Struggling With Market Entry and Expansion: Parlance Communications in Mexico

Prescott Ensign, Andrew Ray Lunney

Research output: Contribution to journalArticlepeer-review


Beth Reuben slumped at her desk as she recalled her meeting 2 hours earlier with Dan Asher, Parlance Communications’ (ParCom’s) product manager. He let her know in no uncertain terms that chief executive officer (CEO)/founder “Emmanuel’s timeline for entering the Mexican market is completely unreasonable. There is no way I can deliver on that schedule. Each product requires at least two weeks for testing and modification and another week for Spanish language adaptation.” Dan did not need to remind Beth that she had 9 weeks to prepare for ExpoComm, Mexico’s largest and most important trade show related to ParCom’s industry. Beth sighed as she remembered that
Shannon Casey and the rest of the marketing team were off track with regard to Mexico. Beth thought, “How can he expect me to recruit new product resellers in Mexico and manage my accounts if his priorities are unrealistic? I’ve got to get him to move on the pricing issue too.” “He” was Dr. Emmanuel Cole, founder and CEO of ParCom.
Original languageEnglish
Pages (from-to)701-721
Number of pages21
JournalEntrpreneurship: Theory and Practice
Issue number3
Early online date3 Mar 2014
Publication statusPublished - May 2015
Externally publishedYes


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