La imagen de España y sus inversiones en América Latina.

Abstract

The article analyzes the problems of image of the Spanish investments in Latin America in the nineties. Ahistorical perspective is used to include the expectations regarding Spain in the eighties. The analysisdemonstrates that the image of Spain is ' balkanizada' in the sense that the negative evaluation that onemakes of the investments doesn't contaminate to the image of Spain. This has important consequences forthe handling of the crisis that goes by a better administration of the social capital of Spain in the region asmuch on the part of the State as of the companies