The opening case illustrates some of the issues that we will be debating in thai chapter. Many of P&G's problems in Japan were caused by a failure to tailor its marketing strategy to the specific demands of the Japanese marketplace. P&G learned from its experience with disposable diapers and laundry detergent that a marketing for Joy. P&G's ad agency, Dentsu Inc., created commercials in which a farnous come dian dropped in on homemakers unannounced with a camera crew to test Joy on the household's dirty dishes. The camere homed in on a patch of oil in a pan full of ware. After a drop of Joy, the oil dramatically disappeared.