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In the (B) case, Mary Ann Leeper received a phone call from Daisy Nyamukapa, Manager of the HIV/AIDS Coordination Programme for Zimbabwe?s Ministry of Health and Child Welfare, who explained why she had called. Over 30,000 Zimbabwean women had signed a petition demanding that the government bring Leeper and her company?s product, the female condom, into their country. Based on her recent experience in developing an entirely new approach to marketing the female condom, Leeper had a newfound appreciation for the cultural and communication intensive nature of her company?s product. Given her experience, she knew that cultural differences would matter, but how? What could she anticipate now? Could she rely on the communication competency she had developed thus far? How could organizations like UNAIDS and WHO help?