Communication System The Swedish pa

Communication System
The Swedish parent company expresses itself as “to be the leading supplier worldwide
of high quality” and would like their brand to “stands for high quality, satisfied
customers and competence” (according to the managers in Sweden, also see in
Appendix III). These vision and mission statements are respected by everyone in
Swedish parent company. Chinese managers in Shanghai know these statements.
However, they do not think it is their responsibility to picture the future for the
company. Those statements to them are just sentences rather than the slogans that can
represent the spirits of the company, or simply, they do not have a clear vision of the
company. When it comes to long term orientation (China scores 118, Sweden scores
33, see in Appendix I), in Chinese managers’ view, vision and mission are for the
future: those are the place where they want to go. However, vision to Swedish
managers is the “unchanging ideas” of the company and it stands for the present and
the future of the firm. When asking the question “whether vision stand for the present
or the future” misunderstanding occurs between Swedish managers and Chinese
mangers. If the multinational company would like to communicate well in the future,
a common goal and a mutual understanding of the company are needed.