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3G品牌

iPhone引入中国:
文化与品牌的碰撞
何廷润

国家无线电频谱管理研究所

【摘 要】文章首先分析指出iPhone是美式消费文化意识的产物及其在金融危机影响下品牌认可度的下滑;剖析了苹果 iPhone运营模式的霸权特质;指出中国引入苹果iPhone必然要面临文化差异对品牌造成的冲击。 【关键词】iPhone 中国联通

1

品牌

引言

度持续不减。这种热度除了与苹果手机自身的技术优势、

中国联通引入苹果iPhone手机及其运营模式,广受业

时尚功能有关以外,更重要的是与美国特有的“酷”文化

界关注。iPhone引入中国何以引起如此关注,它将在中国

密不可分。

通信市场扮演何种角色,各方评论见仁见智。笔者认为,在

“酷”文化缘于一种极具开拓性和引领潮流的大胆创

美国及部分发达国家引起轰动的iPhone落地中国,必将遭

新,契合美国消费者敢于也乐于尝新的体验心理。所谓美国

遇文化差异以及品牌冲突的问题,因此,iPhone无法在中

“酷”文化,通常被解释为强调个人价值,以个人为中心,

国复制在美国的辉煌。

创新、进取、冒险,并追求个人利益和个人享受。这种文化
体现为他们有以付出远高于产品价值的消费习惯。比如,仰

2 iPhone是美式“酷”文化的产物
用户对美国苹果iPhone连续三年的购买狂热,使其热

仗着美国全球霸主的形象,脱胎于美国军车的悍马暗中切合
了消费者追求“霸气”以及张扬的心态,而悍马一向以高耗
油量著称,成为浪费的象征。可是美国“酷”文化告诉我

收稿日期:2009年8月25日

42

2009年9月(上)

们,驾驶悍马更多是驾驶一种感觉;听iPod和抢购iPhone

责任编辑:林 菊 linju@mbcom.cn

3G品牌

iPhone引入中国:文化与品牌的碰撞

更多是为了给自己贴上时尚标签;穿耐克和吃麦当劳可能是

其原因,O2已是苹果iPhone在英国的唯一合作运营商;由

为了显示自己融入了新潮的生活方式。这些带有美国“酷”

