Cross- Cultural Management
Cases Studies
CCM Management
Lecture IBU 5011 – Course MBA
Hochschule Pforzheim
March 2015
Case Studies Overview
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HBR Case Studies: L'Oreal Masters Multiculturalism; The
Universalization of L’Oreal
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As the cosmetics company L'Oreal has transformed itself from a very French
business into a global leader, it has grappled with the tension that's at the
heart of every global enterprise: Achieving economies of scale and scope
requires some uniformity and integration of activities across markets
L'Oreal managers have gained familiarity with the norms and behaviors of
multiple cultures and can switch easily among them.
Subjects covered:
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Cross cultural literacy; Cross cultural relations; Executive selection; Multinational
corporations; Product development
Case Study Approach:
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Individual study of the two cases
Identify major reasons for success
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
2
Case Studies Overview
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HBR Case Studies: Microsoft: New Wine in an Old Bottle?
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Within four weeks of becoming the new CEO of Microsoft, Satya Nadella
lays out the major challenges that await him in the two letters he sends to
everyone at Microsoft. He defines Microsoft's battlefield as the "mobile-first
and cloud-first world". That is where Microsoft needs to get its products and
technology right, to build platforms and ecosystems and to integrate Nokia
devices, services and the new mobile capabilities.
The case provides context for students to apply management theory and
know-how to: appreciate the pinch points in making successful
organizational transformation, examine the reasons that contribute to
Microsoft's inertia, and discuss key factors that will affect the successful
integration of Nokia with Microsoft
Subjects covered:
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Business models; Business policy; Change management; Computer software;
Cross functional management; General management; Growth strategy;
Leadership; Organizational development; Planning; Service management; Strategy
Case Study Approach:
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Individual study of the two cases
Identify major reasons for CCM
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
3
Case Studies Overview
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ICMR Case Studies: Louis V Gerstner - The Man Who Turned IBM
Around
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The case examines in detail the way in which Louis V. Gerstner transformed
one of the most admired companies in the US - IBM, from a loss-making one to
a market leader.
The case further examines the leadership qualities of Gerstner which
contributed to this transformation. It also gives an account of Gerstner's past
experiences, and how he learned from those experiences.
Subjects Covered:
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Leadership in a corporate environment, and changing business culture through design
Case Study Approach:
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Individual study of the two cases
Identify major reasons for the successful turnaround
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
4
Case Studies Overview
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HBR Case Studies: Levendary Cafe: The China Challenge
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1. To explore the important international strategic issue of standardization versus
adaptation, and examine the structures, systems, and processes needed to
manage this tension. 2. To review the evolving roles and responsibilities of country
subsidiary management and the corresponding changes in the nature of the
headquarters-subsidiary relationship. 3. To examine the nature of headquarterssubsidiary controls, by differentiating between administrative control, strategic
control, and operating control, and allowing students to explore the need for and
appropriateness of each mode
The teaching objectives for this case are:
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Cross cultural relations; Entrepreneurship; Foreign subsidiaries; General managers;
Globalization; International management; Management styles; Multinational corporations;
Product adaptation; Relationships; Retail; Strategic planning; Strategy
This case is accompanied by a Video Short that can be shown in class
Case Study Approach:
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Individual study
Identify major reasons for the success
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
5
Case Studies Overview
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HBR Case Studies: PepsiCo, Profits, and Food: The Belt Tightens
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The case describes the issues facing Indra Nooyi after five years of PepsiCo's new
and controversial nutrition strategy
To help students understand the strategic and management challenges leaders
face when they and their companies take on important social and economic
responsibilities and have to think and act, over several years, in strategic,
financial, pragmatic, and political terms
The teaching objectives for this case are:
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Business ethics; Codes of business ethics; Execution; Food assistance; Leadership; Social
Security; Strategy; Western leadership styles
Case Study Approach:
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Individual study
Identify major reasons for the success
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
6
Case Studies Overview
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HBR Case Studies: United Cereal: Lora Brill's Eurobrand Challenge
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1. To review the process of balancing efficiency of cross-border integration with
the responsiveness required by national differences in developing global product
strategy. 2. To explore the organizational implications of global strategic choices,
including the implications for the assignment of roles and responsibilities to
managers. 3. To examine the behavioral as well as strategic issues involved in a
multinational new product launch when management must take various country
preferences into account. 4. To expose students to the increasingly important role
of country-level operations in developing and diffusing global innovations
The teaching objectives for this case are:
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Cross cultural relations; General management; International R&D; Market entry; Marketing
strategy; Multinational corporations; Organizational design; Organizational structure;
Retail; Strategy; Subsidiaries
This case is accompanied by a Video Short that can be shown in class
Case Study Approach:
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Individual study
Identify major reasons for the success
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
7
Case Studies Overview
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HBR Case Studies: Transitions Asia: Managing Across Cultures
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The director of an interim executive search firm, Chee Lung Tham, faced a
clash of culture and management styles when his mainland Chinese client
threatened to fire the American interim manager that Tham had assigned.
