How to Avoid

Business Blunders
Abroad
David A. Ricks

Introduction
Locating

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

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)
Babys picture on the baby
food jar in Africa

Suggests test market, brief

survey, interviews or discussions may
have avoided these blunders.

Changing the Product

American brands sell well if the product is

adapted (Tastes).
Product consistency/texture (Jello)
Campbells 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

The Language Barrier

Company or Product name

Coca-Cola in China - Bite the Wax Tadpole
GMs Nova in Puerto Rico - it doesnt 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

Respecting Nationalism

Spanish Manufacturer flying a US flag

Product comparisons are ok,

comparing governments is not!

Hiring from within host country!

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.

Promotions (contd.)
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

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

Local Customs
(Contd.)

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

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.

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