3.05 Getting down to business

Companies that do business in multiple countries and cultures must be especially careful. Cultural mistakes can be costly and lead to decreases in sales—or no sales at all. It’s important to thoroughly research how brand names translate into other languages. If companies aren’t careful, they could confuse or offend people. For example, when Clairol attempted to sell its “Mist Stick” curling iron in Germany, it translated to “manure stick.” Oops! Packaging, labeling, and advertising can cause confusion, too. Dock workers unloading boxes at an African port saw labels indicating fragile contents—a picture of broken glass. Assuming this meant that the contents had been broken, they threw the boxes away. Taking time to avoid these problems before they happen can save companies a lot of time and money.