Gunther Home Products,Gmbh,a German manufacturer did not succeed in its international ventures because it used its domestic marketing mix "as-is" in foreign markets in addition to using the same domestic-centric approach to managing its foreign operations.Gunther Home Products' failure to understand host-country cultural differences that require different approaches to marketing and management is referred to as

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Gunther Home Products' failure to understand host-country cultural differences and using its domestic marketing mix "as-is" and a domestic-centric approach to managing foreign operations refers to cultural myopia. Cultural myopia is the inability of a company to understand cultural differences in overseas markets, which leads to a lack of customization of products and services for foreign markets.

Gunther Home Products,Gmbh,a German Manufacturer Did Not Succeed in Its