The case describes the transformation of the traditional Mexican company, in response to growing international competition for the GCC (ground calcium carbonate) market in Mexico. The company is considering entering the U.S. market and the best way to enter the country. GCC are mainly used in paper, plastics and paint industries. Transportation costs and the industry dynamics is a challenge for senior management
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by Dennis Guthery, John Zerio Source: Thunderbird School of Global Management 15 pages. Publication Date: October 16, 2002. Prod. #: TB0157-PDF-ENG
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