Have you heard of any other examples of international gaffes that have been made by U.S. firms?

Question:Global Gaffes

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!

Discussion Questions

• Have you heard of any other examples of international gaffes that have been made by U.S. firms? Do some research and give examples.
• What advice would you give a manufacturer in another country that was considering moving into the U.S. marketplace?
• If you wanted to market a product internationally, what steps would you take first to ensure that your firm didn’t make some of the same types of mistakes discussed above.

Reference: APA style