1. What challenges might arise as the managers of consumer products such as Listerine attempt to respond to the many differences of consumers from a variety of nations and regions of the world?

2. How might these various challenges affect the different activities of a company, such as manufacturing, marketing and sales, and logistics?

Listerine, a 135-year-old brand of mouthwash, is the dominant competitor in the U.S. but that market has matured. As a result, company managers sought new growth opportunities abroad, particularly in developing and emerging markets. While the middle class is expanding in regions such as Asia, the Middle East and Africa, and Latin America, exploiting the potential of these markets can prove challenging and the company has responded by developing market-focused adaptations of their product.