The new vice president for international at DowBrands is considering a major introduction in Europe of the company's highly successful food-storage bag (Ziploc). Substantial marketing-research data are inconclusive about the product's potential, and foreign managers are not enthusiastic about the need/prospects for this product in countries where consumers have different food-shopping/preparation habits. The vice president, however, points out that this was the case for Ziploc during its introduction in the United States, and believes that the U.S. experience is transferable to the current European situation.