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MT6104-Cross Cultural Management
1 Melvin Wang AnCun G1502007F
2 Bryan Joseph Fernandez G150197!
" #ani G$ule% G1501997C
Continual Assessment On Comparative Strategy
MB#& Consul'ing Group
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Cross Cultural Differences
Analysis of shipyards:
Keppel Shipyard (Asia)
Ulstein Shipyard (Europe)
Aker Philadelphia Shipyard (United States)
Cultural aspects through
Company setup, vision, mission, and values CS, employees, and finance
Cultural dimensions
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Strategic Location of Sip!ards
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"lo#al leader in offsore rig design$ construction and repair$ sip repairand con%ersion$ and specialised sip#uilding&
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'rom its um#le #eginnings as a local sip repair !ard$ te (eppel "roup as #ecome one of te largestconglomerates in Singapore&
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!ision*ur %ision is to #e te pro%ider of coice and partner for solutions in te glo#al offsore and marine industr!&
"ission(eppel *ffsore + Marine is a glo#al leader in offsore rig design$ construction and repair$ sip repair andcon%ersion$ and specialised sip#uilding& ,e arness te s!nerg! of 0 !ards .orld.ide to #e near our customersand teir mar/ets&
#perating Principles
1& est %alue propositions to customers
& Tapping and de%eloping #est talents from our glo#al .or/force
& Culti%ating a spirit of inno%ation and enterprise
4& E2ecuting our pro3ects .ell
& eing financiall! disciplined to earn #est ris/-ad3usted returns
6& Clarit! of focus and operating .itin our core competence
5& eing prepared for te future
$ead%uartered in Singapore, Keppel #&" integrates and harnesses thee'perience and e'pertise of yards *orld*ide to optimise deployment ofresources and effectively e'ecute +Near Market, Near Customer strategy-
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C#. !A/U.S Emplo!ees are guided #! te core
%alues and te Emplo!ee Code of
Conduct$ .ic addresses standardsof accepta#le and unaccepta#le#ea%iour$ personal decorum andetical #usiness #ea%iour&
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n 1768$ Temase/ 9oldings founded (eppel Sip!ard
(eppel em#ar/ed on regionalisation and di%ersification efforts$ %enture too/ place in175 .en (eppel :ilippines Sip!ard .as set up in partnersip .it 'ilipinoin%estors&
n 1758$ (eppel ten %entured into te finance industr! #! pro%iding financial ser%icesto marine contractors .ic propelled te gro.t and e2pansion of te financialser%ices pro%ided #! (eppel&
(eppel %entured into propert! de%elopment in 178
n 00$ (eppel pri%atised its offsore and marine #usiness .ic resulted in te
integration of (eppel Sip!ard togeter .it (eppel 'ELS and (eppel Singmarine to formte (eppel *ffsore + Marine group&
; strategic e2ercise to streamline its di%erse portfolio and focus on tree /e!#usinesses&
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Continued to #e centres of e2cellence$ leading in tedesign and pro%ision of ig performance solutions forcustomers .orld.ide&
,it good pro3ect management$ 'S?U con%ersion andupgrade pro3ects
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(eppel *ffsore + Marine acie%ed astrong set of results
0#CUS 0# 12314
Sarpen e2ecution to e2tract %alue from#ac/log of orders&
9arness s!nerg! of glo#al !ards to pro%idene. #uild$ repair and upgrading solutions tocustomers&
Maintain empasis on tecnolog!de%elopment to sarpen competiti%eness&
Sei@e opportunities in ne. mar/ets andad3acent #usinesses for long-term gro.t&
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Safet! is a (eppel core %alue and impactsdecisions at e%er! le%el across te "roup&
9*LSTC ;::?*;C9 ?ecognising tat fatigue and poor ealt oftencontri#ute to accidents$ .e implement compreensi%e and olistic measuresto impro%e te .ell-#eing of our .or/force&
SUC*AT?;CT*? EA";"EMEAT To ensure tat our safet! messages areunderstood #! our multinational and multicultural .or/force&
