Failure to research and understand a culture has led to many international business blunders.

Failure to research and understand a culture has led to many international business blunders.

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Failure to research and understand a culture before entering the market has led to many international business blunders. They run the gamut from forgivable to disastrous. Some years ago, for example, a leading U.S. golf ball manufacturer targeted Japan as an important new market for golf. Yet sales of the company's golf balls were well below average. 

The firm-as it turned out, had packaged the balls in groups of four--the number of death in Japan. 25 Mistakes of these types can at the least reduce sales, and at the worst, give the company and the product such a bad name that it closes out the market entirely. To avoid blunders like this, a company ultimately must not only have sensitivity to other cultures but also must have a good understanding of its own culture and how other countries see American culture.

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