Keywords
product and market strategies
North American firms
regional market
fuel efficiency demands.
How to Cite
Abstract
With mounting pressures from consumers and stricter fuel efficiency and emissions regulations, as the financial crisis proceeded and bailed-out U.S. firms were joined in hardship by other automaker icons, questions about the future of the main producers soared. one of them relates to the product policy firms will deploy to overcome the crisis. This essay addresses this question, focusing on product and market strategies firms working in Mexico have put in place in recent years. Drawing on productive models theory, the author shows that most corporations, particularly U.S. firms, are putting forward strategies that reaffirm Mexico as a strategic asset in the North American region.
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