Problem
In reference to the International Marketing Cases PowerPoint: The Italian clothing company Benetton used 'disruptive' image advertising. What was Benetton's international strategy (choose one of the three from chapter 5)? Why was the US reaction to Benetton's death penalty series fundamentally different than that of any previous image advertising? Did they lose credibility with their target market in both the US and Europe by giving in to the criticism? Would a 'disruptive' image advertising campaign work better with a Global or Multi-domestic strategy?