Why do you think some products become popular worldwide while others receive a cool reception in foreign markets, even when they are successful in their home countries?, If a company introduced a traditional Costa Rican food that people abroad found strange, what factors might become an obstacle to its success, and how could the company overcome them?, Do you think a global company should change its product names to suit local cultures, or should it keep one international brand even if it doesn't make a splash in some markets? Why?, If an international company discovered that its slogan had an offensive or confusing meaning in another language, would changing the slogan be enough, or could the company come up against a brick wall when trying to rebuild its reputation?, Why do you think some global brands sell like hotcakes in almost every country, while others struggle to enter certain markets because of cultural, political, or historical differences?

Unit 4- reading

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