Product details

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Subject category: Marketing
Authors: J Atkinson (University of Westminster)
Published in: 1984

Abstract

This case study is designed as a student role-playing exercise. It is set in a major, less developed country, where a UK tractor manufacturer is attempting to set up a minority joint venture. The exercise requires negotiation between three principals, the UK manufacturer, the local partner and the host government. It is designed to develop student skills in the following areas: (i) to understand some of the problems involved in setting up a joint venture, (ii) to understand something of the environment of a less developed country, (iii) to understand some of the skills required to negotiate and deal with two other parties with very different objectives, and (iv) to understand the reasons for selecting this mode of international marketing as well as the associated problems and opportunities.
Location:
Size:
200 million sales
Other setting(s):
1983

About

Abstract

This case study is designed as a student role-playing exercise. It is set in a major, less developed country, where a UK tractor manufacturer is attempting to set up a minority joint venture. The exercise requires negotiation between three principals, the UK manufacturer, the local partner and the host government. It is designed to develop student skills in the following areas: (i) to understand some of the problems involved in setting up a joint venture, (ii) to understand something of the environment of a less developed country, (iii) to understand some of the skills required to negotiate and deal with two other parties with very different objectives, and (iv) to understand the reasons for selecting this mode of international marketing as well as the associated problems and opportunities.

Settings

Location:
Size:
200 million sales
Other setting(s):
1983

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