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Here, we can see an innovative way of overcoming the inherent language barrier, or at least rendering it secondary to fan intrigue.

China is another market context where challenges are specific and dominant due both to the dramatic distinction between the Chinese language and Romantic or Latin-based tongues and due to China's isolated and distinctly defined cultural nature. In both of these, we consider that there is a real and difficult obstruction for organizations seeking to establish a meaningful identity.

In consideration of the example of Foster's beer, for one, we are given a narrative detailing a long and difficult process by which the Australian beer distributor was eventually able to penetrate the market. For Foster's, one of the biggest problems was its prior strategic dependence on its name and Australian identity, which are easily and charmingly conveyed in advertisement in America. In a non-English speaking market,...
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