CASE: ROOS DEKKER, GLOBAL HEALTHCARE
Company : GLOBAL HEALHCARE, a major gobal business
Issue : communication across different culture lead to misunderstandings in their respective job.
Goal — to resolve issues of mis-communication across different culture
Strategy–
Case Summary
About Company:
GLOBAL HEALTHCARE – A Big business house and a brand around all over the world which deals in home and business healthcare electronic products. Company in Different Countries perform different operations like Global Healthcare Argentina (GHA) as deals in various operations like import- export, manufacturing and channelize their products throughout South America
About Roos Dekker and Javier Gutierrez :Roos Dekker and Javier Gutierrez both are logistic managers of Global Healthcare Business in their respective countries .
They both coordinate with each other to achieve their goals collectively for overall business and other logistic managers around the world. Both of them speak fluent English and work together several times, inspite of meeting each other ever. As their supervisors are different to whom they report in different divisions of the company.
Problems :She has been assigned with job to work on and check of product deliveries from South America to the European Union, due to some reasons deliveries were arriving late as per the scheduled time.
She has been coping up with a pressure from top level managers . She only have contact of Gutierrez with whom she can clarify doubts at global level ,she tried a lot to contact Javier Gutierrez, a logistic manager of Global Healthcare Argentina (GHA) but he did not gave any response.
At the end she wrote one more mail in frustration to her.
In email she has written about the loss in sale due to delay in late shipments and want to know the status of delivery in products in detail in a straight forward way.
Due to any miscommunication Javier Gutierrez reverted Dekker’s email in a rude and challenging way by keeping c/c to his boss in email.
Javier wrote that he too facing many challenges in the job as management of GHA schedules both production and deliveries are handled by various people working at different scales.
At last he said to work together for resoving issues and suggest Dekker to inform her boss to make him aware of what is happening at global level·
Discussion Questions
What was Dekker’s main intention in sending her message?
As Dekker was in stress as her boss without knowing any reason was pressurizing again and again.
In frustration she took the step to email and also mentioned her boss’s name also that her boss is blaming logistic managers for delay in shipments.
In a survey commissioned by EF Education First in partnership with the Economic Intelligence Unit (EIU), of nearly 600 executives from across the world, almost half (49%) admitted that communication misunderstandings have stood in the way of major international business deals and therefore resulted in significant losses for their company. Language and cultural differences are therefore proving to be major barriers to businesses succeeding on an international level. ( Bailey,2012)
Dekker’s only intention to message Javier was to know the exact reason that why there has been a delay in shipment of products. She just wanted to know the shipment details of the products ,how much time they will take to reach at office ( i.e. from Global Healthcare Argentina to Gobal Healthcare Netherlands) because her boss is very particular about delivery in products,and he insisted her to get the delivery status of shipment as soon as possible.
Analysis- Dekker’s intention is not wrong but her way of expressing her emtions was wrong one.. She should not have taken the name of her boss straight forwardly in her mail,
- What cultural assumptions underlie Dekker’s message to Gutierrez?
- What cultural assumptions underlie Gutierrez’s response to Dekker?
How should Dekker respond to Gutierrez? Come up with two or three options and evaluate the benefits and/or risks for each option.
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