The gamecock. (Columbia, S.C.) 1908-2006, November 22, 1982, Page 3, Image 3
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!
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