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Essay text:
Localization: failure to localize the brand to appeal to Asian costumers. Understanding how to localize a brand can do wonders for a company.
• Use success in the US as proof-of-concept. This leads to over-confidence. The fact eBay dominates in the US or Europe means little to Asian costumers
• Failure to understand and adapt to local market and culture
• Failure to react quickly to local competition
• Poor decision making between headquarters and local management
• Low-key approach to marketing
In Japan. eBay's failure in Japan was a series of missteps. Firstly, eBay joined the market five months after Yahoo auctions, giving its competitor a massive head start to establish itself...
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