By David A. Ricks
This re-creation of errors in overseas company is considerably up to date and revised, filled with attention-grabbing anecdotes, together with dozens of recent foreign enterprise mistakes. David Ricks has exposed many informative and interesting error that would make this ebook demanding to place down.
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The American Motors Corporation’s “Matador” usually conjures up images of virility and strength, but in Puerto Rico it means “killer”—not a favorable connotation in a place with high traffic fatality rates. Toyota has been a very successful international company, but it too has had some problems. Its rather popular MR2, for example, has sold well in several countries, but has had troubles in France because the name MR2 is often pronounced as merde, meaning human waste. “Apache” pickup trucks do not sell well to most American Indians—that is, except to Apaches.
These modifications, known as adaptations, exist in two major forms: product and package. Product modification or the alteration of the physical product is occasionally required for the product to conform to local tastes or local conditions. Adaptation of the package is often necessary to attract the customer to the product or to maintain the product’s integrity in a unique environment. Occasionally, a firm is forced to modify both the package and the product to create a suitable product for the new market.
Companies are not the only ones that have found that local tastes differ from those at home. S. grocery shelves. Food and tobacco manufacturers have not borne the effects of consumer preference alone. Style is another important ingredient in the product mix, and failure to reflect local style choices is also likely to cause financial losses for a company. Ford experienced well-publicized problems in Europe during the 1960s partially as a result of the amount of “Americanization” being introduced into the look of its European cars.