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Matakuliah : J0474 International Marketing
Tahun
: 2009
Leadership, Organization, and
Corporate Social Responsibility
Chapter 26
Learning Outcome
• Leadership
• Organizing for Global Marketing
• Lean Production : Organizing the Japanese Way
• Ethics, Corporate Social Responsibility, and Social
Responsiveness in the Globalization Era.
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Leadership
Global marketing demands exceptional leadership.
Overall, the leader’s challenge is to direct the efforts and creativity
Of everyone in the company toward a global effort that best uses organizational
resources to exploit global opportunities.
However, it is one thing to
spell out the vision and
another thing entirely to
secure commitment to it
throughout the
organization.
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An important leadership task is
articulating beliefs, values, policies,
and the intended geographic scope
of a company’s activities.
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Leadership
Many globally minded
companies realized that
the best person for a top
management job or board
position is not
necessarily someone born
in the home country.
Top management Nationality
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Leadership
Leadership and Core Competence
Prahalad and hamel believe executives
were judged on their ability to
identify, nurture, and exploit the core
competencies that make growth
possible.
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Prahalad and Hamel note that a
core competence has three
characteristics :
1.
It provides potential access
to a wide variety of
markets,
2.
It makes a significant
contribution to perceived
customer benefits.
3. It is difficult for
competitors to imitate
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Organizing for Global Marketing
The goal in organizing for global marketing
is to find a structure that enables the
company to respond to relevant market
environment differences while ensuring
the diffusion of corporate knowledge and
experience from national markets
throughout the entire corporate system.
Subsidiaries need
autonomy to adapt to
their local environment,
but the business as a
whole needs integration
to implement global
strategy.
No single
correct
organizational
structure exists
for global
marketing.
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Organizing for Global Marketing
Patterns Of international Organizational Development
Organizations vary in terms of the size and potential of targeted global
markets and local management competence in different country markets.
Conflicting pressure may arise from the need for product and technical
knowledge; functional expertise in marketing, finance and operations,
and country knowledge.
Regional
Management
Centers
International
Division
Structure
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Geographical
And
Product
Division
Structures
The matrix
Design
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Lean Production : Organizing the Japanese Way
The advantage of the mass producers lasted until the Japanese
auto companies further revised the value chain and created
Lean production, thereby gaining for themselves the kinds of
dramatic competitive advantage that mass producers had previously
gained over craft producers.
Downstream Value Chains
Assembler Value Chains
Wow…
I proud with
its
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Ethics, Corporate Social Responsibility, and Social
Responsiveness in the Globalization Era.
Stakeholder
analysis is the
process of
formulating a “winwin” outcome for
all stakeholders.
The leaders of global
companies must
practice Corporate
Social Responsibility
(CSR)
A stakeholder is any group or individual that is affected
by, or takes an interest in, the policies and practices
adopted by an organization.
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Summary
• To respond to the opportunities and threats in the global
marketing environment, organizational leader must
develop a global vision and strategy.
• Many companies are adopting the organizational
principle of lean production that was pioneered by
Japanese automakers.
• Many global companies are paying attention to the issue
of corporate social responsibility (CSR).
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