管 理 學
Chapter 3 Global Management
全球管理
Culture is the collective programming of the mind
which distinguishes the members of one human
group from another.
— Geert Hofstede
任維廉
1. 妳今天早上怎麼起床的？
2. national culture vs. organization culture, 何者影
響員工行為更大？
3. 企業界最有用的語言是英文，第二呢？
4. Global thinking, local action. 開車一定是向右行
駛？西方人如何分辨來自東方的觀光客？龍的
傳人？洗門風 ？
5. “culture shock”
6. Who owns what?
2
Culture shock
the difficulty people have adjusting to a new culture that
differs markedly from their own. (Wiki)
3
實做練習Case:
Who Owns What?
 Acer, Apple, Ben and Jerry’s Ice Cream, Coke,
 Disney, GE, Godiva, Green Giant, Grey Hound,
 Heineken, Holiday Inn, Hyundai, ThinkPad,
 Ikea, Intel, LG, Lipton Tea, Marlboro, McDonald,
 Microsoft, Nestle, Nokia, P&G, Philips, Rolex,
 Sam Sung, Shell, Sony, Swatch, Toyota, Tropicana,
 Volvo, Wal-Mart, Wrangler Jens,
世界級品牌
http://www.interbrand.com/zh-CHT/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
2011
排名
2010
排名
品牌
2011
排名
2010
排名
品牌
1
1
Coke
8
17
Apple
2
2
IBM
9
9
Disney
3
3
Microsoft
10
10
Hp
4
4
Google
11
11
Toyota
5
5
GE
14
8
Nokia
6
6
McDonald
17
19
Sam sung
7
7
Intel
98
--
HTC
5
2011年二十大台灣國際品牌
排名
品牌
公司名稱
品牌價值
(億新台幣)
1
宏達國際
1047.56
2
宏碁公司
563.74
3
華碩電腦
475.71
4
趨勢科技
353.49
5
康師傅控股
345.85
6
2011年二十大台灣國際品牌
排名
品牌
公司名稱
品牌價值
(億新台幣)
6
旺旺食品
214.78
7
巨大機械
97.91
8
正新輪胎
97.41
9
聯強國際
92.08
10
研華公司
69.99
7
2011年二十大台灣國際品牌
排名
品牌
公司名稱
品牌價值
(億新台幣)
11
12
13
14
15
16
17
18
19
20
85℃
D-Link
Merida
Transcend
CyberLink
Zyxel
Delta
Uni-president
Johnson
KGI
美食達人
友訊科技
美利達工業
創見資訊
訊連科技
合勤科技
台達電子
統一企業
喬山健康
凱基證券
63.53
58.30
54.29
42.30
40.70
40.56
40.53
39.75
39.71
28.83
8
BenQ-Siemens Case 的教訓
1. 財務評鑑
2. 品牌 /品質
3. 執行力：
管理能力
人才素質
http://hotline.ccsinsight.com/_images-article/benq-siemens-logo.jpg
9
綱 要
1. What’s your global perspective?
全球視野 vs. 偏狹地域觀念
2. Understanding the global environment:
變遷的全球環境
3. Doing business globally: 國際化之三階段
4. Managing in a global environment,
外國環境之管理
10
1. 全球視野
 Parochialism
 viewing the world solely through your own perspectives,
leading to an inability to recognize differences between
people.
討論：
 聯合國考題：你對於世界糧食短缺問題的看法。從美
國 (台北) 看天下。世界是平的，只要有網路和雄心。
 全世界的夜景，Facebook map，宗教禁忌，日本習俗，
不雅的手勢。
11
12
Paul is an intern on Facebook’s data infrastructure engineering team.
http://www.facebook.com/note.php?note_id=469716398919.ksh/sg
討論：Usama bin Laden, Jr., Leonardo da Vinci,
Barack Hussein Obama II
14
15
16
17
18
Adopting a Global Perspective
 Ethnocentric Attitude, 種族優越中心
 The parochialistic belief that the best work approaches
and practices are those of the home country.
 Polycentric Attitude,多中心
 The view that the managers in the host country know the
best work approaches and practices for running their
business.
 Geocentric Attitude, 地球為中心
 A world-oriented view that focuses on using the best
approaches and people from around the globe.
19
2. 變遷的全球環境：
區域貿易聯盟 Regional Trading Alliances
 1. 歐盟, European Union (EU) - a union of 27 European
nations created as a unified economic and trade entity
Euro - a single common European currency
2. 北美自由貿易協定, North American Free Trade
Agreement (NAFTA) - an agreement among the Mexican,
Canadian, and U.S. governments in which certain barriers
to trade have been eliminated.
