Preface. 1. Introduction. The Role of Culture. The Role of Communication. Structure. 2. Production. Location/Layout. Product. Package. Color. Summary. 3. Names. Product Names. Company Names. Summary. 4. Marketing. Promotions. Pricing. Summary. 5. Translation. Carelessness. Multiple Meanings. Idioms. Summary. 6. Management. Cultural Differences. Labor Relations. Summary. 7. Strategic Management. Entry Mode. Supply Problems. Complex Problems. Additional Mistakes. Summary. 8. Other Areas of International Business. Legal. Finance. Market Research. Summary. 9. Lessons Learned. Adaptation. Nationalism. Promotion. Translation. Market Research. Conclusion. Notes. Index of Companies. Index of Places. Index of Products
David A. Ricks is Distinguished Professor of International Business at the University of Missouri, St. Louis, and Visiting Professor at Wirtschaftsuniversitat in Vienna, the Helsinki School of Economics and Business and the University of Hawaii. He has written eleven other books - including three about international business blunders which have been featured on the Today Show, in the Wall Street Journal, and in numerous other publications.