What particular challenges do you see for companies introducing product categories that are truly new—examples include frozen yogurt (TCBY) and breakfast cereals (Kellogg’s) in China; iced tea (Snapple) in Europe, deodorants in China—into the foreign market? How might the marketing mix strategies used by the companies involved differ from the strategies used in the more developed markets?
Textbook: Global Marketing Strategies Seventh Edition Kotabe and Helsen