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UIC What in Tanyas Role for Developing Business Customer Engagement Case Study

Question Description

The expatriate (we will call her Tanya) was an American employee of a major clothing manufacturer. She was located in a Central American country. As head purchaser for the company’s in country factory—she was responsible for managing the supplier relations. Felipe, the owner of the local firm that supplied the textiles the company used most frequently, was Tanya’s most important counterpart. Her main goal for their relationship was making Felipe feel more like a “partner” instead of a mere vendor.

Since Tanya’s company was Felipe’s largest customer, they both had much to gain from a closer relationship. However, Felipe was still resentful because he felt her predecessor (also a U.S. expatriate) had looked down on him and treated him coldly. As a business leader in his community and a member of an important family, Felipe had a strong sense of pride and dignity. Tanya’s role was to win him over in order to strengthen the ties between their two companies and assure a reliable and timely supply of textiles for the factory.

What would you do if you were in Tanya’s role?

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