International Business

Blunders in International Business by David A. Ricks

By David A. Ricks

This re-creation of error in overseas company is considerably up to date and revised, choked with attention-grabbing anecdotes, together with dozens of recent foreign enterprise error. David Ricks has exposed many informative and enjoyable error that may make this publication challenging to place down.

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The owners changed the name. Some car manufacturers have experienced comparable situations. In fact, problems often develop with the names used in international automobile promotions. S. ” 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.

A cosmetics firm attempted to sell its lipstick in Japan using a television ad that depicted Nero coming to life just as a pretty woman wearing the lipstick strolled by. This was a hard sell because the Japanese women did not know of Nero. If a firm decides to use historical figures in promotional campaigns, it is well advised to first consider using locally known historical figures. Hoover vacuum cleaners could not “sweep up the mess” from a recent sales promotion blunder considered one of the biggest in corporate history.

It wanted to remind the television viewers of its proud heritage. It wanted to say that the new models are based on BMW’s great tradition and experience with its previous models. BMW tried to do this by depicting the sporty car with DNA-type strings attached, but it used DNA symbols without bothering to find out much about them. For most viewers this advertisement was fine, until someone pointed out that the DNA depicted actually belonged to a slowmoving 10,000-year-old woolly mammoth (now extinct, of course).

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