Mistakes in business, errors no one wants to admit, and stories of disasterand cris~s no one cares to recount can illustrate valuable lessons andstrategies for coping with similar situations in the future.David Ricks continues to uncover many informative, entertaining blundersthat will make this book hard to put down.

Preface
1 Introduction
The Role of Culture
The Role of CommunicatioF
Structure
:2 Production
Location/Layout
Product
Package
Color
Summary
3 Name s
Product Names
Company Names
Summary
4 Marketlng
Promotions
Pricing
Summary
5 Translation
Carelessness
Multiple Meanings
Idioms
Summary
6 ManInt
Cultural Differences
Poor Personnel Choices
Labor Relations
Summary
7 StrItiMnwnt
Entry Mode
Supply Problems
Complex Problems
Additional Mistakes
Summary
8 ther Ar sof Int natlonal lsln
Legal
Finance
Market Research
Summary
9 Lsont rned
Adaptation
Nationalism
Promotion
Translation
Market Research
Conclusion
Notes
Index of Companies
Index of Places
Index of Products