Phân tích mô hình quản trị đa văn hóa hãng thể thao NIKE TABLE OF CONTENT Phân tích mô hình quản trị đa văn hóa hãng thể thao NIKE TABLE OF CONTENT INTRODUCTION RESEARCH OF CONTENT The process of formation and development of Nike The inevitability of Intercultural Management Intercultural, Intercultural Management, the inevitability of Intercultural Management 3.1 The concept of culture 3.2 The concept of Intercultural 3.3 The concept of Intercultural Management 3.4 The inevitability of Intercultural Management 4.1 Be present reality of business ethics and social responsibility of the enterprise in Vietnam, now 4.2 Measures to resolve this reality CONCLUSION 11 LIST OF REFERENCES 12 INTRODUCTION Our country is in a phase of international economic integration in the direction of globalization Along with the strong development of information technology, life more fully enhanced with material comforts It is thought that the visual media can meet all needs optimally enjoy the arts and fostering the spirit and emotions of human aesthetics, culture no longer read unique position as before but has audiovisual culture was dominant However, if analyzed carefully we will see that, despite civilized society to where the reading culture is maintained and developed suitable to the development of society In the era of globalization today, each ethnic group has the conditions and opportunities to promote the development, while also facing the risk, new challenges, especially in the protection of cultural identity minorities and promotion of cultural values, civilized environment to expand exchanges and international integration International integration process including cultural exchanges have an important meaning Preserve and promote the nation's cultural identity associated with selectively absorbing the quintessence of human culture is always the opinion of the Party and State RESEARCH OF CONTENT The process of formation and development of Nike Twenty years ago, Nike tied its feet in the door of the sport by providing the best shoes for sports athletes All simply because sports enthusiasts that managers Nike oriented products to the market Today, the world has changed a lot Athletes have become more powerful, faster than ever Business competition becomes fiercer than any other time in history It all began with Nike in the early 1960s, when Knight, a founder of NIKE write out a sheet of paper to explain how the Japanese worker can produce cheaper jogging shoes again just so good Then, during a trip to Japan, he discovered Tiger specialized company produces the shoes of high quality jogging In 1964, Knight with his friend William Bowerman spent $ 500 to enter the Tiger shoes to America Until 1972, the company began to design their own shoes with brands as Nike, and signed outsourcing contracts with factories manufacturing in Asia (currently exist) This young company has experienced a perfect moment when movement flourished in American jogging in the year of 1970 Nike achieved total sales of USD million in 1972, $ 270 million in 1980 and billion in 1986 After the initial success in 1970, the company has stumbled a bit in the 1980s The reason is due to the changes in the demographic factors were against Nike as boys, young girls entered ancient valley when forties and they feel less need to run better Fewer consumers like training the body by means of jogging and more people jogging with volume much shorter distance Additionally, running shoes market segmentation increasingly more (it is assumed here that signs of saturation) with a lot of different nuances of consumer demand This made sales per unit of Nike products decreased 17% in 1984, and the company's market share in that year fell from 31% to 26% The decline in market share also continued to 18.6% in 1986 Currently, Nike to spend about $ 100 million a year to sign with the sport's reputation for their use and dissemination of Nike products, eg Andre Aggasi (tennis), Nolan Ryan (baseball), cark Lewis (athletics), Charles Barkley and Pippen Scotlie (basketball), Tiger Woods (golf), Ronaldo (soccer),etc, along with the development of several new product lines such as hiking boots, ski soccer Also in the 1990s, Nike also invest more in women's market with the strategic use of sports stars to spread their products, while contributing to promote soccer in the United States (in 1996 gave Nike an advertisement in the form of a little girl begged her parents bought for a football left instead of a doll for Christmas holidays) Can see Nike still interested in sports, and still infatuated with the dedication, efforts in sport and the satisfaction, joy in the victory of the athletes Therefore, Nike not only spread its related products by pointing directly to the functional properties of the product, but it also creates links to its products with the core values of sport (the dedication, effort, achievement and satisfaction, joy in victory) Therefore the majority of consumers Nike as a picture of the movements, competition, achievement and victory picture The inevitability of Intercultural Management Today, businesses are on the path of fierce competition to develop and locate Many countries have joined