Procter & Gamble’s misstep shows a lack of preparation on the part of a multinational corporation that should have done its homework before assuming that American cultural norms equally apply in Japan. Although this mistake most certainly was unintended, it suggests ethnocentric views.

How could Procter & Gamble have avoided it?

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Procter Gamble could have avoided the misstep by conducting thorough market research an... View the full answer