同一行业不同国家的发展策略企业文化对比.docx

International Business Culture

A Comparative Study on
Corporate Culture of General Motors Company and Ford Motor Company 

Name:姜楠 No. :20161208013014
Major:商务英语三班 Score:

6/28/2018

Ⅰ.Abstract，Keywords，Brief profile of the two compared companies 1
1. Introduction of General Motors Company 1
2. Introduction of Ford Motor Company 1
Ⅱ.Company’s key beliefs and values 2
1. Vision of these two companies 2
(1) Vision of General Motors 2
(2)Vision of Ford 2
2. Beliefs and values of these two companies 2
(1) Beliefs of General Motors 2
(2) Beliefs of Ford 3
Ⅲ.How beliefs and values are reflected and reinforced 3
1. How beliefs and values influence General Motors 3
(1)The behaviors of General Motors’ production and services 3
(2) How they deal with crisis 4
2. How beliefs and values influence Ford 5
(1) The behaviors of Ford’s production and services 5
(2) How they deal with crisis 6
Ⅳ.Conclusion 6

Abstract:Cultural management of enterprise culture as a more advanced model, now Development occurred in the management of enterprise culture in the process of study on the inner mechanism. In a competitive economy era, employee work attitudes, work and dedication to the company, ultimately affect the company's production efficiency. This requires an enterprise the original idea, passing on cultural values into a unique management style and way of operation, have the ability to shape its unique enterprise culture, high-quality management team, have a clear corporate policy, to have a role in promoting enterprise development.
Keywords:General Motors Company,Ford Motor Company,corporate culture,comparison

Ⅰ.Brief profile of the two compared companies
1. Introduction of General Motors Company
General Motors Company, commonly known as GM, is an American multinational corporation headquartered in Detroit, Michigan, that designs, manufactures, markets, and distributes vehicles and vehicle parts, and sells financial services. With global headquarters at the Renaissance Center in Detroit, Michigan, United States, GM manufactures cars and trucks in 35 countries. The company was founded by William C. Durant on September 16, 1908 as a holding company. The company was the largest automobile manufacturer from 1931 through 2007.
On June 1, 2009, after heavy losses, General Motors went bankrupt. Stockholders lost essentially all of their investment.
The current company, General Motors Company ("new GM"), was formed in 2009 following the bankruptcy of General Motors Corporation ("old GM"), which became Motors Liquidation Company. The new company purchased the majority of the assets of the old GM, including the brand "General Motors".
2. Introduction of Ford Motor Company
The Ford Motor Company (commonly referred to simply as "Ford") is an American multinational automaker headquartered in
2

Dearborn, Michigan, a suburb of Detroit. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand. Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines
During the financial crisis at the beginning of the 21st century, it was close to bankruptcy, but it has since returned to profitability.
Ford is the second-largest U.S.-based automaker (preceded by General Motors) and the fifth-largest in the world (behind Toyota, VW, Hyundai-Kia and General Motors) based on 2015 vehicle production. At the end of 2010, Ford was the fifth largest automaker in Europe
Ⅱ.Company’s key beliefs and values
1. Vision of these two companies
(1) Vision of General Motors
At general motors, we are striving to create and maintain an environment that naturally enables the people of general motors, its unions, suppliers, and dealers to fully contribute and achieve personal fulfillment in the pursuit of total customer enthusiasm.
(2)Vision of Ford
Ford global vision is of a corporate culture which provides a safe, inclusive, and supportive environment where diversity is valued and everyone is empowered to be authentic about them in the workplace, without fear for loss of opportunity, thus allowing them full realization of their potential and equal participation in all aspects of corporate life.
2. Beliefs and values of these two companies
(1) Beliefs of General Motors
General Motors think highly of teamwork, continue improvement and creativity. Honesty and justice of individuals are very important. They respect others and have the sense of social responsibility.
(2) Beliefs of Ford
The employees are the origin of our power. They contribute their intelligence to our company, making the company more dynamic. Their performances determine our reputation. Joining the teamwork is the core beliefs of our company.
Our products are the results of our efforts. They should provide the best services for the customers all over the world.
The profits are measurements of how we provide best products for customers affectively.
Ⅲ.How beliefs and values are reflected and reinforced
1. How beliefs and values influence General Motors
(1)The behaviors of General Motors’ production and services
There is a spirit of creativity and transformation ingrained in General Motors. It’s a responsibility and an opportunity that motivates our designers, every day. It’s nothing new. It’s been a part of the company from the very beginning and continues to grow to this day.
This commitment to design and creativity first really took shape in 1938. That’s the year General Motors’ Harley Earl rewrote the rules on how a car could be designed. He turned them from utilitarian machines into works of art. Much of that began when he invented the concept of the concept car.
At the time Harley Earl created the Buick Y-Job, cars were basically designed as horseless carriages. Earl knew there was so much more a car could be. He created the Y-Job as a testing ground for their engineering and styling wish list. This car was the first to have features such as retractable headlamps, power windows, power convertible top and integrated side panels. It changed what a car could be and how they were developed.
Pushing boundaries and setting the curve for design and technology is just as alive today as it was in the day of the Y-Job. GM concept cars continue to exceed expectations and send our whole industry in new directions.
Earning customers for life is the foundational promise of General Motors. It is a commitment to treat every customer with respect. To care about a customer, not just when they purchase a new vehicle, but for as long as they own the vehicle. Appreciating customers and fighting every day to earn their loyalty inspires us to make better, safer, higher value cars, trucks and crossovers.
They assign the highest priority to matters that impact our customers’ well-being and quality of life. As a result, General Motors is driven to maintain the highest quality standards. Quality and safety are part of our very foundation. Safety is something we will never compromise.
General Motors employs the finest workforce in the automotive world. We are a richly diverse and dedicated team.
From electric cars to heavy-duty full-size trucks, General Motors provides a complete range of vehicles that meets the needs and expectations of drivers on a truly global scale. There are 10 distinctive automotive brands under the General Motors corporate umbrella
Historically, General Motors technology has always been on the forefront. We continue to excel in engine and drive train development, and strive to push exciting advancements in alternative energy and purposeful vehicle design.
A key focus of our customer-first approach is to seek creative and innovative solutions for the environment. They consistently adopt policies and develop technologies that promote a cleaner planet from supply chain to manufacturing to the vehicles we put on the road.
For decades, the GM Foundation has donated hundreds of millions of dollars to support education, health and human services, the environment, and community development and disaster relief efforts.
(2) How they deal with crisis
The General Motors Company has met a serious bankruptcy. There are so many reasons for that. But the most important reason is that it ignored the on-going development of other motor companies in Japan and Europe. It is so arrogant and pride for its position in the whole world. And the financial crisis destroyed it thoroughly. On June 1, 2009, after heavy losses, General Motors went bankrupt. Stockholders lost essentially all of their investment. In 2010, the reorganized GM made an initial public offering that was one of the world's top five largest IPOs to date and returned to profitability later that year.
After the reorganization of GM, they began to change. In 2010, General Motors ranked second on the list with 8.5 million units produced globally. In 2011, GM returned to the first place with 9.025 million units sold worldwide, corresponding to 11.9% market share of the global motor vehicle industry.

