A U.S. golfing equipment manufacturer decided to explore the possibility of entering the Japanese market. They have arranged a meeting with a major Japanese firm to discuss a joint venture. Three representatives of each firm meet up in San Francisco. Following the initial introductions the men sat down at opposite sides of the table. After offering their Japanese guests a drink the U.S. representatives proceeded to take off their jackets and roll up their sleeves as a sign of 'lets get down to business'. The meeting was unsuccessful and the joint venture never took place. What cultural faux pas did the Americans make?