于选择了与苹果iPhone进行排他性合作,O2自然不可能再

文化烙印的产品,本质其实很简单,悍马仅是一种汽车,

引入iPhone的强劲对手——诺基亚的N97。

iPod与iPhone也不过是随身听和手机,耐克则是鞋子。但

透过这一热点事件不难发现,排他性合作正凸显出

在商场中,这些物品所承载的美国文化成了某种身份的象

iPhone的“霸权”特征。所谓排他性,是指一旦双方之间

征,可等同于财富,从而产生了高溢价的附加值。

建立了合作关系,即在一定地域范围内(一般为国家),不

在种种纷繁的“酷”文化背后,是掌握着雄厚经济实力

允许再有第三方(无论是运营商还是手机制造商)介入。在

的商人(比如苹果),它们控制着“酷”的决定权,传媒和

早期推广阶段,苹果会在每个国家选择一家运营商作为唯一

广告奋力鼓吹消费主义的意识形态,商家则在背后数着大把

的iPhone运营商,如美国的AT&T、英国的O2。此外,排他

大把的钞票。“酷”文化在商业资本的推动下似乎要攻占整

性的定制合作,往往还会伴随着排他性的渠道销售合作。换

个流行文化领域,夺得话语权。苹果iPhone正是这种美国

言之,用户的购买途径是唯一的,用户通过定制获取服务优

“酷”文化的产物,同时,在其它国家取得文化渗透上的成

惠的途径也是唯一的。

功,引起爱好者的破解、其它厂商的模仿、盗版、山寨机纷

当然,在与苹果的排他性合作下,运营商能够获得独一

纷出现,这也正说明iPhone得到了商业资本以及有着同样

无二的差异化优势,可以实现上佳的市场表现。以AT&T为

价值取向的年轻大众的认可和追捧。

例,通过与苹果iPhone的排他性合作,不仅赢得了更大的

但是,席卷全球的金融危机也给美国“酷”文化蒙上

市场份额,还获得了丰厚的利润。但是,这种排他性的“霸

了一层阴影。君不见,美国百年通用的破产重组,使悍马品

权式”合作,并非只有光辉灿烂的一面。运营商因排他性合

牌可能被中国一家名不见经传的民营企业收于麾下;家长们

作获得市场成功的同时,也不得不为和苹果合作付出更多代

开始减少带孩子吃肯德基麦当劳这类“垃圾食品”的次数;

价。其一就是苹果拿走高额的业务分成,或者是高额的手机

40岁中国男人将自身骨密度的疏松与口感爽酷的可口可乐

补贴;其二是交出用户和业务渠道的掌控权;其三免费为苹

联系在一起;更加实用的手机开始挑战iPhone给“80、90

果品牌大做广告,而运营商却退居“幕后”。更加值得注意

后”所带来的感观愉悦。因此,“酷”文化注入所产生的高

的是,排他性合作模式本身,就存在因“放弃”而遭遇风险

溢价正在经受挑战,苹果iPhone也无法幸免。

的可能性,比如由于排他性合作,而放弃与其他手机制造商
的合作,这是运营商必须付出的代价。

3 苹果强势品牌的商业霸权

正是出于对苹果商业霸权的忧虑和抵制,俄罗斯要求苹

商业霸权可以在很大程度上将其自身的规则和愿望强加

果iPhone在进入时必须同时与三家移动运营商建立合作关

于其它企业,其内涵的解释中,“能力”和“支配”是两个

系。由此可见,在苹果商业霸权的强势面前,并非所有国家

重要的关键词。“能力”代表拥有商业霸权的企业在实力和

的运营商都会买账。

品牌上的优势,“支配”则意味着该企业利用这种优势支配
别的企业。

4 文化与品牌碰撞后的得与失

从诞生那天起,iPhone依靠苹果的强势品牌就被赋予

对中国联通来说,3G试商用期间市场不温不火的反应

了商业霸权的特质。最近的例证是,英国最大的移动运营商

使其认识到,要想用差异化手段迅速撬动国内3G市场,就

O2在全球手机业巨头诺基亚的眼中,形象变得有些突兀起

必须找到吸引消费者的独特卖点,而苹果iPhone恰恰具备

来。原因很简单,面对全球手机龙头老大推出的全新旗舰机

成为市场引爆器的潜质。

型N97,在所有的英国运营商中,只有O2一家不买账。究
责任编辑:林 菊 linju@mbcom.cn

首先,苹果iPhone仍是一款能够唤起用户购买欲望的

2009年9月(上)

