The expatriate managers of Je Parle, a French leader in specialty perfumes, followed the same domestic marketing and management practices in foreign markets as their colleagues did in France. As a result, Je Parle's international expansion failed because the company suffers from

Question

Quizplus · Accepted Answer

Cultural myopia refers to the failure to recognize and adapt to cultural differences in foreign markets, which is what Je Parle experienced by applying domestic practices internationally without considering local cultural nuances.

The Expatriate Managers of Je Parle, a French Leader in Specialty