CHAPTER 11
The Cultural Conundrum
It was 8:22 a.m., and Ben was extremely frustrated. He had traveled to Latin America to meet a major client. His mission was to learn more about the important consumer market there and to get a better gauge on the customer base in the region. Aside from gathering data through market research, Ben thought it would be helpful to connect with the sales division and meet up with some of the region’s largest customers directly. This was his first customer meeting, and as he looked down at his watch for the umpteenth time, he noticed that the sales manager sitting next to him looked totally relaxed. Ramon was a local in the region and had been an extremely successful sales manager through the years. Most importantly, ...
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