Paper Summary:

The paper explores the possibility of introducing Neosporin Antibiotic Cream to Thailand. The paper considers the Thai personality, how they relate to the workplace and how training the employees would work. The paper also analyzes how suitable the cream is for the Thai climate and for their skin. The ways in which this new product could be marketed are also examined. The paper concludes that introducing the cream to the Thai market is certainly a challenge, but the company can well benefit from the extremely cheap workforce and the increased potential of a market whose purchasing power has been constantly growing over the last years. The author underscores how understanding country specificity will ensure the success of such a venture.

From the Paper:

"First of all, we need to point out towards the fact that 95 % of the Thai people are Buddhist. Buddhism implies "moderation and kindness in both personal and business relationships". Aggressive reactions, including threats or hard criticism, even if motivating in other parts of the world, will tend to produce a contrary result, because the Thai worker will be hurt throughout the day. It is important to include the atmosphere in the working environment among the important elements of success in a relationship with a Thai worker. Harmony is the key word here and it is likely that the working results produced will be directly proportional with the level of harmony achieved, with the degree to which the Thais perceive the workplace as a place where they can cooperate both with their boss and fellow workers."

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