Nonmarket strategies of media enterprises in the Mexican television industry

Mario Vázquez-Maguirre, Andreas M. Hartmann

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


This paper describes and analyzes the nonmarket strategies of the Mexican television duopoly in order to reach an understanding of how firms gain and maintain first-mover advantages by influencing policymakers. Clear evidence shows that the incumbent duopoly has used its nonmarket strategies to accrue wealth and prevent new competitors from entering the Mexican television industry. Furthermore, a model of self-reinforcement of first-mover advantages exists and leads to the influence of the duopoly's nonmarket strategies on public welfare and other ethical issues.

Original languageEnglish
Pages (from-to)1743-1749
Number of pages7
JournalJournal of Business Research
Issue number10
Publication statusPublished - 1 Oct 2013
Externally publishedYes

Bibliographical note

Copyright 2013 Elsevier B.V., All rights reserved.

All Science Journal Classification (ASJC) codes

  • Marketing


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