the EU economic bloc NAFTA, joining the world trade organization WTO Vietnam joined the of ASEAN, market and free trade AFTA implementation Vietnam-US trade agreement, we see that the economy of the country and is on track to integration and usher in a new era for the development These barriers are being dismantled, giving businesses more opportunities to business Besides these opportunities, businesses are also faced with many challenges and competition for survival is increasingly deeper To succeed, many companies are trying to create the perfect working environment to attract talent and capability to nurture, to prevent the loss of manpower and brainpower flowing machine In addition, human resource management apparatus in many places has defined operational objectives and change management measures, enhance operating efficiency and develop overseas markets To promote the advantages of enterprises in the context of global economic competition, the face of the foreign enterprise, businesses need to consider and further consolidate governance issues multinationals Corporate culture is built when finishing not only stimulate productivity but also significantly important to build the brand's reputation and business Enterprises in different countries, different enterprises in the same country are trying to build a unique corporate culture based on the culture of the land that now exists Managing Multinational must ensure the internal consistency of each enterprise, but between different enterprises need to make up their own uniqueness Corporate culture is capable of adjusting combination: in the case of personal interests and conflicts now occur, the employee must obey the rules, regulation of corporate culture which has set out, and now also to listen and try to solve harmonization to eliminate conflicts In life always takes place certain trends such as industrialization modernization or globalization Therefore, that any business that works well as a rule of life A business after a certain period of time will grow up, grow up Enterprises will need to expand production and business, expand markets Enterprises must seek new markets (the markets from the region to the neighborhood out to foreign markets) in order to increase market share, revenue and profit When businesses develop successful multinational business market is expanding, which is pulled by the capital market expansion Enterprises involved in the governance process Enterprises will develop production, expanding labor market, hiring foreign experts on human resource consulting Thus, enterprises will have the participation of many foreigners, have different cultures Therefore, Intercultural Management was essential for multinational enterprises Managing multinational process of planning, implementing, reviewing, evaluating and adjusting as necessary to achieve the objectives of the organization on the basis of certain resources (people, work, financial) Intercultural, Intercultural Management, the inevitability of Intercultural Management 3.1 The concept of culture "Culture includes all of what makes this nation different from other peoples, from the most sophisticated to the beliefs, customs, lifestyles and labor" (Federico Mayor - Former Director General of UNESCO) Culture is a set of values and standards that members of the community, in institutions and in society in miniature, to comply voluntarily This is often true for developing countries To have value, these standards These assumptions must comply with time, these assumptions are castigate, become the norm orientation 3.2 The concept of Intercultural Intercultural is the cultural diversity of the members of an organization, unit or expand to a certain community For human cultural diversity, like diversity in the natural world is an indispensable condition for maintaining the balance of life This diversity is the common heritage of mankind Cultural diversity has two stages: + A is diversified across the world, it is the cultural diversity of peoples + Two are within a cultural and ethnic diversity, not just racial diversity, but diversity of the various forms of expression according to the type of subject Peripheral Culture of the population is remarkable expression of the variety and form of expression in an ethnic culture 3.3 The concept of Intercultural Management Intercultural Management is the process an organization normally associated with exploiting the multicultural element most effective way This is the process of planning, implementing, monitoring, evaluating and adjusting as necessary to combine the best of individuals with different cultures and also to maximize the capabilities, their nature, limited the negative characteristics of each culture 3.4 The inevitability of Intercultural Management Regional integration and international helped shorten geographical distance and cultural exchange between the ethnic communities Living standards are improving gradually and the work of " poverty alleviation" is increasingly effective These are new conditions for the cultural values of the community of ethnic groups in the country and of the countries in the world are common faster, fuller, more widespread and