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USC professor i By Jim White Tho airlino lfiVif if Knrl ?* < > ?/>< ?Uu ??v UU1II1V uivugllllllMUa W11U1C1 Wlie 11 1L chose the name "EMU" for its new Australian service. But the airline didn't realize an emu is an Australian bird that can't fly ? the advertising campaign didn't get off the ground oithor V1VIIVA * Avoidable big business blunders such as this are the subject of a new book by David Ricks, professor of international business at USC. The book, his second on the topic, is titled "Big Business Blunders: Mistakes in Multinational Marketing. RICKS BECAME interested in big business blunders when he found they could help him instruct his students in an en tertaining way. "Students remembered points I made in class when I illustrated them with business blunders. Soon it became a game as to how many I could find," he said. Ricks said his new book is a key teaching aid in his international business classes. "I tell my students about big business blunders A. 1 It. r 1 i.1 A. 1 io maKe uiem aware 01 imsiaK.es uiai nave been made by companies in the past. Once they know of blunders that have been made in big business, they learn to avoid making similar errors," he said. Ricks said he has no intention of "poking iuii di tuiupdiucs iui uicii iiuauiivca, however, some companies thought that was the purpose of his book. "I received a few letters from companies saying a business professor should not take such a negative view of business," he said. After thev learned the purpose of his book was to instruct students to avoid similar mistakes, they were more receptive, he said. Shuttle Continued from page 1 Response from NASA's shuttle program officials has been favorable, Trimnal said. He said Sen. Strom Thurmond has promised to support the project. LOCAL OFFICIALS have endorsed "Project Columbia," Trimnal said. The United Federation of Trekkers has n^! rrmr Continued from page 1 Northern Ireland's government has begun assembly that would represent both the Uni percent Protestant population who want to separate nation) and the Nationalists* (th Catholic population who want to merge wit Ireland). "We're trying to combine a democratic insl in Northern Ireland is a difficult thing to do," P gggg utBE mm r "Co i Moses: Lord, I do apologize for bothering \ history, but they've sent me back with the Ci The general view is that they won't do. You se< to worship you and all that, but they want you ti the times. God: Very thoughtful. You say it's the Comm are the problem? I Moses: Yes, Lord. It's felt they need some rev first nrifi wherp vnn demand an evr.liisiup alln feel this is intolerant and overdoing it. God: Well, Moses, how would you feel if you you affection one day a week and ignored you ft days? j Moses: That's not the same thing. God: Isn't it? Come now, what relationship one day's attention in seven? Moses: Perhaps you have a point, Lord. I about the second Commandment? No graven in before you. The general complaint is that you rt nrt/ii av! aI (Uiiirin TUnn aIaa a aii nllAii Iun mcueiidi uimyo. inuy di^u. 5dy yuu ie diwi money for your Church and so on. God: Quite wrong, Moses. Don't forget I am tl material blessings. All I ask for my work is ( man's income. If a man can't give that, he's before me. His money is then an idol, a graver Carry on. What next? Keep moving. And do (ohlato honaucn I'm nnt mat/inn annthar cot IIUUIUIO UbOUUJU I III liul IIIUIMIIlj UIIUUIl l Jl/l< Moses: Well, Lord, how about swearing? 'taking your Name in vain.' God: My commandment stands. Besides, how if one of your children cursed with your name? LMoses: Really, Lord, you keep making it so pe God: But, Moses, it is personal, isn't it? L jses blunder b jjl - H?|||l I "^-V* -~~\ ' 'T j- - ^. -L_ rS.f'''~..-i~;.