This article investigates separate cases of marketing blunders committed
by prominent multinationals in Japan. Examined are General Mills, Avon
Cosmetics, Simmons Mattress, Procter and Gamble, General Motors, Ford Motor,
and Chrysler. A pattern of fundamental blunders is revealed that is common
to all. This pattern and the lessons it suggests for management are
discussed in detail. Suggestions are offered on how marketing blunders can
best be avoided, in general, by firms seeking to sell in international
markets.
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