Disney (Disney) approach is very different. Although it also has its

CCTV apology should override this is an interesting book, introduced 18 world-renowned company's growth story, the story of the business successes and failures. 18 of our contemporary life story contains the most familiar McDonald's, Coca-Cola, Ikea, Nike, Nokia, Toyota, Disney, covering food, beverage, retail, apparel, electronics, transportation and entertainment seven industries. In each story, readers will see the familiar international brands unknown culture and history. The author describes and analyzes in simple terms, it will reveal the impact of the brand even force behind the rise and fall of the whole enterprise, is a leader's personal charisma, the enterprise's internal environment, or that something cultural environment in which brand? It is committed to entrepreneurial people today need to know, but also the contemporary culture of people interested in the field can not be ignored.
What brand is it?
Remember one thing: in the fast growing business, corporate identity image must be co-ordinated with the company's brand and core values babestation models of professional, consistent with each other. A company from the beginning, it might commit various kinds of errors. From the company's founders (and often brand creator), the succession of generations rarely smooth babestation models road. Those successful transmission to the third, fourth, or even fifth generation of listed companies, as professional managers too rigid bureaucracy, so that consumers brand loyalty appears shaken, CEO and shareholder babestation models greed of employment " itself "loyalty, much larger than on the" brand "loyalty.
The whole social environment and national culture, including social knowledge, rituals, ideology, and values, etc., will affect the individual corporate culture, for example, affect the company's stratification, information-sharing, employee participation, the role of consultation and communication patterns between men and women , remuneration for work and labor relations. Even being in the same national culture, as also in the business United States, California and Dallas or Texas that is not the same, not to mention differences in theory and in New York or Detroit. And this phenomenon in countries with more historic babestation models regional differences more obvious. Differences also form different sectors Source: banks and steel mills, cargo operation, or personal studio of corporate culture is different. babestation models
Sound corporate culture is the company's valuable assets. It can ensure that institutions have a good long-term performance, because it is built up bit by bit by the company, together with the evolution of the business environment, and consistent with the national culture of the mother country. Word of mouth business history, including chat, saga and corporate philosophy, as important as the company's personnel policies, including "Who's the new," babestation models and "who was fired," "Who a promotion." Meanwhile, the management of the enterprise is also important preference, preferences authoritarian, laissez-faire or participatory, formal and informal procedures. For long-term employees, with a sound corporate culture can develop a sense of belonging and strengthen motivation.
When the work has become insecure, "self-priority" will become the only way to survive employees, corporate loyalty has become the first victim. Downsizing and outsourcing have betrayed the trust of the company's employees, the company the unique skills and enterprise of collective memory, babestation models will also be lost. As for the outsourcing contract workers, for the same work, the treatment is lower, and thus alienated relationship with the company. Those who survive within the company feel guilty, low morale, often leave, low-key and sham. Quality products babestation models and services, babestation models and the relationship between business and customer are thus suffer. The same situation also occurred in the occasion of mergers and acquisitions, corporate culture annexation was forced out, because fund managers believe the decline in personnel costs is to produce evidence "synergies" (the reality is that this so-called synergy almost from not realized).
For brand management, the identification of enterprises play a key role: If you want to become a successful market brand trust, brand image and corporate identity must be consistent. Disney family values shouting must practice the behavior in the enterprise itself out; Virgin babestation models vibrant image, should be reflected in the free atmosphere within the company in a sloppy; IKEA Lego friendly image and, in practice and should be in relation to the implementation of the customer; or, the bank should give the impression of a respected and law-abiding. Therefore, when the conservative German banker robust babestation models mechanism consisting of - Dresdner Bank (Dresdner Bank), is the image of the more impatient of Allianz Insurance (Allianz) the acquisition, the two companies not only pay corporate culture , but also lose the trust of customers, deposit amount, babestation models as well as profits. babestation models
An entire business culture babestation models of the country, for corporate identity and brand image is also very important. babestation models German and Japanese products, it represents excellence in design and technology, and reliable quality, and organizations babestation models of the two countries belong to the participatory bureaucracy (participative bureaucracies) (that is the previously mentioned "their duties organizational culture "). French and Italian products are renowned for their sense of design, taste and creativity known for its businesses often belong centralized culture, namely that emphasizes the authority of the system, clear definition of higher babestation models and lower levels, the relationship between employees more alienated. Although the product design impressed, babestation models but the product quality, delivery, and service is unflattering.
