Entering, growing, and sustaining a business in Latin America rarely follows the same path as in other regions. What works globally often needs to be rethought on a market-by-market basis. This session brings together three distinct ways of operating in the region: a global integrator with a local presence, an international brand adapting its strategy to each market, and a manufacturer building its business from a regional perspective.

John Zettel of AVI-SPL shares how to operate as an integrator in various Latin American markets without compromising global consistency. Rubén Rengel of Absen offers the perspective of a manufacturer building a regional business beyond a single product category. Shawn Watts of Bose rounds out the panel with the perspective of a global brand adapting its strategy to the realities of each market.

This conversation isn't about technology or products. It's about the business decisions behind operating and growing in Latin America: what goes wrong when a global strategy is implemented without being adapted, how to win over the market region by region, and what the local market demands of a global brand today.

Sponsored by Riedel and KeyBPS