Reference no: EM133175780

Describe the challenges that Michelle encountered when trying to establish a customer connection with student researchers at an academic biotechnology laboratory. Are these challenges unique to the story presented in this case study? Think about what other areas and industries might have similar difficulties and situations.

Outline Bill's creative idea for targeting both the academic market and establishing a connection with an international contact. Do you think Bill has a sound plan? What are some other possible approaches he could take?

Bill hired Michelle because of her experience dealing with international negotiations. He is intending to use her knowledge and background to his advantage in establishing a lead in Japan via Professor Saito. Given information provided in the case study as well as additional research into the subject matter based on your own reading, explain how American businessmen might differ from their Japanese counterparts in terms of communication and negotiation.

Explore the role of gender in using female sales representatives in an academic laboratory setting. How does it compare to a commercial setting? What cultural implications might this choice have in the United States versus Japan?

Reference: Kniazeva, E., (2021). If at first you don't succeed, try and try again? negotiating skeptical customers and bridging cultural differences as a sales rep. In SAGE Business Cases. SAGE Publications, Ltd., https://dx.doi.org/10.4135/9781529761221