How would you describe the contrast between the South Koreans and the Dutch when they are doing business? In the case study below, a Dutch business consultant gives his account of a problem that he was called in to resolve. The problem involved a South Korean company and a Dutch advertising agency.

Before reading the text and answering the questions, re-read both Chapters 3 and 4.

This activity also prepares the ground for Chapter 5, which examines cultural dilemmas.

My negotiating dilemma One of my clients was a South Korean company established in the Netherlands. The sales targets they had been given by the headquarters in Seoul were very high. To help them reach these targets they hired an advertising agency. The agency went to work and came up with a total media campaign which the South Korean company accepted and allowed to be set in motion. One ingredient of the campaign was a simple but innovative slogan that quickly caught on.

The advertising agency continued the campaign, which appeared to maintain its success. The initial euphoria within the company had, however, evaporated. Its managers thought the agency’s bills were too high, not only because the agency had been working with them for two years, but also because they were suspicious about the actual hours that the agency was spending on producing the advertising. They knew it was difficult to check on the time needed to come up with brilliant ideas, but still they felt that the Dutch were taking advantage of the situation. As I discovered later, a comment which was frequently heard at the top of the company was: ‘You have to be careful with those Dutch.’