Case Study: Ellen Moore in Korea Questions: + What are the culture differences in this case between ‘Americans and Koreans? . + What are the problems in this case (e.g., business problem, consultant role, etc.)? + How do we solve these problems? Should Andrew keep Ellen Moore or not? ee z "College of Business & Law. Culture Difference > Power Distance > Individualism and collectivism » Masculine and Feminine > Concept of time, meaning of deadlineProblems > Business Problem: About project deadline >» Perceived Role of Consultant: « American: Add Value to clients « Korean: Do what the client tells them to do « Feasibility of transfer knowledge from client to + more difficult due to hierarchical relationship Problems > American: Hierarchical/Vertical Relationship/Process Client is most important Do what is asked College of Business & Law UCD Horizontal structure Task / Outcome orientation ‘Schedule/budget/time is mens Provide value and input and possibly get client to see the issue in a different way ere Colloge of Business & Law. UCDProblems » Conflict between Jack and Ellen + Confusion, miscommunication and misunderstanding Cention between Jack and Elon ove als and rete poions ees ave ot en cay ommuncated eneloves they are ea Jck and cher Korean constants ew Joka ups + Thera of Andew and Eon ae oer undersoodby he Koreas +The pecans of Norn Arcane and th Koreans dite. (own adn waa) ‘imarb tnanrs eure sens sorbay snk erpaee ego + Thecaesty ofthe er was rt we aon and Kean conn ave rest porte tan Adem 2 lan pete’ + Ancrw ra ates pret manager brea exper fe eect + Gender + Personality: Ellen forthright and dominant Culture hierarchy a of Businoss & Law. UCD. > Different Expectation « The capacity of the team was not well , understood and the Korean consultants have / far less experience than Andrew and Ellen had expected. « Korean valued and wished to absorb Andrew's expertise which is an area they were weak, not project management skillKeep Ellen or Not? > Replace Ellen + Pros: Alleviate Koreans’ concems with Ellen. Get the project back on track. + Yet how long will it take to ring a replacement up to speed? ‘The project is already behind schedule. Ellen has important management experience that is needed for this project + Cons: Implications for Ellen? She is highly effective consultant that Andrew doesn't want to lose. What will be the cost to Andrew's relationship/the company’s relationship with her? To her self-esteem and reputation? College of Business & Law. UCD, Keep Ellen or Not? > Keep Ellen + Pros: She is extremely familiar with the project, and she has had time to learn about Korean business etiquette. She is an effective consultant with an excellent track record Cons: Can the conflict between Ellen and Jack be sorted out? Can Ellen build trust in the Koreans? Will Keeping her in this role undermine the project all together? Will doing so damage relations within the joint venture and with the Koreans?Culture Synergy Solution > Keep Ellen and Andrew Move to Korea to Finish the Project + Did not agree to remove Ellen to “save face” » Jack was moved to an “advisory” position to the team, in which he was no longer a key member of the team. It was not a demotion as Jack still had an important role in working with other teams of consultants who would be carrying the project on. + Andrew and Ellen became co-leader « Another North American consultant was sent in order to compensate for the lack of project management experience amount the Korean consultants and to get the project complete on time. College of Business & Law. UCD