You work for an MNE that makes and markets cellular telephones.

Senior managers want to begin selling the phones in Latin America. To pursue a transnational strategy, management wants to minimize adaptation of the phones.

They have asked you for a briefing. Focusing on three Latin American countries, prepare a brief report that identifies the common features of Latin American markets that management should consider when developing the cell phones the firm will sell there. For example, what language should be used in the cell phones? What pricing should management use? You may wish to consult the country commercial guides, Country Insights, and market research reports available through globalEDGE™. In addition, the U.S. Department of Commerce (www.export.gov) is a useful resource.

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