Woe to the American peanut butter manufacturer that marketed its product in Ma-laysia in green containers. In that country, green is associated with disease, even death -- the eventual fate of the product. Failure to understand cultural nuances is a common blunder made by U.S. marketers seeking to carve out a piece of the lucrative global marketplace. Companies today have more marketing opportunities than ever before, thanks to expanding democratic freedoms and shrinking trade barriers. ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.
Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.