Gerardo Alvarez cofounded and was general manager of the Mexican company CREA Group. CREA Group manufactured chemical products for the construction industry and developed stamped wall and floor systems. Based on his experience in the administration of foreign trade operations and previous initiatives in the process of internationalization to other markets, as well as on a market study for the Colombian market carried out by a student from Colombia, Alvarez was assessing whether and how to expand his business into a foreign market such as Colombia.
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