ABSTRACT
When the marketing manager of MySave (a pseudonym) opened his email inbox on a sunny morning in Fall 2008, he was quite surprised to find it filled with emails from dozens of angry customers like Hubert. What had happened? What had made these customers so angry? He started reading the emails and quickly realized that the Turkish magazine that his company had displayed in one of their stores had become a stone of contention. A national report had been televised the day before on his company’s efforts to better serve Turkish customers. The magazine was one part of this project. But why, he wondered, would his company’s attempt to target a growing Turkish customer segment become such a problem? Let us take a step back to gain a better understanding of this issue.
