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上传于：2024-09-14
Case1CasedescriptionAlthoughIKEAhasrecentlyinitiatedanAmericanstyleperformancereviewprocedurewhichrequiresdocumentingemployeesindividualperformancestrengthsandweaknessesSwedishmanagersfeeluncomfortablewiththeformalityofthesystemandtheneedtoprovidenegativefeedbackSincetheyholdthemoreseniorpositionstheirambivalencehasresultedinlittlerealdiscriminationinpayincreaseswhicharedirectlylinkedtothereviewsAlthoughturnoveratIKEAislowerthantheindustryaverageandcoworkersgenerallyappreciateIKEAscaringenvironmentthereissomelatentdiscontentwiththewaypayincreasesaredistributedevenamonglongtermemployeeswhofeelthattheirindividualachievementsarenotalwaysrewardedIntheopinionofoneAmericanmanagerAlotofpeoplehaveleftIKEAbecausetheycantmoveupfastenoughhereSomeleftthestoretogototheServiceCentreIKEAsnationalheadquartersthenleftbecauseitwastoohardforthemtoadjusttherewasnoclearframeofreferenceintermsofpoliciesandproceduresWehavelostsomekeyAmericanmanagersbecausetheydidnthaveaclearideaoftheirroleorfutureintheorganizationCase2CasedescriptionMrArthurAroneyGeneralManagerofBurnsPhilipandCoLtdandAustraliancompanybelieveshatbusinessesshouldengageininternationalmarketingbyinvestingintargetmarketsTheforeigngovernmentoffersinvestmentincentiveswhichwillencouragetheindustryleadertoenterthecountryandinvestTheriskscanbehighbutifsuccessfulsoaretherewardsBurnsPhilipsfirstventureintoChinaafterlearningsomeveryhardlessonswassosuccessfulthatafterthreeyearsitinvestedmoremoneyanddoubledthesizeofafermentationplantBurnsPhilipsplantsarelocatedinGuangdongShanghaiHarbinandinthewestThisgivesuscoverageintheareaswhereyoufindopportunitiesparticularlyadevelopingmiddleclasswithdisposableincomessaysMrAroneyIneachofitsjointventuresburnsPhiliphasencountereddifferentconditionsduetodifferencesinlanguageandcultureThepercentageofequitythatBurnsPhilipholdsinjointventuresvariedaccordingtotherequirementoftheChinesegovernmentatthetimewhenthejointventurewasfoundedtheexpectedlifeofthejointventurethatissoughttobeestablishedthecapabilityofthejointventurepartnertocontributeresourcesMrAroneysaysAlltheabovecanbesubjecttolengthynegotiationspriortoanyagreementbeingreachedThemeetingscanlastfor12hoursatatimeandcontinueforseveraldaysAndeachtimeyougobacktothetablethegoalsseemtohavebeenshiftedItisonlywithperseveranceandasinceredesiretoformajointventurethatyouachieveyourgoalHeaddsThereisthenecessaryChinesedelegationtoAustraliawithfactoryvisitstoexaminethetechnologyhatwillbeusedinChinasothatafeasibilitystudycanbepreparedUnfortunatelythepeoplethatformthedelegationarenotseenagainwhennegotiationsareresumedinChinaMrAroneyhassomeconcernsaboutintermediariesinChinaHesaysInacountryaslargeasChinathegreatestproblemfacingamanufacturerisnotcanyoumaketheproductbutratherCanyougetyourproductdistributedtothemarketplaceThegivingofservicetocustomersispracticallyunknowninChinaIfyousellthroughanagenttheagentwillwaitforacustomertocomeinandbuydonotexpectyouragenttogoouttosellmoreoftheproductsincetheagentreceivesthesamemonthlysalarywhethertheproductissoldornotAccordingtoMrArthurAroneyBurnsPhilipssuccessinChinahasalsobeenduetothecarefulselectionofworkunderdifficultconditionssurroundedbypeoplewhodonotspeaktheirlanguageandwithaculturewhichrequiresunderstandingPeoplemustalsounderstandthattheyareguestsinthecountryOncetheyhavesignedajointventureagreementthatagreementisbestplacedinadrawerandhopefullywillneverseethelightofdayIfyouhavetocontinuallyrefertoyouragreementyoudonothaveasuccessfuloperationsaysMrAroney跨文化商务交际案例分析之一powerdistanceFortheSwedishmangerstheyholdthemoreseniorpositionheyhavetherightfordecisionmakingintheworkplaceandtheyhavethepowertomakethefinaldecision2IndividualismIndividualisminwesternculturemakescareerchoicesonthebasisofpersonalneedsandgoalsIntheUnitedStatesindividualismisvaluedInthiscasetheIKEAinitiatedanAmericanstyleperformancereviewprocedurewhichrequireddocumentingemployeesindividualperformancestrengthsandweaknessesHowevertheIKEAdidntdorewardtheemployeesindividualperformancethereforetheemployeesfeltthattheirindividualachievementswerenotalwaysrewardedAtlasttheyleftIKEAAchievedstatusvsAscribedstatusAchievedstatusreferstogainingstatusorrewardsthroughperformanceAscribedstatusisaboutgainingstatusthroughothermeanssuchasseniorityFacingwiththeAmericanstyleperformancereviewtheSwedishmanagersfeltuncomfortablewiththereviewbuttheyprovidednegativefeedbackThereasonwhytheydidsoisbecausetheyheldthemoreseniorpositionandhigherstatusinthecompanythustheirdecisionswereacceptedbyemployees跨文化商务交际案例分析之二DoingandAchievingDoingisimportantAccordingtoMrArthurGeneralManagerofBurnsPhilipheobservedthecorrelationbetweenculturesandtriedhisbesttounderstandotherculturesWhenhefirstventuredintoChinahelearnedsomeveryhardlessonsandinvestedinthemarketThinkingandknowingKnowingcomesfromexperienceBurnsPhilipbelievedthatbusinessshouldengageininternationalmarketingbyinvestingintargetmarketsTheforeigngovernmentoffersinvestmentincentiveswhichwillencouragetheindustryleadertoentrythecountryandinvestthroughtheseactivitiestheygetfirsthandexperienceLongtermandshorttermorientationLongtermorientationlooksintothefutureShorttermorientationstressespastandpresentThereweredifficultieswhentheyfoundthejointventurebutBurnsPhilipnegotiatedwiththeChinesegovernmentinordertomaketheagreementbereachedWhyhedidsoThisisbecauseheandhiscompanywantedtogettherewardsfromChinesemarket4UncertaintyavoidanceDifferentcultureswilldifferfromeachotherintheavoidanceofuncertainsituationUnitedStatesacceptuncertaintyIntheseculturespeoplearerelativelycomfortablewithambiguityInthiscaseBurnsPhilipandhiscompanyknewthattheriskscouldbehighbutinordertobesuccessfulandgettherewardstheyencouragetheindustryleadertoenterthecountryandinvest