Leadership, Organization, and Corporate Social Responsibility

Chapter 26

Matakuliah : J0474 International MarketingTahun : 2009

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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.

An important leadership task is articulating beliefs, values, policies, and the intended

geographic scope of a company’s activities.

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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LeadershipMany 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.

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

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.

InternationalDivision Structure

RegionalManagement

Centers GeographicalAnd

ProductDivision

StructuresThe matrix

Design

Patterns Of international Organizational Development

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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.

Wow…I proud with

its

Assembler Value ChainsDownstream Value Chains

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Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era.

A stakeholder is any group or individual that is affectedby, or takes an interest in, the policies and practices adopted by an organization.

Stakeholder analysis is the

process of formulating a

“win-win” outcome for all stakeholders.

The leaders of global companies must

practice Corporate Social

Responsibility (CSR)

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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).