The Role of Culture 3 -- The Role of Communication 9 -- Structure 13 -- 2 Production 17 -- Location/Layout 17 -- Product 19 -- Package 28 -- Color 32 -- 3 Names 36 -- Product Names 36 -- Company Names 46 -- 4 Marketing 49 -- Promotions 51 -- Pricing 74 -- Carelessness 80 -- Multiple Meanings 91 -- Idioms 96 -- 6 Management 101 -- Cultural Differences 104 -- Poor Personnel Choices 108 -- Labor Relations 111 -- 7 Strategic Management 115 -- Entry Mode 115 -- Supply Problems 121 -- Complex Problems 125 -- Additional Mistakes 129 -- 8 Other Areas of International Business 137 -- Legal 137 -- Finance 144 -- Market Research 146 -- Adaptation 157 -- Nationalism 158 -- Promotion 159 -- Market Research 166.
Summary
This edition has been significantly updated to include more than 100 new international business blunders. Well-known old blunders have been replaced with new ones in order to update the lessons learned.