Parkin (Singapore) Pte Ltd
2007; Volume: 3; Issue: 2 Linguagem: Inglês
ISSN
1553-5495
Autores Tópico(s)Socioeconomic Development in Asia
ResumoABSTRACT is a case about a Singaporean book supplier, Cow Fei who had received a huge book order from order attracted the interest of an international publisher, HJ, which conspired to steal the order from Cow Fei. HJ sent a manager to Dubai to persuade the Minister of Education to give HJ the order on the ground that Dubai would save US$1.5 millions. Eventually, HJ's proposal was rejected. case study is accompanied by questions for discussion and an instructor manual explaining in detail how the concept of relationship marketing orientation can be applied to justify the decision made by the Minister of Education, PROLOGUE Location: At the office of Mr. Fei Cow, Parkin (Singapore) Pte Ltd., Industrial Estate, Singapore Clutching a cigarette, Mr. Fei Cow sat on the sofa in his office, grimacing. The cigarette had burnt to the butt, but it seemed as if his fingers were numb and could not feel the heat. This is a $12 million order. I don't want it go astray, he murmured to himself. Fei Cow was the managing director of Parkin (Singapore) Pte Ltd. He had recently met with the Minister of Education of Dubai and had obtained a verbal agreement for an order of US$30 million. He had started asking several American publishers to provide him with information on some of the requested books as well as other details. However, he had just received a call from Dragon Tong telling him that his headquarters had refused to supply books to Fei Cow. Although they had had a close relationship for twenty years, Dragon said that he could do nothing about it. What should I do?, he murmured to himself while he stubbed out the cigarette butt in the ash tray. He felt confused and wretched. ... Thump! The sound of someone knocking on the door of his office jolted him to his senses. His assistant entered and handed him a document, saying, This is a letter that was faxed from the Minister of Education of Dubai. Fei felt a little nervous as he took the fax from his assistant. He carefully read it and gradually an expression of hope lit up his face. All signs of worry soon disappeared. COMPANY BACKGROUND Fei Cow was a well-known representative of publishers in East Asia. He had joined the publishing industry in the sixties and had been representing Toppan in Singapore since the 1950s, supplying books to university students through various wholesalers and retailers in Asia. Since 1960, Singapore had been regarded as a good place for international publishers to locate their subsidiaries or offices. Such famous publishers as Prentice-Hall and McGraw-Hill had set up here. Although Toppan was an international publisher, it had a policy that was very different from its peers. Toppan had been willing and eager to receive orders of books published by other publishers. Furthermore, in the 1970s, under the leadership of Fei Cow, Toppan had been successful in providing international editions of books for university students in East Asia on behalf of American publishers who were not active in Asia. Fei Cow was treated as a venerable figure in the publishing industry, especially because of his innovation of publishing international editions in the region. Several important changes occurred in the publishing industry during the 1990s. The first of these were mergers and acquisitions among several huge publishers that resulted in Pearson, Simon & Schuster, and Thomson. The Training Ground Fei Cow understood that it was not an easy job to be an entrepreneur. He therefore decided to target the Middle East. He made good use of his more than thirty years' experience in the publishing industry and provided his clients with added-value services. On his own initiative, his supplying his clients with the most up-to-date and appropriate textbooks had won him a lot of praise. As he looked back over his career, he felt a sense of pride. …
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