bitter binational relationship. The article shows how Thompson's role as a commercial diplomat changed its previous “capitalist missionary” approach and how it complemented American diplomacy, including national security measures to displace German commercial influence in Mexico during Word War II.

Date: 2004
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