Economic and corporate diplomacy in the exports of tequila to China
by Francisco Javier Gorjón-Gómez; Gabriela Mata-Sánchez
International Journal of Diplomacy and Economy (IJDIPE), Vol. 7, No. 2, 2021

Abstract: Tequila exports to China have seen an important increase over the last few years. This is due to the efforts of public and private actors. The aim of this paper is to analyse the efforts for increasing tequila exports in China from the perspectives of Economic and Corporate Diplomacy. The methodology consisted of semi-structured interviews made to agents that have participated directly in the promotion of the tequila exports into China. The data collected from the interviews shows that the presence of tequila in China is due to the combined strategies of different Mexican actors. It is suggested that further lines of investigation could focus on the impact of private-public cooperation and legitimacy building.

Online publication date: Mon, 08-Nov-2021

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