International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 18

Do you think Jorge should modify his views about promotion at fairs and exhibition and establish a direct presence or is he right to give priority to his distributors' interests? List the possible advantages and disadvantages of his policy in this regard on the short and the long term. For instance, how would La Casa de las Botas benefit from further participating into the Government's efforts to promote the "Industria Argentina" label abroad?