Joe Vicks was a young, capable, hungry, American who was charged with introducing his company´s product line to retailers in Mexico. The case presents Joe’s enigmatic experiences during his first month, as he attempts to understand Mexican negotiation patterns and ways to handle them. The case presents five testimonies about the negotiation experiences of foreigners and Mexicans. By presenting a diversity of perspectives and experiences, the case challenges readers to develop a synthesis of the negotiation culture in the region – that is, the customs, attitudes, beliefs, and most common actions that one encounters when negotiating or solving differences in Mexico.