Muxxic Latina, the international recording company created by PRISA and Universal Music Group for the purpose of establishing a joint presence in the booming U.S.Latin music market, not only wants to create a uniform platform with which to penetrate Spanish-speaking countries, but also they want to actively participate in the globalisation of contemporary music in the Spanish language.
Carrión V.; Bertini, Marco; Nueno Iniesta, José Luis; wrote this case published in IESE Publishing, November 15th, 2001
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