Case Study Brown Casual Shoes Inc. - 1320 Words

Brown Casual Shoes Inc., an American casual footwear company, is looking to reduce manufacturing costs through globalisation. Brown Casual Shoes has chosen Chung Sun Manufacturing, located in Shanghai, China, for its cheap labour, already established relationship with similar American companies and the potential for a new free-market economy with a population over 1.3 billion people. Mr Robert Brown Jr., president of Brown Casual Shoes and a team of senior company members travelled to Shanghai to negotiate the business proposal and experienced some cultural and communication issues that could potentially affect the business deal. This report will analyse these issues within the context of intercultural issues, intercultural verbal†¦show more content†¦It can be assumed Mr. Brown did not know this and did not sit to the right of such chair (right of Mr. Deng) (Professor J. Yang, personal communication, 7 August, 2017). It can be assumed that Mr. Brown indicated to leave at th e end of dinner, displaying disinterest to his host (Professor J. Yang, personal communication, 7 August, 2017). 2.2 Intercultural Verbal Communication Issue Mr. Brown’s decision to not hire a translator is seen to be insensitive and disrespectful (Professor I. Wang, personal communication, 7 August, 2017). It can be assumed that Mr. Brown did not have a copy of his proposal for each member of Chung Sun Manufacturing that was present at the presentation. This is seen as impolite and reflects being ill-equipped (Professor J. Yang, personal communication, 7 August, 2017). Mr. Deng asking questions throughout Mr. Brown’s presentation is the cultural norm in China (Professor I. Wang, personal communication, 7 August, 2017). 2.3 Intercultural Nonverbal Communication Issues It is an assumption that Mr. Brown maintained eye contact when shaking hands with Mr. Deng, displaying a challenge for authority (Professor J. Yang, personal communication, 7 August, 2017). It is also important when exchanging business cards to ensure the card is facing the receiver, face-up and given with both hands. It can be assumed that Mr. Brown did not display this practice, therefore displaying ignorance (Professor J. Yang, personal communication, 7 August,Show MoreRelatedHistory of Converse3778 Words   |  16 PagesRaffles College of Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll Converse – A case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands decide where economy or fashion goes. Brands gives names to new actions, make the world even more global and are synonym of power. 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