It’s a big world out there and many of America’s biggest brands are eager to get their hands on a piece – or many pieces – of it. But what works on the average American consumer doesn’t always translate well in other countries, and a combination of naïveté, arrogance, and lack of understanding the market have often led to some rather disappointing ventures in the far reaches of the world. Some have suffered defeats in a number of countries, while others couldn’t make it work in very specific markets. Interestingly, many American behemoths struggled especially in China and other Asian markets, largely due to a lack of understanding of local demands and buying habits.
In most cases, an adherence to their Americanized approach to marketing and selling became their undoing. People in different countries were turned off by foods, products and strategies that simply didn’t suit their cultural tastes. Who would have guessed not everyone wants to live American style?