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summary english 1 texts Hulselmans HW1 Brussels
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TEKSTEN ENGELSYamacom (case study)
SYNOPSIS
This case study looks at what can go wrong when the human, cross-cultural
aspects of an international business alliance are ignored. An American
telecommunications company and a Japanese computer manufacturer merge
and find that their employees do not work well together. They are going to study
the problem and investigate how it is that these 2 cultures cannot work well
together.
The start of the marriage:
Both companies will have advantages and disadvantages. The overall advantage
of the merger is the creation of a major global IT company with assembly sites
and sales offices all around the Pacific. Both companies will gain entry into new
markets and new technologies. The transfer of personnel will help to integrate
the companies at an individual level.
Some cultural problems that separated the American from his Japanese
colleagues:
UNITED STATES JAPAN
individualistic culture collective culture
independent attitudes dependent attitudes
authoritative decision making participative decision making
style: confrontation style: compromise
personal relationships - direct personal relationships - indirect
world view - short term world view - long term
high job mobility life long employment
main management function is control main management function is to serve
the customer
competitive ethic cooperative ethic
attitudes are relaxed and casual attitudes are tense and formal
Importance of the individual in a competitive system versus the
importance of cooperation within a collective system.
Important in intercultural contexts: mutual respect, sensitivity,
understanding. Mind: generalisations, stereotypes.
,KORT
What is this case study about?
About 2 companies (a japanese and american) that are going to merge, but this
does not go so smoothly. This is because of the differences, both cultural and
personal. Each company has its own culture.
+ ppt met verschillende personen en karakterkenmerken
VOC;
To reap the benefit of / from = To get something, especially something good, as
a result of what you have done
To overhear = to accidentally hear what other people are saying, when they
don’t know that you have heard it
To eavesdrop = to deliberately listen secretly to other people’s conversations
Mergers = the joining together of two or more companies or organizations to
form a larger one
Acquisitions = the act of getting land, power, money, etc
Contrasts in Culture = a difference between people, ideas, situations, things etc
that are being compared
Shortlist = a list of the most suitable people for a job or prize, chosen from all the
people who were first considered
To pilot something through something = to be responsible for making sure that a
new law or plan is officially approved
Reporting lines = the way the people in a company, organization etc are
organized, with particular people managing other people
To eclipse = A situation in which someone or something loses their power or
fame, because someone or something else has become more powerful or famous
An oversight = a mistake in which you forget something or do not notice
something
Excellent track record in sales = All of a person’s or organization’s past
achievements, successes, or failures, which show how well they have done
something in the past and how well they are likely to do in the future
Conscientious objector = Someone who states or shows that they oppose
something (gewetensbezwaarde: iemand die een plicht – bv de militaire
dienstplicht – weigert op grond van gewetensbezwaren ingegeven door
godsdienst of overtuiging )
A high standard of conduct = A code of conduct defines how a company’s
employees should act on a day-today basis. It reflects the organization’s daily
operations, core values and overall company culture.
Learning aptitude = natural ability or skill, especially in learning
Assembly sites = assemblage locaties
pacific = stille oceaan
pressurized = onder druk
the emphasis = de nadruk
staff integration = personeel integratie
subsidiary = dochteronderneming
tense = gespannen
, New Formula Miracle (case study)
SYNOPSIS
This is a story of a product launch that goes wrong. Uniwhite, a detergent
manufacturer, launches a new, improved version of its best-selling washing
powder. The ‘improvement’ is an enzyme which causes skin complaints in a tiny
minority of cases. These skin complaints are well-publicized in the media with
the result that sales of the new product slump dramatically. Uniwhite has to
decide how to react to the crisis.
Background: from hot washes to cold washes:
How long has the Miracle brand been on the market?
10 years
What are the benefits of low temperature washes?
They are kinder to clothes and more economical
How much market share has Miracle lost in one year?
17%
What share of the total market do enzyme powders now have?
30%
Why did Uniwhite not use the word enzyme in the new powder?
Because enzymes had caused skin irritation problems in other brands.
THE ARTICLE
The general message is that some users of New Formula Miracle are complaining
because it is causing skin problems.
The article starts with a ‘scare headline’. It then goes on to say that consumer
groups have been getting complaints about the effects of New Formula Miracle
on users’ skins. It reports that these groups have been recommending those
affected to switch to non-biological brands. According to the correspondent, the
National Skin Council has just withdrawn its recommendation for Miracle. It says
that its own tests show a high skin response to the new product. The article
suggests that Uniwhite is being very defensive about the product. Overall it is a
very damaging story.
The recent history of New Formula Miracle sales :
In weeks 45 and 46 revenues fell significantly. There was an even more dramatic
slump in week 47 and this is probably due to considerable media attention in
that week. Since then, sales have continued to fall but a slightly slower rate. This
is probably a response to the increased advertising designed to counteract the
bad publicity.
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