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美国管理方面硕士课程作业指导-Organizational Change in a Global Context
Keywords: global mindset, cognitive organization, Kluckhohn, Competitive culture
The importance of global Mindset
Global mindset as a new way of thinking be submit in 1981 by United States company's Chairman and Chief Executive Jack Welch of General Electric .全球思维的重要性
作为一种新的思维将提交于1981年由美国公司的主席及行政总裁杰克·韦尔奇，通用电气的全球性思维。
Multinational corporations from a global perspective, reasonable arrangements for limited resources and seize global opportunities, global selection and deployment, identifying global strategic objectives. Decision makers are not limited by national, State, taking into account the optimal allocation of resources on a global scale, achieve the best long-term overall benefit: in other words, it is multinational companies operating in the changing international environment, made to achieve long-term survival and development of the overall strategy in the long run. Rather than isolated consider a national market and resources. Global mindset calls on a multinational basis to maximize the economic benefits rather than haggle with one loss in international business activities. From a historical perspective, global strategy is the product development stages of multinational corporations.ultinational公司从全球的角度来看，合理安排有限的资源，抓住全球机遇，全球选择和部署，确定全球性的战略目标。决策者不仅限于由国家，州，在全球范围内考虑资源的优化配置，达到最佳的长期整体利益，换句话说，它是在不断变化的国际环境中经营的跨国公司，实现长期生存和发展的长远的整体策略。而不是孤立的考虑一个国家的市场和资源。全球心态调用一个跨国的基础上，在国际商务活动中的一个损失最大的经济利益，而不是斤斤计较。从历史的角度看，全球战略是跨国公司在产品开发阶段。
With the development of modern society in a certain historical stage, people has recognized the existence in the international community on the basis of common interests and human cultural phenomenon .The economic landscape of the world is changing rapidly and becoming increasingly global. For virtually every medium-sized to large company in developed as well as developing economies, market opportunities, critical resources, cutting-edge ideas, and competitors lurk not just around the corner in the home market but increasingly in distant and often little-understood regions of the world as well. How successful a company is at exploiting emerging opportunities and tackling their accompanying challenges depends crucially on how intelligent it is at observing and interpreting the dynamic world in which it operates. Creating a global mindset is one of the central ingredients required for building such intelligence.( Anil K. Gupta et al. 2002,p.116-126) After the global mindset be implemented, and company will be a bigger market and more opportunities, it has a very attractive for enterprising Manager.
1.1 2. Global marketing strategy can effectively improve business performance for multinational corporations around the world.
This is the prerequisite for the emergence and development of global marketing theory. Although the complexity of empirical test isn’t still enough to fully prove this conclusion, the related comprehensive models have been verified and proved that global marketing strategy makes great influence and important contribution on company’s business performance.
Organizational structure and system operation analysis.
2.1 A organization cognitive model based on the organizational change
In 2010,Zhang Gang and Zhang Canquan’s study of epidemiological sample show that organizational change is according to the policy structure or behavior factors like attitude to enhance the effect of organizational performance. They thought organizational change can be simply divided into three different types: organizational restructuring, strategy relocation and transformation reborn. When the organization of internal raises amountof the problem,we can adjust the organization structure ,enterprise culture and manufacture process necessary,and changed work staff’ work mindset and behavior pattern timely in order to enhance organizational performance.
Adapt to the rapidly change of the outside environment ,organization firstly must have cognitive the problem and solution in a general known to take efficient measure.For individual cognition ,same parts of the organization share cognition, different parts through different communication, it means that communication decided to change the choice of measures.So the organization cognitive model is model inside environmental variation ,individual cognition and other restricted factor like organizational change .The change of environment lead the individual cognitive changed differently, unusal individual cognitive shared cognitive resource and organizational change for an unified cognitive consciousness, then formed the whole organization cognitive .
2.2How to interact with enviorment on the basis of organization and its cognitive model
While the outside environment changing complexely,the enterprise must realized "passive adaptation" transformed to "active adaptation is necessary for keep enterprise vitality and competitie. And the organization's cognitive mode is based on the managers’ known of enviorment,through individual cognition, organizational change model method analyzing problems and negotiates communication to reach a maximum consensus.
According to the observed changes in the external environment and self cognition analysis ,compared real sele and ideal self organization can easily find out a existing gap between external environment cognition.Cause there are defects in organization ,enterprise could take transform action to reduce the gap on organization cognitive.In this model,it is a dynamic cycle process from perception environment change to formed organization's cognitive and finally transformed into the organizational change based on outside environmental changes.Every single link affects the model change and the environment interaction effect entirely.Therefore,the organization must adjust issue happened in
organizational change and detect the matching degree between organization and the external environment timely,so that enterprise could ensure corganization cognitive sciencely in environmental change .
3.Kluckhohn the - Stndtbeck model
3.1The profile of Analysis Kluckhohn - Stndtbeck model architecture
Kluckhohn - Stout Burke framework contains six basic cultural dimensions: the relationship with the environment, time orientation, human nature, activity orientation, responsibility and the concept of space.
