Questions and Answers
What has been the result of A&C Exports teaching its staff foreign languages?
Why did A&C Exports find using an interpreter frustrating?
How did A&C Exports manage to double its sales to Germany?
What was the initial method A&C Exports used when targeting Italy?
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What product does A&C Exports deal with according to the text?
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What was one of the key factors in A&C Exports' success?
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What language skill improvement did A&C Exports first focus on?
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How did A&C Exports initially handle communication when targeting Italy?
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What was the attitude of A&C Exports' staff towards using an interpreter?
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What languages can A&C Exports' staff handle simple telephone enquiries in now?
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What does A&C think about cultural differences?
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Who was at the centre of the changes in the company?
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Was Karen a fluent Italian speaker?
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How does Karen maximize her language learning?
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How did customers react when Karen first tried to communicate in Italian?
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What effect has Karen's work had on the staff?
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What is Karen Burdett's role at A&C?
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For how long has Karen Burdett been working at A&C?
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Which languages did Karen Burdett speak fluently when she was appointed?
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How did Karen Burdett improve her Italian in the four weeks before her new post?
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What was Karen Burdett's reward from her first phone call to Italy?
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How did the clients react when Karen Burdett explained her Italian was not perfect?
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Study Notes
A&C Exports' Success
- A&C Exports, a small company, successfully exported potatoes to Italy after teaching its staff to speak foreign languages.
- The company's annual export sales rose by 40% due to improved foreign language skills.
Challenges with Interpreters
- Initially, A&C Exports used an interpreter to target Italy, but this was frustrating.
- A middleman, no matter how fluent, cannot establish relationships like a committed company member.
Cultural Requirements
- A&C Exports takes great care to respond to cultural requirements of its customers.
- For example, the company chooses the right color for packaging, which doubled sales to Germany.
Karen Burdett: Key to Success
- Karen Burdett, a language specialist, joined A&C Exports 18 months ago and is the key to the firm's export success.
- Before taking up her new post, Burdett improved her Italian language skills by listening to Italian media, watching videos, and reading Italian texts.
Effective Language Learning
- Karen Burdett's approach to learning Italian was effective, as she asked clients to be patient with her if she made mistakes.
- Her clients were delighted, and a strong relationship was established.
Importance of Language Skills
- Staff at all levels can now handle simple telephone enquiries in French, Spanish, and Italian.
- Improving language skills has contributed to the company's export success.
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Description
Learn how A&C Exports increased its annual export sales by 40% after teaching its staff to speak foreign languages, improving business relationships and sales in Italy.
