unit 2 corporate culture企业文化PPT参考课件.ppt

Inthisunit youareexpectedtolearna somespecificaspectsofcorporateculture b howtheSQ3Rreadingstrategiescanhelpyoubecomeanactivereader c howtocomparecompaniesintermsofcorporateculture Findsomebackgroundinformationaboutcorporateculture Theinformationwillhelpyouhaveabetterunderstandingofthetopic Youshoulddothetaskbeforeclass Activity1 Readthefollowingtextoncorporatecultureanditsimportance Thentrytoanswerthequestionsthatfollow Whatiscorporateculture Atitsmostbasic it sdescribedasthepersonalityofanorganization orsimplyas howthingsaredonearoundhere Here referstoanorganization Itguideshowemployeesthink act andfeel Corporatecultureisabroadtermusedtodefinetheuniquepersonalityorcharacterofaparticularcompanyororganization andincludessuchelementsascorevaluesandbeliefs corporateethics andrulesofbehavior Corporateculturecanbeexpressedinthecompany smissionstatementandothercommunications inthearchitecturalstyleorinteriordecorofoffices bywhatpeopleweartowork byhowpeopleaddresseachother andinthetitlesgiventovariousemployees Thesurfacelayerofcorporatecultureoftenincludesvisiblethingssuchasoffices furnishings visiblerewardsandrecognition thewayemployeesdressandhowtheyinteract Thenextleveldealswithprofessedcultureoftheorganization Slogans missionstatementsandotheroperationalcreeds aswellaslocalandpersonalvalues areusuallyfoundatthislevel Atthethirdanddeepestlevel however aretheunseenelementsidentifiedineverydayinteractionsbetweenemployees Questionstothink 1 Whatistheimportanceofcorporatecultureforanorganization 2 Whatelementsareincludedincorporateculture 3 Doyouknowthecorporatecultureofanycompany Ifso canyousaysomethingaboutit Activity GotothelibraryorsurftheInternettofindmoreinformationaboutcorporateculture Listhowacorporatecultureisdemonstratedwithexamples Focusyourresearchonthreeaspectsofcorporateculture advertisingslogans companystatementsandexamplesofunethicalbusinesspractice Examplesaregiveninthefollowingtable Pleaseaddyourown Inthistaskyouaregoingtolearnsomethingaboutmanagementstyles whichisoneofthemostimportantaspectsofcorporateculture Activity1 Culturefrequentlyechoestheprevailingmanagementstyle Sincemanagerstendtohirepeoplejustlikethemselves theestablishedorganizationalcultureisreinforcedbynewhires Sodifferentmanagementstylesreflectdifferentcorporatecultures Studythefollowingthreemanagementstylesandmatchthestyleswiththedescriptions Key Clear Activity2 Askatleastfiveofyourclassmateswhichmanagementstyletheylikeandwhy Thenwriteoneshortreportonpeople sopinionsondifferentmanagementstyles Donotforgettoaddyourownopinionaswell However theyhavedifferentopinionson Thisreporthasbeenwrittenbecause Themainfindingsarethat Thesignificanceoftheresultis Themainconclusionthatcanbedrawnisthat Exchangetheinformationyouhavegotaboutthecorporateculturesofdifferentcompanies Activity1 Workingroupsof3or4 Discusscorporatecultureandanswerthefollowingquestions 1 Howdoestheadvertisingsloganreflectacompany scorporateculture 2 Howdoesthemissionstatementreflectthecompany scorporateculture 3 Whatactivitiesareconsideredasunethicalbusinesspractices Activity2 Ethicalbusinesspracticesresultfromacorporateculture Giveyouropinionsonthefollowingsituations Workinpairsandtelleachotherwhetheryouthinktheyconformtobusinessethics Arestaurantpurchasingmanagerrecentlypurchased20casesofwinefromanewbeveragesupplier Withoutthemanager sadvanceknowledge thesupplierdeliveredafreecaseforhispersonalusesincethefreecasedidnotinfluencehispurchaseofthe20casesfortherestaurant 2 Abarmanagercontractswithacompanytomonitorthebartenderstodeterminewhethertheyarepreparingdrinksaccordingtothestandardrecipeandwhethertheyarechargingcustomersproperlyforalldrinksserved 3 Asonefirm sbusinessgrew ithiredmoreemployees Unfortunately demandforitsproducthaddeclinedrecently anditsownerlaidoff20employeesthatwerehiredoverthelasttwoyears 4 OneairlinecompanyadvertisedanattractivefarefromLondontoNewYorkandsoldabout8percentoftheseatsattheadvertisedprice WatchavideocliponToyotarecallingitsfaultycarsandcompletethefollowingactivities Activity1 Readthequestionsbelowcarefully Thenwatchthevideoclipandanswerthequestions 1 Whatisthevideoabout 2 WhatistheproblematToyota 3 WhatistheJapanesemanagementconsultancysupposedtoteachthemanagers