Localizing your Business: A User’s Guide

Picture the scene. A family buys a dark brown couch, chair, and loveseat from a furniture store in Toronto. On the day the new furniture is delivered to their Brampton, Ontario home, the couple's curious seven-year-old daughter begins to carefully examine the new arrivals. A few moments later, she innocently asks her mother, "What does 'Nigger-Brown' mean?" Astonished, this mother turns to her daughter who is pointing to the packing labels attached to the furniture. In place of a more appropriate term, the colour description on the label is a racial slur completely unacceptable in Canadian society.