Unformatted text preview: brands compete on a global basis (i.e., Coca-Cola). To do so, the company must be conscious of local attitudes and cultural differences. Some amazing mistakes have been made by global companies – amazing because these companies spend enormous amount of money to enter international markets and yet… Gerber began selling baby food in Africa, and was using the same packaging that they used in the USA – that of a baby on the label. It was not until later that Gerber’s discovered that in Africa, companies often placed pictures on the label of what was inside since many African consumers can not read. GM brought the Chevy Nova into South America and did not realize that “no va” in Spanish means “won’t go. When the car was not selling, the company changed the name to Caribe in its Latin markets. Schweppes Tonic Water was translated into Italy as Schweppes Toilet Water There are many such examples of big industry mistakes in entering foreign markets....
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- Fall '07
- Econometrics, Gerber, Schweppes Toilet Water, new ethnic market, Schweppes Tonic Water, big industry mistakes