2. How beliefs and values influence Ford
(1) The behaviors of Ford’s production and services
Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines; by 1914, these methods were known around the world as Fordism. Ford's former UK subsidiaries Jaguar and Land Rover, acquired in 1989 and 2000 respectively, were sold to Tata Motors in March 2008. Ford owned the Swedish automaker Volvo from 1999 to 2010. In 2011, Ford discontinued the Mercury brand, under which it had marketed entry-level luxury cars in the United States, Canada, Mexico, and the Middle East since 1938.
During the financial crisis at the beginning of the 21st century, it was close to bankruptcy, but it has since returned to profitability.
In an attempt to compete with General Motors' mid-priced Pontiac, Oldsmobile, and Buick, Ford created the Mercury in 1939 as a higher-priced companion car to Ford. Henry Ford purchased the Lincoln Motor Company in 1922, in order to compete with such brands as Cadillac and Packard for the luxury segment of the automobile market.
Ford offered the Lifeguard safety package from 1956, which included such innovations as a standard deep-dish steering wheel, optional front, and, for the first time in a car, rear seatbelts, and an optional padded dash. Ford introduced child-proof door locks into its products in 1957, and, in the same year, offered the first retractable hardtop on a mass-produced six-seater car.
Ford Motor Company sells a broad range of automobiles under the Ford marque worldwide, and an additional range of luxury automobiles under the Lincoln marque in the United States. The company has sold vehicles under a number of other marques during its history. The Mercury brand was introduced by Ford in 1939, continuing in production until 2011 when poor sales led to its discontinuation. In 1958, Ford introduced the Edsel brand, but poor sales led to its discontinuation in 1960. In 1985, the Merkur brand was introduced in the United States to market products produced by Ford of Europe; it was discontinued in 1989.
(2) How they deal with crisis
There are also some difficulties happened about Ford. The automaker reported the largest annual loss in company history in 2006 of $12.7 billion, and estimated that it would not return to profitability until 2009. However, Ford surprised Wall Street in the second quarter of 2007 by posting a $750 million profit. Despite the gains, the company finished the year with a $2.7 billion loss, largely attributed to finance restructuring at Volvo
On June 2, 2008, Ford sold its Jaguar and Land Rover operations to Tata Motors for $2.3 billion
During congressional hearings held in November 2008 at Washington D.C., and in a show of support, Ford's Alan Mulally stated that "We at Ford are hopeful that we have enough liquidity. But we also must prepare ourselves for the prospect of further deteriorating economic conditions". Mulally went on to state that "The collapse of one of our competitors would have a severe impact on Ford" and that Ford Motor Company's supports both Chrysler and General Motors in their search for government bridge loans in the face of conditions caused by the 2008 financial crisis. Together, the three companies presented action plans for the sustainability of the industry.

Ⅳ.Conclusion
There are so many differences between the General Motors and Ford. Their different corporate culture leads them to develop and get profits. However, the most important is that a company must have the correct values and beliefs. Only in this way can they develop sustainably.
From the difficulties the two companies met. I have learned so much. Firstly, creativity is really important for a company. We should always be creative. We need to exploit and produce new things. Never ignore our competitors and never be arrogant. We should be humble, modest and studious forever. Secondly, we should corporate with others when crisis comes. We are competitors but we are also partner. We are supposed to help each other. Only in this way can all of us survive from the financial crisis. Last but not least, we should take care of our customers and employees. As a company, we must try our best to produce the best products and services for our customers. What’s more, we should also care about employees; give them support for their development. Respect all the individuals and they can work hard for company.
In conclusion, the corporate culture is really important for a company’s development. General motors and Ford built their correct beliefs and values. And they do in accordance with that. so they can get success eventually.

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