John E. Spillan is Professor of Management and Director of International Affairs in the School of Business at the University of North Carolina at Pembroke, USA. His research interests are in the areas of international business, management, and teaching pedagogy. He is the author of  50 academic articles and seven books.Marleen Campbell Lopez is Director of International Business Programs at the Universidad del Istmo, Guatemala. She has more than 15 years of experience in international strategy planning for brands in the Latin American region.

• Chapter 1. Introduction.- Chapter 2. Economic Environment.- Chapter 3. Political and Legal Environment.- Chapter 4. Cultural and Socioeconomic Environment.- Chapter 5. Establishing a Business in Guatemala.- Chapter 6. Marketing in Guatemala.- Chapter 7. Conclusions and Future Trends.

John E. Spillan is Professor of Management and Director of International Affairs in the School of Business at the University of North Carolina at Pembroke, USA. His research interests are in the areas of international business, management, and teaching pedagogy. He is the author of  50 academic articles and seven books.Marleen Campbell Lopez is Director of International Business Programs at the Universidad del Istmo, Guatemala. She has more than 15 years of experience in international strategy planning for brands in the Latin American region.

• Chapter 1. Introduction.- Chapter 2. Economic Environment.- Chapter 3. Political and Legal Environment.- Chapter 4. Cultural and Socioeconomic Environment.- Chapter 5. Establishing a Business in Guatemala.- Chapter 6. Marketing in Guatemala.- Chapter 7. Conclusions and Future Trends.

John E. Spillan is Professor of Management and Director of International Affairs in the School of Business at the University of North Carolina at Pembroke, USA. His research interests are in the areas of international business, management, and teaching pedagogy. He is the author of  50 academic articles and seven books.Marleen Campbell Lopez is Director of International Business Programs at the Universidad del Istmo, Guatemala. She has more than 15 years of experience in international strategy planning for brands in the Latin American region.

• Chapter 1. Introduction.- Chapter 2. Economic Environment.- Chapter 3. Political and Legal Environment.- Chapter 4. Cultural and Socioeconomic Environment.- Chapter 5. Establishing a Business in Guatemala.- Chapter 6. Marketing in Guatemala.- Chapter 7. Conclusions and Future Trends.