The customers for mountain sports equipment mostly have high disposable incomes. However, imagine that Peter, Thomas, and Wim want to market some products to the bottom of the pyramid in mountainous countries like Nepal and Bhutan. What advice would you give them? Check all that apply.
A) Research what people with annual incomes of less than US $1,500 really need.
B) View the initiative as primarily a philanthropic venture that is unlikely to turn a profit.
C) Recruit local people to work as salespeople and distributors.
D) Assign R & D the project of developing gear that meets basic needs for warmth and dryness but can be manufactured inexpensively.
2. Peter Metcalf describes Black Diamond as___1_______, one that does not operate in “the American way” but does adjust “to be something slightly different” in Europe and Asia due to cultural differences. At the same time, management has employees visit the Utah headquarters where they are “immersed” in the company’s unifying culture. Operating this way requires a ______2___ level of cultural intelligence (CQ).
1. a multinational company 2. HIGH OR MODERATE
an ethnocentric company
an ethnocentric company
a polycentric company