In the B case, Mary Ann Leeper gets a call from the manager of the HIV/AIDS Coordination Programme for Zimbabwe’s Ministry of Health and Child Welfare, who tells Leeper that more than 30,000 Zimbabwean women have signed a petition demanding that the government bring Leeper and her company’s product, the female condom, to their country. Based on her recent experience in developing an entirely new approach to marketing the female condom, Leeper has a newfound appreciation for the cultural and communications issues surrounding her company’s product. Cultural differences obviously matter, but how? What could she expect now? Could she rely on the communications strategy she had developed thus far? How could organizations such as UNAIDS and WHO help?
Darden Business Publishing – University of Virginia