NhOfng tac ddng lau dai cua vu tai tie'ng tren se cdn la bai hpc cho nhieu cdng ty trong mdt thdi gian dai nda va cai ten Enron la khdng the hdi phuc, mai mai se ddng nghia vdi [r]
(1)SiSii
Anh minh hoa
NHCTNG VANJDE QHUNG KINH NGHIEM QUOC TE ^
SI/TH|TV^'CAlCH^r
CUA NHdfNG WlfdNG HiiU N6I TiiNG ^ LE THANH NHAN Cong ty Sd hQu tri tu$ INVENCO
trong bieu "Nhdng cdng ty
tot nhdt de ldm viec" cung ciia
tap cbi
Cong ty cung co vu hinh anh la mpt cong dan tot ciia cpng dong va an hanh cac bao cao xa hpi va moi trUomg nham vao nhOfng boat dpng ciia cong ty vdi sg can trpng ve nhufng hau qua moi trUdng, cac chinh sach chdng hoi 16 va tham nhung ciing vdi nhufng moi quan he dong sU khae
Trong nhieu nam, Enron chdng to ho la mpt cong ty Idn manh va co Ipi nhuan cao Va roi thdi gian 2001 - 2002, nhtifng chdng to boa chi la doi tra - mpt vu doi tra ldn nhat Iich sd cac cong ty Nhtifng cong bo' ve lpi nhuan cua cong ty dgpc chdng minh la khong co that, hp co nhiifng mon np khdng 16 khong dupc the hien sd sach ciia cong ty
Cong ty kiem toan cho Enron, Cong ty Arthur Andersen cung dinh liu vao viec che giau cac hd so lien quan den tai khoan ciia Enron, co nghia la nhtifng tac dpng ciia vu tai tieng trd tham hpa dd^i vdi danh tieng ciia ca Cong ty kiem toan Arthur Andersen niJfa Ciing vdi vu viec dUpc tiet Ip, cac nha dau tU va chu np riit lui, day Enron di den cho pha san vao thang 12/2001 Khi sU thifc dupc phoi bay anh sang, nhiifng ngUdi dieu hanh cua Enron lai lam cho sU viec trd nen tdi te hon td chdi viec kiem chdng va tuyen bd la hp khdng tin la se dUpc xet xd mpt each cdng b&ng ua trinh thiet lap
|thgpng hieu dUpc phat trien de bao ve cac san pham tranh khdi sU that bai Tuy nhien, viec thiet lap thuong hieu khdng cdn dtfn gian la mdt each de tranh khdi that bai ma thUc te la cac cdng ty sd'ng hay chet la tiiy thupc vao sdc manh thuong hieu dd
De hieu ro qua trinh nay, chiing ta hay trd ve the ky XIX vdi cac thuong hieu khdi thiiy Trong thap nien 1880, cac cdng ty nhU: Campbell's, Heinz, Quaker Oats bat dau Io Iang ve phan dng cua ngudi tieu dung ve cac san pham dUpc san xuat hang loat Cac dac trUng thuong hieu dUpc thiet ke khdng chi giiip cho nhOfng san pham cd chd ddng rieng ma cdn lam giam di ndi lo ciia cdng chiing ve cac san pham dupc san xuat dai tra
B&ng each them vao mdt yeu td "nhan ban" cho san pham, viec thie't lap thuong hieu da lam thu gian dau dc ciia nhdng ngUdi mua hang ciia the' ky XIX Hp da tdng cd liic dat niem tin vao mdt chii
cda hang than hdu thi hp cd the' dat niem tin tUdng dd vao tu than cac thUPng hieu va nhOfng ggong mat tUPi cUdi cua cac Cau Ben va Cd Jemima ben cac ke hang Su that bai ciia cac mat hang san xuat dai tra ma cac chii nha may lo sp da khdng bao gid xay Cac thupng hieu da cdu chudc cai ay
1 Enron - Phan lai si^ that
Khdng cd gi de ndi nhieu ve sU cdng va that bai day tai tieng ciia dng triim nang lupng Enron d bang Texas, My Trong mdt thdi gian ngan 15 nam, Enron da bat dau td sd' khdng de trd mdt cdng ty ldn thd d My va la nha cung cap nang Igpng ndi tie'ng the gidi Hp sd dung hon 21.000 nhan vien va hien dien d hon 40 nUdc tren toan the' gidi
