Case questions

1. The basis for the Martinez Construction’s decision to enter the international marker was the
fact that Diego Martinez, president and son of the founder of Martinez Construction knew that
many German companies now conducted business in Spain. Thus, it was natural when his
company started thinking globally that they were drawn to the new German states. I think it
was reactive because he decided to open business after happened events.
2. If the Spanish were prepared for the problems faced in the negotiations, Juan wouldn’t have felt
that he was having a difficult time just getting acquainted with the Germans and pressured by
the THA representatives. So, in order to avoid this, they had better to choose another person
who is familiar with German business practices and because of differences in cultures.
3. Germans and Spaniards have different demeanor and that’s why it was difficult for them to find
the common language. While Juan has relaxed manner, Helga know whom to contact, if there is
a question, she also know what forms, reports, and so on, needed to be sent to which
department of the THA. So, as a result, Juan really appreciated the way the negotiations were
organized.
4. To my mind, Germans were not aware of the cultural differences that came to the surface
during the negotiations. If they did, there wouldn’t be such situations as with cup of coffee or
when Juan suggested that they could be taken on a tour of the city this morning instead of
immediately starting the negotiations.
5. The Spaniards should not have made hasty decisions, such as dismissing staff, they were not
happy with the fact that the Germans were uninitiated. They should have learned more about
the culture of the Germans
6. Of course, if people have differences in culture, then it is difficult for them to find a common
language. They may have a lot of disagreements. In order to avoid this, there are principles of
intercultural communication that define the process of exchanging meaningful and accurate
information that crosses cultural boundaries, in such a way as to preserve mutual respect and
minimize contradictions that arise.