frequent, creating a The new pace of cultural exchanges that hardly bear any restrictions on space and time International integration provides an opportunity to transfer capital, science and technology transfer, technology, transfer of skills and experience in organizing and developing cultural industries and cultural services (communications technology, film production technology, video, and entertainment services) Also, the process of international integration also creates the opportunity to expand the export of cultural products, expand international cooperation in culture, contribute to improving literacy levels, cultural needs fine the increasing spirit of the people Active international cultural exchanges also impact on the national spirit, a sense of community, promote the spirit of competition for cultural empowerment of peoples in the region and international community On the other hand, can also see some challenges emerge during the international integration for culture as: the cultural backwardness compared to the speed of economic development and compared to other countries in the region, appeared to enjoy a taste of art towards promoting foreign culture but the culture away from colonization nation The goal of building advanced culture imbued with national identity are being influenced by the commercial properties of cultural activities taking place in a hustle The deterioration in lifestyle, social ethics, risk increasing, especially the decline of political ideology, ethics, lifestyle and way of life in a number of cadres, Party members and people People The introduction widespread and chaotic these harmful cultural products of foreign culture can for our country weakened and dependent The social division in the cultural field takes place with strong international integration process Be present reality of business ethics and social responsibility of the enterprise in Vietnam, now The authorities need to to resolve this situation 4.1 Be present reality of business ethics and social responsibility of the enterprise in Vietnam, now In the context of today's globalization, as the scale of the business went beyond national borders, then the ethical issues and responsibilities related to production and business is no longer confined within the country The example of this problem is very common in Vietnam as: textile mills have no air-cleaning device, causing lung disease for workers and surrounding residents, footwear factories using waste water discharge polluting water sources, the construction company does not shield works polluted the area, no protective equipment for workers leads to labor accident rates high,etc, In this case, the enterprise, while not breaking the law, but clearly intentional violation of business ethics, so they are fully aware of the harmful effects of this behavior In 2002, the Chinsu sauce, a fairly well-known company in Vietnam, The agency has been testing the quality of detection Belgian food containing - MCPD - a toxic chemical that can cause cancer in animals and humans - at 86 mg/kg, whereas, EU standards allow only at 0.05 mg / kg, which is almost 200 times But companies Chinsu claims no responsibility because they did not export to Belgium sauce Products that may be one other company is re-exported to or counterfeit goods Moreover, although levels of - MCPD in soy sauce exceeded the provisions of the EU but within the range allowed by Vietnam! This event was first warned authorities and Vietnam consumers about the harmful effects of - MCPD in soy sauce, a product which is considered safe for soy production, is a natural product This is a factor leading to a scandal in 2007 about 90% soy sauce production enterprises in Vietnam with authorities claiming violations FSH, due to high levels of - MCPD exceeds permitted levels, causing shedding for the industry Last time, a strike is a hot issue in Vietnam According to statistics, from 1995 to present in Vietnam occurred more than 1,000 large and small strike Only in Q1 2015, there were 103 strikes in 14/64 provinces and cities with more than 62,700 downloads of worker participation Most are in Dong Nai with 35 cases, followed by Binh Duong was 22 cases, HCMC was 26 case In which, 98/103 strike which is due to economic reasons Due to the time and information to make sure this article may not be present all the aspects of business ethics in Vietnam However, through practical examples and findings above, the first step we can also make some comments later on the status of business ethics in Vietnam: Understanding of the business and the people of Vietnam in general business ethics are very limited, most of them associated the concept of business ethics with law-abiding business This perception has narrowed considerably the scope of application of business ethics, more in some countries the legislation system is incomplete and tight like Vietnam, this interpretation makes sense of business ethics is difficult to take effect Conscious of the people of the categories as: Of corporate responsibility to society, relations between employers and workers, Obligations and responsibilities of the ethics of the business rolling with investors still relatively