1.. What particular challenges do you see for companies introducing product categories that are truly newexamples include...

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1.. What particular challenges do you see for companies introducing product categories that are truly new—examples include frozen yogurt

(TCBY) and breakfast cereals (Kellogg's) in China; iced tea (Snapple)

in Europe—into the foreign market? How might the marketing mix strategies used by the companies involved differ from the strategies used in the more developed markets?

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Global Marketing Management

ISBN: 9781118466483

6th Edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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