Just ‘cause it’s American, Europeans ain’t buyin’ it

American companies have made serious inroads into the economies of Europe and elsewhere, but this has come at a cost. There have been some pretty big flops along the way as executives naively thought they could simply replicate the American marketing model in other countries without making any changes. Some of these misjudgments are rather entertaining, and with the introduction of a coffee/olive oil concoction by Starbucks in Italy, we may soon witness yet another product derailment.

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Brenda Arnold