How to Avoid firm Blunders Abroad - Cultural Diversity

PEPSICO - How to Avoid firm Blunders Abroad - Cultural Diversity

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One prominent point that is sure .. Is that we all have separate personalities. Numerous problems corollary from the failure to adapt packaging for other cultures. Sometimes only the color of the container needs to be altered to enhance a product's sales. For Ex. White symbolizes death in Japan and much of Asia; green represents danger or disease in Malaysia. Again, using the wrong color in these countries might yield negative reactions. Talking from experience...when funding is complex ... You want to cover all corners.

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PEPSICO

Some goods names trip poorly. For instance, the gasoline firm Esso found out that its name means" stalled car" in Japan. However, some firm names have traveled well. Kodak may be the most supreme example. A study team deliberately advanced this name after searching for a word that was pronounceable anywhere but had no specific meaning anywhere.

Social norms vary greatly from country to country and it is difficult for any outsider to be knowledgeable about all of them, so local input is very vital. Ex. One firm promoted eyeglasses in Thailand with commercials featuring animals wearing glasses. However, in Thailand animals are determined a low form of life; humans would never wear whatever worn by an animal.

Last example: The translations of an advertising message transport the idea of the traditional but do not actually double the original. PepsiCo. Learned this episode when it reportedly discovered that its motto "Come alive with Pepsi" was translated into German as "Come alive out of the grave with Pepsi." In Asia, the motto was once translated as "Bring your ancestors back from the dead."

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