A U.S. golfing equipment manufacturer decides to explore the possibility of entering the Japanese market. The company arranges a meeting with a major Japanese firm to discuss a joint venture. Three representatives from each firm meet in San Francisco. Following the initial introductions, the men sit down on opposite sides of the table. After offering their Japanese guests a drink, the U.S. representatives proceed to take off their jackets and roll up their sleeves, suggesting that they would like to get down to business. The meeting is unsuccessful and the joint venture never takes place. What cultural faux pas did the Americans make?
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