International Business 9th Edition by Charles Hill

تمرين 13

Imagine you are the marketing manager for a U.S. manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline the possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be left to local managers. Why might she be wrong?