S;'ETB :E?'*?M;ACE n recognition of (eppels commitment to impro%e.or/place safet!$ Singapores ,S9 Council and te Ministr! of Manpo.er
a.arded te "roup 7 ,S9 ;.ards in 014& ACDEAT ?EDUCT*A
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?EC*?D *' ECELLEACE ?aise o%erall industr! standards$ .or/ closel! .it Singapores Ministr! of
Manpo.er M*M) and ,S9 Council to roll out safet! initiati%es and toencourage our su#contractors to e
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EAF?*AMEAT;L :E?'*?M;ACE
(eppel *+M stri%es to #e an acti%e partner in en%ironment protection and preser%ationprogrammes in te communit!&
(eppel *+M #ecame a mem#er of te ,orld *cean Council ,*C) in Ganuar! 014$ 3oining agro.ing international #usiness leadersip alliance on ocean sustaina#ilit!$ science andste.ardsip&
M:?*FA" EAE?"B E''CEACB
M;A;"A" ,;TE? USE
;? EMSS*AS '?*M *:E?;T*AS
EA9;ACA" C;:;LTES
,;STE M;A;"EMEAT
SUST;AA" T9E "?EEA AT;TFE
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Empasis on maintaining a armonious relationsip&
Ao reported incidences of discrimination& Close to 4H of its glo#al .or/force are#argaina#le emplo!ees co%ered #! Collecti%e ;greements
Safet! messages are understood #! our multinational and multicultural.or/force$ especiall! su#contractors$ (eppel Sip!ard as trained e2periencedforeign .or/ers as mentors to discuss ,or/place Safet! and 9ealt ,S9) issues.it fello. .or/ers in teir nati%e language
;im to localise and de%elop our talents from different parts of te .orld$offering tem training and de%elopment oppotutint!
Committed to loo/ing after te .ell-#eing of our foreign .or/ers in Singapore$impro%ing te facilities in our dormitories to #etter meet teir needs&
ATE"?;TA" ; MULTA;T*A;L,*?('*?CE
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*ur people are our greatest assetI teir pride$ passionand commitment are essential to te "roups success&
J16&m in%ested on te learning and de%elopment of our glo#al .or/force
(eppel upolds and respects te fundamental principles set out in te United AationsUni%ersal Declaration of 9uman ?igts and te nternational La#our *rganisations Declaration
EM:L*BEE EA";"EMEAT ,e engage our emplo!ees troug cannels tat enancecommunication and e2posure to senior management and peers in oter #usiness units trouginitiati%es suc as annual s!mposiums$ case studies and strategic re%ie.s&
DEFEL*:A" ; S(LLED ,*?('*?CE
';? EM:L*BMEAT :?;CTCES T;LEAT M;A;"EMEAT + SUCCESS*A :L;AAA"
(eppel %alues its people and promotes emplo!ee engagement and .ellness troug %ariousinitiati%es& To promote friendl! competition$ ignite team spirit and encourage ealt!lifest!les$ (eppelite ?ecreation Clu# organises te annual (eppel "ames$ a series of sportscompetitions open to all emplo!ees&
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9uman capital strateg!
.it four /e! elements - to attract$ engage$ recogniseand developour
emplo!ees$ .it te intention to cultivatea positi%e emotional attacment andcommitment to te Compan!&
in%est significantl! in te training and de%elopment of our emplo!ees
tap te potential of eac and e%er! emplo!ee and support tem to perform to te#est of teir a#ilities&
inculcate a strong safet! culture and all our emplo!ees recognise tat safet! ise%er!ones #usiness&
Dri%en #! inno%ation and a capa#le people .it te Can Do! spirit$ .e stri%e to#ecome a #uilder of distinction in e%er! aspect of our #usiness&
De%elop and dra. on te collecti%e strengt of glo#al !ards and offices toreinforce Near Market, Near Customer strateg! and deli%er %alue to customers&
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C#"PAA56!. S5A5.78
EA9;ACA" USAESS ?*USTAESS
See/ opportunities to strategicall! ac
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"lo#al *rgani@ation ,it 40$000 emplo!ees in 0 countries around te .orld$ te (eppel "roup
le%erages its international net.or/$ resources and talents to gro. its /e!#usinesses&
; critical success factor is aligning our glo#al operations to produce te sameig
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"lo#al presence in 0 countries*ur Near Market, Near Customer strateg!
