ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Contends that adapting consumer products to foreign market tastes is one of the more difficult challenges facing international marketers; the stakes are high, with even minor cultural mistakes resulting in lost sales and corporate embarrassment. Chronicles how one company in the global greeting card industry developed its international marketing strategy. Uses a Delphi panel of company managers to identify key factors in the product adaptation process. Draws on corporate expertise to pinpoint key similarities and differences between the US home market and prospective foreign markets. Concludes that where there were major similarities, prospects were deemed good for global standardized strategies. Where there was great diversity among key indicators, a multinational country-by-country approach was followed.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610429610113401
