Blunders in International Business

This book explores the relationship between the management of creativity and creative approaches to management. A revised and expanded edition of this popular book on international business blunders. Features more than 50 new mistakes, from such well-known corporations as American Express, AOL, BMW, McDonald’s, and Toyota. Blunders from previous editions have been updated. Errors relating to particular areas of activity – marketing, strategic management, translation, corporate governance, and so on – are grouped together. The blunders illustrate valuable lessons, as well as being entertaining