Gene Life S.A.--Paris (Cases) (Case Study‪)‬

INTRODUCTION "April in Paris ... chestnuts in blossom ... holiday tables under the sun" ... or so the song goes. But on that cold, rainy April evening, it was just plain miserable. That would also accurately describe the mood of John Williams, an American expatriate who had been living and working in Paris for just over three months. He still struggled with the language and the unfathomable bureaucracy. Worse yet, he was totally frustrated by his lack of ability to make anything positive happen at work. As he walked along the Seine on his way home from a disastrous few days at the office, he wondered how he was ever going to get the cooperation and commitment he needed to successfully market Gene Life's latest product.