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1 Executive Summary 32 Our goal 43 AstraZeneca 54 Bulgaria - Basic Facts 65 Britain - Bulgaria - cultural comparison 86 Recommendations for overcoming the differences 107 References 15The British company AstraZeneca plans to open a representative branch in Bulgaria This paper is a research about the country and cultural and communication styles of the Bulgarians It points out differences between British and Bulgarian culture and communication styles The difficulties that may occur because of these differences are in three main areas of communication - communication with 1 the customers 2 the Governmental Institutions and 3 the employees We recommend the following strategy for overcoming them First the problem with the fact that the customers are poor and our medicines are expensive will be overcome with a strong marketing strategy Next a special Project Team will take care of the communications with the Governmental Institutions Last the troubles that may occur between the Bulgarian employees managers and the UK Headquarters will be resolved by trainingWe are a British pharmaceutical company that has branches and representative offices in many countries around the world Our goal is to open a representative branch in Bulgaria in order to sell our medicines on that market We will find more about the country and its culture in order to identify possible difficulties in the communication generate alternatives and find solutions how our venture can be successfulAstraZeneca one of the worlds leading pharmaceutical companies was formed in April 1999 through the merger of Astra AB Sweden and Zeneca Group PLC UK AstraZeneca aims to grow from its inherited position building on the best from both of the merger partners It is world number three in ethical pharmaceuticalsThe corporate headquarters are in London AstraZeneca has a highly experienced Board and Executive Management Team The Chief Executive and his Executive Team run the company The Chief Executive is responsible to the full AstraZeneca Board for the running of the Group The company
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