3.東協, Association of Southeast Asian Nations (ASEAN),
Trading alliance of 10 Southeast Asian nations, 加1,3,6
討論：蘇東坡？ BRICs, PIGS, African Union,
Southern Cone Common Market (Mercosur),
20
Exhibit 3-1: European Union Map
Mercousur Members
22
ASEAN Members
23
Global Trade Mechanisms
 The World Trade Organization (WTO) - a global
organization of 153 countries that deals with the rules of
trade among nations. (30 observer governments)
Evolved from the General Agreement on Tariffs and
Trade (GATT) in 1995.
 International Monetary Fund (IMF) - an organization of
185 countries that promotes international monetary
cooperation and provides advice, loans, and technical
assistance.
24
Global Trade Mechanisms
 World Bank Group - a group of five closely associated
institutions that provides financial and technical assistance
to developing countries.
 Organization for Economic Cooperation and
Development (OECD) - an international economic
organization that helps its 30 member countries achieve
sustainable economic growth and employment.
25
G7, G8 (Group of Eight), G-20
 八大工業國組織
英國, 法國, 德國, 美國, 日本, 義大利, 加拿大,
俄羅斯
 G-20 擁有全球65%的人口，85%經濟活動
阿根廷,澳大利亞,巴西,中國，歐盟,印度,印尼,
韓國,墨西哥,沙烏地阿拉伯,南非,土耳其
26
Taiwan 的困境: FTA
 ECFA - Economic Cooperation Framework Agreement, APEC -
亞太經合會
 韓國與歐盟及美國簽署 FTA
 TIFA - 台美貿易暨投資保障協定
 TPP - 泛太平洋戰略經濟 夥伴關係協定 (Trans-Pacific
Strategic Economic Partnership Agreement)
新加坡、馬來西亞、汶萊、越南、日本
加拿大、美國、墨西哥，秘魯、智利
澳洲、紐西蘭
27
3. 國際化之三階段
 How Organizations Go Global
1. 外包
2. 進出口，授權，特許加盟
3. 策略聯盟，合資，外國子公司
28
Multinational Corporation (MNC):
Maintains operations in multiple countries.
 Multinational Corporation (MNC) - a broad term that
refers to any and all types of international companies that
maintain operations in multiple countries.
1. Multidomestic Corporation - an MNC that decentralizes
management and other decisions to the local country.
2. Global Company - an MNC that centralizes management
and other decisions in the home country.
3. Transnational or Borderless Organization - an MNC in
which artificial geographical barriers are eliminated.
(reflect a geocentric attitude)
29
台灣傳統產業之發展軌跡
 從小開始，
 為外國客戶代工（成為OEM），
 跨國分工，
 投入研發設計，
 掌握核心客戶（成為ODM），
 提升台灣為營運總部，
 自建品牌通路。
討論：Smile curve, 台灣十大國際品牌？
30
4. 外國環境之管理
1. 政法、經濟環境
2. 文化環境
個人、集體主義
權力差距
不確定之規避
成就或教養（重量或質，陽剛、陰柔）
長、短期導向
補充資料：南斯拉夫鈔票，女人女人
31
32
33
34
35
Managing in A Global Environment
 The Legal Environment
 Stability or instability of legal and political systems
 Legal procedures are established and followed
 Fair and honest elections held on a regular basis
 Differences in the laws of various nations
 Effects on business activities
 Effects on delivery of products and services
36
The Economic Environment
 Free Market Economy - an economic system in which
resources are primarily owned and controlled by the private
sector.
 Planned Economy - an economic system in which
economic decisions are planned by a central government.
 Monetary and Financial Factors
 Currency exchange rates, Inflation rates, Diverse tax
policies
37
The Cultural Environment
 National Culture - the values and attitudes shared by
individuals from a specific country that shape their
behavior and beliefs about what is important.
 May have more influence on an organization than the
organization culture.
 Global Leadership and Organizational
Behavior Effectiveness (GLOBE) program - a
research program that studies cross-cultural
leadership behaviors.
38
Exhibit 4–6 What Are Americans Like
Americans are very informal.
Americans are direct.
Americans are competitive.
Americans are achievers.
Americans are independent and individualistic.
Americans are questioners.
Americans dislike silence.
Americans value punctuality.
Americans value cleanliness.
