With Telecom New Zealand rings the changes to connect with Asian customers: Dedicated language service cements company's reputation for internationalism

Author: Pio Edwina   Kwan Adrian  

Publisher: Emerald Group Publishing Ltd

ISSN: 0967-0734

Source: Human Resource Management International Digest, Vol.14, Iss.7, 2006-12, pp. : 5-8

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Purpose - This article discusses the process of incorporating ethnic people in organizations to enhance business goals and the company's reputation for internationalism. Design/methodology/approach - Describes the setting up and sustaining of the Asian Customer Care Centre of Telecom New Zealand. Findings - Contends that incorporating ethnic-minority individuals into the economic and social fabric of a nation is often seen as problematic, yet Telecom New Zealand is a testimony to playing the right ethnic cards for enhancing its reputation and achieving its business goals. Practical implications - Provides insights into the Asian mindset and practical routes for achieving internationalism. Originality/value - Encourages executives to experiment with innovative ways to encompass ethnic minorities to achieve business goals and strengthen the social fabric of a country.