A MEXICAN COMPANY IN EUROPE: THE TRADEMARK CONTROVERS, EMPRESA MEXICANA EN EUROPA: LA CONTROVERSIA EN EL REGISTRO DE MARCA

Manuela Camacho Gomez, Lenin Martinez Perez and Jorge Rebollo Meza

Revista Global de Negocios, 2017, vol. 5, issue 6, 47-59

Abstract: This study is a teaching tool through which students have the opportunity to analyze international marketing strategies developed and implemented by a medium sized enterprise dedicated to the production and selling of snacks. The case provides the user with detailed information about the organization: Its market share, corporate identity and expansion goals that led them to venture into international markets. This study allows students to identify and evaluate actions conducted by the company to propose alternative snack food marketing strategies as well as follow and implement the trademark registration processes in other countries. This study can be useful for marketing and management students at undergraduate and graduate levels. Five hours are required to individually evaluate the manuscript and its first phase. In class this activity can be analyzed and discussed in small groups and with discussion guided by a professor. To analyze and propose alternatives to this case study three hours will be required

Keywords: Market; Product; Trademark (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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