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Description
AUTHOR(S):

Patrick Whitney, Director, Institute of Design, Illinois Institute of Technology; Vijay Kumar, Professor, Institute of Design, Illinois Institute of Technology

 

Once upon a time, companies hoping to sell a popular product in a new market overseas simply tweaked the language and advertising a bit and spent a lot of money on local marketing efforts. That's no longer a safe bet. As Vijay Kumar and Patrick Whitney as

 

PUBLISHED: 2003

 

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