2021

Bachelor’s Thesis

Global Mindset
Theatre Role-Play – Script American Buyers

School EAE Business School

Course International MBA;
Business, Government and International
Economy
Students Barbara Van Dinther
Ian Ross Mclellan
Isabel Van Der Walle
René Cornel Pfister
Roberta Zampieri
Tamara Akmadzic
Supervisor Jesús Centenera Ulecia
Submission date January 26, 2021

January 26, 2021

Theatre Role-Play: Global Mindset Script American Buyers

Introduction & Theatre Roles

For the role play, we have decided to play representatives of Johnson and Johnson,
since the working paper "Additional Information for American Buyers" shows that we
are a leading company in the United States in the manufacture of baby products.

In the role play, a delegation from the Spanish company ULMA Packaging will come
to us to sell thermoforming machines. The roles of the American buyers (Johnson
and Johnson representatives) in the play are assigned as follows:

Student Role Script Abbreviation

Tamara Akmadzic Chief Executive Officer TA
Ian Ross Mclellan Purchasing Manager IR
Isabel Van Der Walle Production Manager IW
Barbara Van Dinther Head of Legal Department BD
René Cornel Pfister Maintenance Manager RP
Roberta Zampieri Packaging Division Manager RZ

For the purpose of role-playing, we will exaggerate American stereotypes: Speed

and high concreteness are at the heart of our negotiation practice. In doing so, we
are very direct, but still remain polite.

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Theatre Role-Play: Global Mindset Script American Buyers

Script

Introduction: We welcome the Spanish business partners at our headquarters in New

Brunswick, New Jersey, USA and shake hands (resp. during Covid give elbows).
Additionally we put our name tags (incl. functions) on the table.
TA Good morning. We are pleased to welcome you with us. In order to make the
meeting as efficient as possible, I have invited 5 colleagues who are top experts
in their fields. This will ensure that we cover all our questions about your
thermoforming machines. I am happy to hand over the floor to my colleagues
to introduce themselves.
IR Good morning. My name is Ian Ross. I am purchasing manager for Johnson
and Johnson and have been with the company since 2005.
IW Good morning. I am Isabel Van Der Walle and I am in charge of the Production.
BD Welcome to Johnson and Johnson. My name is Barbara Van Dinther. I am the
General Counsel and have been with the company since 2012.
RP Good morning. My name is René Pfister and I am maintenance manager at
Johnson and Johnson. I have now been with the company for 13 years.
RZ Also good morning from my side. I am Roberta Zampieri and I am packaging
division manager. I joined the company 3 years ago.
TA May we ask you to introduce yourselves briefly as well so that we know who we
are dealing with?
ULMA Introduction of the representatives
TA Thank you very much. It is a pleasure to meet you. Before we start, we just
wanted to let you know that we were a little surprised that until today we have
not received an e-mail with a written presentation of your company and the
technical data sheets of your machines.
ULMA Wait for their reaction. See if they lie and they have sent it…
TA Don't worry, that's fine. Here it is common to give all the dates and details in
order to better advance the negotiations. However, thanks to your homepage,
we were able to prepare for today's meeting.
TA But let's start right away - we have a tight schedule. We'd like to start with a
series of questions about your company and your product if that's okay with
you.

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Theatre Role-Play: Global Mindset Script American Buyers

Questions
TA How have sales developed in the last few years and how high are they?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
TA I see that most of your clients are in the food/meat industry, how will that ensure
the same quality that we need for our sector? Have you worked with someone
that is similar to us?
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
IR I am also interested to which markets you export to?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
BD I have a couple of legal questions. We would like to know if you have a patented
machine?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
BD (if yes to prior question) What is the patent number?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
BD (if yes to prior question) In which state is it registered?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
BD And then I have the last question from my side: What are the terms of
guarantee/service and spare parts?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.

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Theatre Role-Play: Global Mindset Script American Buyers

RP I would now come to some more technical questions. An important factor for
us is obviously the installation time. How long would it take to install and get it
up and running?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
RP How many spare parts come with each machine?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
RP From an electrical point of view, what voltage can you install?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
IW I have a question regarding the final cutter blades. How often do they need to
be changed?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
RZ As a packaging manager I would like to know which machine do you propose to pack
pacifiers and bottles?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
RZ Then I also have a question regarding the types of plastics that can be used.
Can ABS plastics be used with acrylonitrile, styrene and butadiene?
Exp. Plastics that can be used: ABS Plastic. A common thermoformed plastic, ABS
is comprised of acrylonitrile, styrene and butadiene. ... HIPS Plastic. HIPS
plastic, or polystyrene, can be used for foamed or rigid plastic. ... HDPE Plastic.
... PVC Plastic. ... PET Plastic. ... PETG Plastic
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.

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Theatre Role-Play: Global Mindset Script American Buyers

RZ Do you have sustainable options?

Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
IR I have a question regarding the after-sales service. How long does it take if the
machine stops?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
IR Of course we are also comparing your machine with its competitors. Could you
please specify how it compares to Multivac's R081?
Exp. https://es.multivac.com/es/soluciones/productos/categories/termoformadoras/
Information available in the link.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
IW I have a question regarding the thermoforming moulding steel box. At what
temperature does it have to be?
Exp.
ULMA Answer. If they are far away from expectation or it takes too long, interrupt
them.
Closing of the meeting
TA Alright, I think we have heard enough. Thank you for your time, we appreciate
it but we do not think you are best prepared. As mentioned we are on a tight
schedule. Here is my card (see Appendix 1, p. 6) where you can find my email
address. Send us an email with the offer and addressing our questions and we
will get back to you within 5-10 business days.
Goodbye: Everyone shakes hands (resp. gives elbows during Covid) and hands out its
business card (see Appendix 1, p.6) before the Spanish sellers leave the room.

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Theatre Role-Play: Global Mindset Script American Buyers

Appendix 1: Business Cards

Tamara Akmadzic René Cornel Pfister

Chief Executive Officer Maintenance Manager

1 Johnson And Johnson Plaza, New Brunswick, 1 Johnson And Johnson Plaza, New Brunswick,
NJ 08933 - United States NJ 08933 - United States

 tamara.akmadzic@j&j.com  rene.pfister@j&j.com
 +1-541-754-3010  +1-541-754-3013

Ian Ross Mclellan Roberta Zampieri

Purchasing Manager Packaging Division Manager

1 Johnson And Johnson Plaza, New Brunswick, 1 Johnson And Johnson Plaza, New Brunswick,
NJ 08933 - United States NJ 08933 - United States

 ian.ross@j&j.com  Roberta.zampieri@j&j.com
 +1-541-754-3011  +1-541-754-3014

Barbara Van Dinther Isabel Van Der Walle

Head of Legal Department Production Manager

1 Johnson And Johnson Plaza, New Brunswick, 1 Johnson And Johnson Plaza, New Brunswick,
NJ 08933 - United States NJ 08933 - United States

 barbara.v.dinther@j&j.com  Isabel.v.d.walle@j&j.com
 +1-541-754-3012  +1-541-754-3015