Cling vdi viec san xua't nang liitfng, hp cting tao nen mdt dac trUng thuong hieu manh me Enron gianh dupc giai thudng "Cong ty dot phd
nhdt nU&c My" ciia tap chi
Fortune sau nam boat ddng Hp cung dupc xep hang cao
(2)NHljrNG VAN DE CHUNG KINH NGHIEM QUOC TE Vu tai tieng cua Enron
ciing cd dinh liu de'n chinh tri dd bdi nhdng quan he gan gui cua cdng ty vdi Nha Trang Enron da ung hd nhieu trieu ddla vao chie'n dich tranh cd nam 2000 cua George Bush Mac dii ca nhan dng Bush la ngUdi ban cua vi Giam ddc dieu hanh Kenneth Lay ciia Enron, nhUng Kenneth Lay khdn ngoan da mau chdng each ly vdi mpi dinh liu cd the' gay tai tie'ng cho cdng ty NhOfng tac ddng lau dai cua vu tai tie'ng tren se cdn la bai hpc cho nhieu cdng ty mdt thdi gian dai nda va cai ten Enron la khdng the hdi phuc, mai mai se ddng nghia vdi "cai che't" ciia thuong hieu Kem theo dd la cai chet ciia Cdng ty kiem toan Arthur Andersen
2 P l a n e t Hollywood -N h a n vat manh, thvCdng hi§u y e u
NhOfng chdng nhan danh tie'ng cd the hd trp ldn viec thiic day mai lUc cua mdt san pham hay dich vu Chang han nhu Oraph Winfrey, mdt ten tudi danh tie'ng gidi truyen hinh, gidi thieu sach qua cau lac bp sach ciia cd ay - nhu'ng cud'n sach dd hau nhu dupc dam bao la se ban chay Mdt sd thUPng hieu cung dupc hudng lpi td danh tie'ng ciia ngUdi tao lap
Cung cd nhOfng trUdng hpp, nhOfng ngudi danh tie'ng diing ten tudi cua minh de' hd trp hay gay dUng viec kinh doanh Chang han, David Bowie da cho USABancshares.com, mdt ngan hang tren mang mUpn ten tudi cua minh de tung cac cud'n chi phie'u hay the tin dung Bowie Ngai Alex Ferguson cua Manchester United la cd ddng ciia toptable.com.uk, mdt dia chi dich vu dat chd va thdng tin ve cac nha hang Ban nhae U2 sd htJu mdt
khach san va mdt hop dem Bill Wyman l a m chii mpt nha hang
Mdt vi du ndi tie'ng nha't cac vu mao hiem vdi danh tie'ng ca n h a n la thudc ve chudi nha h a n g chu de Hollywood, Planet Holl5rwood Vdi nhii'ng ngUdi dau tU ndi tieng nhU: Bruce Willis, Demi Moore, Whoopi Goldberg, Arnold Schwarzenegger va Sylvester, chuoi nha hang dupc dam bao vdi sii phd trUOng tdi da nd dUpc khai trUOng vao nam 1991 Planet Hollywood phat trie'n r a t nhanh va mau chdng cd difpc gan 80 nha h a n g t r e n khap the' gidi Nam 1999, Planet Holl3rw^ood pha san va cac nha hang cua hp d khap npi tren the' gidi lan lupt ddng cufa
"Planet Hollywood da phoi xae" - Malcolm Gluck, nha phe binh rUpu bay td tren td Guardian: "NhOfng ngUdi an thit, an chay, phe binh mdn an va cac chii nha h a n g du loai se vui mifng vdi cai tin chudi nha h a n g ldn nha't lich suf cac bep an da bi nUdng sd'ng"
Cung liic vdi cac tin tiJfc dUpc truyen rao, Planet Hollywood cang mat them nhieu khach hang va chi cdn boat ddng thifc sif d mdt vai nha hang dau tien vdi sif hd trp cua cac nha dau tU mdi tif A rap Xe lit vdi nhifng mdn tien khdng dang ke
Vay tai mdt thUPng hieu phat trien nhanh nhU vay lai mau chdng di vao dudng ciing vdng chUa de'n mdt thap nien?