~ "-'":- *""." -"'-"* < T# i ? -i t.i 1 iu avuiu uiunaers. Ricks was co-author of a book on ii ternational business blunders during his 1 year tenure at Ohio State University, whei he was chairman of the intprnatinn business program. His co-authors on this first book blunders were Jeffrey Arpan, director USC's Center for Industry Policy ai Strategy, and former graduate stude Marilyn Fu. The book, "Internation Business Blunders," was published in 19 and reissued in Japanese in 1976 as a su plement for courses in internation business. Ricks' new book concentrates marKeung-orieniea Diunaers. He n categorized blunders and indicated tren among mistakes made during the '60s a '70s. THE MOST COMMON mistake made businesses marketing a product in anotti estimated the project's cost at $50 millic and Trimnal said his group will try to rai the entire amount through privs donations. "We're trying to avoid utilizing any t dollars. It (the museum) would solely established through general support fr< the public," Trimnal said. ? setting up an He also spoke of unemp onists (the 60 remain in a "WE HAVE ESSENTL o Af\ nnrnnnf Dnnnnca r?f i inam nlnirm V/ TV pvi JUCVauOC UI 1A A :h the rest of Northern Ireland to the Canada. "But many arec :itution, which To combat youth une rior said. started a Youth Trainii ?1r ?wmm mm 'fc?' W 9* Iw hhhmnhmhhhhhmhhlhh 3ownB Moses /on so late in Moses: Well, then, < jmmandments. necessary? j, people want God: Yes, it is. My pec o keep up with with each other, and sp special day for these thin andments that Moses: Lord, you havi think we quite understoo ision. Take the God: No, that's my im giance. People put the questions now. V What do they feel about r wife showed Moses: Well, some of jr the other six God: Do ask the younj about the sixth Commani Moses: The general p can survive on an amendment to cover i God: For whom? The Anyway, what now. Adultery? nages. Nothing Moses: Well, Lord, ev - 1 1 II TL_ I are a Olt down irtju-iur-aii nuw. IIIU law ays asking for them. God: No, Moses. They he author of all them. Just look arounc jne tenth of a know one doesn't break II I A A - .. put his money nnoses, i reuam nui a w i image, a god. witness or covetousnes n't drop those protect and promote mai love men enough to w< What you call revise my Commandmei know I can't do that, would you feel Moses: No, Lord. No, God: Go down, Mose: irsonal. have written. And don't THIS IS A PAID ADVERTISEMENT ook to teach wh !! ' ? 'I tell my students about big business blunders to make them aware of mistakes that have been made by companies in the past. Once they know of blunders that have been mode il in iiin hncinacc fhou loom tn UIJJ MUOIIIuUi7| lllbj ICUIII IU ! avoid making similar errors/ ? USC Professor David Ricks w country has involved translation, Ricks said. One example of this kind of blunder n_ occurred in Pepsi's "Come Alive" caml_ paign. Used in Germany, the advertisement re was translated "Come out of the grave." In aj Asia, it was translated "Bring your ancestors back from the erave." he said. Another example concerns the in?* troduction of Chevrolet's Nova in Puerto ?* Rico. Investigating the reason for slow sales 1{J of the car in that country, General Motors discovered the name "Nova" in Spanish al means "it doesn't go," Ricks said. Sales 74 increased when the name was changed to Pj "Caribe," which means Indian or savage. Companies have lost large sums of money on by making blunders that could easily have as been avoided. One example is a pineapple [(jg company that built a cannery along a river n(j in Mexico. The company planned to transport by pineapples by barge from fields to the ler cannery, Ricks said. However, the river was m, NASA plans to retire the shuttle in the ise early 1990s and is expected to make a , rl A/11 o iAn Atl fViA i lie utvioivu VII uic i i CIV1VU1 o JL cijucoi Cdliy I1CAt year, Trimnal said. ax be IF NASA AWARDS the Columbia to the >m group, Trimnal said the Trekkers plan to begin an extensive fund-raising effort next loyment, especially of the youth. receive living \LLY a young population," he said. The Irish ent, many have emigrated from thern Irelant rest of Great Britain, the U.S., or else," said Pi oming back," he added. was last year. 4U a rtf Unn ' Vl A??n Hupiuyineni, me guvei uxiient iias> muiuicui ng Program, in which teen-agers Prior said. "Ii _?