TY - THES AU - Gutiérrez Jiménez, Ana María PY - 2021 UR - http://hdl.handle.net/10818/49219 AB - Hyundai Motor Company is a South Korean car manufacturing company that started to export their cars into the global market in the 1960s. Some years later they decided to implement a new market penetration strategy, by focusing on geographies such as... LA - eng PB - Universidad de La Sabana TI - From Riding High to Lying Low - Hyundai’s Colombia Case ER -