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C;?A" '*? T9E C*MMUATB
(E::EL C;?E '*UAD;T*A
(E::EL F*LUATEE?S
C;?A" '*? T9E C*MMUATB$ ?E;(A" T9E CBCLE *' :*FE?TB
Te "roup gi%es #ac/ to te communities .ere .e operate troug outreac acti%ities andcommunit! contri#utions&
M:?*FA" 9E;LT9C;?E (C' pledged J& million to te (eppel-AUS Fietnam :rogramme inMedicine&
9*LSTC C;?E '*? T9E ELDE?LB (C' and (eppel Folunteers teamed up to support Aature Cares$ asustaina#le and nature-#ased programme for %olunteers to #ring te ealing properties of nature
to elderl! omes&
AU?TU?A" C*MMUATES (eppel is committed to nurturing communities .ere%er it operates #!impro%ing te
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ULSTEA Sip!ard
'amil! run #usiness
ULSTEA FE?'T esta#lised in 1715
"roup .as listed on te *slo Stoc/ E2cange in 1775
'ore-runner in #uilding state-of-te-art %essels
Strong focus on inno%ati%e tecnological solutions and metods
; one stop solution for inno%ati%e design and sip#uilding Falue cains!stem)
Speciali@e in offsore %essels
Support sip!ards .orld-.ide in colla#orating e2cess sip #uilding capacit! tomeet order #oo/
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Fision + Mission
FisionTo create tomorro.s solution for sustaina#le marine operations
MissionTo support and de%elop te #usiness units across te #usiness structure
Falues
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Customer :romise
:ro%ide igl! relia#le and
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Commitment to te "eneral :u#lic
Kero discrimination in recruitment$ .ages and .or/ing conditions$ career andde%elopment opportunities and protection against arassment
Emplo!ees consist of 0 different countries
Mem#er of UA "lo#al Compact "C)$ compiling and reporting teCommunication of :rogressN .or/ annuall!&
"C ;cti%e le%el$ meeting minimum re
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Commitment to te "eneral :u#lic Di%idend polic! O0H of profit after ta2$ su#3ect to capital
in%estment)
01$ A*( 67&5 million A*( 1&10 per sare)
014$ A*( 60 million A*( 0&71 per sare) 01$ A*(7&5 million A*( 0&745 per sare)
0&7
1
1&1
1&-
1&
0&74
1&11
0&74
47&5 67&5 60
Di%iden per sare EA*()
Di%iden distri#ution
EA*( million)
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Corporate Social ?esponsi#ilit! Education approacP moti%ate !ounger generations to ta/e up scientific
studies and studies related to maritime 3o#s to SUS5A69te industr!
Support atletics clu# .it A*L million o%er !ears starting from 01to #uild ne. multi-purpose indoor sports arena for atletics and teamsports in Ulsteni%i/ group 9Q location)
Since 010$ sponsor of S*S cildrens %illage$ .orld largest carities fororpans and neglected cildren .it A*( 1 million per !ear and organi@e
1-.ee/ science course for cildren during summer
Safet! "oalP ; strong culture in empasi@ing KE?* accidents and no armto people$ te en%ironment or material assets
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En%ironmental inculcation
Strong ad%ocate on reducing products designing)or acti%ities #uilding) .ic pollute teen%ironment& See/ing product$ processes andoperations sustaina#ilit!
