Is LATAM in your scope? Keys to approach effectively

www.lokjackgsb.edu.tt @albertina_navas
a.navas@lokjackgsb.edu.tt

IS LATAM IN
YOUR SCOPE?
Director of the International Centre for Social Media Studies
Director of the Masters of SME’s – Latin America
Arthur Lok Jack Graduate School of Business
Trinidad & Tobago. March, 2016
By: Albertina Navas, PhD (c)
KEYS TO APPROACH EFFECTIVELY


PURPOSE
§  To gain general
understanding of the keys of
the business culture in
LATAM based on an
awareness focused method


CONTENTS
§  Myths and truths about LATAM
§  Exercise
§  Conclusions


JOHARI WINDOW
OPEN
AREA
BLIND
AREA
HIDDEN
AREA
UNKNOWN
AREA


self
o
t
h
e
r
s
known unknown
known
unknown
FEEDBACK
DISCLOSURE

TRUTH-O-METER

All of Latin America is the same from Mexico to Chile
TRUE OR FALSE?

•  One block with 3 main things in
common: language, religion and
ancestors but…
•  22 countries
•  600 million people
•  2 languages: Spanish (400) &
Portuguese (200)

We have many
things in
common, but we
are not the same

There is no innovation in LATAM
TRUE OR FALSE?

COLOMBIA

GUATEMALA

ECUADOR
MEXICO


BRAZIL
COSTA RICA
ARGENTINA


VENEZUELA
MEXICO

Insitum

STATE OF INNOVATION
IN LATAM

LATAM is convinced
that innovation is
important. The region
is learning how to make
it happen.

There is no potential for digital business in LATAM
TRUE OR FALSE?

Internet penetration in
LATAM is 40% average.
After the US, South
America is the most
active region in SM.

LATAM is a political unstable region
TRUE OR FALSE?

Source Twiplomacy 2013

Some countries in
LATAM are politically
unstable because of
disparity, lack of
qualified education and
poor political culture

LATAM is an extremely dangerous place
TRUE OR FALSE?

Some zones in some
countries in LATAM are
dangerous, it is critical
to follow instructions
from local people

Was there
something you
think you knew
but you actually
didn’t know?


EXERCISE
§  Activity: You have 10 min to work into
groups to prepare a presentation
§  Objective: To approach actual Latin
American people to present TT effectively
based on the insights shared in class
§  Outcome: 3-5 minutes oral presentation
about TT and time for answering questions

1.  Provide relevant information about TT (Awareness)
2.  Show knowledge about LATAM (Interest)
3.  Highlight existing linkages (Closeness)
4.  Present your offer as a conglomerate or
a group of countries (Presence)
5.  Choose the best selling-points (Consistency
and respect)
6.  Highlight a win-win strategy (Collaboration)
CONCLUSIONS


JOHARI WINDOW

www.lokjackgsb.edu.tt

Director of the International Centre for Social Media Studies
Director of the Masters of SME’s – Latin America
Arthur Lok Jack Graduate School of Business
Albertina Navas, PhD (c)
Contact info:
@albertina_navas

www.albertinanavas.com

GRACIAS
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Is LATAM in your scope? Keys to approach effectively

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