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Marketing Research and Management in SEA Case Analysis Nora-Sakari A Proposed Joint Venture In Malaysia Submission date 03032004 Nanyang Technological University CONTENTS Introduction 1 Cultural differences 2 Relationship-Focus vs Deal Focus 2 Formal vs Informal 4 Time and Scheduling- Monochromic vs Polychronic 5 Why Nora should contact Kuusisto in Helsinki 6 Why shouldnt Nora contact Kuusisto in Helsinki 9 Conclusion 12 How to create a win-win situation 13 Proposal number one 14 Proposal number two 15 The actual results of the negotiations between Nora and Sakari 16 Introduction This case is about Nora one of the leading suppliers of telecom solutions in Malaysia The case involves a possible joint venture with Sakari the leading manufacturer in Finland of mobile phones and telecom systems There is a large potential in the future development of telecom facilities in Malaysia and the to enterprises have discussed a joint venture since May 1990 in order to get their share of the Malaysian market Noras reason for the joint venture is to gain Sakaris advanced telecom solutions and cable related technology while Sakaris main benefit is to access the Asian and Malaysian market In 1991 Nora made a bid on a 2 billion RM contract from the largest telecom company in Malaysia Telecom Malaysia Berhad TMB They based the bid on supplying Sakaris technology and in early May 92 Nora won a 15 share of the contract However observers were critical of TMBs decision to select Sakari as they were small and unknown compared to the competitors like Alcatel Fujitsu NEC and ATT Following the successful bid and ignoring the criticism against Sakari the two companies held a major meeting
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