Startup: Why Do Foreign Firms Have So Much Trouble Marketing Their Product?

Published by on March 19, 2008

We’ve all seen the marketing case studies of the Nova (no go) being released in South America, and there are countless other examples of firms not translating or adapting their product to fit the correct cultural landscape.

This brings me to a great product I found at the local Chun Ching (pronounced “tun ting”) Chinese Market today with my girlfriend:
chinese marketing
It helps you restore electrolytes and is what I imagine to be like Gatorade or perhaps the boutique Smart Water.

I would think it would be pretty easy to call up an Asian-America in the states, have them translate their brand, and then give them some suggestions / consulting on why naming your product “Sweat” might not be the best idea. Are there not enough US firms that provide that service? Is it because there aren’t enough Chinese firms that provide this service?

If either is the case, let me know if you speak Chinese (cantonese / mandarin) and are looking for some part-time work, because we’ll be in touch :)