Julio Moreno is assistant professor of history at the University of San Francisco.
"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"