Case $1.$ John Harmon, a vice president of a US$.-$based courier service was sent to open an office in Madrid. The company had recently expanded its overnight delivery ser$-$ Developing Global Managers $179$ vices to several other countries in Europe $($including the Netherlands$),$ and these were doing very well. The company's "bread and butter" service was overnight delivery anywhere in Europe, provided that the package was in the pickup box by $5$:$00$ P$.$M$.$ Even though John and his wife, Linda, were getting along well in Spain, he could not understand why the Spanish people were not responding more favorably to the company's services. Why was the overnight delivery system not catching on in Spain?