Blunders in international marketing: Fact or fiction |
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| Authors: | David A. Ricks Vijay Mahajan |
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| Affiliation: | Professor of International Business at the University of South Carolina, College of Business Administration, Columbia, SC 29208, U.S.A.;the Herman W. Lay Professor of Marketing at Southern Methodist University, USA |
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| Abstract: | ![]()
Popular literature on international marketing gives the impression that U.S. firms are insensitive, lack understanding of the unique socio-political, cultural and trade environments of foreign markets, and are probably blundering all the time. Is this really so? To find an answer to this question, this article reports the results of the study that was conducted to verify some of the more publicized blunders in international marketing. |
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