You are S.C. Hwanke, a consultant to James Allen, president of Plymouth Copiers, a Boston-based manufacturer that sells the Reflection 9000 color copying machine to companies, which they lease the machines to small businesses. Your area of specialty is international business communication problems. Allen has requested your services concerning his company's new International Installation and Maintenance Training Program.

He explained that in their sales package, Plymouth Copiers offers 315 training hours per 100 copiers bought. The training process consists of the following two phases: (1) Installation, lasting 105 hours per trainee; and (2) Maintenance, lasting 210 hours per trainee. Plymouth Copiers is currently training two companies, one from India in installation and one from Israel in maintenance. This is Plymouth Copiers' first time offering this training program to companies from outside of the U.S., and unfortunately serious problems developed during the first week.

Sara O'Neal, director of the installation training phase, explained that after watching a PBS special about India, she decided to give small statues of a Hindu god to all of the Indian trainees as a goodwill gift at the welcoming dinner. Among the nine Indian trainees involve one family from Northern India and one family from Central India. Much to O'Neal's surprise, the Northern family stated, "Thank you, but we cannot accept your generous gifts. This would be against our religion."

In the meantime, Keith Schoppe, the director of the maintenance training phase, noted increasing problems with the twelve Israeli trainees. The maintenance phase consists of field-based instruction around the New England region, and Plymouth Copiers requires that all trainees and technicians who service copiers be professionally dressed. Schoppe has encouraged them to wear shirts and ties; however, the Israelis continually arrive in casual attire. In addition, the Israeli trainees have asked to leave as early as 2:00 o'clock on Friday afternoon.

Schoppe related that several of the Israeli trainees tended to react to difficult problems with brief outbursts. He explained that during a service call to an office in Providence, Rhode Island, an accompanying technician tried debating with a trainee concerning the automatic document feeder. The trainee suddenly became very irritated and shouted, "You are wrong!" This disturbed the employees in the office. Even though the trainee calmed down as quickly as he erupted, the office manager asked that the copier be serviced at a later date.

The installation training was not going much better. Sara O'Neal reported that the trainees seem to direct all of their questions toward her assistant, Michael Williams. In fact, two brothers in the Northern family who constantly disagreed over minor issues, such as places to go for lunch, turned to Williams to solve their problems. Williams feels that his position, even though not in his job description, has forced him rapidly into the roles of "mediator, nurse, and counselor."

O'Neal also noted that three to four trainees were at least fifteen minutes late every morning. She also pointed out, "They will not attempt to solve technical problems themselves. They wait for the instructors to solve such difficulties. This group of trainees is moving at a snail's pace. Therefore, they are going to need additional training hours, just for the installation phase. They do not seem to be having difficulty understanding the processes, but I cannot identify what the true problem is."

Sara O'Neal expressed concern with the fact that Mrs. Khan from Central India refused to allow her thirteen-month-old son out of her sight, even while training; yet having children in the workplace is against Plymouth Copiers' policy, but O'Neal simply cannot get her to take advantage of the day care service the company provides. On the second day of training, the baby pulled a large object onto himself, causing a little swelling on his left arm. When asked if she wanted the registered nurse on staff to take a look at the baby, Mrs. Khan stated, "Oh, that would not be necessary. As you can see, he is all right. I would not want to inconvenience anyone." The possibility of further injury worries O'Neal.

In addition, you are given a letter and a report of a telephone conversation that are troublesome:

Mr. James Allen
c/o Plymouth Copiers
Lions Boulevard
Boston, Massachusetts 00055
USA

Dear Sir,

Re: Contract signing delay

At this time, I am unable to sign the contract. My associates are anxiously awaiting the closing of this month in order to view the stars. I have not found any problems with the contract as it currently stands. Thank you again for your cooperation on this matter.

Yours faithfully,
Mr. Ashhar Farham
c/o Copy Corporation
Road No. 13
Banhara Hills,
Hyderagbad, A.P. 500034
India

The phone conversation was between Mr. Winston, president of the Isreali company, and James Allen, who tried to repeat the following exchange, word for word as he remembered it.

Winston: I am afraid that my employees are very unhappy with their hotel accommodations. It seems that they do not have much to do on their off- hours. Allen: I don't understand. There are a number of shopping malls and theaters in the immediate area. Winston: I am also concerned that they will not be training on Sundays. Allen: Our company is closed on the weekends. Winston: I am afraid that future business ventures between our companies must be handled in a different manner. Allen: I agree. I'm sorry for any misunderstanding on our part. I assure you that we will attempt to rectify the current situation immediately. Winston: Thank you very much.

Your Assignment:

Keep in mind that this is a case in which communication problems figure prominently; thus your response needs to address the communication aspects specifically, and it also needs to demonstrate that you have read and conducted research.

Good Luck!!

Written 4-16-97 by SS
Updated 4-23-97 EdC
Last Updated 10-22-98/EdC