Tag Archives | international expert

International Marketing Mistakes

Here are some classic examples of international marketing mistakes, arising from advertisers’ failure to see the product from the customers’ point of view. The Vauxhall Nova car flopped in Spain. In Spanish, “no va” means “does not go”. General Foods’ cake mixes didn’t sell well in Japan. In Japan only 4% of houses are big […]

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Creativity: there’s a-Creativity and i-Creativity

The article below is based on David’s keynote speech about “a-Creativity : i-Creativity” at TEDxNapoli. — Creativity loves a crisis. Especially at times of crisis we need creativity. Indeed some of the most creative solutions in human endeavour have come about because of a crisis. But what do we mean exactly, by ‘Creativity’? There is […]

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