MARTINEZ CONSTRUCTION COMPANY IN GERMAN

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MARTINEZ CONSTRUCTION COMPANY IN GERMANY
1. General presentation of the case study
Martinez Construction is a construction company located in Eastern Spain and was founded in Barcelona in the middle of 1940.
The company dealt with a recent decline in contracts that resulted in a growing awareness of the dependence the business had on local economic company. As a result they paid attention to the possibility of going internationally especially German states, as Diego Martinez, president of the company, knew there were many companies from Spain.

2. Identification of problems
A first problem that the company faced was the lack of resources thus deciding going internationally.
A possible business relationship with other German companies will not allow Martinez Construction to be seen as a serious competitor on the new foreign market.
Sending his brother in law, which was as well the manager of the company, who was unfamiliar with German business practices, as the negotiator of the company, could be seen as a problem. He send Juan, mainly because of his friendly character and expertise in the needs of the company.
Along with Juan, Diego’s nephew, was also send in Germany but he was lacking skills in practical managerial experience. He was send him because he was the most educated in the managerial department.
THA had insufficient or no information about the financial positions of the companies that they were supposed to sell, as each company that wanted to enter the German market had to deal with them
Due to the negotiating styles, Juan encountered some difficulties adapting to the business style of Germans. The difference between countries is that Germans only do business straight to the point meanwhile Spanish business tend to involve each counter party on a personal level.
Another problem related to the difference styles in negotiating that Juan faced was that of punctuality. Germans are very punctual while Spanish are not.
Usually, Germans tend to have strong

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