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Seoul Brewing Case
Team 2: Jennifer Jacobson, Grahm Saunders & Mike Toney
The Setup:
• Golden & Seoul Brewing entered into a business collaboration
• Mr. Kim (Seoul) and Mr. Gillespie (Golden) are the agents
• Mr. Kim has sent a letter to Mr. Gillespie
Discuss: What are some initial reactions to the letter?
Problem 1.
Problem 1.
Mr. Kim Purchased $600 worth of suits for Mr. Gillespie
-Golden caps gifts at $50
Brainstorm Prob. 1
What cultural considerations should Mr. Kim be aware of
How should Mr. Gillespie respond?
Our Solution:
Problem 1.
-Customary to give a gift in Korean culture
-”Face”
-Golden Brewing caps gifts at $50
-large power distance
-feminine culture
So, thank and respectfully decline
-tied back to company policy
Problem 2.
-Agreement requires pre-authorization of any changes
-Oriental Brewing is producing something similar
Brainstorm Prob. 2
How should Mr. Gillespie respond to Seoul’s changes and
testing in its new beer?
Our Solution
- Utilized “we” in speaking about the
collaboration
- Warned rather than threatened
- Appealed to respect of rules
Conclusion
• Cultural Competency is learned – not an inherent trait
• Investigate the culture you’re doing business with
• “mirror” their actions in your responses
• However, this may sometimes be impossible to do.
Additional Resources
Questions or Comments?

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Seoul brewing case

  • 1. Seoul Brewing Case Team 2: Jennifer Jacobson, Grahm Saunders & Mike Toney
  • 2. The Setup: • Golden & Seoul Brewing entered into a business collaboration • Mr. Kim (Seoul) and Mr. Gillespie (Golden) are the agents • Mr. Kim has sent a letter to Mr. Gillespie Discuss: What are some initial reactions to the letter?
  • 3.
  • 4. Problem 1. Problem 1. Mr. Kim Purchased $600 worth of suits for Mr. Gillespie -Golden caps gifts at $50
  • 5. Brainstorm Prob. 1 What cultural considerations should Mr. Kim be aware of How should Mr. Gillespie respond?
  • 6. Our Solution: Problem 1. -Customary to give a gift in Korean culture -”Face” -Golden Brewing caps gifts at $50 -large power distance -feminine culture So, thank and respectfully decline -tied back to company policy
  • 7. Problem 2. -Agreement requires pre-authorization of any changes -Oriental Brewing is producing something similar
  • 8. Brainstorm Prob. 2 How should Mr. Gillespie respond to Seoul’s changes and testing in its new beer?
  • 9. Our Solution - Utilized “we” in speaking about the collaboration - Warned rather than threatened - Appealed to respect of rules
  • 10. Conclusion • Cultural Competency is learned – not an inherent trait • Investigate the culture you’re doing business with • “mirror” their actions in your responses • However, this may sometimes be impossible to do. Additional Resources Questions or Comments?