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

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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.