ThecorporatecultureofJapanandtheneedtochangeit ToyotacarscausedeathandinjuriesintheU S andtheToyotacompanyisnotaddressingit Howtodealwithscandal corporatecrisis Key Clear Activity2 Watchthevideoclipagain PayattentiontothedifferentcorporateculturesinJapanandAmericamentionedinthevideoclip Whileyouarewatching writedownthewordsyouhaveheardtodescribecorporateJapanandcorporateAmerica toomuchsecrecy hide lie closeup transparent consumer driven openup Key Clear Activity3 Watchthevideoclipforthethirdtime Thenwriteasummaryofwhatyouhavegotfromthevideoclip Itwaswidelyacceptedthat theissueisamanagementproblemratherthananengineeringproblem Arapidchangein GivensuchdifferencesincorporateculturebetweenJapanandtheU S itis Tosummarizethefacts Workinsmallgroupsof3or4 Chooseoneofthethreesets A BorC ofquestionsbelowtodiscuss Howdoesacompany scultureaffectitsemployees Whatisyourmanagementphilosophyandhowwouldyoumotivateothersifyouhadyourownbusiness Whatdoyouknowaboutthecorporatecultureofsomeworld famouscompanies e g Nestle Google Apple Whyissocialresponsibilityveryimportanttoacorporation Whatarethefactorsaffectingbusinessethics Whatdoes honestyisthebestpolicy mean Howdoyouexposeacoworkerwhopretendstoknowhisjobbutcopiesfromyou Doyouthinkitisimportanttoknowhowdecisionsaremadeinacompanyandhowthosedecisionsarecommunicatedtothestaff beforeacceptingajob Shouldtheorganizationemphasizeworkinginteams Shouldacompanyprovideitsemployeeswithestablishedcareerpaths Howeffectivelydoesthecompanycommunicatetoitsemployees Morepostlisteningexercises Gotopage15inyourWorkbook Readthefollowingquotesfromsomesuccessfulbusinessleaders Theyhaveconcernsondifferentissuesintheirdailyworkandyoumayfinddifferentmanagementstyles whicharetakenasonepartofcorporateculture Readeachstatementcarefully thenwriteyourimmediatereactiontoit Donotwritemorethan25wordsforeachstatement 1 Wehavefoundthatbyreachingforwhatappearstobetheimpossible weoftenactuallydotheimpossible andevenwhenwedon tquitemakeit weinevitablywindupdoingmuchbetterthanwewouldhavedone JackWelch formerCEOofGE 2 Thenumberoneroleofaleaderistocommunicate AndthenumberoneroleofaCEOistobethechiefcommunicator tomakesurethatthepeopleinsidetheorganizationknowwhatisimportant aswellasourpartnercommunityandourcustomersandourshareholders JonathanSchwartz formerCEOofSunMicrosystems 3 Acorporationisalivingorganism ithastocontinuetosheditsskin Methodshavetochange Focushastochange Valueshavetochange Thesumtotalofthosechangesistransformation AndrewGrove formerCEOofIntel 4 Peoplearedefinitelyacompany sgreatestasset Itdoesn tmakeanydifferencewhethertheproductiscarsorcosmetics Acompanyisonlyasgoodasthepeopleitkeeps MaryKayAsh founderofMaryKayCosmetics 5 Wecanbelievethatweknowwheretheworldshouldgo Butunlesswe reintouchwithourcustomers ourmodeloftheworldcandivergefromreality There snosubstituteforinnovation ofcourse butinnovationisnosubstituteforbeingintouch either SteveBallmer CEOofMicrosoftCorporation NowyouaregoingtoreadthepassageWhyDoesCorporateCultureMatter Asyouarereading keepthinkingaboutwhatisimportanttoleadacompanytosuccess Trytothinkofthefollowingquestionsbeforereadingthepassage 1 Whatarethefactorsleadingtoacompany ssuccess 2 Howimportantistechnologicalinnovationinacompany ssuccess Pleasegiveexamplestoillustrateyouridea 3 Itissaidthatcorporatecultureisthedrivingforcebehindeveryaspectofthecompany sperformance Doyouagreeornot 4 Howdoyouthinkacorporatecultureisestablished 5 Isacorporatecultureoftenchanged Why WhyDoesCorporateCultureMatter It sNotaTechnologyFailure It saFailureofUnderstandingtheCulture BillBrendler Activity1 Scanthepassageandtrytoanswerthefollowingquestions 1 Whatchangedoestheinsurancecompanywant 2 Whatisthetrainingabout 3 Whatproblemsariseduetothefailureofthetraining 4 Whatisthecauseofthefailureofthetraining 5 Whatisimportantforunderstandingthecorporateculture TheincreaseofitscompetitivenessbyrapidlyevolvingtoanewCRMproduct Teachingemployeestousethenewsysteminsixmonths Someseriousproblemswiththecustomersanddroppedproductivity Norecognitiontothedeeperrealitiesofthecorporateculture Tounderstandwhatisgoingonatthedeeperlevel Key Clear Activity2 Choosethebestanswerforthefollowingquestionsbasedonwhatyou vereadinthepassage 1 Whichstatementistrueaboutacorporateculture A Itdeterminesacompany scollectivebehavior