
Then they talked about the influence of capitalism in the economic growth.
Among many things, the material of this week included the case of Google in China and an Analysis of National Strategies for Sustainable Development China, a case study Prepared by: Simone Klawitter.
In order to follow this path and analyse my "own case", I searched for other interest cases about China and found A Case Study: Microsofts Experiences in China.
The Harvard Business School Published the Case: "Microsoft in the People's Republic of China", for the first time in Feb 13, 1995 and it was prepared by Tarun Khanna.
Even though the Case is a little bit old, it exposes in my opinion a great cultural Boom, I say Boom because allthought in the beginning it was a great failure, Microsoft managed to succeed in a shocking way in the foreign country.
Some important facts of the case are.
- In 1992 Microsoft entered the Chinese market, with the same strategies they had used to enter and had made them successful in Europe and United States.
- However, its entry into this market was a disaster, Microsoft was operating at a loss.
- They lost many billions of dollars in revenue before understanding this market and being successful.
- General Managers were not stable; in a one year period the company had 5 different executives, this job position started being called the "Curse of Microsoft".
- In United States and Europe:
- Microsoft charges hundreds of dollars for its Windows operating system and Office applications.
- In United States, Microsoft maintains a constant dispute with the government.
- Microsoft is known for its tendency to establish aggressive executives.
- Microsoft is the industry leader and is known for its high quality, excellent customer service and support to its products. He is recognized for its high degree of innovation and its constant concern to research and investigation.
- One of the main policies of Microsoft is to protect at all costs intellectual property rights; The Company is constantly working with the industry and the governments to understand the importance of intellectual property laws and improve its implementation.
- The tactics of Microsoft in its technology business is to "embrace, extend and extinguish" (EEE)
- In 1992 the acceptance of the brand was high, all people used Windows, but pirated copies.
- Microsoft made several lawsuits to companies for distributing its products illegally hopping to protect its intellectual property.
- The government of Beijing installed operating systems on open source Linux PCs workers.
(http://money.cnn.com/magazines/fortune/fortune_archive/2007/07/23/100134488/index.htm ) - Security officers had a great concern about the possibility of being spied by the United States, due to the fact that military and government operations depended on the programs made by the company.
Here is some information that I found I think is important in order to generate a better analysis:
For centuries China stood as a leading civilization, outpacing the rest of the world in the arts and sciences, but between the XIX and the XX century, the country began to decline due to starvation, military defeats, internal conflicts and the occupation of foreign countries.After the Second World War, Mao Zedong established an autocratic socialist system that ensured China's sovereignty but with excessive restrictions. After 1978, his successor Deng Xiaoping, starts to improve the living standards and develops the economy.
In Addition to all this, China also suffered the Opium War, which was a great humiliation for the country. It is because of this war that the culture became xenophile.
Since 1978 the annual growth of GDP is around 9%. For 2007 it was 11.4%. The country's economy has changed during this last quarter of century in an unbelievable way.
From being a central planning system, closed to international trade, China change in a market-oriented economy with a rapidly growing private sector. In 2007 it became the second largest economy in the world after the United States (not in per capita income).
The government is very important in the growth of the economy.
The Chinese nation is deeply rooted in the moral concepts of the two great philosophers, Confucius and Lao-zi, respectively creators of Confucianism and Daoism. Punctuality is expected and will not tolerate tardiness. The long-term relationships are considered extremely valuable.
Mistakes of Microsoft:
- The company entered China with the classical model: hang a poster that says "Microsoft: Open for Business "(Craig Mundie) ttp://money.cnn.com/magazines/fortune/fortune_archive/2007/07/23/100134488/index.htm
- High piracy was taking place in the streets of China and the prices charged to the products by Microsoft where very high; their Anti piracy policies were excessively harsh.
- There was a desperate search to sell "at all costs."
- The executives in charge of operations were rookies, and in addition they agree with the strategies so they failed in the implementations.
- Microsoft came to the Chinese market as an arrogant company, but reality showed that it was a naive and ignorant company.
- They treated China as a transparent market and assumed a transparent regulation.
- From the beginning Microsoft assumed the superiority of its product.
- The company's efforts to make its top executives in Redmond understand China had been in vain and rejected.
- Sales of the company were above average and they were overestimated.
- The company was not focused on having a collaborative and cooperative relationship with the government.
Good Decisions of Microsoft:
- In 1998 Microsoft created the research center.
- IN 1999 Bill Gates sent Craig Mundie, chief executive of the company, to analyze why the company was so despised and wrongly qualified. He is currently in charge of China's strategy. From this point on, the Company started to succeed.
- In 2003 The Company hires Tim Chen.
- Currently, the company is envied due to the preferential treatment that receives from China. Bill Gates has been named honorary doctor in several universities of the country, and his relationship with political leaders is excellent.
The Changes of Craig Mundie:
- He made the "China Immersion Tour." where for a 1 week period, he entered 25 of the 100 vice presidents of the company.
- He hired Henry Kissinger as a consultant and as the person in charge to "open doors" for the company.
- He let the leaders know that Microsoft would help the Chinese government with one of its main priorities; create their own software industry.
- He sat down with security officers and soothed their fears of a possible espionage, and convinced them that the company's products were not a tool of American government.
The Changes of Tim Chen:
- He made extended training for teachers and small software business.
- He worked with the Ministry of Education to construct a 100 computer's rooms of in rural areas.
- Changed the company's perceived image of and he created a convergence between the corporate policies and the government's policies. He makes Five-year plans with the government.
Analysis and Conclusions:
Microsoft restructurated its entire business strategy, basically the new strategy was to become the ANTIMICROSOFT; The Company set very low prices ($ 3) and abandoned its policy on intellectual property. They began to tolerate piracy and became a friend of the government.
They let the government install its own cryptography in Windows, and in addition, they allowed China an inspection in 2003 of the source code of the program.
Chinese government began to require the use of legitimate software to authorities and PC manufacturers. Now Days, Microsoft's cooperation is very high, annually Chinese engineers travel to Redmond for trainings.
China is a great market and could become a great business opportunity, if its handled in a proper manner; taking the time and the steps necessary to understand this culture and its "way" of doing things.
Microsoft achieved success in China when they realized they couldn't change the market and the began to adapt the company in to the market.
To be a successful and profitable business in China one must work in harmony with the government and constantly seek their approval. Companies that are sincere, flexible and are committed to the government achieve success in China.
When Microsoft began to focus on understanding China; they started to understand completely the harsh criticism to which the company had been submitted.
This case demonstrates how important is to understand the culture and the ethical rules of a country, and much more, a country like China. Investing time in building the appropriate relationships with the right people can bring higher returns than an excellent advertisement.
Bibliography
Warner, Malcolm. 2004. Human resource management in China revisited: introduction. International Journal of Human Resource Management, 15(4/5): 617-34.
Ian Johnson. (2009, April 28). World News: Foreign Businesses Say China Is Growing More Protectionist. Wall Street Journal (Eastern Edition), p. A.8. Retrieved May 17, 2009, from ABI/INFORM Global database. (Document ID: 1689390691).
James Hookway. (2009, May 2). World News: Once Enemies, Vietnam Now Fights for China Funds. Wall Street Journal (Eastern Edition), p. A.7. Retrieved May 17, 2009, from ABI/INFORM Global database. (Document ID: 1695314061).
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http://www.kaifulee.com/oldwebsite/speeches/Advice_for_US_Companies_in_China.ppt#284,24,Diapositiva 24