Cross-cultural business in Latin America: An empirical investigation of the business culture in Mexico, and how danish life science-companies can do business succesfully in the Mexican market
Translated title
Comercio intercultural en América Latina: Una investigación impírica de la cultura empresarial en México, y de cómo pueden empresas de ciencias de la vida danesas comerciar exitosamente en el mercado mexicano
Author
Hansen, Tina Vinther
Term
4. term
Publication year
2022
Submitted on
2022-08-22
Pages
77
Abstract
This thesis examines how macro-environmental factors and Mexican business culture shape Danish life science companies’ ability to succeed in the Mexican market. The study is motivated by increasing internationalization, a sector ambition to double Danish life science exports by 2025, and the persistent view of cultural differences as a major export barrier. Mexico is highlighted as a strategic market with strong macroeconomic institutions and rising imports of pharmaceuticals and medical devices, especially following covid-19. The research question asks which macro-environmental conditions and which aspects of Mexican business culture Danish firms should consider, and how these can be managed in practice. Methodologically, the study adopts a pragmatic perspective and mixed methods: a qualitative analysis of websites, scientific articles, surveys and statistics, supported by quantitative triangulation to enhance validity. The analysis applies Kotler and Armstrong’s framework of macro forces to map Mexico’s demographic, economic, environmental, technological, sociopolitical and cultural context, and Gesteland’s theory of intercultural business behavior to assess dimensions such as deal versus relationship orientation, formality, time orientation and expressiveness. Based on the study, recommendations for effective communication and export to the Mexican market are presented; detailed findings are not included in the excerpt provided here.
Dette speciale undersøger, hvordan makromiljøfaktorer og den mexicanske forretningskultur påvirker danske life science-virksomheders muligheder for at handle succesfuldt i Mexico. Baggrunden er voksende internationalisering, en ambition i den danske life science-sektor om at fordoble eksporten inden 2025, samt at kulturelle forskelle fortsat opleves som en væsentlig eksportbarriere. Mexico udgør et strategisk interessant marked med stærke makroøkonomiske institutioner og stigende import af lægemidler og medicinsk udstyr, ikke mindst efter covid-19. Specialets forskningsspørgsmål er, hvilke makromiljømæssige forhold og hvilke aspekter af mexicansk forretningskultur der bør indgå i danske virksomheders overvejelser, og hvordan disse kan håndteres i praksis. Metodisk anvendes et pragmatisk perspektiv og mixed methods: en kvalitativ analyse af websider, videnskabelige artikler, undersøgelser og statistikker, suppleret af kvantitativ triangulering for at styrke validiteten. Analysen rammesættes af Kotler og Armstrongs teori om makromiljøkræfter til at belyse den demografiske, økonomiske, miljømæssige, teknologiske, sociopolitiske og kulturelle kontekst i Mexico, samt Gestelands teori om interkulturel forretningsadfærd til at analysere dimensioner som relations- kontra sagsorientering, formalitet, tidsopfattelse og udtryksfuldhed. På baggrund af undersøgelsen præsenteres anbefalinger for effektiv kommunikation og eksport til det mexicanske marked; detaljerede resultater fremgår ikke af det uddrag, der er tilgængeligt her.
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