Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers’ interest in the relatively young Mexican...

The United States has entered into a tripartite Free Trade Agreement with Canada and Mexico with a planned 1 January 1994 debut. What are the possibilities of a North American Common Market being formed? What are the potential threats that could undermine NAFTA? What are the necessary...

Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international dimensions, compares US and Mexican consumers’ perceptions of service quality. Ascertains the differences between the two...