Yankee Don't Go Home!

“New and refreshing. . . . An excellent example of how a cultural perspective can provide rich insights into business history. . . . Will inspire new research.” — Business History Review

“An interesting analysis of Mexico’s material progress. . . . [The] research is very good and [the] analysis . . . offers important insights. . . . The selective use of rural memories for an urbanizing country is path breaking.” — The Americas

“Julio Moreno has provided a thoughtful and nuanced account of middle-class business and consumer culture in Mexico during the first half of the century. Yankee Don’t Go Home! will become an essential starting point for future studies of Mexico’s encounter with globalization.” — Left History

“A significant study.” — International History Review

“The strengths of this book are many. . . . [Moreno] has gone further than other researchers in looking at daily business practices and advertising campaigns. His research is very good and his analysis of that contact zone between the two business cultures offers important insights.” — Americas

“Moreno succeeds very well at addressing important issues of U.S. business in Mexico and delivering them in the form of an extremely interesting story. He offers extensive new evidence, analysis, and a highly readable narrative all in one. This book makes a very significant contribution to the field.” — Linda B. Hall, University of New Mexico