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• Товарознавство продовольчих товарів

I. Which do you think of the three statements (A, B, or C) given below the extract offers the most accurate summary.

A There are certain popular universal truths about management which can successfully be applied in various cultural contexts.

В Cultures are so varied and so different throughout the world that management has to take account of differences rather than simply assume similarities.

С Effective management of human resources is the key to everyone achieving their full potential.

II. Read the text again. Identify the following:

a) the problem with 'universal' management solutions

b) an example of the failure of pay-for-performance

c) an example of the failure of management by objectives schemes

d) the problem with human-resource management

e) three cultures affecting international managers

f) six areas in which different cultural interpretations apply.

a) tomorrow night / a show or visit the town/ or have a meal.

b) this evening / a meal in a restaurant / different colleagues.

c) when you come / what would you like to do?

III. a) The chief executives of two British-based companies have produced a ten-point guide on how to export successfully to Japan. Before you read the article, predict what advice they will give. Make suggestions under the headings Do and Don't

b) Read the first sentence only of each paragraph in the article. Were any of your guesses correct?

c) Now read the whole article. Then, summarise the information. Use the headings below.

LIVERPOOL TO TOKYO

Ian Hamilton Fazey examines a ten-point guide to doing export business in Japan.

Boodle & Dunthorne is a jewellery designer and retailer. Joloda makes equipment for loading goods on trucks. Both are based in Liverpool, UK. The chief executives are Martin Wainwright (Boodle & Dunthorne) and Wojtek Kordel (Joloda).

1. Be prepared for important cultural and language diffi­culties. This may seem obvious but some people try to get by in Japan without hiring a good interpreter who can also explain Japanese traditions and customs.

2. Trade on personal contact at a senior level. This is more important than trading on price. Physical presence matters. Only now, after 10 years of selling to Japan, is Joloda introducing a new salesperson. Wainwright says regular exhibitions at national trade shows in Japan are critical to building a profile in the sector you sell to.

3. Patience pays dividends. It may take several visits before an order comes through. Boodle & Dunthorne took about 16 months to get going and Wainwright spent £40,000 before getting an order. He had gone back to the UK from a trade show ready to call it a day when his sales manager, who was due to follow him the next day, got a call to see the Mitsui Corporation three days later. Boodle & Dunthorne was suddenly in.

4.Avoid middlemen so as to speed delivery. Joloda uses an agent in Japan but was able to give faster service by minimising the length of its distribution chain. Boodle & Dunthorne employs Rebecca Hawkins, a leading designer, and manufactures its own jewellery, so providing a fast, direct service with original designs.

5.Quote in local currency. Your bank should be able to help you; if it cannot, change banks.

6.There are wide variations in dialect, climate and cul­ture. You may need a different distributor in Osaka from Tokyo, for example — and a different interpreter — because your Tokyo man may well not have the right network of contacts.

7.Emphasise your product's country of origin. Britain, say Kordel and Wainwright, is seen as quaint, old fashioned, but full of history. Whether you sell jewellery or engineering products, stress any hand crafting of your goods and the heritage of the city where you are based.

8. Develop your intuition. Wainwright and Kordel say a culture of politeness prevents the Japanese from expressing dislike and disagreement. If they visit you in the UK, Wainwright says to remember they do not usually eat big meals or too much meat. Fish restaurants are safer.

9. Some of Joloda’s customers from the regions are unfamiliar with western culture. Kordel advises that UK visits by them should be well-supervised from arrivalto departure, with an interpreter provided at all times.

10. Offer gifts. The Japanese enjoy giving and receiving beautifully presented gifts,' Kordel says. 'Status is critical, so a prestigious brand is appreciated best. However, it is not the value of the gift, but the fact it is a present from you that counts,' says Wainwright.

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