Trudc he't, cdng ty da khuyech trUPng qua nhanh, md cac nha hang mdi lpi nhuan chUa kip thu hdi bao nhieu d nhOfng nha hang cu Ke hoach ciia hp la de'n nam 2003 phai dat de'n sd 300 nha hang tren toan the gidi
Mdt ye'u td' khae nOfa la thufc an Hau he't ngifdi ta di an d ben ngoai la vi thufc an NhUng Planet Hollywood chua he bao gid quang cao ve ye'u td viec kinh doanh cua hp De cd the dat dupc cdng lau dai, thiic an va thufc ud'ng phai la chii de chinh Ngay ca McDonalds, chu de ciing phai la ve thufc an, cho dii gia ca va sU thuan tien ciia chiing mdi la ye'u td' tien quye't
Sif cdng cua Planet Hollywood chi hinh tif nhOfng khach hang mdt lan nha't, nhOfng ngUdi hi hap d i n bdi ye'u td' mdi me "Sufc hiit dOn thuan la de difpc cd mat d mdt npi nhU the' va nhin xem nhOfng nhan vat nao cd mat d dd" - Malcolm Gluck ke lai "Vdi hy vpng dUpc nhin tha'y nhOfng ngifdi danh tie'ng hay nhOfng ngUdi ban cua nhOfng ngUdi danh tie'ng, hay ca nhOfng ngUdi ham danh tie'ng (nhufng ngUdi chi de'n mdt lan vi cP hdi cdng luan hay chi vi mdt bOfa an va rdi khdng bao gid thay trd lai)"
NhUng dd khdng phai la can ban de' xay difng mdt chien lupc kinh doanh lau dai vdi nhOfng khach hang lap lai, dieu ma bat cii mdt nha hang nao cung phai cd de cd the tdn tai lau dai Khdng cd mdt ly nao de hp quay lai vdi Planet Hollywood them mdt vai lan ntfa
3 E x x o n - Khong noi mpt Id'i
Nhieu cdng ty va td chufc da tifng phai dd'i phd vdi mdt khung hoang thdi gian tdn tai ciia hp Du cung chi cd mdt sd it da the hien sif vd trach nhiem va thieu kha nang ddi vdi mdt sif kien quan trpng Cdng ty xang dau Exxon la mdt nhOfng trifdng hpp
(3)NHgNG VAN DE CHUNG KINH NGHIEM QUOC TE
N a m 1989, t a u chd dau Exxon Valdez g a p tai n a n va l a m t r a n dau r a d b e n ngoai bd b i e n Alaska Chi t r o n g m d t t h d i gian n g a n , m d t lifpng dau d a n g k e cua 1,26 t r i e u t h u n g dupc v a n chuye'n da loang r a m a t bie'n t a o t h a n h m d t vu t r a n dau ldn nha't t r o n g lich suf nudc My
Vao liic sif cd x a y r a , m d t ngUdi k h d n g dUpc p h e p dieu khie'n t a u t r o n g nhOfng v u n g bie'n tUOng tif, t h u y e n phd ba - Gregory Cousins d a n g d t r o n g k h o a n g lai Tung tich ciia t h u y e n trUdng J o s e p h Hazelwood t r o n g luc dd k h d n g dupc giai thich Mdt dieu t r a vien cua dpi bao ve bd b i e n da l a m x e t n g h i e m m a u cua ca h a i ngUdi n a y Ke't qua la n d n g dp rUpu t r o n g m a u ciia v i e n t h u y e n trUdng la vUpt miic cho p h e p cho dii liic dd da la tie'ng ddng hd sau sU cd Vien t h u y e n trUdng n a y sau dd da bi p h a t va ke't a n 90 n g a y til giam, m d t b a n a n m a nhieu ngUdi cho la cdn qua n h e
NhOfng nd life kiem soat vu t r a n dau da la cham chap tif luc k h d i dau "NhOfng iing phd dau t i e n la k h d n g dii de n g a n c h a n va k h d n g phu hpp ddi vdi nhufng ludng ve lupng dau t r a n " , m d t vien t h a n h t r a ciia Cp quan Bao tdn Mdi trUdng Alaska cho biet, "24 gid sau t h a m hpa, chung tdi v i n chUa t h a y dau hieu ve mdt ke hoach n g a n c h a n day dii"
Theo n h u nhCtng q u a n s a t thi Exxon da t h e h i e n qua it va qua t r i K h d n g chi t r o n g n h i i n g nd life n g a n c h a n vu t r a n dau m a cdng ty n a y cdn tif chdi h p p t a c vdi bao gidi Chu tich Lawrence Rawls cua Exxon da qua n g h i ngd gidi t r u y e n t h d n g n e n da cd nhOfng p h a n ufng phii h p p vdi each suy nghi dd
Mdt vai gid sau sif cd, cac p h d n g vien da t r a n n g a p khu
