Zippo lighters have been around for decades. But as the number of smokers in the United States continues to decline, Zippo has spent the last half century scouting the world for new markets. Today, Zippo is a status symbol among Chinese consumers, who prefer U.S. products. To reduce the sale of made-in-China knockoffs, Zippo’s ads show Chinese consumers how to identify a real Zippo. In addition, Zippo has worked with U.S. government officials to find a safe way to package its lighters for air travel.63 Both of these examples demonstrate a firm adapting to requirements of a new marketplace. Do you think a global marketing strategy or a multi domestic strategy would work best if Zippo decided to enter other markets? Explain the reasons for your choice.
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