The Galactica SUV (1).

Barkacs, Craig B. ; Barkacs, Linda L.

CASE DESCRIPTION

The purpose of this case is to provide an intercultural/international negotiation exercise that tests the ability of students to overcome cultural obstacles and think outside the box in order to structure a creative deal. The case has a difficulty level of five to seven, depending upon the depth with which the instructor wishes to explore the case, as well as the comfort level of the instructor with respect to the various issues. The negotiation exercise is designed to take from one and a half to two class hours (including the debrief), although more time may be spent on it. The case also requires approximately thirty to forty-five minutes of in-class or outside preparation time by the students.

CASE SYNOPSIS

What do you suppose would happen if a space alien from a distant and different culture arrived on the lot of a futuristic planet earth spacecraft dealership to negotiate the purchase of a space vehicle? In order to find out, climb into a Galactica SUV spacecraft, buckle up, and enjoy the ride!

This case is designed for use as a role playing opportunity in an international negotiation class. The subject matter of the negotiation derives from an activity many students have already engaged in--the purchase of a vehicle (in this case, however, that vehicle is a futuristic spacecraft, i.e., the Galactica SUV). Each student is assigned a role, either that of space alien CN-319 (the buyer) or that of earthling Spacey Starr (the seller), and then given time to prepare. The student is instructed to stay in role for the duration of the negotiation. Moreover, the student must make use of the cultural characteristics provided for each assigned role.

In order to avoid the cultural stereotyping that occurs in most intercultural or international negotiation exercises, this case deftly finesses the issue by creating two fictional cultures. CN-319, the prospective buyer, is a Banatarian from the planet Banatar, and each student playing this role is given a confidential role sheet describing certain cultural characteristics of Banatarians. Spacey Starr, the seller, is an earthling. Unfortunately for Spacey Starr, however, earthlings often confuse Banatarians with Vanatarians (from the planet Vanatar). While Banatarians and Vanatarians share some common cultural characteristics, they are diametrically opposed on others. Spacey Starr, who mistakenly believes prospective buyer CN-319 is a Vanatarian, prepares for the negotiation by becoming acquainted with Vanatarian cultural characteristics, which are outlined in the confidential role sheet provided to those playing the role of Spacey Starr. Accordingly, the well-intentioned (but ill-informed) Spacey Starr character inadvertently tends to commit cultural faux pas after cultural faux pas.

In addition to substantive lessons on conducting an integrative negotiation, the case also introduces a variety of cultural issues that often can and do occur in a real world intercultural or international negotiation. By having to contend with cultural confusion, the case tests the ability of students to deal with cultural errors, learn from mistakes, and overcome them. After the negotiation exercise has been completed, the instructor thoroughly debriefs the case to explore both the negotiation and cultural issues. Detailed instructions on how to conduct a debrief are included. Moreover, there is also a list of negotiation terms and definitions to assist those who are new to teaching negotiation.

THE GALACTICA SUV

CONFIDENTIAL--Role for CN-319, Supply Chain Analyst--CONFIDENTIAL

It is Friday morning, the last day of the month. CN-319, Supply Chain Analyst for Banatar Technologies of the Planet Banatar, is on Planet Earth finishing a cost analysis involving one of the company's major suppliers. The cell-screen rings and the face of XR-424, CN-319's cousin and president of Banatar Technologies, appears.

CN-319: "XR-424, I'm surprised to see your face on the screen. Is the wedding still on?"

XR-424: "Sure is! Everything's set. Last night, however, JK-957 and I were talking about our honeymoon. After we get married tomorrow we plan to fly over to the next quadrant for a few days. We decided that the company SpaceVan is way too stuffy for our honeymoon, and we'd much rather make the trip in a sporty Space Utility Vehicle [SUV] with the stars all around us. CN-319, to make a long story short, I want you to purchase a new Galactica SUV for the company. On yeah, and I absolutely must have it by tomorrow, in time for JK-957 and me to take it on our honeymoon."

CN-319: "I've seen a couple of Galactica SUVs around the galaxy--totally hot! Great acceleration. Which model do you want?"

