In what was considered a "hostile takeover," a U.S. corporation purchased a regional wine-producing vineyard in Limoges, France, in a strategic maneuver to enter the European market. Frank Joseph, a human resource specialist, was sent to Limoges to smooth the ruffled feathers of the vineyard's workers. Along with videos and propaganda on the merits of working for a Fortune 500 corporation, Frank also brought to Limoges a number of company logo items. In what was intended as a goodwill gesture, he presented the workers with T-shirts, ball caps, ink pens, and coffee cups to take home to their families. Over the next several weeks, Frank never saw any of the company's logo items being worn or used by the workers. Instead, the workers were uncommunicative toward him and at times even hostile. Why was Frank treated in this manner?