It has been observed that American managers generally are prepared only for domestic service. But it is recommended that present and future managers begin to think globally and cross-culturally. There is a tremendous provincialism to thinking that what works in the United States will work all over the world. American managers must recognize the dangers of taking these marketing basics for granted when moving a product into the international arena. Otherwise, they can end up like Braniff Airlines, which encouraged potential passengers in a radio commercial to fly en cuero, or “in leather,” referring to its plush leather seats. However, en cueros, a similar-sounding Spanish expression, means “naked.” The fast speed of the radio ad led listeners to believe that Braniff was recommending that its customers travel in the buff!
Reference: APA style