Terra Lycos’s Latin American Challenges
As the integration of the two companies takes place, Lycos and terra management face difficult issues in Latin America. Management need to make a decision on two important issues. Management must decide the brand strategy for the region and the best model to apply in the region.
Latin American is a major part of Terra Lycos global reach, leveraging Terra’s strength in the region. Latin American is very important to Terra Lycos because the merged company intends to pursue a global growth strategy. But Terra Lycos must define a strategy for the region. Is it sustainable to have