In addition to the challenges and trends that multilatinas have, which only differ from global companies because of the regional context and market conditions, there is a differentiating element that they have not exploited: their own brand as multilatinas. That means, the label of Latin companies that are internationalizing.
Although in digital conversation the interest in multilatinas has grown in the last two years, the main promoters of this conversation are media focused on business analysis. Therefore, it is concluded that there is no social conversation around the multilatina brand that connects with the sense of regional belonging.
Carlos Loret de Mola
On the other hand, the few conversation topics connected to the multilatinas brand are positive. In 216,000 cumulative mentions, the conversation territories identified are: growth opportunities in the market, corporate social responsibility during the pandemic, impact of COVID-19 on development and socio-economic growth in Latin America, post-pandemic global trends in various industries or investment opportunities.