XR-424: "That's no problem. There is only one model and it comes fully loaded with multiple disk CD player, Bose stereo, leather interior--the works! The only issues are color and where to buy the spacecraft. I want either gunmetal silver or bright red. Last week I saw an advertisement in the Interplanetary Union-Tribune from a dealer in next galaxy over and, according to the ad, the dealer is quoting the price ^46,000. Unfortunately, they cite delivery two weeks after receipt of an order accompanied by a ^10,000 deposit. ** We both know that Banatar Technologies needs a new spacecraft--one that fits our high-tech sleek image. Besides, maintenance is becoming a real problem on the SpaceVan. When we get the new SUV, I'm going to give the SpaceVan to charity for tax purposes. And since it is time to update our image, what better occasion than for the president's honeymoon? Make it happen, CN-319!"

As soon as XR-424 hung up, CN-319 got right back on the cell-screen. The first call was to the dealer in next galaxy over (in the Snickers Galaxy). The salesperson confirmed the price of ^46,000, and indicated that delivery of the highly coveted spacecraft would take two weeks. Moreover, both of the desired colors (gunmetal silver and bright red) would be available.

Given that business had already brought CN-319 to earth, CN-319 then called the local Planet Earth Galactica SUV dealer (in The Milky Way Galaxy) and talked to Spacey Starr. CN-319 learned that the Planet Earth Galactica SUV dealer had three spacecraft in stock, including a bright red one. Spacey quoted a price of ^51,800, but seemed willing to make a deal.

CN-319 then called the Galactica SUV dealer in the next solar system over, a relatively short (two-hour) space journey from his own planet of Banatar. A price of ^47,800 was quoted with immediate delivery of any color, and the dealer specifically confirmed both a gun metal silver and a bright red Galactica SUV were on the lot and ready to go.

Armed with this information, CN-319 decided to visit the local Planet Earth dealer in an effort to see if it was possible to get Spacey Starr to come down on the ^51,800 price quoted during their cell-screen conversation. On the way to the Planet Earth Galactica SUV dealer, CN-319 recalled something from a Supply Chain Management course once taken as a student at the University of San Diego--the professor said that salespersons frequently received as much of their income from bonuses as from commissions. A classmate at USD supported the professor's observation, saying that when she worked in spacecraft sales her bonus for her monthly sales quota was ^4,000--and that was three years ago! With these and other thoughts in mind, CN-319 enters the Planet Earth Galactica SUV showroom.

** NOTE: "Points" are the currency in use in this exercise and are designated by an upward arrow sign [^] preceding the number.

KEEP THIS SHEET CONFIDENTIAL--DO NOT LET THE OTHER SIDE SEE IT! CULTURAL CHARACTERISTICS SHEET FOR CN-319

Showing proper respect for and knowledge of customs is extremely important on Planet Banatar.

IMPORTANT NOTE: There is a nearby culture from the Planet Vanatar that ignorant alien life forms often confuse with yours, which is a tremendous cultural faux pas. You are particularly skeptical about the intelligence and professional abilities of any alien life form that makes such an error because some (but not all) cultural characteristics of those from the Planet Vanatar are at odds with those of the Planet Banatar.

Upon greeting someone, you tap yourself on the head two or three times and make a hissing sound.

1. You expect to be called by your full formal name (no truncations or nicknames). YOUR formal name is CN-319

2. You do NOT under any circumstances shake the hand of alien life-forms from other planets when you first meet them--after all, you don't know where their hand has been and shaking hands with someone you don't

know poses a great health risk! f some clueless alien persists in attempting to shake your hand during an initial encounter, you show your teeth and start snarling and growling. If an alien life form actually manages to shake your hand, you must immediately excuse yourself, and tell the alien that before you can proceed you must first go to restroom to wash your hand now that the alien life form has contaminated you.

3. An attempted hug or embrace from an alien life form during an initial meeting is even more of an affront than a handshake. (See above re attempted handshakes during initial meetings)

4. If anyone laughs at your cultural behavior (for example when hissing, growling, or snarling), you will be highly offended; you will let them know in no uncertain terms just how offended you are; you will severely reprimand them; and you will threaten either 1) to leave, or 2) to have the offending alien life-form arrested. (Laughing at or mocking someone else's cultural behavior is a crime on your planet--the PC Police are everywhere!)

5. Your matriarchal culture exalts women over men and, when asked questions or otherwise engaged in conversations, it is not uncommon to use such phrases as "If the Goddess wills it" or "Glory to the Goddess" or "Viva la Goddess." Not surprisingly, the phrase "Viva El Papa" is among the most egregious insults in that it calls into question your parentage.

