American Concepts of Value and the Internationalization of Goods.

Standard

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

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s