"ood routine for .aste management
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ntegrating a multinational .or/force
Ulstein group as emplo!ees from o%er 0 differentcountries from it %alue cain s!stem ranging from ser%icesfrom sip design to sip #uilding and s!stems solutions
Emplo!ees di%ersit! of s/ills$ personalities$ e2perience
and #ac/ground forms te glo#al team to meet its %isionand %alues .ic com#ines inno%ation$
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Cultural strategic to #oost attendanceat .or/
European do not a%e medical lea%e #ut sic/ness a#sence
,a!s to mitigate sic/ness a#sence #! closel! follo.ing up sic/ness a#sentees$using acti%e sic/ lea%e and ta/ing steps to.ards getting long term sic/ness
a#sentees #ac/ to .or/& +. CA. 0# 8#U .//;.697strateg!
Ma3or contri#ution came from sip#uilding #eing a%ing te igest in3ur!rate&
:riorit! gi%en to sip#uilding section of te group to reduce .or/ placeaccident
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'air competition and career progression
Lead #! female CE*
E
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'air competition and career progressionEmplo!ees statistic)
01$ *ut of 816 emplo!ees .orld.ide$ 15 are .omen O1&1H)01$ *ut of 8 emplo!ees .orld.ide$ 15 are .omen O0&6H)014$ *ut of 80 emplo!ees .orld.ide$ 15 are .omen O0&H)
0
00
400
600
800
1000
17&8
0
0&
0&4
0&6
0&81
1&
816880151515
1&1
0&6
0& Total Emplo!ee
Empol!ee ,omen)
:ercent of .omen H)
8ear
9o- of .mployees
;ltoug te total emplo!ee fluctuated sligtl!$ te num#er of .omenin te group maintained at 15 trougout te !ears indicating asuccessfull! culture adopted
'air competition and career progression
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'air competition and career progression*#ser%ers and Senior Management Team)
01
01
014
0 1
7roup #
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Finances
Dividend to their shareholders
2014 (NOK 60 mill, 51.8% o !ear"s #ro$t ater ta& 201' (NOK 6.) mill, 22.'% o !ear"s #ro$t ater ta&
2012 (NOK 5.) mill, 4'.2% o !ear"s #ro$t ater ta&
*ro+# Net ro$ts or the !ear
2014 (NOK 128.) mill&
201' (NOK '14.5 mill&
2012 (NOK 1'8.4 mill&
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-er hiladel#hia - crossc+lt+ral shi#!ard in the onesa
-.er ,hiladel#hia /hi#!ard
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-.er ,hiladel#hia /hi#!ard
3eadin ommercial /hi#!ard in the /.
ones -ct
/tate o 7he -rt /hi#+ildin Facilit!
reerred rovider
9ave delivered over 50% o all lare oceanoincommercial vessels in the ones act maret since
1 vessels since 200'
4 containershi#s, 14 #rod+ct taners, and 1 aram
-.er ,hiladel#hia
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e ade # a/hi#!ard
3isted on Oslo -ess in Decemer 200)
Overcame ma:or challenes in relation to $nancialom#an! had to do;nsi+ildin amiliar and sim#le vessel t!#es, eas! to
/ini$cant re#lacement needs remain or ain o?eet
3eads to a stead! and sec+red ;or and environment
O##ort+nities to sec+re lon term contracts ;ith s+##liers
ones -ct
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@ision and 5OA=
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val+es
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Aes+lt o ne; c+lt+re
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thro+h ne; 5=O
5+stomers
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9ihl! committed to c+stomer satisaction, al;a
ee#in their ;ord and deliverin on sched+le.- #art o their vision, ;hich the! #roved ;hen their orde
em#t!, +t still delivered the last vessel on time.
Ea:orit! o;nershi# in hill! 7aners, also +ildin?eet.
oint @ent+re ;ith ro;le!, ;ith +ildin and invsharin scheme thro+ho+t the lietime o the 4 in the contract.
Order aclo to Dec 2018, eceedin /D 1n.