6. Physical items may be referred to in feminine terms if they are viewed favorably (such as the spectacular "female" spacecraft you are considering buying), and in masculine terms if they are regarded as inferior (such as the clunker "male" you flew in to get to the Planet Earth), e.g. the complimentary phrase "that's a work of woman" roughly translates to "that's a work of art;" whereas, the pejorative phrase "that's a piece of male" means, well ... it's not a compliment on Planet Banatar.

7. To call something "sissy" or to say "that's sissy" is to show high approval and is a great compliment, especially when directed to a man. Other feminine terms likewise carry a very favorable connotation.

8. To call something "male" or "masculine" or "macho" or "man-like" is a putdown.

9. To accept an apology, you call the apologizing party "pretty," but it has nothing whatsoever to do with physical appearance.

10. When conversing with alien life forms from other planets, you are begrudgingly willing to explain your own culture when specifically asked about it. Even so, if alien life-forms just start acting or speaking as you do, without first inquiring about your culture or asking permission to act or speak that way, you regard it as a great insult in that you feel you are being mocked. Even if this happens, however, other alien life forms can redeem themselves by apologizing profusely and begging for forgiveness--and you won't hesitate to demand that they do so!

11. If someone is saying something you approve of, you slap your hand flat on the table one time and smile.

12. If someone touches his or her nose when conversing, it means he or she thinks you stink.

13. If you hear something you don't like, you knock on the table twice with your fist and sneer or frown.

14. If an alien life form with whom you are negotiating says he or she must "go talk to the manager," this is a great insult and can be cause for breaking off the negotiations if an apology is not forthcoming. The reason this is an insult is because having to consult with someone else means you have been wasting your time talking to someone without decision-making authority. You may have to explain this to less-evolved alien life forms.

15. If a life form with whom you are negotiating asks you about financing or how much you can afford to pay each month, this too is an insult inasmuch as it suggests that you cannot afford your purchase.

16. If you are able to reach a deal with an alien life form, this is a joyous occasion worthy of celebration, at which time you offer to play three rounds of rock, scissors, paper, the winner of which then yells, "Girl Power!"

THE GALACTICA SUV Role for Spacey Starr, Planet Earth Galactica SUV Salesperson

Spacey Starr, salesperson for Planet Earth Galactica Spacecraft Dealership, is sipping a cup of Starbucks latte. Although there are countless spacecraft dealerships throughout the universe, Spacey's employer is the only dealership on all of Planet Earth selling the new Galactica Space Utility Vehicle [SUV]. In addition to its flamboyant sex appeal, the Galactica SUV combines incredible acceleration with extraordinary handling and performance. In order to intentionally limit supply and to emphasize its exclusive and distinctive style, the Galactica SUV convertible comes in only one model. Standard equipment includes multiple disk CD player, Bose stereo, and leather interior. Moreover, there is a five-year, 50,000-lightyear warranty included in the purchase price. Despite the popularity and high demand of the Galactica SUV, it has been a tough month for Spacey personally. To make matters worse, today was for some reason especially slow, with very little customer traffic on the showroom floor. Spacey looked out the window and saw that the dealership had three new Galactica SUVs on the lot, all shiny and ready to fly--a metallic blue one, a gun metal silver one, and a bright red one.

Spacey is downhearted, and ponders, "Gosh, what an awful month I'm having! It's the last day of the month and I'm still one spacecraft short of meeting my quota. I've already spent the ^4,000 I was expecting in anticipation of getting my monthly quota bonus, so now I've desperately got to make that last sale.** What am I going to do? Why did I ever get into this business?"

Avery Anderson, owner of the Planet Earth Space Utility Vehicle [SUV] dealership, interrupts Spacey's reverie. "Spacey, I'm leaving for the weekend to visit the moon of Jupiter. I know how anxious you are about meeting your quota, but don't do anything foolish. The Galactica SUV is selling like crazy. I have told all the salespeople that I don't want anyone to undercut the market. I don't want a quote below ^51,800.

Spacey asks, "Avery, if you're unavailable, I've got to have some flexibility. I know that the spacecraft only costs us ^42,500. How low can I go if I get a live one?"

