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Doing business across cultures_8

Chúng tôi đến nửa giờ trước khi thời gian đến dự kiến , và tôi đã có thể bắt chuyến bay cuối cùng Kerry, trong thực tế các phi công thông báo với tôi rằng một Aer Lingus người sẽ chờ đợi tại cửa khẩu để làm cho tôi để kết nối của tôi. | BUSINESS ACROSS CULTURES minutes which is a record for a Friday night at Schiphol. The pilot said we got permission from air traffic control to go a bit early and that one particular passenger would be highly delighted. I realized it was me We arrived half an hour before the scheduled arrival time and I was able to catch the last flight to Kerry in fact the pilot informed me that an Aer Lingus person would wait at the gate to get me on to my connection. I was driven by car to the plane waiting to go to Kerry that night the chauffeur asked me the name of my hotel and the private jet company so they could cancel the arrangements. I made it to the conference that very evening. And I promised to tell anybody in doubt to fly Aer Lingus I also used the case the next morning. The resulting applause was for an organization that understands moments of truth. What is the generalization we can draw from these cases In marketing a brand product or service organizations will gain significant strength when they can identify when to go deep. Obviously if airlines always adapt to the needs of individual passengers in the way Aer Lingus did they would go bust. If Nordstrom employees always ran after their clients from Chicago to New York they would also go bankrupt. Let s consider the reconciliation graphic as shown in Figure 6.2. Due to the strong technical orientation of German management it is often inadvisable to send only marketing or sales people into business negotiations if some technical issues may be involved. Germans do not like to discuss the broad outlines of a business proposal and leave the details to the technicians. Indeed the German side may often strongly involve its own technical personnel in making a deci- 194 MARKETING ACROSS CULTURES Giving diffuse service all the time 10 Figure 6.2 Towards moments of truth sion. They are therefore more interested in the exact technical details than in seamless presentation skills. It is also important to keep in mind that .