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1、,课程：管理学专业英语 院系： 管理工程系 教师： 纪小军（讲师）,Unit 4：,Managing in a Global Environment 全球环境中的管理,2,Video Clip 视频,LeBron James Nike Advertisement: Chamber of Fear 勒布朗詹姆斯之 耐克广告：“恐惧斗室”,3,Pre-watching questions 思考问题,What are your immediate responses to this advertisement? Why do you have such responses? 你的反应？原因？ Wha
2、t impacts does it have on Chinese viewers and Nike? Why such impacts? 广告产生的影响？原因？ What measures does Nike take afterwards, attempting to eliminate these impacts? 耐克如何消除这些影响？,4,Playback 事件回放,In late November, 2004, shown on CCTV5 and local televisions all over China, On November 26, 2004, criticized
3、by an article entitled Chinese Images Defeated in a Nike Ad (耐克广告“中国形象”被击败) , On November 30, 2004, a statement made by Nike that the ad highlights an active attitude toward life, On December 3, 2004, an instant national ban on the ad by the State Administration for Radio, Film and TV, On December 8
4、, 2004, a written apology made by Nike,5,Varied Responses 各方反应,Singapore Chinese Media：A deliberate act; shameless; call for the governments severe punishment 新加坡华人媒体：蓄意行为；厚颜无耻；请愿政府，要求严打 Domestic viewers/netizens: traditional Chinese culture tarnished; National pride and feelings insulted 国内观众/网友：玷污
5、中国传统文化，民族自尊心和民族感情受辱 Experts：Slightly cultural-discriminative in that American culture defeats Chinese culture 专家：广告中美国文化战胜了中国文化，带文化歧视 The State Administration for Radio, Film and TV：an immediate ban 国家广电总局：紧急“封杀” Nike：the ad aims at encouraging the youth to face fear and go forward bravely； Persiste
6、ntly observes Chinese law, and therefore showing no objection to the ban 耐克公司：广告旨在鼓励年轻人直面恐惧，勇往直前； 公司一贯遵守中国法律，因此尊重禁播,6,Scenes suspicious of insulting China 广告中涉嫌辱华因素,Three scenes in which typical symbols of China are defeated easily “中国象征元素”被轻易击败的三个场景 : The old man: a Chinese kung fu master 老者：中国功夫大师
7、 Flying Deities in Dunhuang Grottoes 敦煌莫高窟“飞天形象” Totem of the Chinese nation: Dragon 中华民族图腾：龙,Legitimacy of the Ban “封杀”之法律依据,广播电视广告播放管理暂行办法2003年9月 Article 6: Radio and TV ads should safeguard national dignity and interests, and respect traditional Chinese culture. 第六条“广播电视广告应当维护国家尊严和利益，尊重祖国传统文化” 。
8、Article 7: Radio and TV ads should not contain any content that desecrate national traditions and customs第七条“不得含有亵渎民族风俗习惯的内容” 。,Other similar cases 类似案例,2009年3月，毛泽东成德国安全套广告主角 2008年4月，可口可乐广告涉嫌支持“” 2008年3月，阿迪达斯在五星上印商标疑陷“国旗门” 2008年1月，法国雪铁龙广告轻慢毛泽东 2007年1月，星巴克“故宫门”事件 2007年1月，美国箭牌口香糖广告侮辱中国国歌 2004年9月，立邦漆广告
9、中“盘龙滑落”画面引争议 2003年12月，“中国狮”向丰田致敬？！,Whats wrong?,1. Importance of Acknowledging Global Differences 管理者正确认识全球差异的重要性,In global management, managers must be sensitive to economic, political and cultural differences; Managers who dont take the specific characteristics of their location into consideration
10、 are likely to find limited global success.,2.2 Economic environment 经济环境,2.1 Legal-political environment 法律政治环境,2. Global Environment for Management 国际经营环境,2.3 Socio-cultural environment 社会文化环境,2.1 Legal-political environment 法律政治环境,Key legal - political factors are: political risks, political inst
11、ability, laws, restrictions, government takeovers, terrorism. Managers must recognize these factors if they hope to understand the constraints under which they operate and the opportunities that exist.,Case: Rio Tinto Employees in China Formally Arrested 案例：力拓在华员工被批捕,On July 8, 2009, China detained
12、four Rio Tinto employees on suspicion of obtaining commercial secrets. On August 11, China formally arrested them on charges of obtaining commercial secrets and commercial bribery. If convicted on these charges, the four face a fine and up to seven years in jail.,2009年7月8日，世界第二大矿业公司力拓公司4名在华员工胡士泰等人因“
13、涉嫌商业间谍案”被拘。8月11日，检方以涉嫌“侵犯商业秘密罪”和“商业贿赂罪”批捕力拓4员工。若罪名成立，胡士泰等将被判处7年有期徒刑。,2.2 Economic Environment 经济环境,Economic Systems Market economy An economy in which resources are primarily owned and controlled by the private sector. Command economy An economy in which all economic decisions are planned by a centr
14、al government. Monetary and Financial Factors Currency exchange rates, Inflation rates, Diverse tax policies, tariffs, quotas,Case: The Chinese Tire Import Case 案例：中国输美轮胎特保案,On June 29, 2009, the U.S. International Trade Commission (ITC) recommended the Obama administration to impose a 55%, 45% and
15、35% tariff on the Chinese tire imports for three consecutive years. Obama will make the final decision before Sept. 17, 2009.,2009 6月29日，美国国际贸易委员会建议3年内对中国轮胎产品分别实施55%、45%和35%特别关税 。最终的决策将由奥巴马在9月17号前做出。,2.3 Socio-Cultural Environment 社会文化环境,Involves social values and beliefs, language, religion, the do
16、minant model of behavior and the way of thinking among the society members. National Culture The values and attitudes shared by individuals from a specific country that shape their behavior and their beliefs about what is important.,Quiding Questions: 1. Why does the Arab keep stepping forward? 2. Why does the Englishman keep stepping backward?,2.4 Hofstedes National Cultural Models 吉尔特霍夫斯坦德之国家文化模型,Geert Hofstedes research showed that national culture had a major i
