Did you hear about Puma’s marketing blunder several years ago? I must have missed it. According to this article (link to: http://gestion-des-risques-interculturels.com), Puma created a special model of sports shoes with the colours of the UAE’s flag, to celebrate the federation of United Arab Emirates’ 40th anniversary of its birth. This example shows us just how important it is to be aware of the values, beliefs, and practices in other cultures.

What works in one country, doesn’t necessarily work in another!