西安电子科技大学：《跨文化管理》课程PPT教学课件（Cross-Cultural Management）案例研究 Case Study

Case Study Cross-Cultural Management

Cross-Cultural Management 1 Case Study

Case 1 Application Case in Chapter 3 Cross-Cultural Management

Cross-Cultural Management Application Case in Chapter 3 Case 1:

Zane's Cycles, is an independent bicycle shop run by its thil something founder, Chris Zane sells the most bikes in the New Haven, Connecticut, area. To many people, Chris Zane is the epitome of today's manager. Zane had a lot of faith in his ability to be successful. He learned all he could in college about running a business--particularly focusing on satisfying customers and implementing new and creative techniques to achieve his goalS Cross-Cultural Management l

Cross-Cultural Management 3 Zane's Cycles, is an independent bicycle shop run by its thirty￾something founder, Chris Zane sells the most bikes in the New Haven, Connecticut, area. To many people, Chris Zane is the epitome of today's manager. Zane had a lot of faith in his ability to be successful. He learned all he could in college about running a business--particularly focusing on satisfying customers and implementing new and creative techniques to achieve his goals

When those two competitors went out of business, he negotiated a deal with the phone company. He agreed to pay the remainder of the two companies' Yellow Page advertising Callers to either of those numbers heard not only, The number you are calling is no longer in service but also, If you are in need of a bicycle dealer, Zane's Cycles will be happy to serve you. By pressing zero, the caller is automatically transferred to chris l Cross-Cultural Management

Cross-Cultural Management 4 When those two competitors went out of business, he negotiated a deal with the phone company. He agreed to pay the remainder of the two companies' Yellow Page advertising. Callers to either of those numbers heard not only, "The number you are calling is no longer in service," but also, "If you are in need of a bicycle dealer, Zane's Cycles will be happy to serve you." By pressing zero, the caller is automatically transferred to Chris!

Chris recognized that he had to give the appearance of being a larger business--especially if he wanted to expand nationwide and possibly abroad. He contracted with a marketing co-op firm to develop a thirty-two-page mail-order catalog Although his creativity had boosted sales, Zane recognized that most of his business came from customers who visited the shop He hired sales representatives and gave them the freedom to make whatever decisions they needed to please the customer and make a sale Cross-Cultural Management

Cross-Cultural Management 5 Chris recognized that he had to give the appearance of being a larger business--especially if he wanted to expand nationwide and possibly abroad. He contracted with a marketing co-op firm to develop a thirty-two-page mail-order catalog. Although his creativity had boosted sales, Zane recognized that most of his business came from customers who visited the shop. He hired sales representatives and gave them the freedom to make whatever decisions they needed to please the customer and make a sale

But ringing up an immediatesale is not the primary focus. If customers need a bike part--a tire val ve cap or a chain link salespeople simply give it to them. The store also gives away cellular phones so bike riders can keep in touch with others or be prepared to make a call for assistance if needed. Zane also believes that any successful business owes its success to the community that supports it. It's a relationship that must be nurtured Cross-Cultural Management

Cross-Cultural Management 6 But ringing up an "immediate" sale is not the primary focus. If customers need a bike part--a tire valve cap or a chain link-- salespeople simply give it to them. The store also gives away cellular phones so bike riders can keep in touch with others or be prepared to make a call for assistance if needed. Zane also believes that any successful business owes its success to the community that supports it. It's a relationship that must be nurtured

Question Identify and describe the entrepreneurial spirit exhibited by Chris Zane. How has this affected his business? 7 Cross-Cultural Management

Cross-Cultural Management 7 Question 1 • Identify and describe the entrepreneurial spirit exhibited by Chris Zane. How has this affected his business?

Entrepreneurial Spirit Entrepreneurship is the process of initiating a business venture, organizing the necessary resources and assuming the risks and rewards Entrepreneurs usually start small business--one that has fewer than 500 employees 8 Cross-Cultural Management

Cross-Cultural Management 8 Entrepreneurial Spirit Entrepreneurship is the process of initiating a business venture, organizing the necessary resources, and assuming the risks and rewards. Entrepreneurs usually start small business--one that has fewer than 500 employees

2. Why the increased popularity? a) There has al ways been a segment of the population that wanted to control its own destiny b) recent changes in the economy have stimulated interest in being one's own boss (1 Corporate downsizing (2) Self-employment opportunity financed in part by their severance pay or early retirement bonus 9 Cross-Cultural Management l

Cross-Cultural Management 9 2. Why the increased popularity? a) There has always been a segment of the population that wanted to control its own destiny. b) Recent changes in the economy have stimulated interest in being one's own boss. (1) Corporate downsizing. (2) Self-employment opportunity financed in part by their severance pay or early retirement bonus

(3) Others see colleagues and friends lose their jobs and voluntarily cut their corporate ties and choose self-employment (4) Growing options in franchising ess risk. Lower failure rate 10 Cross-Cultural Management l

Cross-Cultural Management 10 (3) Others see colleagues and friends lose their jobs and voluntarily cut their corporate ties and choose self-employment. (4) Growing options in franchising. Less risk. Lower failure rate