The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 30: International Marketing Research
International Marketing Research
Acompany advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The advertisement was a poor choice since animals are considered to be a form of low life, and no self-respecting Thai would wear anything worn by animals (Payne, n.d.). Could the company have known about this before the product launch in Thailand? Why did the company fail despite coming up with a trendy and fashionable product?
The reason for the company's failure in Thailand was that it did not identify itself, advertising in this case, with the Thai culture and totally misjudged the social customs of Thailand. The company could have been more knowledgeable about this had its information from international marketing research been accurate. This is ...