vague, depending on the laws but not aware of the responsibility of the business to customers and society A high proportion of respondents expressed passively, solely responsible enforcement when they are forced to act proactively rather than for the benefit of society 4.2 Measures to resolve this reality Through practical examples and data collected about the moral state of business in Vietnam, we can see that although there are some positive signs, but understanding of the business ethics of the intelligentsia and businesses in Vietnam are serious shortcomings These shortcomings not only harmful to consumers, for business, for society, but also seriously affected the image of the business, making business enterprise losses and long term will affect the country's image on the international market To solve this problem, the authors would like to raise some suggestions below: First, additional research is needed to complete the legal framework of Vietnam to create a solid legal basis for business ethics This measure is a prerequisite, because the law is the most visible framework for business ethics Should complete the relevant Code as the Investment Law, the Labor Law, the Law on Enterprises, the Law on Consumer Protection, Environmental Law,etc,… Need to raise awareness about business ethics in Vietnam It should be noted that not only entrepreneurs, researchers need to grasp new knowledge about business ethics that society should be aware of this So first of all means of mass communication should be conducted to disseminate the knowledge of business ethics to guide the behavior of people, so that people can grasp to fend for their rights and monitoring of business activities Conversely, the authorities should take measures to punish those enterprises that violate business ethics with proportionate penalties Unable to continue the state enterprise labor force overtime 16 - 20h / day for weeks to the workers fainted but only fined a few million VND; Enterprises violating environmental protection rules as chemical discharge into the river as fish die-off, people not have running water, etc but were allowed to continue operations while seeking remedies,etc,… Like culture, ethics and morality in general business categories in particular are complex, require more time and effort to improve and develop As a developing country, new entrants to the process of globalization, the cultural categories such as business, business ethics is quite new in Vietnam 10 CONCLUSION Before the difficulties and challenges, the complex movements of the world situation and regional steadfast Party building and implementation of the policy, innovation policy right in many fields including the field culture, directing the planning of cultural policy in order to successfully implement the objective of building and developing Vietnam culture to culture targets that we build the advanced culture imbued national identity Cultural exchanges with countries in the international community's demands, requiring the inevitable development of modern society In the process of globalization and integration, exchange and cultural exchange between the countries and regions making geographical distance no longer meaningful; general revolution of the late 20th century mankind, the early 21st century is the recovery of humanism, priority and liberate the creativity of each person In integration, preserve and protect the nation's cultural identity is important, because if personality are qualities to become their own people, the culture is what makes the nation is not the shadow of other ethnic groups But keeping identities is not a phenomenon inherent, immutable Culture is always in the process of modernization, it must become a modern vitality of the nation On the other hand, keeping identities not exclude the acculturation; ethnic culture with cultural must save mankind, then the flow of it that absorb the " sincerity - good - fine" cultures of the world to build up the local culture Identity preservation has also to be based on the inheritance, has not stopped the quintessence of human culture to deepen the traditional cultural values, contributing to strengthening and enriching the culture advanced imbued with national identity And "elite" here also have to understand on the basis of inherited, rather than something immutable 11 LIST OF REFERENCES 1) Lecture courses Intercultural Management, Dr Dang Ngoc Su, 2014 2) The impact of culture, Pham Su Manh, 2014 3) Managing Business Culture, Nguyen Ngoc Tu, 2014 4) Strategic Management of international business, Ngo Bao Tran, 2014 5) Business Ethics, Le Huong Lan, 2014 12 ... CONTENT Phân tích mô hình quản trị đa văn hóa hãng thể thao NIKE TABLE OF CONTENT INTRODUCTION RESEARCH OF CONTENT The process of formation and development of Nike. .. development of Nike Twenty years ago, Nike tied its feet in the door of the sport by providing the best shoes for sports athletes All simply because sports enthusiasts that managers Nike oriented... competition becomes fiercer than any other time in history It all began with Nike in the early 1960s, when Knight, a founder of NIKE write out a sheet of paper to explain how the Japanese worker can