39
Hofstede’s Framework for Assessing Cultures
Individualism
versus
Collectivism
Long-Term
versus
Short-Term
Orientation
Power
Distance
Culture
Achievement
versus
Nurturing
Uncertainty
Avoidance
40
Exhibit 3–5 Hofstede’s Five Dimensions of
National Culture
(1) Individualistic — people look after their own and family interests
Collectivistic — people expect group to look after and protect them
Individualistic
United States, Canada
Australia
Collectivistic
Japan
Mexico, Thailand
(2) High power distance—Accepts wide differences in power, great
deal of respect for those in authority
Low power distance—Plays down inequalities: employees are not
afraid to approach nor are in awe of the boss
High power distance
Mexico, Singapore,
Low power distance
Italy, Japan
United States, Sweden
Exhibit 3–5 Hofstede’s Five Dimensions of
National Culture
(3) High uncertainty avoidance—Threatened with ambiguity and
experience high levels of anxiety
Low uncertainty avoidance— Comfortable with risks; tolerant of
different behavior and opinions
High uncertainty avoidance
Low uncertainty avoidance
Italy, Mexico, France
United Kingdom Canada, United States, Singapore
(4) Achievement—Values such as assertiveness, acquiring money and goods,
and competition prevail
Nurturing—Values such as relationships and concern for others prevail
Achievement
United States, Japan,
Mexico
Canada, Greece
Nurturing
France, Sweden
Exhibit 3–5 Hofstede’s Five Dimensions of
National Culture
(5) Long-term orientation—People look to the future and value thrift
and persistence
Short-term orientation — People value tradition and the past
Short-term thinking
Germany, Australia,
United States, Canada
Long-term thinking
China, Taiwan, Japan
Examples of Hofstede’s Cultural Dimensions
Source: Based on G. Hofstede, “Motivation, Leadership, and Organization: Do American
Theories Apply Abroad?” Organizational Dynamics, Summer 1980, pp. 42–63.
44
Hofstede’s Cultural Dimensions
 PDI (Power Distance Index)
低平權
 IDV
(Individualism)
低將團體的利益置於 個人之上
 MAS
(Masculinity)
高強調積極進取、成功
低強調生活品質、人際關係、社會服務
 UAI
(Uncertainty Avoidance Index)
高不能容忍沒有規章
 LTO
(Long-Term Orientation)
高強調節儉、忍耐，為了長遠的未來
http://www.geert-hofstede.com/
45
Exhibit 3–6 GLOBE Highlights
Source: M. Javidan and R. J. House, “Cultural Acumen for the Global Manager: Lessons from Project GLOBE,”
Organizational Dynamics, Spring 2001, pp. 289–305. Copyright © 2001. Reprinted with permission from Elsevier.
46
Contemporary Issues
 Cultural Intelligence - cultural awareness and
sensitivity skills.
 Global Mind-Set - attributes that allow a leader to
be effective in cross-cultural environments.
47
Global mind-set Inventory (GMI)
 知識資本：嫻熟全球企業營運，掌握複雜狀況，
開拓國際視野。
 心理資本：熱愛多元文化，渴望冒險，自我肯
定。
 社會資本：能和不同文化背景的人建立信任關
係，發揮人際影響力，善用外交手腕。
 hbr.org/globalize-yourself-list
Do your assignment: 1~5組
1. Case study: a manager’s dilemma (p.98)
(1) Identify and articulate business problems
(2) Gather and analyze information applicable
(3) Identify and apply an appropriate tool for solving problems.
2. Thinking critically about ethics (p.118)
(1) Identifies Dilemma.
(2) Considers Stakeholders
(3) Analyzes Alternatives and Consequences
4
9
Do your assignment: 1~5組
3. Skill exercise: Collaboration skill (p.118)
4. Team exercise: Global aptitude assessment (p.118)
5. Internet-based exercise (p.118), cross cultural awareness
http://www.kwintessential.co.uk/resources/culture-tests.html
5
0
回顧
比較：1. 全球視野 VS. 偏狹地域觀點
2. 國家 VS. 組織文化
3. 文化衝擊 (culture shock)
51
補充：改變全球經濟板塊的因素
1. 海洋世紀，工業革命
2. 資本主義
3. 資訊科技：網路，通訊
討論：遙測 (remote sensor) 技術，GPS，
GIS，Digital Earth
52
53
Terms to Know
 parochialism
 born globals
 ethnocentric attitude
 global sourcing
 polycentric attitude
 exporting
 geocentric attitude
 importing
 European Union (EU)
 licensing
 Euro
 franchising
 North American Free Trade
 strategic alliances






Agreement (NAFTA)
Association of Southeast Asian
Nations (ASEAN)
World Trade Organization (WTO)
multinational corporations (MNCs)
multidomestic corporation
global company
transnational or borderless
organization
 joint venture
 foreign subsidiary
 market economy
 command economy
 national culture
 GLOBE
 wikis
 blogs
54