Educator Insights: International Marketing Blunders by American Firms in Japan--Some Lessons for Management.

Gary A. Knight
Journal of International Marketing
Current average rating    
 
Key Takeaways
Keywords
ABSTRACT This article investigates separate cases of marketing blunders committed by prominent multinationals in Japan. Examined are General Mills, Avon Cosmetics, Simmons Mattress, Procter and Gamble, General Motors, Ford Motor, and Chrysler. A pattern of fundamental blunders is revealed that is common to all. This pattern and the lessons it suggests for management are discussed in detail. Suggestions are offered on how marketing blunders can best be avoided, in general, by firms seeking to sell in international markets.
Download

Author Bio:

 
Gary A. Knight
Add A Comment :
 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.