43

3G品牌

iPhone引入中国:文化与品牌的碰撞

手机终端,并且苹果已经在中国市场建立了强大的品牌和

整个品牌标识图形设计取自中国联通标识“中国结”的一部

良好口碑;其次,iPhone的目标客户是崇尚新潮的中高端

分,寄寓了传承与突破的双重含义。这个以英文为主打的标

用户,与中国联通3G目标客户群非常吻合;最后,竞争对

识现代感十足,很容易在时尚、追求个性的人士中找到共

手正在3G产业链成熟度上奋起直追,中国联通需要抓紧时

鸣,同时标识中的“W”也暗示了联通3G业务采用的是世

间,尽快扩大用户基础,因此引进iPhone具有急迫性。以

界上应用最为广泛的WCDMA技术。同时“WO”在英文中

上正是中国联通力图引进iPhone的原因。笔者也相信,一

作为一个表示惊讶的感叹词,也向人们传达了标识本身视觉

旦中国联通引进iPhone取得成功,短期内将在资本市场大

效果外的听觉冲击。最可圈可点的是,这一标识以橘黄色、

有斩获,在用户市场上起码能吸引上百万水货iPhone拥有

蓝色和绿色覆盖了个人、商务、家庭三个用户群。

者的相当部分用户的加盟,在业务市场上由于iPhone将集

由此可见,在“现代感十足”、“时尚、追求个性”、

成联通各项业务以及App store平台的强大功能,也将使其

“惊讶”等方面,中国联通的品牌追求与苹果iPhone的理

数据业务收入攀上新台阶。

念非常相似。那么引入苹果iPhone后能带来中国联通品牌

但是,苹果iPhone进入中国也必然面临“水土不

的大幅提升吗?答案几乎是否定的。从已有的苹果与运营

服”。首先是美国文化与中国文化的碰撞。苹果iPhone所

商的排他合作中,谁也拿不出运营商品牌同时得到提升的

依存的美国消费文化元素不是简单的模仿就能实现的,适合

例子,只是含混地表述“两个品牌并列时,运营商品牌价

美国人的东西不一定适合中国人。中国消费市场的习性是喜

值得到了提升”。其实真正得到大幅提升的是苹果品牌,

欢观望,注重实用,消费者习惯于翘首企盼直至新品高峰价

正如网络杂志Brandchannel评选出了全球最具影响力的五

过后的“缩水”期再蜂拥而上,或是待某类产品服务有口皆

大品牌,最终苹果凭借着全球热销的iPod和iPhone排名首

碑后才“痛下决心”购买。因此,对中国消费者而言,苹果

位,而可口可乐、Google、索尼或者诺基亚都排在苹果的

iPhone遭遇的头道门槛正是消费大众的心理关。另外,为

后面。当然,在这项调查中,要求反馈者评估某一品牌对于

获得良好应用体验而付出的消费能力也存在很大差别。据

人类生活所产生的影响,而不是量化该品牌的实际价值,亦

了解,在美国购买一部顶级配置的iPhone,捆绑每月70美

即仅反映了品牌的口碑和影响力。在2009年美国《财富》

元的套餐服务,消费者使用iPhone两年的最低成本也不过

杂志评选出炉的全球50大最值得称赞企业的排行榜中,苹

1980美元,这对一般美国消费者皆可接受。但将上述消费

果也位居首位。可想而知,当苹果iPhone乘上中国联通的

成本放在中国市场,按当前汇率比价折合约13500多元人民

“列车”驶入中国巨大的市场中,受到欢呼和追捧的一定是

币,就远远超过大多数消费者的承受力。如果不选择捆绑服

乘坐在“列车”上光彩照人的苹果iPhone,而中国联通却

务,一部iPhone裸机价要增至700美元左右,约合4800元人

可能变为成人之美的“无名英雄”。

民币,会令很多中国消费者望而止步。当然,如果运营商给

特别是在中国联通与苹果的排他合作中,虽然可能否定

予巨额补贴,可能缓解用户购机的犹豫,但是却要在业务套

了苹果业务分成的条件,但中国联通采购并销售iPhone以

餐中不断给苹果和运营商掏钱,精打细算的中国消费者难免

及引入App Store软件商店可能成为最现实的操作模式。由

会犹豫或退却。因此,中国联通在得到引进iPhone初期市

于苹果App store 的核心是终端封闭的模式,即平台上提供

场的火爆后,可能会由于消费文化和消费能力的差异而归于

的服务是针对iphone开发的,其他品牌的手机无法进入,

沉寂。

中国联通必然要同时运行App Store软件平台和先前己声称

移动互联网时代,优秀品牌是运营商的核心竞争力,

的自己开发的开放式UniPlus手机平台。难道中国联通忘了

中国联通也为品牌塑造倾尽全力。比如中国联通推出的3G

早年间G网与C网双网互搏的教训,今日又要重蹈两个截然

全业务品牌标识,由英文“WO”和中文“沃”搭配组成,

不同手机操作平台互相比拼?如此一来,中国联通的品牌与

44

2009年9月(上)

