How Not To Do It the M&S Way
Deborah Swallow | February 28th, 2009 in : cost of getting it wrong, General, international business, marketing blunders
Marks & Spencer has just learned how expensive the transaction costs in international business are when you don’t do your homework properly. The opening of the first Marks & Spencer store on the Chinese mainland has been beset by many cultural problems – most of which could have been foreseen with a little research. One of the most costly though was their complete lack of Market Research. Sir Stuart Rose, executive chairman of Marks & Spencer, admitted that the company “had misunderstood the local market” by assuming Hong Kong sizing would also apply to the mainland. “Shanghai clothing sizes were based on Hong Kong sizing, but the smaller sizes rapidly sold out” he explained. (FT February 10th 2009). Remember to do your cultural research – you can’t afford to get things wrong!
Tags: China, cultural research, culture, culturral problems, intercultural communication, international business, issues, M&S, market, market research, Marks & Spencer
Hello, I'm Deborah Swallow and, for the last fifteen years, I've worked in over thirty countries addressing the complexities of people working internationally across multiple cultures, so individuals and organisations alike can gain an authentic competitive edge and win in international markets. 