I am a marketer for Amazon.com and we are expanding to Mexico. Briefly outline and describe the issues your company must consider regarding each of the following areas: economic, social-cultural, technological, and political-legal. As in many South American societies, family and political ties are extremely important in Mexico in terms of determining individual influence; strong-in-group orientation is expressed in bonds of loyalty and solidarity among the top people in both business and government. In terms of Latinos as well as Mexicans, body language is important, and it conveys a sense of emotion, especially when a negotiator is trying to persuade the other party; to American negotiators, Mexicans at times appear dramatic, emotional and sentimental.