责任编辑:林 菊 linju@mbcom.cn

3G品牌

iPhone引入中国:文化与品牌的碰撞

苹果品牌会成为“窝里斗”,而且会从实力、口碑、影响力
方面,进一步降低自己的品牌形象。

【作者简介】
何廷润:高级工程师,国家无线电频
谱管理研究所高级顾问,长期从事无线

5 结束语

通信技术开发研究和技术、计划、工

不可否认,苹果iPhone的产品、技术和经营模式是先
进的,但并非放之四海皆准,尤其是在全球化和本地化如何

程、经营等管理工作,参与和组织多
项通信项目的开发、生产、工程的具
体实施,在无线电频谱管理和监测及

实现差异竞争的时代,更应从本国的实际出发决定取舍。当

无线通信技术和市场发展领域发表数

然,苹果iPhone入华之热,也从侧面反映出3G时代国内电

十篇文章。

信运营商对于3G市场的渴望和应用匮乏的焦灼,但是需要
谨防走上“南橘北枳”之路。 ★

安捷伦科技推出针对OEM应用且具备实时数据处理能力的
高速PCIe数字化仪
安捷伦科技日前宣布推出新的PCI Express(PCIe)高速数据采集卡并配有FPGA用于实时数据处理。这一新
平台在继续保持高精度和高性价比的同时,为OEM厂商和众多测试和测量工程师提供更高的采样率、更大的测量
吞吐率和更好的灵活性。安捷伦U1084A Acqiris高速数据转换器(数字化仪)适合用于医学影像、科学仪器、无损
测试(NDT),甚至还可用于验证自动测试设备中的混合信号半导体器件。该数字化仪的优异性能也适用于高能物
理、核物理和天体物理的高级研发工作。
U1084A 是双通道、8bit的PCIe数字化仪,具有高达4GS/s采样率,1.5GHz带宽,并配备15ps触发时间内插
值器(TTI)专门用于精确定时测量。板上FPGA提供的实时信号处理(能力)由所选处理固件来定义。U1084A 的
第一个实用固件是实时信号平均处理,它可用于减小随机噪声,改进信噪比,以及提高分辨率和动态范围。这一平
均处理固件还包括可用于降低同步噪声的噪声抑制算法。作为PCI-e x4板卡,U1084A数字化仪的数据吞吐率可高
达650Mbps。利用基于Windows和Linux的软件驱动程序可轻松地将U1084A高速数据转换器集成到现有测量系统
中,并实现与其它Acqiris高速数据转换器的互换、更替或升级。 ☆

沃达康使用安德鲁方案
安德鲁近日赢得了沃达康的一项合约,根据该合约内容,安德鲁将为十座用于2010年南非世界杯足球赛场馆
中的五座,提供室内无线覆盖和容量系统解决方案,搭建其ION智能光分布系统网络。此次安德鲁成为沃达康的指
定供应商,是因为根据以往案例,安德鲁在极富挑战性的环境中具有丰富的无限通信设计经验,且硕果累累。尤其
在观众众多的体育赛事中,庞大的移动用户势必引起容量问题,但是安德鲁都能应对自如。 ☆

责任编辑:林 菊 linju@mbcom.cn

2009年9月(上)

45

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...Introduction to Management Technology BMRT 11009 - Section 300 Kent State University MANAGEMENT AMY HISSOM 10/26/2009 TABLE OF CONTENTS Introduction............................................................................................................................................ 3 Managers and Managing ........................................................................................................................ 4 What is Management?..................................................................................................................... 4 Essential Managerial Tasks............................................................................................................... 4 Levels and Skills of Managers ........................................................................................................... 4 Recent Changes in Management Practices ....................................................................................... 5 Challenges for Management in a Global Environment ...................................................................... 5 The Evolution of Management Thought ................................................................................................. 6 F. W. Taylor (1890-1940): Scientific Management ............................................................................ 6 The Gilbreths: Time-and-Motion Study ....................................................................................