The above-mentioned different styles of these countries, we look at individual countries, have no problem, but if the different babestation models national cultures mixed together, what will become of the situation? After the chemical and pharmaceutical manufacturers babestation models Hoechst (Hoechst) and Longpulangke (Rhone babestation models Poulenc) merged to become a mixed race of the complex, renamed Aventis (Aventis) companies. Two former have established a good brand image of the company babestation models is gone, replaced by a new face - a no taste neutral person, an unrecognized firm. Regardless of the original two independent how good the company's babestation models product quality, after the merger, sales volume was destined to decline, but in hindsight it is. Later, Aventis has become the object of another merger, in 2004, it was a size smaller than their own, but the French company babestation models Sanofi ** support (Sanofi) Company annexation.
McDonald's (McDonald's), is undoubtedly the most people below the glasses of pure American management style of the company. Its emphasis on automated production machines, standardized quality, clean, and fast service, represents a benchmark for the global fast-food industry. He bought babestation models the McDonald brothers in the ownership, Ray Kroc (Ray Kroc), by the creation of the image, as well as franchisees and employees of strict discipline, creating a McDonald's success. However, in recent babestation models years, consumers in the over-saturated market, the loss of enthusiasm for high-calorie hamburger. McDonald's introduced a more varied places of meals, and with prices the way, as a response. However, this approach markdowns, the market began to decline, a sign of the grim prospect.
Undoubtedly, Coca-Cola (Coca Cola) is today the world's best-known brands. After buying the original patent, Coca-Cola by Robert Woodruff (Robert Woodruff) single-handedly set up, still retains the essence babestation models of its South American babestation models products. When growth hit a bottleneck, the company will reach extends to a variety of juices and beverage production, including the very local color of the brand, such as Aide Le (Almdudler), a typical Austrian style plus herbal lemonade, nobody put this giant brand with Atlanta - Coca-Cola - together.
Japan's Seiji Tsutsumi (Seiji Tsutsumi) founded the Seibu Group (Seibu-Saison chain) is very different in the case of IKEA: it avant-garde, fashion babestation models boutique department store and supermarket chain started in the Japanese asset price inflation period, business was impressive. Seiji Tsutsumi use of financing methods, frantically diversifying, including access to the high prices of real estate market, and "Intercontinental chain" carried the name of globalization. Finally, Seibu fallen in the crowd screams. By contrast, his brother embankment babestation models Ming Yi (Tsutomu Tsutsumi), he had bought in the heyday of Nagano Winter Olympic babestation models Stadium, it was because the inherited business hotel with rail transport, more solid capital, finance is relatively sound, thus narrowly babestation models escaped babestation models disaster.
Fifth, the electronics babestation models industry, babestation models Sir Richard Branson (Sir Richard Branson) Virgin Group (Virgin Group), born to a violation of established babestation models rules and dogmatic framework. And his rebellious, disobedient image is quite consistent that Virgin Group successfully extended its brand to the three airlines, beverages, cosmetics, and record "hypermarkets" (Megastores), and the results are there good and bad. It is relying on a subject that founder Sir Richard Branson, and the chance to get free exposure in the media. In addition, Virgin UK and Australia are also popular recognition underprivileged people, not only because Virgin babestation models arouse their sense of identity, but also because these people have a particular sense of humor. Virgin Many companies are in the way of financing the acquisition, after re-sale to get rid of financial difficulties. babestation models However, unsuccessful people is that in Branson Virgin with little authority under the cynical babestation models leadership style, but also weathered woods.
