Research Summary
Research Summary
Investment and marketing strategies of American multinationals in Argentina (1890c-1939)
Description
Andrea Lluch is undertaking a major research project on American business expansion in Argentina up to the beginning of World War II. The first part of the project focuses on the American companies investment strategies. The second part analyses of the evolution of international marketing and the distribution of American products between 1900 and 1939. This analysis focuses on the trends in the development of distribution strategies in the initial era of international mass production and marketing. The research addresses the changing characteristics of the distribution systems used to sell consumer products in Latin America, particularly Argentina, and identifies the strategies employed by U.S. entrepreneurs and managers to increase their commercial presence in Latin American markets. In the longer term, this research seeks to understand not only the historical patterns and evolution of trade relations between the United States and Latin America but also to complement the more general studies of the evolution of global business.