Succumb to the environment, the desire to control the environment, to maintain a harmonious relationship with the environment are three different environmental way to get along with the environment in which people lived.Several studies revelant a theory by Xu Tao and Rong Mei in 2008 showed that,westerners treatment time as a scarce resource in time orientation, North American highly valued is the living now , while the Japanese see a long-term time of live .From the perspective of human nature ,countries attitude varied , the developing countries insist on "Goodness of Human Nature",on the contrary North Korea insisted that the nature of humans is a devil, while the people in North America are neutral;In the orientation of the actions, North America culture keen to actively work to get achievements. The Mexican culture eager timely pleasure in their working. French culture emphasizes rationality and control;From the manner of take responsibilities, American culture focus on individualism. Israeli cultural emphasis on group interests. British and French cultural peclass orientation;, some cultural advocate open space concept. Some cultures emphasize private. Most of that culture is a mixture of both.
In the case,as a manager from a developing country ,India,thought joint venture’s developmeng modern must be stable and well arranged.While a Amercan manager thought it can develop more efficent and rapidly.It is a definitely different thinking moderen between western and eastern.During a drastic but helpful discussion among the manger in joint venture,there araise some innovoiate ideas to promote enteprise progeress and expand marketing accounts into Asia Pacific. It is proved Kluckhohn - Stout Burke value dimension changes summarized the trend of the cultural dimension of the Sixth, reveals a different dimension of changes in the value of the cultural differences.
3.2Analysis of Kluckhohn - Stndtbeck model application environment
Kluckhohn - Stndtbeck model is widly used in the multinational companies . American manufacturing company in this case to establish joint ventures in India, precisely Kluckhohn - Stndtbeck model, is a typical application.
From the Analysis of the Kluckhohn - Stndtbeck model related concepts, we can compare draw the following: Americans believe they can control the surrounding environment, India and other countries tend to maintain harmony with nature in the relationship between people and the environment; Americans more concerned about the time I live near future.so in corporate planning, Americans tend to develop short-term plans. Developing countries, like India, and the United States are in favor of laissez-faire leadership style. Americans work actively and they prefer evaluating themselves with thire personal achievements.U.S. corporate culture focuses on personal privacy, the Office of the company is very common single private room.#p#分页标题#e#
Therefore, if the company want to establish perfect joint ventures with Indian companies, timely response to changes in the external environment is needed,Decision-makers should analyze the problems faced by the enterprise today, observe the changes of the external environment and make a self-perception ,Compare actual self and the ideal self-identify gaps in perception of the external environment, identify gaps in the perception of the external environment.And they should analysis of the causes of these disparities, identify defects of the organization itself,narrow the gap to organize cognitive through the adoption of change initiatives. The two companies in the United States and India should also think from a global perspective and to develop policies,rise both organizations cognitive to the height of the global consciousness gradually.
4.Competitive culture model
The integration of standardization strategy and localization strategy
Quinn,U.S. organizational behavior experts who developed the Competing cultural values model, classified corporate culture internal and external orientation and control authorized,and finally,he formed four basic value model. From the inside - outside control - flexible two dimensions,he divided the organizational culture into goals, rules, support, to innovative four kinds of guide to analysis of various types of oriented culture impact on the competitiveness of enterprises with practical examples. As has been widely used, the model is becoming more authoritative in international corporate culture analysis.
The corporate culture is a common-used set of basic principles for enterprises to solve the problem, A more efficient method to analyze the enterprise from the basic contradiction. The process to resolve contradictions is the enterprise management,which change the enterprise vicious problem constantly becomes benign, turn the principal contradiction becomes contradictions secondary.
The competitive cultural values model considers:corporate culture is divided into four basic orientation: goal-oriented, rule-oriented, support-oriented, innovation-oriented.
Early oneset studies in a current persistent and severe course( Mengfan Xiang, Zhang Wenjie and Yang Chun He,2008) illustrate,innovation-oriented, goal-oriented emphasis on the development of the external-facing, rule-oriented and support-oriented have a bias on internal operations. If the orientation is deviate ,the stronger "innovation",and the greater the "target" is, the more dangerous it possesses. From the empirical analysis of the model, we can not only to see the future of all of the effectiveness of the work linked with external development,and we can also prove the theory that"to promote the development of the external final standard to measure the effectiveness of all work". In general, the corporate culture of different stages of development presents a different guide,and the development of the corporate culture follow a spiral path to the continuing evolution of the corporate culture.Support orientation and Innovation-oriented stay a strong performance in the mature and excellent enterprise culture oriented structure graphics.we can also imply that rule-oriented and goal-oriented this ,the weaker inverted trapezoidal culture-oriented structure,, has become the current international outstanding enterprises in their efforts to pursue cultural model.
With further in-depth study, scholars have deeper understanding on the connotation of international marketing standardization and localization. Szymanski (1993) considered the essence of standardization and localization strategy is “the enterprise’ collaborative integration on resources allocation among marketing mix variables in international market”. Cavusgil & zou (1994) further defined international marketing standardization and localization as difference in degree when adapting to localization. These viewpoints are fully accord with my study. In my study, lin peng; zihan xu; yihua qiu; yongli zhao and weidi wang all mentioned combination and chose the most suitable marketing plan among them. .
References
Orly Levy, Schon Beechler, Sully Taylor and Nakiye A Boyacigiller，What we talk about when we talk about 'global mindset': Managerial cognition in multinational corporations，Journal of International Business Studies (2007) 38, 231–258.
Niina Nummela ,Sami Saarenketo,Kaisu Puumalainen ，A Global Mindset — A Prerequisite for Successful Internationalization?，Volume 21, Issue 1, (2004) 5 51–64.
Anil K . Gupta and Vijay Govindarajan, Cultivating a global mindest.
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