The Case Studies
A summary of the 12 cases is given below:
Can-Am
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Sports goods Improving market share Canada, UK Reading background information, Using charts and tables, presentating advantages & disadvantages |
Caspani
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Fashion Effective marketing Italy, USA Memo writing, giving short answers, ways of agreeing, letter of complaint |
Farnell
| Type of company: Business focus:Principal countries/markets: Key Language Aims: |
Industrial/generators Negotiating an exclusive distributorship UK, South East Asia Writing minutes of a meeting,checking references, Quoting prices |
Ritter Elektron
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Information technology/electronicsBreaking into new markets Germany, USA Asking leading questions,making a presentation, negotiating changes to a contract |
Samex
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Australian Oil Company Appointing key staff Australia – Brazil Notes on an interview, job qualifications, international time differences. |
Star – Line
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Nigerian Jewelry importer Extending credit Nigeria – France Formalities in business letters, accounts and payment, abbreviations used in telexes. |
Elliott-Industries
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
British Electric motor manufacture Granting exclusive distributorship U.K Formal ways of stating conditions, computer terminology. Uses of “make” and “do” |
Orientair
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
Hong Kong airline Improving market position Hong-Kong , Europe Using flight timetables, summarizing meetings, introducing different points of view. |
Body Care
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
American cosmetic house Franchising U.S.A – Scandinavia Using figures, letters refusing requests, common acronyms (PR, CEO, etc), contracts. |
Hanson
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
British boat building company Sponsorship Australia – U.K Preparing minutes of a meeting, telephone expressions, terms used with sponsorship. |
Menhar
| Type of company: Business focus: Principal countries/markets: Key Language Aims: |
American hotel chain Tendering / negotiations People’s Republic of China – U.S.A Conference planning, terms associated with overwork and pressure, profit and loss accounts. |
Taiyo
| Type of company:Business focus: Principal countries/markets: Key Language Aims: |
Japanese printing machinery supplier. take-over / management style Japan – The Netherlands Expressing currency figures, formal versus informal style, expressing intentions. |