vUc n a y de' thifc h i e n viec dUa t i n ciia h p M d t p h a t n g d n v i e n cua Exxon chi vao sU h i e n hflfu cua quy t r i n h n g a n c h a n de t h a y cho cau t r a ldi ve nhOfng gi se dien bie'n NhOfng quy t r i n h m a sau dd cac doan p h i m t r u y e n h i n h cho tha'y la vd ich Khi dupc yeu cau p h d n g v a n t r e n t r u y e n h i n h , Rawls, da t r a ldi la dng t a k h d n g cd t h d i gian cho nhOfng viec l i n h t i n h dd
T r o n g liic cdng ty cd nhOfng khdi dau h o a n t o a n b a t lpi vdi bao gidi n h u vay t h i t r e n m a t bie'n, cudc n g a n c h a n vu t r a n dau di vao chd be' tac K h o a n g 240.000 t h i m g dau da t r a n r a m a t b i e n , h a n g t r i e u t h u n g dau k b a c t r e n t a u v a n cdn dd k h d n g dupc chuye'n di T r o n g h a i n g a y dau, vdi t h d i tie't y e n b i n h , c h a n g cd dupc bao nhieu ddng t h a i cho cudc n g a n chan dau t r a n Cudc t r a n dau n a y da lan r d n g r a va l a m d b a n hon 12 d a m vudng t r e n m a t bien
Mdt t u a n sau dd, Exxon v i n n g a m t a m Tdng thd'ng Bush tuyen bd cudc t r a n dau la mdt t h a m h p a va F r a n k larossi, G i a m ddc chuye'n v a n cua Exxon bay de'n t h i tra'n Valdez de chu t r i m d t cudc h p p bao Cudc hpp bao trd n e n tdi te m d t it chufng cd td't dep dupc Exxon dUa r a l a p tufc bi p h a n dd'i bdi nhOfng m a t n h a n chufng ciia cac n h a bao va ngU d a n cd m a t tai h i e n trUdng
J o h n Devens, Thi trUdng cua thi t r a n Valdez b i n h luan rSng, cdng ddng cam tha'y bi p h a n bdi vi nhOfng p h a n ufng cua Exxon ddi vdi t h a m hpa "Bao n h i e u n a m qua hp ludn hiia se l a m mpi viec de dpn s a c h m d t vu t r a n dau va giOf gin c h a t lifpng ddi sdng ciia chung tdi Tdi t h a y ro r a n g la liic n a y chiing tdi dang ddi m a t vdi mdt sif buy hoai h o a n toan mdi trUdng sdng cua minh"
Ngay ca S t e p h e n McAlpine, Thd'ng ddc b a n g A l a s k a cung cho r S n g dng vd cung t h a t vpng trUdc d a p ufng cua Exxon t r o n g vu n a y "Cho du hp cd ndi gi, tdi cung k h d n g the' t i n dupc nu:a"
Cud'i ciing, dng chu cua Exxon cung budc p h a i x u a t h i e n t r e n t r u y e n h i n h Khi dupc hdi ve nhOfng nd life sau h e t de dpn sach d n h i e m t r o n g budi p h d n g v a n trifc tie'p, Rawls td r a h o a n g m a n g Hda r a dng t a k h d n g h e de y den nhtfng viec n a y va cho tha'y m d t thifc te la cdng viec cua m d t vi chu tich k h d n g p h a i la de dpc cac bao cao tuong tif Ong t a dd ldi cho bao chi t h e gidi la da l a m cho t h a m h p a t r d t h a n h qua d a n g hon Dinh p h a n t h e t h a m cua Exxon t h e la da h o a n t a t !
Cac h a u qua cho Exxon ve ca t h a m h p a l a n each m a hp thu xep nd la b e t siic to ldn T d n g chi phi cho t h a m h p a t r a n dau n a y la ti dd la P h a n ldn la t i e n p h a t vi vd t r a c h n h i e m vdi cdng ddng
Tuy khd m a lifpng d i n h , nhUng tdn t h a t ve tie'ng t a m cua cdng ty cdn n g h i e m t r p n g h o n Exxon da tif vi tri m d t cdng ty x a n g dau ldn n h a t t h e gidi roi xudng h a n g ba "Exxon Valdez" trd t h a n h ddng nghia vdi SLf n g a o n g h e t a p t h e va cau c h u y e n v a n cdn dupe rao t r u y e n d e n ca chuc n a m sau dd T r o n g cudc t h a m dd d My v a o n a m 1990, % ngUdi t r a ldi da cho la cudc t r a n d a u Valdez la y e u td c h i n h l a m gia t a n g n h a n thufc ciia cdng chiing ve nhOfng v a n de moi t r u d n g • (Cdn nUa)
(Nguon: Trich td cudn sdeh "Su that ve 100 thdt bgi lan nhdt mgi thai dgi" Cong ty First New.s phdt hanh)
USABancshares.com, toptable.com.uk,