In summer 2019, Italians’ did’t show much appetite for a meal from American fast food giant McDonald’s. The reason was a failed attempt at being funny in another, neighboring market – Austria. While McDonald’s promotions in the United States often focus on price and value, it has become common in other countries to lure customers […]
In 2013, one of the most successful multinational Italian companies, privately held past maker Barilla, almost stumbled over the comments of its chairman, Guido Barilla. When interviewed on Radio24, a national radio station, he expanded on how Barilla is rooted in traditional family values and why they would therefore never show a homosexual couple in […]
Some may remember that in 2014, Red Bull, the Austria-based manufacturer of the world’s leading energy drink, had settled a more or less frivolous lawsuit in the US that alleged that the company had cheated its consumers with its slogan that the drink would “give them wings” (or, in other words, improve their athletic or […]
Adapting to different cultural environments is tricky business. In 2012, various Swedish media outlets ran an article titled “IKEA raderade kvinnorna” (engl. “IKEA erases women”). What had happened? One of the central elements in IKEA’s marketing strategy is its voluminous catalog that covers everything from comfy sofas to simple kitchen gadgets. In its attempt to […]
The German company Wacker Neuson develops, manufactures and distributes concrete technology, compaction equipment, worksite technology and compact construction equipment on a global scale. In 2015 the company launched a new excavator line with 6 to 9 metric tons operatingweight. The new line was revolutionary in that it drastically reduced weight, made design changes, and for […]
Launches of pharmaceuticals are tricky. Companies often have to face the fact that after a decade or more of expensive development, an initially promising new drug falls short of expectations in terms of sales. Bain & company estimated that about 50% of all pharmaceutical launches underperform and that more than 25% of all launches do […]
In 1997, Nike was going through a public relations nightmare. The Council on American Islamic Relations had spotted a suspicious logo, stitched on to the heel of Nike’s new sneaker, the Air Bakin’. When read from right to left, as is the practice in Arabic, the logo that was intended to look like flames bore a […]
Once again, this is not the most recent case, but it still is a good one. It serves as a perfect illustration for the fact that phenomenal success in one country doesn’t necessarily guarantee success in another. Quite to the contrary, success can be blinding and make companies ignorant of subtle – and sometimes even […]
Fast food is tricky business in China. China loves to eat, but there already is an abundance of excellent affordable street food, and competition between foreign fast food brands is intense. Yum Brands-owned Kentucky Fried Chicken (KFC) stands out among many others in that it has been immensely successful in the Chinese market. With more […]
In August 2017, German supermarket Edeka made a bold statement. For one day, the supermarket chain took all non-German products off the shelves. Instead of their favorite Italian pasta, Spanish tomatoes, Israeli oranges, Greek olives, Portuguese sardines, French cheeses, Japanese soy sauce, or Turkish grapes, Edeka’s customers found signs with statements such as “Things are […]
Last month, Bloomberg published a “Vulnerability Ranking” for 18 emerging markets ranging from Turkey to Taiwan. The ranking assesses these markets along four criteria – Current Account Balance, External Debt, Government Effectiveness, and Inflation. To no one’s surprise, Turkey and Argentina lead the pack in their vulnerability, while countries such as Saudi Arabia, China, Thailand, […]
Almost unnoticed to the global media, Swedish furniture giant IKEA opened its first store in India this month. With the 400,000 sq ft store, the global multinational is hoping to open the path to expansion in a market of 1.3 billion consumers that includes a growing and affluent middle class. More stores are planned for […]