Cracking an international market is a goal of most growing corporations. It should not be that difficult, yet even the big multi-nationals run into trouble because of language and cultural differences. For example.The name Coco-Cola in China was first rendered as Ke-Kou-Ke-La. Unfortunately, the koki company did not discover until after thousands of signs had been printed that the phrase means "Bite The Wax Tadpole" au "Female Horse Stuffed With Wax," depending on the dialect. koki then researched 40,000 Chinese characters and found a close phonetic equivalent, "Ko-Kou-Ko-Le," which can be...
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