TITLE

Educator Insights: International Marketing Blunders Revisited--Some Lessons for Managers

AUTHOR(S)
Dalgic, Tevfik; Heijblom, Ruud
PUB. DATE
March 1996
SOURCE
Journal of International Marketing;1996, Vol. 4 Issue 1, p81
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
International marketing blunders represent avoidable mistakes made by companies in foreign markets. While there exists a well-developed literature of blunders committed abroad by firms from the United States, very few such tales have been reported from other countries. This article is a collection of new cases, compiled from a variety of sources and featuring numerous companies operating in various parts of the world. A framework for analyzing international marketing blunders is offered, along with managerial implications.
ACCESSION #
4452681

 

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