“Before making a commitment our German colleagues like as much clarity as possible up-front. However, developing opportunities in the U.S. business context is an ongoing, interative process together with the customer. The goal is to understand and define their needs.
In other words, the nature of the commitments with the customer can change during the process of iteration. Add to this the American inclination – and it is a shared logic among both customers and suppliers in the U.S. – to take a “Yes, let’s give it a try” approach.
How can we get the two logics to work together in order to serve the customer?”
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