ABSTRACT

International markets offer vast opportunities for firms with a product or a service potentially in demand abroad. As the Domino’s case shows, even when the imported product deviates from local tastes and customs, it can penetrate a market. Novelty, cultural attractiveness, and appropriate marketing strategies can get a product through the door in some international markets. Some US products are even more successful abroad than at home. For example, US-based Kenny Rogers Roasters filed for bankruptcy in 1998 and was purchased the following year by Nathan’s Famous; however, Kenny Rogers China, led by the former head of Kentucky Fried Chicken (KFC)’s operations there, continues to operate and expand in that country. Unfortunately, this is the exception, not the norm.