First Impressions

A company's image is like an orchestra. No single instrument is responsible for an orchestra's success or failure. Likewise, the image that a company projects is not based on a single business card, glossy brochure or fashionable display, but on the total impression created by all of these things and more. There are many intangibles that can be critical, like the reputation you have, your principles and professionalism, your creativity, and even the warmth of an initial welcome.

For a company to come across well internationally, it also needs to consider the culture of its client or customer. A Finn might take an instant dislike to extravagance, a German might prefer innovation to tradition, a French might put personal rapport before anything else.

Images can create a negative impression or a positive feeling in a few seconds. If you get it right, that favourable first impression will help in building a successful business relationship.

1. What are the 'instruments' that the text mentions? What others could you add?

2. What is the meaning of 'intangibles' in a business context?

3. How important do you think it is to consider the culture of your client / customer? Can you think of any examples?

4. Discuss an experience you have had of a positive or negative first impression of a company. What factors contributed to this?

Task I. Work with a partner. Look at the things which can create a good or bad first impression of a company and answer the questions below.

· Uniform

· Office / business premises

· Telephone answering system

· Reception area

· Meeting / conference rooms

· Quality of product / service

· Warm greeting

· Dress code

· Website

· Advertisement in the media

· Brochures / printed materials

· Price

· Speaking customer’s language

· Reputation

1. Can you add any more?

2. Which three are the most important, do you think, and why?

3. Name five factors that create a good impression of your company (University).

4. Name five factors that are less successful at creating a good impression of your company (University).

Text 2

Read this extract from Corporate Cultures, a book by Terrence Deal and Allen Kennedy, and discuss the questions that follow.

Marvin Bower, for years managing director of McKinsey & Company and author of The Will to Manage, described the informal cultural elements of a business as 'the way we do things round here.' Every business - in fact every organization - has a culture. Sometimes it is fragmented and difficult to read from the outside - some people are loyal to their bosses, others are loyal to the union, still others care only about their colleagues. If you ask employees why they work, they will answer 'because we need the money.' On the other hand, sometimes the culture of an organization is very strong and cohesive; everyone knows the goals of the corporation, and they are working for them. Whether weak or strong, culture has a powerful influence throughout an organization. It affects practically everything - from who gets promoted and what decisions are made, to how employees dress and what sports they play. Because of this impact, we think that culture also has a major effect on the success of a business.

At the heart of corporate culture - and critical to a company's success - are the 'shared values' which, says Corporate Cultures, 'provide a sense of common direction for all employees and guidelines for their day-to-day behavior'. A company like Caterpillar, for example, revolves around 'an extraordinary commitment to meeting customer needs' - symbolised in their slogan '24-hour service anywhere in the world'. According to Terrence Deal and Allen Kennedy, 'often companies succeed because their employees can identify, embrace, and act on the values of the organization .'

1. What is 'corporate culture’?

2. What is meant by 'strong' corporate culture?

3. What is the relationship between corporate culture and success?

4. How would you define the word ‘value’?

5. How important is it for a company to have values?

6. Would a company’s values influence your decision to be an employee or a customer of that company?

Task II. Work in pairs and match the following terms with their definitions below.

Academic Culture Club Culture

Baseball Team Culture Fortress Culture

a) Employees are “free agents” who have highly prized skills. They are in high demand and can rather easily get jobs elsewhere. This type of culture exists in fast-paced, high-risk organizations, such as investment, banking, advertising, etc.

b) Employees don’t know if they will be laid off or not. These organizations often undergo massive reorganization. There are many opportunities for those with timely, specialized skills. Examples are savings and loans, large car companies.

c) Employees are highly skilled and tend to stay in the organization, while working their way up the ranks. The organization provides a stable environment in which employees can develop and exercise their skills. Examples are universities, hospitals, large corporations.

d) The most important requirement for employees in this culture is to fit into the group. Usually employees start at the bottom and stay with the organization. The organization promotes from within and highly values seniority. Examples are the military, some law firm, etc.

Agree or disagree with the definitions. Think of your own examples to illustrate each type. To what type of culture do you belong or would you like to belong? Why?

Text 3

The text gives an example of a company’s values. After reading the text, be ready to comment on them and do the task that follows the text.

Our Values

We value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality.

The five core values underpinning the way we do business are:

Integrity. We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny.

Understanding. We must be caring and show respect and compassion for our colleagues and customers around the world, and always work for the benefit of our country.

Excellence. We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide.

Unity. We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding, and mutual cooperation.

Responsibility. We must continue to be responsible and sensitive to the countries, communities, and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.

What, in your opinion, are the shared values behind the following businesses?

McDonalds Rolls-Royce Christian Dior BelitaVitex

Sony The Walt Disney Company IBM Kommunarka

Task III. Work in groups and discuss how important the following things are when doing business in your country. Are they: a) important; b) not important; or c) best avoided?

a. exchanging business cards

b. shaking hands

c. kissing

d. socializing with contacts

e. small talk before meetings

f. accepting interruption

g. using first names

h. formality (how you dress, how you talk to colleagues, what names you use, etc.)

i. punctuality

j. humour

k. giving presents

l. being direct (saying exactly what you think)

Text 4

Read the text and be ready to discuss each point of cultural values. Rank them in order of importance for yourself. Can you add any more?

Дата добавления: 2015-10-31