跨国公司因何失去尊敬（Why transnational companies lose respect）.docVIP

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跨国公司因何失去尊敬（Why transnational companies lose respect）.doc

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跨国公司因何失去尊敬（Why transnational companies lose respect）

跨国公司因何失去尊敬（Why transnational companies lose respect） Pu Shenghu (SeungHoPark), President of the China Samsung Economic Research Institute CEIBS bat (BAT), Chair Professor of strategy, director of the center for emerging market strategy Wen Weide (WilfriedR.Vanhonacker) of Hong Kong University Science Technology business school marketing professor and senior researcher In order to be successful in China, multinational companies must take “ global thinking, local implementation of ” the maxim upside down. Although they need to master the local operation skills, but their behavior must comply with the global standard, and this is Chinese expectations. In June 2005, McDonalds was forced to cancel a TV advertisement. This advertisement describes a Chinese man kneeling in a video shop at the entrance to the boss for a discount. Although McDonalds think this is an exaggeration and humorous, but 80 of the audience that China degrading Chinese dignity. Similarly, in December 2003, TOYOTA also suffered a similar incident. TOYOTA published 2 ads, one of which is a high handed car in before the two stone lions, a stone lion raised his right claw do salute, with advertisements for “ overbearing, you have to respect ”. The stone lion is the symbol of China means, in addition to let people think of Lugou Bridge, and between the Anti Japanese contact, which makes Chinese very uncomfortable. Second ad for the TOYOTA Land Cruiser “ ” in the snow on the plateau to the cable dragging a green domestic truck, many people think that advertising in the truck is “ domestic Dongfeng Automobile ”. Therefore, many users believe that the Toyota Corporations speech, two advertisements insulting Chinese feelings, more netizens called for a boycott of Japanese cars. In this regard, TOYOTA had to withdraw advertising and issued a statement. These errors and misunderstandings may not small things. From the last century since 70s, Chinese views on transnational corporations tremendous change. In Jun