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...What is Management? Definitions According to Harold Koontz, "Management is the art of getting things done through and with people in formally organised groups." Harold Koontz gave this definition of management in his book "The Management Theory Jungle". According to Henri Fayol, "To manage is to forecast and to plan, to organise, to command, to co-ordinate and to control." Henri Fayol gave this definition of management in his book "Industrial and General Administration". Image Credits © Michael Heiss. According to Peter Drucker, "Management is a multi-purpose organ that manages business and manages managers and manages workers and work." This definition of management was given by Peter Drucker in his book "The Principles of Management". According to Mary Parker Follet, "Management is the art of getting things done through people." Meaning of Management According to Theo Heimann, management has three different meanings, viz., 1. Management as a Noun : refers to a Group of Managers. 2. Management as a Process : refers to the Functions of Management i.e. Planning, Organising, Directing, Controlling, etc. 3. Management as a Discipline : refers to the Subject of Management. Management is an individual or a group of individuals that accept responsibilities to run an organisation. They Plan, Organise, Direct and Control all the essential activities of the organisation. Management does not do the work themselves. They motivate others to do the work and...

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...One of the first schools of management, the classical management theory, developed during the Industrial Revolution when new problems related to the factory system began to appear. Managers were unsure of how to train employees. A large amount of the non-English speaking immigrants or dealing with increased labor dissatisfaction caused managers to test solutions. According to Plunkett, Attner & Allen (2008) “The classical management focused on finding the “one best way” to perform and manage tasks” (p.38). This school of thought is made up of two branches: classical scientific and classical administrative. The scientific branch arose because of the need to increase efficiency and productivity. The emphasis was on trying to find the best way to get the most work done by examining how the work process was actually accomplished and by paying close attention to the skills of the workforce. The classical scientific school got its roots to several contributors, including Frederick Taylor, Henry Gantt, and Frank and Lillian Gilbreth. Whereas scientific management focused on the productivity of the certain individuals, the classical administrative approach emphasizes on the total organization. The emphasis is on the development of managerial principles rather than work methods. Contributors to this school of thought include: Henri Fayol, Max Weber, Mary Parker Follett, and Chester I. Barnard. During World War II, mathematicians, physicists, and others joined together to solve...

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...2.4 The Environmental Management System (EMS) application in the related industries. How it can improve the environmental performance of business? Example. 2.4.1 THE ENVIRONMENTAL MANAGEMENT SYSTEM (EMS) Definition: the environmental management system (EMS) refer to one part of the comprehensive management system that relate to organizational structure, planning activities and documented manner, it includes planning, implementation, checking, management review and environmental policy. An environmental management system (EMS) 1. It is environmental performance improving tool. 2. It is effective way to manage organizational companies. 3. Manage organizations to solve environmental problems, like allocation of resources, assignment of responsibility and ongoing evaluation of practices, procedures and processes. 4. Manage the long-term or short-term environmental impact of products service and processes for organizations. 5. Continual improvement is emphasis. EMS Model Plan Act Do Check Step 1: plan (planning) Definition: planning is a way of establish objectives and processes requirement. In order to implement ISO 14001, the first step is suggestion, to help to classify all the current or future operation elements. It includes environmental aspects, compliance, objectives and targets, environmental management programs (EMP). Business firms should plan for environmental protection. They need to plan their current operation or even future operation. The...

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...Management is universal in the modern industrial world. Every industrial organization requires the making of decisions, the coordinating of activities, the handling of people, and the evaluation of performance directed toward group objectives. In addition, our society simply could not exist as we know it today or improve its present status without a steady stream of managers to guide its organization. Peter Drucker makes this same point in stating that effective management is quickly becoming the main resource of developed counties and the most needed resource of developing ones (Certo, 1986). In short, management is very important to our world. Then, what is management? This essay will discuss this topic as following. It has to be recognized that the definitions of management are extremely broad. Harbison and Myers (1959) offered a concept for emphasizing a broader scope for the viewpoint of management. They observe management as an economic resource, a system of authority, and a class or elite from the view of the economist, a specialist in administration and organization, and sociologist respectively. Henri Fayol, “the father of modern management theory,” formulated fourteen principles of management. Hugo Munsterberg applied psychology to industry and management. Max Weber is known for his theory of bureaucracy. Vilfredo Pareto is considered “the father of the social systems approach.” Elton Mayo and F.J. Roethlisberger became famous through their studies of the impact...

