U.S. Brands Open Doors To Opportunity

摘要

Consumers in diverse regions seek the value proposition and universal appeal of U.S. brands; disappointing them could be costly. When a few retailers in the Middle East rid their shelves of American food products in protest after the United States invaded Iraq, the ban was short-lived. Those supermarket executives, who inaccurately calculated a link between anti-American political sentiment and food purchase decisions, shook their heads in dismay as sales took an unexpected nosedive. They watched a customer exodus to rival supermarkets fully stocked with American brands earning local shoppers' trust and loyalty.