International brand marketing is a fascinating discipline, and like many I was fascinated by the article in Marketing.
Of course the stats are interesting and the whole thing seems to stand up intuitively. When the Brits started to travel more in France, sales of wine and other French consumables took off… when Greece hit the collective travel consciousness, we, lemming like, bought retsina and Metaxa. But I guess the underlying message for all marketers is ‘sampling’. If you want to promote a brand to a foreign market, get them to try the product/service.