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- Title
La entrada de Hyundai-KIA en México, su competitividad desde una perspectiva sistémica y sus efectos en las empresas líderes.
- Authors
Rios Nequis, Eric Israel; Contreras Álvarez, Isaí; González García, Juan
- Abstract
The article studies the growth of Asian conglomerate (Hyundai and KIA Motors) in Mexico. In particular, we evaluate the effects of its growth on the market. In other words, we study the way in which the growth of KIA's sales affect leading brands growth and market share. Likewise, we analyze the externalities that encouraged the entry of a new competitor. The findings show that the dominant company and its follower are the most affected by the Asian automotive manufacturer's growth. However, smaller companies in terms of sales that have more time and experience inside the Mexican market have greater negative effects than Koreans in larger automotive manufacturer's growth from a systemic competitiveness approach, without ignoring the externalities that have encouraged the entry of competitors in Mexico.
- Subjects
MEXICO; MARKET share; COMPETITION (Psychology); ASIAN studies; EXTERNALITIES; BRANDING (Marketing)
- Publication
Universidad & Empresa, 2020, Vol 22, Issue 39, p1
- ISSN
0124-4639
- Publication type
Article
- DOI
10.12804/revistas.urosario.edu.co/empresa/a.8182