Reaching Globall Markets Chapter 9 277 beverages at a fraction of Starbucks' prices in the United The announcement led to an uproar among some Italian cof- States, Becoming affordable enough to attract the average fee drinkers. To succeed in Italy may require Starbucks to Indian consumer will require changes in Starbucks' market significantly customize its shops and beverages to appeal to ing strategies. Italian tastes. Interestingly, there is one notable country in which Starbucks is absent: Italy. While Starbucks modeled itself athler Italian-style coffee shops, major differences between I. Describe Starbucks' global strategy. Is it engaging in Questions for Discussion the two coffee cultures might hinder Starbucks acceptance.more of a globalization or customization approach? Fex instance, the amount of espresso and the proper ers Starbucks is facing when expanding into foreign times to 2. What appear to be some of the most significant barri offer certain drinks like cappuccinos (never for breakfast or ers Starbucks is facing when expanding into foreien tfher heavy meals in Italy) are very different from American countries? What are some of the most significant obstacles to expan- sion in Italy, and how can Starbucks overcome them? 3. epunding in Europe with plans to eventually come into Italy NOTES I'm Alexa and I sell orthopedic products, like hip, shoulder, elbow replacements, for Zimmer. One aspect of my selling job requiresn technical the n when it comes to the capabilities, function, and surgical technique used company's hardware. 5.2what I sell, and in the case of replacement joints, that means with operating room with the surgeon and taking on the role of a my points of view as warm and approachable, yet also not afraid to express strong conviction. I tend to act rather quickly when maki a chance to survey the opinions of others who are I took a survey and found out that I am definitely an expressive, to be calling on tomorrow, to introduce are three surgeons I'm going ou a bit about each on newly developed solution in cartilage repair. Let me tell y u Avilia is a meticulous, detail-oriented knee and hip replacement surgcon. u office is so neat that it looks like he rarely even uses it. He keeps the top of his det completely free of anything except for a small business card holder at onecr He is a world-class surgeon with many awards displayed on the walls. I've heard that he wants to get right down to business and demands to know the bottom line imme. diately. He has little tolerance for someone who is not the best at what they do. If he thinks you are wasting his time, he will politely tell you so, before wishing you a nice day and sending you out the door. His favorite hobby is collecting fine wines Dr. Mokri, an accomplished knee surgeon, has been known to be a few minutes ADDIT late to surgeries due to getting caught up in some conversation with a colleague or patient. His friends tend to think of him as a great big "teddy bear" whom everyone wants to be around. His personality is in some way magnetic, and he has many friends. He is an ultra-competitive tennis player and rarely loses, but whern he does, he immediately demands a rematch for the next day if possible. He serves on five different medical boards and councils and is known as an influential leader in each. People have said that he is a visionary, both in the orthopedic surgery realm as well as his own personal life. He has toyed with running for political office and most friends think he would make a great debater if he did decide to Bolander, w Thei Cardon, Pe ald run! His favorite hobby, other than playing tennis, is traveling to the Far East. gur Dr. Rodriguez specializes in elbow replacements. While certainly friendly, she could hardly be called effusive with her affection or conversation. She seems to be totally task oriented, and wants to be the best elbow replacement surgeon in the northwest. She doesn't seem to understand the power struggles among the various surgeons and administrators at the hospital, and would rather spend her time reading the latest medical journals and conversing with surgeons around the globe on the latest surgical techniques. She sometimes is slow to adopt new techniques however, wanting to be absolutely certain that any procedure is better than all other Feller, E Friend possible procedures before changing. Her favorite hobby is fly fishing. Grant, What is the social style of each surgeon? Discuss facts that helped you determine that assessment. 1. Guen 2. How should Alexa adapt to each surgeon? E PLAY CASE This role play requires some before-class preparation. Writ you would describe Gartner to someone who has never h features of Gartner's services that you think would bene Reaching Globall Markets Chapter 9 277 beverages at a fraction of Starbucks' prices in the United The announcement led to an uproar among some Italian cof- States, Becoming affordable enough to attract the average fee drinkers. To succeed in Italy may require Starbucks to Indian consumer will require changes in Starbucks' market significantly customize its shops and beverages to appeal to ing strategies. Italian tastes. Interestingly, there is one notable country in which Starbucks is absent: Italy. While Starbucks modeled itself athler Italian-style coffee shops, major differences between I. Describe Starbucks' global strategy. Is it engaging in Questions for Discussion the two coffee cultures might hinder Starbucks acceptance.more of a globalization or customization approach? Fex instance, the amount of espresso and the proper ers Starbucks is facing when expanding into foreign times to 2. What appear to be some of the most significant barri offer certain drinks like cappuccinos (never for breakfast or ers Starbucks is facing when expanding into foreien tfher heavy meals in Italy) are very different from American countries? What are some of the most significant obstacles to expan- sion in Italy, and how can Starbucks overcome them? 3. epunding in Europe with plans to eventually come into Italy NOTES I'm Alexa and I sell orthopedic products, like hip, shoulder, elbow replacements, for Zimmer. One aspect of my selling job requiresn technical the n when it comes to the capabilities, function, and surgical technique used company's hardware. 5.2what I sell, and in the case of replacement joints, that means with operating room with the surgeon and taking on the role of a my points of view as warm and approachable, yet also not afraid to express strong conviction. I tend to act rather quickly when maki a chance to survey the opinions of others who are I took a survey and found out that I am definitely an expressive, to be calling on tomorrow, to introduce are three surgeons I'm going ou a bit about each on newly developed solution in cartilage repair. Let me tell y u Avilia is a meticulous, detail-oriented knee and hip replacement surgcon. u office is so neat that it looks like he rarely even uses it. He keeps the top of his det completely free of anything except for a small business card holder at onecr He is a world-class surgeon with many awards displayed on the walls. I've heard that he wants to get right down to business and demands to know the bottom line imme. diately. He has little tolerance for someone who is not the best at what they do. If he thinks you are wasting his time, he will politely tell you so, before wishing you a nice day and sending you out the door. His favorite hobby is collecting fine wines Dr. Mokri, an accomplished knee surgeon, has been known to be a few minutes ADDIT late to surgeries due to getting caught up in some conversation with a colleague or patient. His friends tend to think of him as a great big "teddy bear" whom everyone wants to be around. His personality is in some way magnetic, and he has many friends. He is an ultra-competitive tennis player and rarely loses, but whern he does, he immediately demands a rematch for the next day if possible. He serves on five different medical boards and councils and is known as an influential leader in each. People have said that he is a visionary, both in the orthopedic surgery realm as well as his own personal life. He has toyed with running for political office and most friends think he would make a great debater if he did decide to Bolander, w Thei Cardon, Pe ald run! His favorite hobby, other than playing tennis, is traveling to the Far East. gur Dr. Rodriguez specializes in elbow replacements. While certainly friendly, she could hardly be called effusive with her affection or conversation. She seems to be totally task oriented, and wants to be the best elbow replacement surgeon in the northwest. She doesn't seem to understand the power struggles among the various surgeons and administrators at the hospital, and would rather spend her time reading the latest medical journals and conversing with surgeons around the globe on the latest surgical techniques. She sometimes is slow to adopt new techniques however, wanting to be absolutely certain that any procedure is better than all other Feller, E Friend possible procedures before changing. Her favorite hobby is fly fishing. Grant, What is the social style of each surgeon? Discuss facts that helped you determine that assessment. 1. Guen 2. How should Alexa adapt to each surgeon? E PLAY CASE This role play requires some before-class preparation. Writ you would describe Gartner to someone who has never h features of Gartner's services that you think would bene