Case Study 2 The marketing manager of a U. S. knitwear firm was delighted with a multi-million-dollar for men ’ s underwear it received from a department store chain in Saudi Arabia. T he jockey shorts were packaged in the usual way (three pairs to a package, with a picture of a male modeling the briefs) and sent off to the customer in Saudi Arabia. However, Saudi customs officials were shocked to see a near totally nude man on packages that would be displayed in plain sight of Saudi women and children. C onsequently, to satisfy Saudi customs officials , the entire shipment of men’s briefs had to be sent back to the United States for repackaging, costing the firm thousands of dollars. 1) What was wrong with the packages of men ’ s underwear shipped to Saudi Arabia? 2) What do you think would be a proper way to package the underwear in order to be accepted by Saudi Arabians?