Abstract
Diversification as a strategy is important when the market is mature and there are not enough expansion opportunities in the same business line. In the 1980s and 1990s, the NTOs were able to supply cocaine to the largest consumer of the product. The NTOs also began to consolidate the local drug consumer market in Mexico by involving local people and building local dependency on drugs. The drug cartels were all looking at competitive advantages that would help them sustain under the current economic situation.
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