Case ID: 89506     Solution ID: 31749

Beware the Pitfalls of Global Marketing Case Solution

Abstract

In 1982, the West German organization Henkel relaunched Pattex, a universally acknowledged yet stagnating contact cement. The relaunch was fruitful and Henkel endeavored to copy it with Pritt, its paste stick. The technique fizzled. The experience shows two pitfalls of worldwide promotional activities


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