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...Restaurant Managers are responsible for controlling profitability, optimising restaurant management and overseeing sales, human resources and team management in their respective stores. Profile • Displays managerial and leadership qualities • Autonomous employees who enjoy taking an initiative • Well organised individual • Self-controlled, disciplined and highly driven Operations management (OM) can be defined as "Managing the available resources by designing, planning, controlling, improvising and scheduling the firms systems & functions and thereby deliver the firm's primary product & services. " It has been an integral part of manufacturing and service organisation and is aimed at timely delivery of finished goods & services to the customers and also achieving it in a cost effective manner. It consist of an amalgamation of different functions including quality management, design & industrial engineering, facility and channel management, production management, operational research, work force management, enhancing product design, improvising productivity, and improve customer services. The traditional McDonald's philosophy that acts as the guiding force behind it's operational make-up is "Quality, Service, Cleanliness and Value". The importance of operation management can be divided into three broad categories:- Assistance in Strategic Decisions (Long term):- Operation management decision at the strategic level affect McDonald's effectiveness to address customers...

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...Introduction to Management and Organizations True/False Questions A MANAGER’S DILEMMA 1. Today’s managers are just as likely to be women as they are men. (True; moderate; p. 4) 2. Management affects employee morale but not a company’s financial performance. (False; easy; p. 4) WHO ARE MANAGERS? 3. In order to be considered a manager, an individual must coordinate the work of others. (True; moderate; p. 5) 4. Supervisors and foremen may both be considered first-line managers. (True; moderate; p. 6) WHAT IS MANAGEMENT? 5. Effectiveness refers to the relationship between inputs and outputs. (False; moderate; p. 8) 6. Effectiveness is concerned with the means of getting things done, while efficiency is concerned with the attainment of organizational goals. (False; moderate; p. 8) 7. A goal of efficiency is to minimize resource costs. (True; moderate; p. 8) 8. Efficiency is often referred to as “doing things right.” (True; moderate; p. 8) 9. Managers who are effective at meeting organizational goals always act efficiently. (False; difficult; p. 8) WHAT DO MANAGERS DO? 10. The four contemporary functions of management are planning, organizing, leading, and controlling. (True; easy; p. 9) 11. Determining who reports to whom is part of the controlling function of management. (False; easy; p. 9) 12. Directing and motivating are part of the controlling function of management. (False; moderate; p. 9) 13. Fayol’s management functions...

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...Past Influence of Management Today Abstract The past influence of management was done with bureaucracy and Administrative ways that gives management today to achieve their goals for the organization. Bureaucratic management may be described as "a formal system of organization based on clearly defined hierarchical levels and roles in order to maintain efficiency and effectiveness." Administrative has to foresee and make preparation s to meet the financial commercial and technical condition s under which the concerns must be started. How Bureaucratic and Administrative Management Affects Overall Management Bureaucracy Bureaucratic management focuses on the ideal form of organization. Max Weber was the major contributor to bureaucratic management. Based on observation, Weber concluded that many early organizations were inefficiently managed, with decisions based on personal relationships and loyalty. Also, bureaucracy formed the need for organizations to operate rationally rather than relying on owners’ and managers. (Williams’s pg. 31) this brings Jobs are divided into simple, routine and fixed category based on competence and functional specialization. Officers are organized in a n hierarchy in which higher officer controls lower position holders i.e. superior controls subordinates and their performance of subordinates and lower staff could be controlled. All organizational...

