international marketing - Starbucks in China, etc....

A recent article in the China edition of Knowledge@Wharton focuses on some of the challenges faced by U.S. marketers in China and India. For example, Starbucks was marketing coffee drinks to a world of tea drinkers with a different sense of brand loyalty. In India, Staples had to 'explain' their product offering to consumers who use the word "staples" only for foodstuffs.

For students interested in international marketing, subscribing to the Knowledge@Wharton newsletters is a convenient way to keep current on some of the larger trends and issues.