Universidad Eafit

In this episode of “Global Issues Explained,” we explore the dynamics of foreign multinational expansion into emerging markets, with a special focus on Colombia. Our guest, Santiago Rueda, an Industrial Designer with extensive experience in Marketing Consulting Firms based in the USA, provides valuable insights into the attractiveness of Colombia for foreign firms and the role of its human talent in securing Country Specific Advantages (CSA). We discuss the rise of digital nomads, cultural differences, Firms Specific Advantages (FSA) and how emerging markets are perceived by multinational corporations. Join us for an enlightening conversation that highlights the opportunities and challenges that Colombia faces in facilitating the expansion of these foreign multinationals.