Coors brand slogan “Turn it loose” translated into Spanish was interpreted as “suffer from diarrhea,” which is an example of why marketers may need to change brand elements when they launch products and services globally.

The US government often uses Dutch auctions to procure supplies.

In a price-war trap, higher-priced competitors match the firm’s lower prices but have longer staying power because of deeper cash reserves.

Corporate credibility depends on corporate expertise, corporate trustworthiness, and corporate likability.

If Kellogg’s offered different varieties of breakfast cereals in India as compared to Australia, and also positioned its products differently in the two countries, then Kellogg’s would be engaging in dual adaptation.

When the licensor provides the licensee with a complete brand concept and operating system, the arrangement is called contract manufacturing.

Contract manufacturing is one mode of licensing that allows a company to start faster, with the opportunity to form a partnership or buy out the local manufacturer later.

In the business market, small sellers concentrate on reaching as many participants as possible because their chances of success are slim.

Price elasticity magnitudes are lower for durable goods than for other goods.

Contracts are always sufficient to govern supplier transactions and prevent supplier opportunism.