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Practical Solutions to Global Business Negotiations by Claude Cellich

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Case B

European Negotiations

Southern Candle’s Tour de France

Background

Ronald Picard is the president of Southern Candles, Inc., located in Baltimore, Maryland. The company specializes in high-quality, slow-burning scented and unscented candle products. The company also holds a patent on a special design process for making three-dimensional sculptured candles. The company’s products are sold in retail stores, specialty shops, and franchised operations throughout the United States. In recent years, competition from other candle companies has intensified to the point that Southern Candles needs to seek out new markets. Past attendance at international trade shows has revealed a large candle market in Europe, especially in Western Europe. Mr. ...

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