Abstract
Sometimes it is difficult to believe that companies without much experience can, in the short term, compete with others that already have a position in the market for several years. In this case, we will analyze Cementex, a new alternative on the market. Cementex enters the Ecuadorian market with the production of zinc oxide. In the city of Cuenca, he was a suppliermainly from a rubber company and after making alliances with international partners, in 1995 the product was certified for export.
| Translated title of the contribution | Cementex: How Can a New Cement Brand Enter a “Traditionalist” Market? |
|---|---|
| Original language | Spanish (Ecuador) |
| Title of host publication | Estudio de Casos en Ciencias Administrativas y Económicas |
| Publisher | Editorial Universitaria Abya-Yala |
| Pages | 77-88 |
| Number of pages | 12 |
| ISBN (Print) | 978-9978-10-889-5 |
| State | Published - 29 Feb 2024 |
CACES Knowledge Areas
- 314A Administration