2 What social values are present in Guitarras Dominguez that seem different from US social values (see Exhibit 4.4 and Exhibit 4.5)? Explain. Adam Wainwright's early-morning phone call from Valencia, Spain, initially startled his boss, Vincent Fletcher.

Adam, a true slave to the latest techno-gadgetry, never called. Yet here he was, at 8 a.m. Pacific time, on the phone to the CEO of Fletcher Guitars in Los Angeles.

'What did they do - lose your luggage with all of your toys inside?' Fletcher joked. 'Did the plant burn down?'

'No, I just decided to call you on this one. I've been here for a week, looking over operations. Forget the idea of getting any substantial increase in productivity. I don't think these guys are capable of upping production by 10 guitars per year', Adam complained.

'Isn't that an exaggeration?' Fletcher asked.

There was a momentary silence on the other end of the line. 'Adam, did I lose you?'

'No.'