By: Renata Herrerías and José Luis Limón
Mexican enterprises make a Samson-like effort to get off the ground, expand and sometimes just stay afloat in today’s complex, highly competitive and constantly changing economic environment. The risks of failure are high and, unfortunately, ever present. Offsetting them requires ongoing investment in material resources and human capital, plus readily available and adequate sources of financing.
According to the pecking order theory, management will first turn to internal sources of financing to cover the company’s operational and expansion requirements, calling on external sources only when the former run dry. Of these external sources of financing, the option that implies the lowest risk, such as debt instruments, is favored, leaving equity financing as a last resort.
By: Dra. Gloria Robles
Brand Positioning and Social Networks
By: Matthew G. Whitehouse
The concept of brand positioning, as well as its impact on the sale of products and services, has been a recurring theme in a large number of articles on marketing. However, the increasingly powerful presence of the Internet social networks and their impact on consumers’ purchase decisions has affected the positioning of both the brands and the companies themselves in an accelerated manner.
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