跨文化也有“蝴蝶效应”(国外英语资料).doc

跨文化也有“蝴蝶效应”(国外英语资料) Three of the four key points of cross culture management In the Internet age, cross-cultural risk has another meaning, one place inappropriate behavior will affect another place The rapid development of the Internet not only brings the Internet economy, but also impacts all aspects of enterprise development. Any negative information about the enterprise will soon spread around the world through the network, whether it is true or false, nor matter, small event, may be unlimited amplification. In the Internet era, the generation and dissemination of information become more and more easy. Everyone is a source of news. Anyone is a news transmitter. And this has a severe challenge to the public relations management of enterprise managers. For example, competitors may be bad for business casual message posted on the Internet, and even manufacturing, gossip, and it is difficult for enterprises to monitor; an event may be infinite crisis enterprises on the Internet, as long as a potential customers online, you can know all the negative information related to the company...... Chinas Internet users have more than 100 million, if these 100 million users get all the negative information, or even false news, for any company, this will affect the survival of the company. This brings great challenges to cross-cultural management of enterprises. The amplification effect of crisis In 1982, when the spread of counterfeit goods forced Johnson Johnson to recall its Tylenol brand on the market, the company pioneered crisis management. But today it is much more difficult to protect a companys reputation and reduce its economic losses. The ability of the Internet to disseminate information and intelligence immediately around the world has made crisis management more critical and difficult. The emergency management of unexpected crisis has been more than a stock price decline, product defects and strike problem, server failure and hacker attacks are also involved. Mos