Kulturprosjektet i TTS:
Kompetansestrategi for å lykkes i Kina
Internasjonaliseringskonferansen, 2012
Ivar K. Hanson TTS Group ASA

TTS Marine Division
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TTS Marine Division
Hvordan bygge en sterk organisasjon på tvers av kulturer..
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• Driver for kulturarbeidet
• Kulturprosjektet
• Veien videre
• Q&A

TTS Group ASA is listed on Oslo Stock Exchange
Energy Division
Kristiansand
Marine Division
Bergen
Port & Logistics
Division
Gothenburg

TTS Group ASA
Global presence, 28 units in 15 countries

TTS Marine Division
Business Areas
Operations split into four separate Business Units
Cargo Access Deck Equipment Services
Joint Ventures -
China
 RoRo equipment
 Side Doors
 Cruise
 Custom Marine Cranes
 Deck Machinery
 Hatch Covers
 Cargo Cranes
 Mega Yachts
 Spare parts
 Inspection & Surveys
 In Voyage repairs
 Modern. & Conversions
 Service Agreements
 Remote Access Surveillance
 Hatch Covers
 Cranes
 Winches

TTS Marine Division
Locations – Centres of Excellence
TTS Marine GmbH
Bad Swartau, Germany
TTS Marine AS and TTS Ships Equipment
AS, Bergen, Norway
TTS Marine AB
Gothenburg, Sweden
TTS Marine GmbH
Bremen, Germany

TTS Marine Division
China Operations
TTS Bohai Machinery
TTS Marine Equipment
JiangNan TTS
Marine
Equipment
TTS Hua Hai
TTS Marine Shanghai

TTS Marine Division
Hvordan bygge en sterk organisasjon på tvers av kulturer..
• Generelt om TTS
•
• Kulturprosjektet
• Veien videre
• Q&A

Chinese Shipbuilding
Shipbuilding Capacity
Chinese shipbuilding output 1998-2009
40
35
30
25
20
15
10
5
0
Source: IHS Fairplay
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

TTS has a strong foothold in China
• TTS has gained a ~60 –70% market share within its niches in
China
• World’s fastest growing market within Marine equipment
• The largest rig-building market by
2015?
TTS market share within hatch covers in China:
TTS Hua Hai
70
60
50
40
30
20
10
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TTS Hua Hai

TTS in China
Turnover TTS companies in China 2005-2010
MNOK
2500
2000
1500
1000
500
0
213
2005
331
584
2006 2007
1042
1476
2300
2008 2009 2010

TTS structure in China
J/V structure
CSSC
Shipyards
TTS Hua Hai
Shipowners
TTS
Low cost Brand

TTS Marine Division
Overføring av teknologi og kunnskap fra Europa til Kina
Lukedeksler (markedsandel 60%)
2000-2003
Kraner-HH (markedsandel 60%)
2004-2007
Kraner-Cargo (markedsandel 20%)
2008-2011
Wincher (markedsandel 6%)
2011---

TTS Marine Division
Erfaringer
• Konflikter i teknologioverføringsprosessene har vært dype og hyppige..
• Konfliktene har hatt høye omkostninger m.h.t;
• Merkostnader
• Ledelsesfokus
• Sub-optimale beslutninger
• Kunde/ markedsomkostninger
• Høy pay-off å redusere disse omkostningene
• Nødvendig å avdekke årsakssammenhenger
 KULTURPROSJEKTET I TTS

TTS Marine Division
Hvordan bygge en sterk organisasjon på tvers av kulturer..
• Generelt om TTS
• Driver for kulturarbeidet
•
• Veien videre
• Q&A

TTS Marine Division
Kulturprosjektet
• Samarbeide mellom
TTS, BI og den norske
Ambassaden i Beijing
• Intervju av 60 TTS ledere og nøkkelpersonell involvert i samarbeide mellom
TTS’ Europeiske og
Kinesiske enheter.

TTS Marine Division
Kulturprosjektet
Two problematic starting points..
Business is the same everywhere
Over-mystifying the
China Scene.
Becoming too cultural sensitive

TTS Marine Division
Kulturprosjektet
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TTS Marine Division
Kulturprosjektet
..about the Norwegians..
• ..’’The Norwegians are a bit like the Chinese; They don’t make decisions like the Germans but keep on discussing about possible solutions without actually doing anything about it..’’ (Chinese)

TTS Marine Division
Kulturprosjektet
..about the Germans..
• ..’’German’s supreme quality standards and stubbornness related to this is a good thing and China has to follow at some point anyway, otherwise no development can be achieved..’’ (Chinese)

TTS Marine Division
Kulturprosjektet
..about the Chinese..
• ..’’It is not about bad will…but if they believe they can trick you without ‘’being taken in the act’’ and losing face – they will do it. If they have made a mistake – they will do whatever they can to cover it up..’’ (German)
• ..’’In Asia, when you make an action plan and people say yes, it still does not mean that we are going to do it.
There are different “yes” answers for different aspects of plans and actions..’’ (Chinese)

TTS Marine Division
Kulturprosjektet
..about the Germans..
• ..’’Germans always think about changing bad parts with new ones. The Chinese always first think about how to repair them…’’ (Chinese)
• ..’’Germans want to deliver quality more than to give into customer’s wish..’’ (Chinese)
• ..’’In China, you need to describe a problem without identifying a person - and only a few Germans in TTS are willing to compromise on this to get things done in
China…’’ (German)

TTS Marine Division
Kulturprosjektet
..general perspective..
• ..Norwegians, Swedes and Germans have different relationships to the Chinese. Norwegians have good relations, Swedes have average relations and the Germans have difficult relations due to attitudes…’’ (German)
• ..’’Germans and Norwegian have different mentality than
Chinese regarding vacations. Norwegians are worse than the Germans in this aspect…’’ (Chinese)

TTS Marine Division
Hvordan bygge en sterk organisasjon på tvers av kulturer..
• Generelt om TTS
• Driver for kulturarbeidet
• Kulturprosjektet
•
• Q&A

Turning a Challenge to a Strength..
Cultural Differences – A Competitive Advantage
Norwegians
High ability to create a ’’family’’ strength of a relation in a company setting – achieveing strong Guangxi with Chinese
Germans
Supreme quality standards that may lift general Chinese quality level
Chinese
Extreme customer orientation and flexibility to meet customer needs
Swedish
Systematic – disciplined – long term work - step by step build-up.

TTS Marine Division
Values & Guidelines; Building a Cultural Conscious Organization
• We co-operate to serve customer and markets
• We commit to global teamwork
• We build on the strengths of our colleagues
• We respond quickly to colleagues and customers
• We do not risk our brand value (for quick wins)
• We know that the end user is our most important customer
• We transfer knowledge and technology with speed and trust
• We strive for clear common understanding before starting a project/process.

TTS Marine Division
Building a Cultural Conscious Organization = Building Cultural Competence
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Training: Awareness of the Cultural Challenges in the Division
• Culture seminars for all employees at all main locations – during 1 st half 2011
• Cultural Guidelines & Values
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Guidelines and Values; Established and under implementation
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Culture Experience Database
• Interview ‘’Cultural Champions’’ & make findings available on TTS Intranet
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Advisory Service
• Identify ‘’Culture Champions at Each Entity’’
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Cultural manuals
• Cultural guide for : Europe to China, China to Europe
• Research Projects on Cultural Challenges
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NHH,AFF, SNF: The GOLD project, 2009-2010
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TTS /BI / Ministry of Foreign Affairs, 2010-2011
• ‘’Global Human Resources Development Study Group’’, 2011-2012

Read more on www.ttsgroup.com