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...conceptual skills, interpersonal skills, and technical skills. These three managerial skills are used by different managers in different degrees. Successful managers usually display more conceptual than technical skills. They have to continuously think about the company's goals and objectives and how they can be effectively communicated to employees. Middle Level Management Middle management is the intermediate management level accountable to top management and responsible for leading lower level managers. Image of Middle managers fig. 1 Middle managers Middle management is the intermediate management of a hierarchical organization, being subordinate to the senior management but above the lowest levels of operational staff. Key Points Middle management is the intermediate management of a hierarchical organization, subordinate to the senior management but above the lowest levels of operational staff. They are accountable to the top management for their department's function. They provide guidance to lower level managers and inspire them towards better performance. Middle management may be reduced in organizations as a result of reorganization. Such changes include downsizing,...

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...Management Practice and Theory Student’s name: Instructor’s Name: Class Name and Code: University: Date of Submission: TABLE OF CONTENTS Executive Summary …………………………………………………………………… iii Introduction ……………………………………………………………………………. 4 Organisation Effectiveness ……………………………………………………………. 5 Team Effectiveness …………………………………………………………………… 6 Management Theories ……………………………………………………………….... 8 Command and Control ………………………………………………………………… 9 Scientific Management ……………………………………………………………….. 10 Bureaucratic Organisation ……………………………………………………………. 11 Subordination to Community ………………………………………………………… 11 Management as a discipline ………………………………………………………….. 12 Conclusion …………………………………………………………………………… 12 References …………………………………………………………………………... 13 Executive summary A professional manager will acknowledge the contribution of team effectiveness to overall organizational success. Teams will often require leaders to ensure delegation and coordination of group activities for a team to attain the desirable results. This paper seeks to establish influence of management theories on a professional manager both at team and organisation level. The management theory adopted by a leader will determine their style of leadership thus their relationship with employees and other key stakeholders. Introduction A team is a small group of workers with complimentary expertise who share common goals whereby group interests precede over individual interest. Teamwork is essential in organisations...

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...management In general, management is the activity of resolving a disorderly situation into an intentionally orderly situation, to achieve pre-determined (i.e., purposeful) outcomes. Since disorder continuously arises from creativity, destruction, decay, variance, versioning, chaos, and other natural and intentional changes, resolving that disorder into an intended order requires continuous tracking and adjustments in the "architecture" of the intended order's parts, part relationships, and part and relationship attributes. The classic approach to management Classical approach to management is dated back to the Industrial Revolution. the classical approach was an approach that places reliance on such management principals as unity of command, a balance between authority and responsibility, division of labor, and delegation to establish relationships between managers and subordinates. This approach constitutes the core of the discipline of management and the process of management. The classic approach to management – Classical approach - consists of two separate branches: the scientific and administrative management. The achievements of the classical school - the school has created a basis for further development of management theory, identified key processes, functions and leadership skills, which today are considered significant. Limitations of the classical school - more suitable for stable and simple organization of the modern and dynamic. Often recommended...

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...INTRODUCTION In thinking about an ideal Total Quality Management (TQM) in a government organization of the 21st century, what follow is innovation, globalization, and a new culture that organizations need to adapt constantly to meet new market situations and competitive business world. "TQM refers to a management process and set of disciplines that are coordinated to ensure that the organization consistently meets and exceeds customer requirements. It allows organizations to survive the global business competition and allows for a continuous improvement (kaizen) to the needs of the rapidly changing world by having organizations move from the current way of doing things to a new and possibly different way of doing things based on systematic management of data of all processes and practices that eliminates waste. TQM require engagement of all divisions; departments and senior management to organize all its strategy and operations around customer needs and develops a culture that allows employee participation. For service organizations, TQM has become a philosophy of management that is driven from the continuous improvement of customer satisfaction that offers meaning to an organization existence in delivering meaningful services to customers and satisfaction and growth to members of the organization. It is from this premises that TQM strategy is to achieve excellence in quality service, low cost, high productivity and organizational effectiveness [Evans, J & Lindsay, W. 2008]...

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