Wednesday, January 05, 2005

Abridged Borderbuster 1/5/05

If you are not a subscriber to Borderbuster, here's a glimpse of what you missed this month:


1. Welcome From The Publisher
2. Feedback From Our Readers
3. Little Global Giants*
4. Business Cultural Tips: Have Some Fun!*
5. Global Allies Better Watch Out For China
6. How I Went Global: Ongoing Series // Globalize Your Web Site*
7. A Reader Asks: Q&A*
8. Everybody Loves a Freebie -- repeat: FREE OFFER*
9. The IBM/Lenovo Deal: Victory for China?*
10. New Research on Canada’s Small Business Export Markets
11. International Council on Small Business*
12. Blogs Are Catching On!*
13. Watch for Laurel’s New e-Book: “Godzilla Global Marketing”*
14. Take A Walk On The Wild Side (TAWOTWS)*
15. Wind Behind Your Sail*
16. Miscellany*

*Indicates exclusive to Borderbuster subscribers only.

Sample section:

*Subscriber Exclusive*

Enjoy. And remember, there is no such thing as a universal attitude. These are just guidelines so when in doubt, ask while visiting a foreign country.

• General Mills had two problems with one product. When it introduced instant cake mixes in the United States and England, it had the problem of overcoming the homemaker’s guilt feelings. When General Mills introduced instant cake mixes in Japan, the problem changed; cakes were not commonly eaten in Japan. There was no guilt feeling but the homemaker was concerned about failing. She wanted the cake mix as complete as possible. In testing TV commercials promoting the notion that making cake is as easy as making rice, General Mills learned it was offending the Japanese homemaker who believes the preparation of rice requires great skill.

• Existing perceptions based on tradition and heritage are often hard to overcome for the Chinese. For example, marketing researchers in Hong Kong found that cheese is associated with Yeung-Yen (foreigners) and rejected by some Chinese. The concept of cooling and heating the body is important in Chinese thinking; malted milk is considered heating while fresh milk is cooling; brandy is sustaining, whiskey harmful.

• Procter & Gamble’s initial advertisement for Pampers brand diapers failed because of cultural differences between the United States and Japan. A U.S. commercial that showed an animated stork delivering Pampers diapers to homes was dubbed into Japanese and the U.S. package was replaced by the Japanese package and put on the air. To P&G’s dismay the advertisement failed to build the market. Some belated consumer research revealed the consumers were confused about why this bird was delivering disposable diapers. According to Japanese folklore, giant peaches that float on the river bring babies to deserving parents, not storks.

Source: “International Marketing” (tenth edition) by Philip R. Cateora and John L. Graham.

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