Question

Which of the following might have helped Procter Gamble (P G) avoid the initial problems with Cheer laundry detergent in Japan?

1) Maslow's hierarchy
2) high vs. low context culture
3) diffusion of innovation
4) self-reference criterion
5) polycentric orientation

Answer 1

To avoid initial problems with Cheer in Japan, Procter & Gamble could've benefited from a polycentric orientation, understanding high vs. low context culture, and being aware of the self-reference criterion.

Step-by-step explanation:

To help Procter & Gamble (P&G) avoid the initial problems with Cheer laundry detergent in Japan, a polycentric orientation might have been particularly beneficial. This approach involves tailoring products and marketing strategies to the local market's preferences and would have involved a deeper understanding of Japanese consumer behavior and culture. Additionally, attention to high vs. low context culture would have helped P&G communicate more effectively in Japan's high-context society, where implicit communication and understanding of unspoken cues are paramount. Finally, being aware of the self-reference criterion, which is the tendency to apply one's own cultural experiences in foreign markets, could have prevented misunderstandings and misapplications of marketing strategies that do not resonate with Japanese consumers.