Business Internationalization Strategies: An Analysis of the Border Cluster for Branding

Abstract

The article constitutes an evaluation carried out by exploring the current situation of Mexican businessmen at the border, particularly from Ciudad Juárez, Chihuahua, Mexico, that have companies and commercial operations in the city of El Paso, Texas, United States. The general objective was the compilation and analysis of elements that motivate companies to develop strategies for branding in the binational region. With a quantitative and qualitative approach, starting from interviews with a sample of businessmen with businesses in the North American city, and, in a second part, the selection of attributes highlighted by businessmen, a matrix of particularities in the internationalization of companies was generated. As immediate results, successful strategies to do business in the United States are highlighted. Also, opportunities to enhance human resources and attributes of the network are emphasized.