Abstract

GORTARI RABIELA, Rebeca De. Estrategias diferenciadas de las grandes empresas mexicanas para administrar el espacio global-local. Alteridades [online]. 2005, vol.15, n.29, pp.23-36. ISSN 2448-850X.

The continuance and competitiveness of globalized large firms is explained, to a great extent, by the construction of new strategies supported on habits and corporate practices, which are able to assimilate and to administer its internationalization. That is to say, when incorporating and administrating the global/local space by putting in contact its structures, its methods of work and of production, its experiences and management techniques as well as its personnel with different cultural and ethnic origins. Based on a comparative analysis of two large Mexican businesses: Cemex and Bimbo, this article explores how these firms -from their own processes of learning along with the development of their own corporate practices- have followed different roads to incorporate and to administer the local and global space and the limits where they are taking up again the cultural references in their processes of internationalization.

Keywords : Competitiveness; large businesses; cultural references; internationalization; corporate practices.