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Its nice to see that companies are pushing to establish roots in Cuba. As we learned being the first to be established is in a country like Cuba which as been stuck basically in the 20th century, it gives those companies an advantage it enables a company to establish strong brand recognition and customer loyalty before competitors enter the market.  But being first has its disadvantages and some of these companies may feel it, since Trump has backed down some of the lifts that Obama put in place.  From what I have read there are a lot of companies that want to get going are holding back till they know for sure what restrictions are being add if any.  Many companies in the hospitality industry have already doubled down on development projects, leaving them particularly exposed to the decision. Horowitz, J. 2017). These companies could lose their you know what if things turn all the way back to what it was before Obama.    Horowitz, J. (2017). Trump’s Cuab decision gives pause to U.S. companies doing business there. Retrieved from: http://money.cnn.com/2017/06/16/news/trump-cuba-business-community-reaction/index.htmlLinks to an external site.