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Social Psychology and Sales

In: Business and Management

Submitted By lunagirl
Words 873
Pages 4
Case which deals with cross culture communication in negotiation. Erika, representing DGG, has three options to go to resolve this situation. First, DGG can bring a suit against Global to recover damages. This option is not the best option for DGG because though they will get that one-time fee if they win, their future in expanding in Asia may not go very far and there will be no benefit from shutting down Global. Second, DGG can try to arrange some sort of partnership with Global. This appears to me as the best option because it not only maintains a good relationship; it can also bring in steady income from the partnership. Lastly, DGG can find another company to take on the Luna Pens instead of the partnership with Global. Though this choice can be just as good financially, this will likely create a bad relationship between DGG and Global and stir up inconveniences in the future.
DGG’s main aim is to find a way to get them the most benefit for their own company from these pens, now sold by Global. Global, however, just wants to continue using the brand “Luna” to sell their products without any troubles. This is an important brand name to Global, and it is not so much more important to DGG because they had abandoned it years ago. The issue only comes up because of the realization that someone else is receiving benefits from a brand that their own company worked hard to advertise.
In the first situation, out of the 4 options I believed that D was the best option. Erika chose this choice and the outcome was shocking. Contrary to my initial belief, Mr. Feng of Global did not take Erika very seriously. I do believe it was because of her gender that caused this, however this could have probably been predicted if she studied Chinese culture enough. With this fax she sent, she appears to be too flexible for Mr. Feng and she could have definitely been more aggressive. I

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