Avery replies, "Spacey, I know you're clever and creative and I really do want to see you get your bonus. Because I've seen some of the amazing deals you've put together in the past, for you I'll make an exception and say the dealership can live with its cut of a ^48,000 sale, but not a point lower. However creative you get in structuring a sale, don't forget that your 25% commission is on anything over ^44,000. See you on Monday!"

After Avery leaves, Spacey drifts back into a state of deep thought. "One spacecraft from quota, but I know that for as much as Avery likes me, he is nevertheless totally focused on the bottom line. Sure Avery wants me to hit my quota because when the salespeople hit their quotas, it reflects well on the entire dealership, and even Avery has to report up the line. Even so, quota or not, Avery demands that somehow, someway the dealership gets every point of its share. Damn, there's not a single person in the showroom. I wonder if that space alien Supply Chain Analyst from--where was it?--the Planet Vanatar, I think, is a real prospect. I remember quoting ^51,800 this morning. Good thing I brushed up on Vanatarian culture after I got the call, now I'm ready to deal. (Please see the provided cultural information sheet regarding the planet Vanatar.) Maybe I'll just try to reach--what was the name?--CN-319, I think, on the cell-screen."

Just then, as fate would have it, none other than space alien CN-319 enters the showroom.

** NOTE: "Points" are the currency in use in this exercise and are designated by an upward arrow sign [ ^ ] preceding the number.

KEEP THIS SHEET CONFIDENTIAL--DO NOT LET THE OTHER SIDE SEE IT! CULTURAL CHARACTERISTICS SHEET FOR SPACEY STARR

1. Showing proper respect for and knowledge of customs is extremely important on Planet Vanatar.

2. Some Vanatarians pronounce the letter "v" and the letter "b" the same way.

3. It is considered impolite or even rude to ask Vanatarians directly about their cultural practices. The preferred approach is to watch what Vanatarians do and then copy or mimic them.

4. Vanatarians may show disapproval and disdain when a cultural faux pas occurs but that is just their way and reprimands should not be taken personally or seriously.

5. Upon greeting someone, you laugh, enthusiastically shake hands--or even offer a hug or warm embrace.

6. Vanatarians' formal names are two letters, followed by a dash, followed by a number. Vanatarians are very easy going and quite open to being called by truncated versions of their names or nicknames, e.g., just the letters, or just the numbers. Vanatarians often feign indignation at such familiarity, but they really don't mean it--in fact, their persistent protestations simply mean they are enjoying your company. For that reason, you should feel free to continue to use truncated versions of their names or nicknames, despite any playful objections.

7. Vanatarian culture exalts women over men and, when asked questions or otherwise engaged in conversations, it is not uncommon to use such phrases as "If the Goddess wills it" or "Glory to the Goddess" or "Viva la Goddess!" Curiously and paradoxically, however, the phrase "Viva El Papa!" means showing the highest respect to Vanatarians.

8. Non-living tangible items also take on gender descriptions on Planet Vanatar. When referring to such non-living tangible items, feminine references are positive (such as the spectacular "female" spacecraft you are trying to sell) and masculine references are pejoratives (such as the clunker "male" one your prospective buyer flew in to get to Planet Earth). To illustrate the point, the complimentary phrase "that's a work of woman" roughly translates to "that's a work of art" when referring to a non-living tangible item; whereas, the pejorative phrase "it's a piece of male" means, well ... it's not a compliment on Planet Vanatar.

9. If you are called "pretty," it means you misunderstood something or you are not tracking the conversation, i.e., you just don't get it! It has nothing to do with physical appearance, however.

10. If someone is saying something positive or agreeable, Vanatarians touch their noses.

11. If something a Vanatarian doesn't like is said, Vanatarians knock on the table twice with their fists and sneer or frown.

12. Vanatarians are flattered when higher ups are consulted on deals. This means that you respect them and that they are worthy business partners.

13. If you are able to reach a deal with an alien life form, this is a joyous occasion worthy of celebration, at which time you offer to play three rounds of rock, scissors, paper, the winner of which then yells, "Girl Power!"

ENDNOTE

(1) This case is inspired by and is a modification and expansion of a case entitled "Muenster Pump Buys a Car," by Dr. David Burt of the University of San Diego, who has graciously authorized and consented to this adaptation and publication.

Craig B. Barkacs, University of San Diego

Linda L. Barkacs, University of San Diego