Social expressions/greeting card industry: anatomy of an international marketing strategy
Abstract
Contends that adapting consumer products to foreign market tastes is one of the more difficult challenges facing international marketers; the stakes are high, with even minor cultural mistakes resulting in lost sales and corporate embarrassment. Chronicles how one company in the global greeting card industry developed its international marketing strategy. Uses a Delphi panel of company managers to identify key factors in the product adaptation process. Draws on corporate expertise to pinpoint key similarities and differences between the US home market and prospective foreign markets. Concludes that where there were major similarities, prospects were deemed good for global standardized strategies. Where there was great diversity among key indicators, a multinational country‐by‐country approach was followed.
Keywords
Citation
Berkowitz, D. and Hill, J.S. (1996), "Social expressions/greeting card industry: anatomy of an international marketing strategy", Journal of Product & Brand Management, Vol. 5 No. 1, pp. 40-55. https://doi.org/10.1108/10610429610113401
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited