The main objective of this article is to examine the market structures within cultural industries based in Cali, Colombia, using the descrip­tive capacity of two of the most com­monly used measures of concentra­tion in this type of analysis, namely, the Hirschman-Herfindahl index and the Rosenbluth index. The kind of microeconomic analysis presented in this article is novel in two ways. First, it provides information on market structures of the subsectors of cul­tural industries at a municipal level. Secondly, it discusses the dynamic behavior of the concentration of production in a given year. Evidence available in literature at the time of writing suggests that this is the first such analysis of cultural industries.

Cementos Argos has long been regarded as a giant in the Colombian cement manufacturing industry. Thanks to its large capacity to reach a solid position in the domestic market as well as to its unconventional internationalization strategies, it has earned a prominent place in Colombia and other Latin American countries and even in such strong markets as the United States. This research study is an effort to document the international experience of Argos from the perspective of the most widely accepted theories of internationalization available in specialized literature, using the methodological case-study approach. As a result, it was found that retention strategies and the organizational redesign generated by the leadership of corporative management, are vital tools to ensure growth of the company in local and external markets.