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<i>SiSii </i>

<i>Anh </i>

<i>minh hoa </i>

<b>NHCTNG VANJDE QHUNG KINH NGHIEM QUOC TE ^ </b>

SI/TH|TV^'CAlCH^r

<i><b>CUA NHdfNG WlfdNG HiiU N6I TiiNG </b></i>

^ LE THANH NHAN
<i>Cong ty Sd hQu tri tu$ INVENCO </i>

<i>trong bieu do "Nhdng cdng ty </i>

<i>tot nhdt de ldm viec" cung ciia </i>

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.

<b>1. Enron - Phan lai si^ that </b>

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
<i>giai thudng "Cong ty dot phd </i>

<i>nhdt nU&c My" ciia tap chi </i>

Fortune sau 6 nam boat ddng.
Hp cung dupc xep hang cao

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<b>NHljrNG VAN DE CHUNG KINH NGHIEM QUOC TE </b>

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.

<b>2. P l a n e t Hollywood </b>
<i><b>-N h a n vat manh, thvCdng </b></i>
<b>hi§u y e u </b>

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.

<b>3. E x x o n - Khong noi </b>
<b>mpt Id'i </b>

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.

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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 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
<i>moi t r u d n g . • (Cdn nUa) </i>

<i>(Nguon: Trich td cudn sdeh </i>
<i>"Su that ve 100 thdt bgi lan </i>
<i>nhdt mgi thai dgi" do Cong ty </i>
<i>First New.s phdt hanh) </i>

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<a href=''> USABancshares.com,</a>
<a href=''> toptable.com.uk,</a>