4. The American consulate has given Lang little business help because her products are made in Italy. Do you think the consulate's treatment of an American businessperson Is fair or unfair? Explain your answer. Goal To encourage students to apply global business strategies to a small-business situation.

Situation Some people might say that Yolanda Lang is a bit too confident. Others might say that she needs confidenceand more-to succeed in the business she's chosen. But one thing Is certain: Lang is determined to grow INDE, her handbag design company, into a global enterprise.

At only 28 years of age, she has time on her side-lf she makes the right business moves no.v.

These days, Lang spends most of her time in Milan, Italy. Backed by $50 000 of her parents' personal savings, she is trying to compete with Gucci, Fendi, and other high-end handbag makers. Her target market is women willing to spend $400 on a purse. Ironically, Lang was forced to set up shop in Italy because of the snobbishness of these customers, who buy high-end bags only if they're European-made. "Strangely enough," she muses, " I need to be in Europe to sell in North America."

To succeed, she must first find ways to keep production costs down-a tough task for a woman in a male-dominated business culture. Her fluent Italian is an advantage, but she's often forced to tum down inappropriate dinner invitations. She also has to figure out how to get her 22-bag collection into stores worldwide. Retailers are showing her bags in Italy and Japan, but she's had little luck In the United States. " I intend to be a global company," says Lang. The question Is how to succeed first as a small business.