Subjects Covered:
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Conflict; Conflict management; Family businesses; Management;
Management styles; Organizational behavior; Service management
Case Study Approach:
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Individual study of the two cases
Identify major reasons for the success in project management
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
8
Case Studies Overview
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HBR Case Studies: Henkel: Building a Winning Culture
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This case illustrates a CEO-led organizational transformation driven by
stretch goals, performance measurement, and accountability. When Kasper
Rorsted became CEO of Henkel, a Germany-based producer of personal
care, laundry, and adhesives products, in 2008, he was determined to
transform a corporate culture of "good enough" into one singularly focused
on winning in a competitive marketplace.
Subjects Covered:
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Cross functional management; Demand measurement; Employee
benefits; Execution; Executive compensation; Human resource
management; International human resources; Organizational culture;
Organizational transformations; Organizational values; Pay for
performance; Performance appraisals; Performance measurement;
Social responsibility; Transformations; Valuation; Values; Work life
balance
This case is accompanied by a Video Short that can be shown in class
Case Study Approach:
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Individual study of the two cases
Identify major reasons for the disaster
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
9
Case Studies Overview
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HBR Case Studies: One Firm One Future at Davis Langdon
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Senior Partner Rob Smith just led construction consultancy firm Davis
Langdon through a major organizational change in Europe and the Middle
East. In the past, compensation arrangements had not incentivized partners
to collaborate across the firm to serve clients' increasingly global and complex
needs. In 2007, under Smith's leadership, the partnership agreed to
implement holistic change.
The case describes how: To consider issues professional service firms face,
particularly leading a partnership through organizational change, partner
compensation, shifting to a sector structure, and global expansion
Subjects Covered:
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Change management; Compensation; Cross cultural relations; Expansion; Leadership;
Managing people; Organizational change; Vision
This case is accompanied by a Video Short that can be shown in class
Case Study Approach:
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Individual study of the case
Identify major reasons
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
10
Case Studies Overview
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HBR Case Studies: Applied Research Technologies, Inc.: Global
Innovation's Challenges
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1. To understand best practices in creating a culture of institutionalized
entrepreneurship. The students are asked to consider the structures,
systems, cultures, and management practices that allow for global
innovation. 2. To explore the roles and responsibilities of managers at
different levels in an organization dedicated to continuous self-renewal. 3.
To examine the principle that empowerment is effective if it is framed by a
behavioral context based on self-discipline and support. 4. To address
potential communication barriers and cultural issues associated with
international project management.
Subjects Covered:
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Competitive advantage; Corporate strategy; Cross cultural relations; Delegation;
Entrepreneurship; International business; Management styles; Managing creativity
& innovation; Organizational behavior; Organizational culture; Project
management; Reputations; Teams; Technology
This case is accompanied by a Video Short that can be shown in class
Case Study Approach:
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Individual study of the case
Identify major reasons
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
11
Case Studies Overview
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HBR Case Studies: Nissan Motor Co. Ltd.—2002 and HR
Restructering 2011
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Carlos Ghosn became the COO of Nissan Motor Co., a troubled auto
company in Japan when Renault bought 38% of the company in 1999.
This case deals with how Ghosn turned the company around. Examines in
considerable detail how he went about successfully energizing and
mobilizing the demoralized employees after a decade of failed efforts.
Ghosn has to deal with Japanese culture at Nissan as well as French
etiquettes at Renault, while achieving synergies with their partnerships. At
the same time, the challenges for the two automakers were equally high
with the global automobile industry in a downturn and product and market
expansions underway at both the companies.
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(1) The case details the leadership style of Carlos Ghosn at Nissan, highlighting
how he dealt with the cultural differences he faced at the company and
implemented stringent cost-cutting to recover from debt and losses.
(2) Understand various issues and concepts in change management, organizational
restructuring and talent management;
Case Study Approach:
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Individual study of the two cases
Identify major reasons skills in cross-cultural management of Goshn
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
12
Case Studies Overview
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HBR Case Studies: Is Sony Turning Around?
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SONY lost its leadership position in many product lines in which it was
operating. Analysts attributed this to the silo culture prevailing in the
organisation. Each of the departments functioned like different fiefdoms, hardly
co-operating with each other, even when it was necessary. Moreover, Sony's
growing complacency led to its failing to recognise the growing popularity of
new technologies and digital products and the company choosing to stick to its
proprietary formats.
1. To learn the role of SWOT (strength, weakness, opportunity and threat)
analysis in the restructuring process. 2. To understand the rationale behind
restructuring and the potential risks of frequent restructuring. 3. To identify
the differences between Japanese and US workplace cultures and the
implications of those differences during restructuring initiatives. 4. To explore
ways to resolve internal resistance.
Subjects covered:
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Change management; Leadership; Organizational behavior; Resistance; Restructuring;
Turnarounds
Case Study Approach:
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Individual study of the two cases
Internet research
Preparation of a PP-presentation
Presentation of results 35 minutes plus 10 minutes discussion
13