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]
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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 do "Nhdng cdng ty
tot nhdt de ldm viec" cung ciia
tap cbi nay
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 trong thdi gian 2001 - 2002, nhtifng chdng to nay boa ra chi
la doi tra - mpt vu doi tra ldn nhat trong 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 trong 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 nay con trd thanh 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 ra anh sang, nhiifng ngUdi dieu hanh cua Enron lai lam cho sU viec trd nen tdi te hon khi 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 nay 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 nay 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 ra Cac thupng hieu da cdu chudc cai ngay ay
1 Enron - Phan lai si^ that
Khdng cd gi de ndi nhieu ve
sU thanh 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 con sd' khdng de trd thanh mdt cdng ty ldn thd 7 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 6 nam boat ddng
Hp cung dupc xep hang cao THONG TIN KHOA HOC & CONG NGHE - s o 4/2011
Trang 2NHljrNG VAN DE CHUNG KINH NGHIEM QUOC TE
Vu tai tieng cua Enron
ciing cd dinh liu de'n chinh tri
trong dd bdi nhdng quan he
gan gui cua cdng ty nay 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 nay
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 "cai che't" ciia thuong hieu
nay 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 trong
viec thiic day mai lUc cua mdt
san pham hay dich vu Chang
han nhu khi Oraph Winfrey,
mdt ten tudi danh tie'ng trong
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 ra
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 trong 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 nay dupc dam bao vdi sii phd trUOng tdi da khi 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 trong 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 sao mdt thUPng hieu phat trien nhanh nhU vay lai mau chdng di vao dudng ciing trong vdng chUa de'n mdt thap nien?
Trudc he't, cdng ty nay da khuyech trUPng qua nhanh, md
ra cac nha hang mdi trong khi 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 con 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 nay trong viec kinh doanh cua hp
De cd the dat dupc thanh 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 thanh cdng cua Planet Hollywood chi hinh thanh tif nhOfng khach hang mdt lan duy 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 ngay 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
do 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 trong thdi gian tdn tai ciia hp Du sao 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 trong nhOfng trifdng hpp nay
Trang 3NHgNG 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 con 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 8 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 ngay
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 do 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 con 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 khi
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 con 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 7 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, 6 5 % 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" do Cong ty First New.s phdt hanh)
THONG TIN KHOA HQC & CONG NGHE - SO 4 / 2 0 1 1