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Struggling With Market Entry and Expansion: Parlance Communications in Mexico

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Abstract

Beth Reuben, charged with business development, has been with Parlance Communications (ParCom) for a little over a year. Chief executive officer and founder, Dr. Emmanuel Cole, has instructed Beth Reuben to prepare the strategy for ParCom's entry into Mexico and handle a trade show in Mexico City, Mexico, in 3 months.

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