-??17=: 9 II c k a (lay of rest and worship. Is it I jple need rest and change, fellowship iritual refreshment. So I set aside a gs. I a i ?u: i j '* I 3 yuuu iKdbuiii iui cvBiyuiiiiy. i uuu i d that. ( pression, too. Well, let's hurry on. I'll ou seem to be losing your nerve a bit. ffBT honoring father and mother? HjH the young object. j to wait till they have children. What : rlmont? Mn l/illinn MOf!.* JIIIUIII i I 1U H | ^ rinciple is acceptable. They just want 1 ; "* rresponsible driving which is such fun. I driver or the victim? Number seven |. 2822 Rc erybody does it. Sex is pretty much a I I _ . is seem old-fashioned, so people break II Ul don't break the laws. The laws break 1 0 I. Very unscientific, too. You should 1 ?? ; laws. One just illustrates them. No, rord. Not on this, or on theft, or false s. My Commandments were given to cou Vs happiness, not restrict it. You see, I . (ncj int the best for them. To ask me to - cro its is to ask me to stop loving. You - Mar - COl. you can't. So what am I to do? 1 * PER! I A I A. I I :a.A ill Iki^rr s, aria say uiui wiiiii i nave wruien i a * in it forget-say I love them, by 1 * soc /v\uU CuA I Michael Cassidy | L_? at to avoid discovered to be dry most of the year. After the cannery was sold to Mexicans at a loss of millions of dollars, it was dismantled and moved. IN ANOTHER instance, an American company that grinds trees into pulp bought what was supposed to be forest land in Sicily QnH hiroH rrtan<tr no/tnlo fnr fho nnoriHAn IlliVU till/ 11J |/VVpiV iV/i W1IV V[/V& UtlVll. They then discovered the "forest" was nothing but knee-high shrubs, Ricks said Logs had to be imported to Sicily to be ground into puip. ine company lost $55 million. Company officials said no one was sent to Sicily to inspect the land before it was bought because an airline ticket was too expensive, he said. Rinks said h#? had snmp trnnhlp a<?ttincf ?v ? ? 0~ O information for his book. "I would have liked more information, but in many cases it wasn't possible. Some companies would rather not talk about their mistakes, and some didn't have detailed information because the individual responsible for what was reported to have happened was no longer with the company," he said. Ricks said big businesses are making fewer blunders in international dealings, rnmnanips arp more aware that differences in language and culture affect the success of selling a product in a new market. International business programs at universities have also had a great impact on reducing big business blunders, he said. 11 Pi rt Qi icmnrc Dlunrlnro'' ?o a?m?1 nkl/\ JLlAg JLIUOA11VOO JLIAU11UUI O ID d V aildUlC 111 paperback and hardback editions. The paperback edition, as a supplementary text for international business and marketing courses, is published by Richard D. Irwin. The hardback edition is published by Dow Jones-Irwin. year. They will present the first "Columbia Space Week" July 16-24 to educate the public about the project. Trimnal said the possibility of bringing the shuttle here is "very good. "It will just take a lot of dedication, a lot of hard work and a lot o! coordination," rrimnaisaia. \ expenses and job training for one year. i are eager to work, Prior said. "Nor1 ic cnffprincJ f<v?r?nnmir?oll\7^ lilro oi/oriiAna * \VVVltV1111VU11J / Iliw V/ V V/i J V1IV rior. But he said he is less pessimistic than he Ireland is an excellent market to invest in," t is the most lucrative market in Eurooe." Jff tiJtUtt) ~| Jet into the BBQ HabitI M Alii Ai/^ta l^kU iivw nvaiiaui^ n Student Buffet Cards" iuy 6 Buffet Dinners, I 3et the 7th one Free! HaEaSsasaH <4??wwUMf^ I rues. I <*s \ | Wed.Sal. 4 -i"L-->-| M'8 )sewood Drive 799-2895 | DUWSELING AND HUMAN IEVELOPMENT CENTERS The Counseling Service for USC Students" nselinc academic updual ssffxk achievement Personal techniques . ccccrnwc | AI CONCERNS w i_rruv,..v._ Lu READING Pendleton Building 1321 Pendleton street 777-5223 Confidential Assistance