Leadership, Organization, and Corporate Social Responsibility Chapter 26 Matakuliah: J0474 International Marketing Tahun: 2009

Bina Nusantara University 3 Learning Outcome Leadership Organizing for Global Marketing Lean Production : Organizing the Japanese Way Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era.

Bina Nusantara University 4 Leadership Global marketing demands exceptional leadership. Overall, the leader’s challenge is to direct the efforts and creativity Of everyone in the company toward a global effort that best uses organizational resources to exploit global opportunities. An important leadership task is articulating beliefs, values, policies, and the intended geographic scope of a company’s activities. However, it is one thing to spell out the vision and another thing entirely to secure commitment to it throughout the organization.

Bina Nusantara University 5 Leadership Many globally minded companies realized that the best person for a top management job or board position is not necessarily someone born in the home country. Top management Nationality

Bina Nusantara University 6 Leadership Leadership and Core Competence Prahalad and hamel believe executives were judged on their ability to identify, nurture, and exploit the core competencies that make growth possible. Prahalad and Hamel note that a core competence has three characteristics : 1.It provides potential access to a wide variety of markets, 2. It makes a significant contribution to perceived customer benefits. 3.It is difficult for competitors to imitate

Bina Nusantara University 7 Organizing for Global Marketing The goal in organizing for global marketing is to find a structure that enables the company to respond to relevant market environment differences while ensuring the diffusion of corporate knowledge and experience from national markets throughout the entire corporate system. Subsidiaries need autonomy to adapt to their local environment, but the business as a whole needs integration to implement global strategy. No single correct organizational structure exists for global marketing.

Bina Nusantara University 8 Organizing for Global Marketing Organizations vary in terms of the size and potential of targeted global markets and local management competence in different country markets. Conflicting pressure may arise from the need for product and technical knowledge; functional expertise in marketing, finance and operations, and country knowledge. International Division Structure Regional Management Centers Geographical And Product Division Structures The matrix Design Patterns Of international Organizational Development

Bina Nusantara University 9 Lean Production : Organizing the Japanese Way The advantage of the mass producers lasted until the Japanese auto companies further revised the value chain and created Lean production, thereby gaining for themselves the kinds of dramatic competitive advantage that mass producers had previously gained over craft producers. Wow… I proud with its Assembler Value Chains Downstream Value Chains

Bina Nusantara University 10 Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era. A stakeholder is any group or individual that is affected by, or takes an interest in, the policies and practices adopted by an organization. Stakeholder analysis is the process of formulating a “win- win” outcome for all stakeholders. The leaders of global companies must practice Corporate Social Responsibility (CSR)

Bina Nusantara University 11 Summary To respond to the opportunities and threats in the global marketing environment, organizational leader must develop a global vision and strategy. Many companies are adopting the organizational principle of lean production that was pioneered by Japanese automakers. Many global companies are paying attention to the issue of corporate social responsibility (CSR).