1.

If you were a manager for Baskin-Robbins, how would you evaluate a request from a local partner
in India to add a sugar-cane-flavored ice cream to its menu? What cultural factors would you look at?
 Examine the quantity and quality of sugarcane resources to determine whether there is enough
to create the flavor or import a product.
 Customers' tastes and preferences for a flavor are evaluated to see if the market for the flavor is
significant enough to warrant the cost in research and development.
 Create the flavor and conduct testing to determine whether it is popular enough to be added to
the menu.
 This may be done in a selected region of a country where there is a profile of users.
 Test marketing provides more accurate input and is also less expensive than a nationwide
launch, which may not result in a product performing as well as expected.

While introducing new ideas and implementing new interventions, it is critical to recognize, respect, and
work within major components of culture. This includes the items being used and their popularity,
whether they are consumed frequently or infrequently, because making an unpopular product would
result in loss.

2. Do you think Dunkin’ Brands should let local operators make their own decisions regarding flavors
for ice creams, donuts, and other items to be sold in-country? How would you recommend that the
company’s global management assess the cultural differences in each market? Should there be one
global policy?

 Because local operators are the most familiar with the region, they can make the best
selections about the flavors of ice creams, donuts, and other goods to be offered in the country.
 Because local operators are more likely to know about taste and preferences, there are more
variations in acceptability of tastes proposed by them.
 Each culture has its own set of ingrained customs, especially when it comes to food choices and
which foods are appropriate for which meals.
 Flavors are viewed differently in different parts of the world.
 When there is only one worldwide policy, local customization will help satisfy customers' needs
more closely and maintain the firm up to date.