Dealing with International Law

A recent article on MSN explained an idea that I need to consider when I enter the global arena.  A judge in Brazil ordered that McDonald's must pay a former manager $17, 500. The employee gained 65 pounds after working at the restaurant for 12 years.

I am currently in a business law class that explains the complexity of U.S. laws, but when a company also goes global it must take into account the laws of countries where business is done.  In this specific case, the ruling could open the door for more lawsuits.  If rulings continue to go against McDonald's their entire strategy in Brazil could change.  It will be interesting to see how McDonald's responds to this and how it progresses over the next few months.

When I work overseas, I need to consider the legal issues and future and present legal climate.  No country stays the same for very long, so I must have a strategy that is adaptable for different circumstances.  It is never too early for a global marketer to develop contingency strategies.  It is important to keep a constant message concerning a product or service, yet how it is advertised might change based on legal requirements.  As this article shows, the global environment provides a challenge to companies but these challenges should create new and  innovate ideas

Aaron Roecker