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

Gary A. Knight
Journal of International Marketing
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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.

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Gary A. Knight
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