B Itdeterminestechnologyandproductionfailure C Itiswhatacompanyistryingtochange D Itiswhatacompanyfindsweakandpoor 2 Whatarethetrainedemployeessupposedtodowhencustomersaskthemquestions A Refertosomepreviouscases B RefertothenewCRMsystem C Writedownthequestionsintheirfolders D SeekhelpfromtheITmanager Key Clear 3 Ifacompanyvaluesteamwork A itencouragescompetitivenessB itrewardsthebestoneintheteamC itfocusesontheworkofateamD rewardsystemsareindividual oriented4 Whatdotheexecutivesandemployeesofthiscompanybelieve A Thetrainingshouldbedoneduringworkinghours B ThenewCRMsystemchangesthecorporateculture C Trainingissecondarytofinishingnormalwork D Innovationisthetoppriorityinthecompany 5 Whatcanbeinferredfromthepassage A Acorporatecultureissubjecttochange B Changerelatestoacorporateculture C Theimportantpartofacorporatecultureistaught D Employeesandmanagersignoretheircorporateculture Key Clear Activity3 Readthepassageagainandanalyzeitsstructure Thefollowingquestionsmayhelpyoudotheactivity 1 Whatistheorganizationofthispassage Part1 Part2 Part3 Part4 2 Whattopicisintroducedinparagraph1 3 Whatisthepurposeoftheanecdote 4 Whatistheconclusionofthispassage Key Clear Introductionofatopic Illustrationbyanexample anecdote Furtherdiscussiononthetopic Conclusion Whenachangeisneeded acorporatecultureisrevealed Trytoillustratethatcorporateculturematterswhensomethingnewoccursinacompany Cultureiscrucialforacompanyandthemostimportantpartofitisinvisible Activity4 Readthepassagecriticallyanddiscussthefollowingquestionswithyourclassmates Doyouagreethattheunseenelementsofcorporatecultureareidentifiedineverydayinteractionsbetweenemployees Giveexamples 2 Doyouagreethattheinvisiblepartofculturedeterminespeople sbehavior Giveexamples CanyouexplainthephenomenonthatChinesestudentsalwayskeepsilentinclassfromculturalaspects Morelanguageexercises Gotopage17inyourWorkbook Nowyouarerequiredtodoonlineresearchonthecorporatecultureofsomeworld famouscompanies Itisknownthatcorporatecultureisacomplicatedissue Youhavelearnedthatsomeaspectsofcorporatecultureareeasilyobservedwhileothersaremoredifficulttodiscern Whataspectsofcorporatecultureareyoumoreinterestedintalkingaboutwhenyousurveythosefamouscompanies Trytoanswerthefollowingquestionsduringyourresearch Whatarethethreelayersofcorporateculture Whatarenegativeandpositivecorporatecultures Activity1 Positivecorporatecultureisnowaprerequisiteforsuccessratherthanacompetitiveadvantage Organizationswhichareabletomaintainpositiveculturesenjoymanybenefits Moraleisimproved andtheworkenvironmentwouldbemoreenjoyablewithincreasedteamwork opennesstonewideasandsharingofinformation Anegativecorporateculture however playstheoppositerole ReadthepassageWorkUntilYouDrop HowtheLong hoursCultureIsKillingUs page11inyourWorkbook TrytousetheSQ3Rreadingstrategywhilereading Activity2 Readthepassageagainandusesomekeywordsorphrasestosummarizethepassage 1 Titleofthepassage 2 Thenumberofsectionsinthepassage 3 Thepurposeofwritingthepassage 4 Thethesis 5 Supportingdetails WorkUntilYouDrop HowLong hoursCultureIsKillingUs Twosections Reportthedangersoflong hourworkingandsomepracticetochangethesituation Longhourcultureisnogood 1 Longworkinghoursarebadforhealth equality familiesandsociety 2 Aswellasbeingbadforindividuals long hourscultureisalsobadforbusiness Key Clear Activity3 ReadthetwopassagesDoesCorporateCultureMatter TheCaseofEnronandSuccessIsn tOnlyfortheExtroverts page85 intheFurtherReadingsectioninyourWorkbook Readthemcarefullyandsumuptheaspectsreflectingcorporateculture Thetablebelowprovidessomeaspectsandyoumayaddmore passage2 betteratspeakingupatmeetings articulatingmyaccomplishmentsandbuildingastrongprofessionalnetwork passage2 low 12yearsinthesamecompany passage1 havesystemicproblems oversight ethicaldisclosure corporatepriority questionablefinancialpractices passage2 hard driving deadline oriented instantdecisions constantinterruptions Key Clear passage1 risktaking aggressivegrowth entrepreneurialcreativity shareholders value passage1 objectionsarenotheard passage2 assertive askingpointedquestions openedoffices cooperative passage2 meetingsoftenspannedtwomealtimes passage2 longhours passage2 brightdress oneofmyseniorbossesworefieryredsuits passage1 employeesaredeceived passage2 employeesare