The Deadly Sins of International Business. Professors Gerhard Apfelthaler of Graz, Austria and Duane Kujawa of Miami, USA are working on a book titled “The Deadly Sins of International Business”. The book to be published in 2009 is providing a fresh look at famous’ companies’ failures in international markets. Looking at globally active companies of the likes of Wal-Mart, Danone or Volkswagen, they explain why these companies have been failing. Often, it is very basic attitudes that prevent companies from succeeding. Take, for instance, pride. If companies are too proud about their own ways, the may fail to recognize differences that matter in foreign markets, the may be less innovative and they may not learn from failure.