Fiat (Fiat), ranked first in the Italian car manufacturer, after a hundred years of precarious after 艾涅 currently still in (Agnelli) family control. In 艾涅 in the management of family dictatorship, inevitably produced a lot of labor, but with the economic ups and downs and floating up sink. Unfortunately, the economic situation in good time the accumulated financial resources, but hit the diversification aimless, this result is to create a mammoth heavy large group. babestation models The Fiat in overseas markets, although attempts to gain a foothold, but ultimately babestation models ended in failure. The above activities are the prospects of Fiat cast a shadow.
The mid-1990s acquisition spree, also swept the two giants of the German car industry, BMW (BMW) and Daimler - Benz (Daimler-Benz). The former with the British Rover (Rover) form unhappy marriages, while the latter with Chrysler (Chrysler) to join hands took no return. Daimler had just a crazy since early diversification, that is trying to build a high-tech company babestation models and losses, and capital reduction. Theoretically, the two should be able to produce so-called merger synergy, get a permit to enter the economy car market. However, differences in corporate culture plus the incompatibility between brands, make two piles marriage soon degenerate. BMW choose a quick fix, and the other to say goodbye, from living a happy single life, and aggressive expansion, but the market is locked in advanced car market; as DaimlerChrysler (DaimlerChrysler) are still trapped in the awful result in the loss of marriage, not retreat, not only the brand strategy out of focus, but also the loss of the national corporate image, not only did an outstanding babestation models performance babestation models of German engineering, nor citizenship characteristic style American patriotism.
Disney (Disney) approach is very different. Although it also has its "family values", but also managed to strike a balance in a melting pot society. It was founded by the Disney Brothers, long-term exclusive right under the leadership of CEO Michael Eisner (Michael babestation models Eisner), the expansion into a comprehensive entertainment, media and business empire. However, looks unpredictable, sometimes with violence linked to the entertainment industry, I am afraid that when the business and its image of innocence cartoon characters great conflict. Disney, the brand consistency has always been a problem, and this problem, along with the more violent the filming and the emergence of powerful lawyers, and even more serious.
In the process of creating a global brand, the traditional decision-making model to compromise from never victory. In stage I started, almost every one founding patriarch - a marketing and production babestation models genius, who hesitate to insist on fighting, to complete the task of creating brand. In the example discussed in this book among these people, including Forrest Mars, Ingvar Kamprad babestation models (Ikea), the bank's brother (Seibu), Lu Xinuo Banny Dayton, Phil Nye Special (Nike), Akio Morita (Sony), Richard Branson (Virgin), Bellagio Giovanni 艾涅 in (Fiat), Kiichiro Toyoda, Kristiansen family (Lego), as well as the Disney brothers.
In addition, there are some circumstances vary, in these cases, the main being to those who bought babestation models the original founders by the outcome, will be improved a grassroots brand, fully develop and fulfill their potential. babestation models Such circumstances include Ray Kroc of McDonald's, and Coca-Cola, Robert Woodruff. Obviously, the boss / management style brand founders often have traits exclusive right, which also doped with personal qualities. This management style is usually manifested typical rule management authority, whether in the United States (Mars, Disney's Eisner, Crocker babestation models McDonald's, Coca-Cola Woodruff), in Europe (Yinie years, Shibin Li , Benetton) or in Japan (Morita, Toyota, Seibu). Even some companies, the internal organizational level has been quite flat, and class consciousness is not obvious, but the boss still has the charm of leader qualities, such as Kamprad (Ikea), Branson (Virgin), Knight (Nike) , and Kristiansen (Lego) and the like. These owners often skip middle management, and adhere to the consistency of the corporate culture and brands.
While enterprise fledgling stage, some of the founders of the status is irreplaceable, but they had to face the next business succession issue. Business owners / founders usually Preferred generations (ie pass the child does not sow). Their son (daughter generally will not be considered) will experience double obstacle: there is a high standing babestation models and successful father