1. How to Avoid Business Blunders Abroad
David A. Ricks

2. Introduction
Locating a fast-food restaurant in high-traffic areas (Munich, Germany).
Ask the right questions (Land in Sicily)
Location! (pineapple
plant in Mexico).

3. Picking the Package Adapting packaging to the local environment
White symbolizes death in Japan
Green represents danger or disease in Malasia
Numbers in Japan may be evil (even numbers of products pictured on a label)
Baby’s picture on the baby
food jar in Africa
Suggests test market, brief
survey, interviews or discussions may
have avoided these blunders.

4. Changing the Product
American brands sell well if the product is adapted (Tastes).
Product consistency/texture (Jello)
Campbell’s soup in Great Britain (not condensed)
Dishwashers for example
Different Electricity requirements (110 vs. 220 v)
Water pressure differences
Accommodate different sized and shaped dishes & utensils
                            
                 

5. The Language Barrier Company or Product name
Coca-Cola in China - “Bite the Wax Tadpole”
GM’s Nova in Puerto Rico - “it doesn’t go”
US oil co. in Latin
America – “jackass oil”
Shampoo “Evitol” in Brazil
“Dandruff Contraceptive”
Chocolates in the USA by German firm – “Zit!”
Airline in Australia – “EMU”
“gift” in German is “poison”

6. Respecting Nationalism
Spanish Manufacturer flying a US flag
Product comparisons are ok, comparing governments is not!
Hiring from within host country!

7. Problems with Promotions
Promotion without coordination
of production and delivery
McDonnell Douglas showed Turbaned
men in an aircraft brochure for a promotion
in India – The men were Pakistani
The Marlboro Man in Hong Kong – people could not associate with horseback riding
The slogan “With XXX your already there” promoting air travel (on a cemetery wall).
The word “Deer” in Brazilian is the name for homosexual.

8. Promotions (cont’d.)
“you can use no finer napkin at your dinner table” (in the UK napkin means Diaper)
The advertising budget can not simply be set as a percentage of sales
Media types available differ
Small subsidiaries may not produce much revenue

9. Observing Local Customs
Norms
British tea breaks
Local holidays
Public display of affection unacceptable in Thailand
BiNoca Talc Commercial in India – Apparently nude woman?
Display of the sole of the foot or shoe is insulting in some countries

10. Local Customs (Cont’d.)
Women playing golf with men and wearing shorts in Quebec.
Pepsodent promoted toothpaste that “enhance white teeth” in southeast Asia, however, some local people chew betel nut to achieve the social prestige of darkly stained teeth.
Promoting eyeglasses in Thailand using animals?
Religious symbols used in advertising?
Refrigerator co using a picture of a large Ham in the ice box to promote its product in the Middle East

11. Be sure it translates
“Come alive with Pepsi” in German “Come alive out of the grave with Pepsi,” in Asia “Bring back your dead relatives with Pepsi”
Hunt Wesson marketed Beans in Tomato sauce in Quebec as “Gros Jos,” which translated means “Big Breasts”
“Body by Fisher” in Flemmish “Corpse by Fisher”
“Billion” contains 9 zeros in the US and 12 zeros in Europe.

12. What can be done? Back translation Market research
Representatives or employees who are versed in local customs (born there!)
Keep it short
Avoid slang
Avoid humor
Cite examples
Repeat important points