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Communication Breakdown In Global Logistics: A Case Study Essay.

10 Pages / 2,264 Words Published On: 15-02-2021

Analyzing the Communication Breakdown

Roos Dekker works in Rotterdam, Netherlands, for Global Healthcare, a major global leader in home and business healthcare electronics,19 Her responsibilities include coordinating global  logistics for the company's healthcare products, including supplies and product deliveries. In this regard, she must coordinate her efforts with other logistics managers around the world, including Javier Gutierrez. Gutierrez lArorks in Buenos Aires for Global Healthcare Argentina (GHA), which represents the manufacturing, import and  export, and disiribution operations of Global Healthcare throughout South America. Operating through about a dozen plants in the region (mostly Brazil and Argentina), GHA makes components and products specialising in consumer electronics, small appliances, lighting equip-ment, and electronic medical equipment, which are then distributed and sold under ihe Global Healthcare brand.

Although Dekker and Gutierrez are both logistics coordinators, they report to different supervisors in different divisions of Ihe company, Global Healthcare and GI-IA. Organisationally, they are on the same level in the company hierarchy. Still, they must coordinate their efforts and work together to achieve maximum results for the entire enterprise. Dekker and Gutierrez both speak fluent English, and have livorked together several times, although they have never met in person and each knows very little about the other.

Recently, Roos Dekker was given an assignment involving major product deliver-ies from South America to the European Union. For reasons she did not know, these deliveries arrived in Europe at a slower pace than was scheduled, and she was under considerable pressure to catch up. Her point of contact for this problem was Javier Gutierrez. Dekker tried several time to contact Gutierrez, mostly by e-mail, but failed to get any definitive response regarding the late shipments.

Finally, out of desperation, Dekker sat down at her computer and wrote one more e-mail to Gutierrez expressing her frustration. When she finished writing the message, she realised that she had to cool off a bit before sending it, and put the message away for one hour. When she returned, she decided that she should edit the message so it was just the facts. Still, she needed to express her sense of urgency. She edited his message as follows and sent it to Gutinez:

To: Javier Gutierrez, 61 IA, Argentina

From: Roos, Global Healthcare, Netherlands

Re: Recent shipments to Global Healthcare-Europe

Dear Javier

I just had a conversation with Mr. Van den Berg (my boss) about the late shipments from Argentina and Brazil. He is concerned that this delay may have significant impact on our division results as we are losing sales. He blames us for these delays and asked me to provide a report justifying the delays as soon as possible.

Cross-Cultural Conflict and Stereotyping

I need the following information from you today:

• A full explanation for the cause of the shipment delays,

• A detailed timetable with a realistic Forecast of when the shipment will anive,

• A specific plan of action to get GHA back on track and avoid these delays in the future.

From now on, I would like to receive a copy of all shipment reports coming out of Brazil and Argentina.

Regards,

Roos Dekker

The net day, Gutienez sent his response to Dekker:

To: Roos Dekker, Global Healthcare, Netherlands

From: Javier Gutierrez, Global Healthcare Argentina c/c: Antonio Rodriguez, Global Healthcare Argentina Re: Shipments to Global Healthcare-Europe

Dear Ms. Dekker:

am not surprised that your boss is upset. However, 1 think you may have misunderstood the situation. I do not wish to be rude here, but you leave me no choice but to be frank. I am the logistics coordinator here, not the boss. The management of GT-TA schedules both production and deliveries, and several people are involved in these decisions, including the 5 Communicating across cultures 169 is our unions. If we push the workers too hard, they will shut down entire plants and this helps no one, as you would agree.

In addition, GHA has many recipients within Global Healthcare, not just your division, and to make matters more complicated, our Asian markets are growing faster than those in the EU and they, too, are demanding more product, And you know of all the customs issues we had in the last few weeks due to the new regulations regarding medical equipment and the additional papenvork required to satisfy safety requirements that came at a time in which we are short staffed. And should I remind you that this particular order is a special order that was outside the original forecast and has been accommodated as a special case.

I don't understand how you can blame me for the delays? Can't you see that this just makes things worse? And how can you expect me to provide you with information that I don't have? I can't provide you with the information that you requested until I hear from the production and legal departments. We work for an international firm and should work together to resolve issues, not just blame others for our problems. That is what I most believe.

I am sending a copy of this message to Mr. Antonio Rodriguez (my boss) as it is important that we all become aware of what is happening. I suggest you infomi your boss that he needs to be patient and learn to respect his colleagues and partners in other countries.

Sincerely,

Javier Gutierrez

What was Dekker main intention in sending her message?

What cultural assumptions underlie Dekker's message to Gutierrez?

What cultural assumptions underlie Gutierres's response to Dekker?

How should Dekker respond to Gutierrez? Come up with two or thre options and evaluate the benefits and/or risks for each option. 

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2021). Communication Breakdown In Global Logistics: A Case Study Essay.. Retrieved from https://myassignmenthelp.com/free-samples/ibus90004-cross-cultural-management/a-case-study-on-global-healthcare.html.

"Communication Breakdown In Global Logistics: A Case Study Essay.." My Assignment Help, 2021, https://myassignmenthelp.com/free-samples/ibus90004-cross-cultural-management/a-case-study-on-global-healthcare.html.

My Assignment Help (2021) Communication Breakdown In Global Logistics: A Case Study Essay. [Online]. Available from: https://myassignmenthelp.com/free-samples/ibus90004-cross-cultural-management/a-case-study-on-global-healthcare.html
[Accessed 03 October 2023].

My Assignment Help. 'Communication Breakdown In Global Logistics: A Case Study Essay.' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/ibus90004-cross-cultural-management/a-case-study-on-global-healthcare.html> accessed 03 October 2023.

My Assignment Help. Communication Breakdown In Global Logistics: A Case Study Essay. [Internet]. My Assignment Help. 2021 [cited 03 October 2023]. Available from: https://myassignmenthelp.com/free-samples/ibus90004-cross-cultural-management/a-case-study-on-global-healthcare.html.


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