5or#orate /ocial
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#Aes#onsi8ilit!=tremel! hih oc+s on ;orers saet! Hnv
another min+teG
Ior.ed one million manho+rs ;itho+t a lost time iin 2014
ontin+o+s im#rovement or environmentallriendl! #rod+ction
-K/ com#l! ;ith, or eceeds, all ederal, stand local reJ+irements
=m#lo!ees
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=m#lo!ees
1146 em#lo!ees, 5)6 o ;hich are s+contractors
9ihl! silled lao+r ;ith lots o e#erience and tr-ttractive em#lo!er ;ith o#en and air h+man rela
#olic!.
40% o ;or orce is minorit! acro+nd, and 4% ;omen
/trict 9arassment Free =nvironment olic!
Iorer"s rihts are #rotected ! la;.
nion ;orers have also arained or etra vacation, andtime, s+ch as sh+ttin do;n the !ard at vario+s holida!s.
Eanaement and
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Eanaement andDirectors2014
Eanaement 8 men 6 rom /- and 2 rom Nor;a!.Directors 2 males and 2 emales 2 rom /- and 2 rom
201'
Eanaement men 5 rom /-, ' rom Nor;a! and 1
Directors ' males and 2 emales 4 rom /- and 1 rom
2012
Eanaement 8 men 5 rom /-, 2 rom Nor;a! and 1
Directors ' males and ' emales 4 rom /- and 2 rom
/hareholders and
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/hareholders andFinance-K/ aims to create maim+m val+e or its share
Foc+s also on maimi
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?eturns for sareolders
01 01 0140
10
0
0
40
0
60
5&6 7&4 10&04& & 1&8
00
1&6
(eppel Sip!ardCorp)
ULSTEA Sip!ard
;/er :iladelpiaSip!ard 210 times)
8ear
=ividend Pay out (>)
t as #een o#ser%ed tat (eppel as consistentl! increased te returns to er in%estors ma/ing it a good in%estment&
;s for Ulstein$ te group as promised to return at least 0H of te profit after ta2 to in%estors and a%e #een consistentl! meeting tis target and at timese2ceed te e2pectation& 9o.e%er in 01$ te sligt drop in H did not reall! affect in%estors confident as te a#solute amount as #een consistent o%er teperiod in%estigated&
,it regards to ;/er :iladelpia sip!ard$ t as #een o#ser%ed tat altoug se ad promised er in%estors .it a return on H of di%idend annual$ sea%e failed to fulfil it due to te crisis se faced in 011 tat affected te pa!out in su#se
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Cultural Dimensions Summar!
KeppelShipyard
U/S5.69Shipyard
AkerPhiladelphia
ShipyardPower Distance /o* Low Low
Uncertainty Avoidance $igh Low Medium
Masculine/Feminine "asculine Feminine Feminine
Individualism/Collectivism
Collectivism Collectivism Individualism
Universalistic/Particularistic
Universalistic Universalistic Universalistic
Long-term/Short-term /ong?term Long-term Long-term
Similarit! in te Sip!ards are long term$ uni%ersalistic and lo.po.er distance
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po.er distance
Manages and de%elops a glo#al .or/ force .it tese Similarit!I
Go# training>professional de%elopment
?etention
(no.ledge management
Sales force producti%it! issues
Control$ trust$ and commitment issues
mplanting organi@ational culture
?elationsip mar/eting
;cculturation>adaptation issues
Super%ision>mentoring moti%ation and etical perceptions)
uilding glo#al>local management teams
Managing di%ersit!>multiculturalism
C lt l C i S
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Cultural Comparison Summar!
Keppel Shipyard U/S5.69 Shipyard Aker PhiladelphiaShipyard
Saety Culture $igh $igh $igh
Shareholder return!Annually"
Consistent Consistent Inconsistent
#nvironmental Awareness $igh $igh $igh
#m$loyee %elare $igh $igh $igh
La&our Union $resence /o* $igh "edium
'raining develo$menttowards s(ill level "edium $igh $igh
"arket Share $igh $igh $igh
Corporate Social esponsi
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'han( )ou*