An example of an international gaffe

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An example of an international gaffe that I came across was that of Braniff Airlines. They started to promote their new leather seats, using the term "Vuela en Cuero" which means fly in leather. However, it had a different meaning in Mexico - "Fly Naked." I am sure some people got a good laugh out of that one, but I am sure that was not the intent of this company.

If I had to give advice to a manufacturer in another country, I would recommend that they do extensive research on the following: cost of marketing/selling in the country, if a similar product exists & prices, understanding the culture as a whole and define who their target audience is.

If I wanted to market a product internationally, I would follow the steps I listed above. In addition to that, I may hire a consultant of some sort that may be a part of or has a full understanding of the culture of the desired area, and use them as a guide for identifying any potential gaffes I may incur. Do you agree or disagree and why?

Reference no: EM131655032

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