leading partnerships within an industry
surveying the external environment
managing client relationships as boundary spanners
65. Executives at One World Advertising have learned that it is necessary to establish strong personal
relationships and emotional bonds with Chinese business partners. This relates most closely to which
dimension of the general business environment?
CASE
Scenario – Nikki Williams
Nikki Williams was working as the sales manager for Industrial Instruments. Some of the sales
executives were showing signs of burnout. They were losing interest in their jobs and were no longer
motivated to gain new accounts. The reward system focused on old reliable accounts, but Nikki was
now under pressure to expand the customer base. Nikki had recently been to a seminar on corporate
value systems. She recognized that the company’s CEO wanted to change the way employees thought
about the firm and the way they related to one another. She further recognized that a lasting solution to
her problem required a fundamental shift in perception.
1. Nikki could use the following to affect the corporate culture:
structured symbolic logic.
stories about political heroes.
stories about company officers, stressing a value.
stories about economic depression.
2. Nikki could hold _____, which are planned activities at special events to provide examples of
company values.