Word: afoul
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Dates: during 2010-2019
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...collapse of British manufacturer Rover Group, has reaped rich rewards by "playing up the Britishness and keeping a link to the heritage" of its spruced-up new models, says David Bailey, a professor of international business strategy and economics at Coventry University. Ford, on the other hand, fell afoul as the former owner of Jaguar by trying to take Britain's luxury sports-car brand into the mass market. Overseas buyers must "be aware of sensitivities of the brand and preserve it to sell the product successfully," Bailey says. "That's a key lesson for Kraft...