American Concepts of Value and the Internationalization of Goods.


Wal-Mart closed 85 stores in Germany a few weeks ago. This may be a textbook example of cultural blindness in retailing.

This retail giant failed to take into consideration the concept of value in the German culture.

Perhaps this marks the end of one big assumption for corporations – that the American model of value can be applied across the world without adjustments and without failure.

Multispective ethnographic studies of consumer/ customer / user culture will gain more value as companies attempt to internationalize their products.

– Daniel Montaño
Author of Innovation Strategies of the World’s Most Innovative Companies. Analyzes the innovation strategies of P&G, Apple, IDEO, eBay, GE, Gillette, IBM, Nokia, Philips, Samsung, Target, Toyota, IKEA, Virgin, and companies nominated by BusinessWeek Magazine as the “World’s Most Innovative Companies” in ©2006 Daniel Montano


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