See the amazing transformation of a US software company into an "underwear" company when they launched their brand globally.Watch in horror as a European company fails to get marketing traction in the US for its chocolate and fruit dessert called "Zit."Gasp in disbelief as the Finns fail to sell a great product for unfreezing door locks that they lovingly call "Super Piss."Be astonished as mighty Microsoft's "My Computer" marketing initiative doesn't compute at all in cultures where the concept of private property does not exist.Hear the latest research findings and discover practical tools to not only survive but also thrive in our increasingly wacky globalized world.Dr. David Livermore, executive director of the Global Learning Center, research fellow with Nanyang Technological University in Singapore and author of Leading With Cultural Intelligence, will introduce you to a four-step cultural intelligence model, discuss how US foreign policy, movies and TV shows - but most of all, our own cultural attitudes - influence the ways we market globally. And how business marketers can be more successful at it.
