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International Marketing Blunders Revisited: Some Lessons for Managers
Tevfik Dalgic and Ruud Heijblom
Journal of International Marketing
Vol. 4, No. 1 (1996), pp. 81-91
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/25048635
Page Count: 11
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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.
Journal of International Marketing © 1996 American Marketing Association