MGMT 620 In-class assignment #1 Jun.2, 2020

You are the owner of a large Toronto manufacturer of cabinet hardware. You have been working for months to locate a suitable distributor for your products in Europe. Finally invited to present a demonstration to a reputable distributing company in Frankfurt, Germany, you send one of your most promising young executives, Fred Wagner, to make the presentation. Fred not only spoke fluent German, but also felt a special interest in this assignment because his paternal grandparents had immigrated to Canada from the Frankfurt area during the 1920s.

Fred flied to Frankfurt the next morning, settled in his hotel, and prepared for the next days presentation. When he arrived at the conference room where he would be making his presentation, he shook hands firmly, greeted everyone with a friendly guten tag (meaning: good morning/day), and even remembered to bow the head slightly as is the German custom. Fred, an effective speaker and past chair of his companys Public Speaking Club, prefaced his presentation with a few humorous anecdotes to set a relaxed and receptive atmosphere. However, at the end, he felt that his presentation was not well received by the German company executives.

In fact, Freds instincts turned out correct. A week later, you hear from the German company who regretfully states that they choose not to distribute your hardware products.

1. What went wrong?
2. Using Hofstedes Country Comparison tool, compare the cultural dimensions of Canada and Germany.
   1. What are their similarities? What are their differences?
   2. Which cultural dimension(s) provide(s) the most likely explanation for the failed deal between your company and the German one? Explain your reasoning.