Umngeni: Fumana Oko Abafuna Ngayo kwaye Banike yona
Kungabonakala ngathi yinto ecacileyo ngoku, kodwa uphando lwengcipheko luguquguquko ngexesha layo. Kwiminyaka emininzi emva kokudakumba okukhulu, iinkampani zineenkalo zentlalo-patrariki yokuphuhliswa kwemveliso, ukuthengiswa kunye nokuthengisa.
Iimveliso zaphuhliswa kwii-laboratories zenkampani ezithathwa njengezenzululwazi kunye nenjongo. Iinkampani eziphuhliswe iimveliso ukuhlangabezana neemfuno eziqhelekileyo kunye nokuthengiswa kugxininise ukuba ukuba abathengi beza kuthengela nokusebenzisa iimveliso ezipapashwe, zonke ziya kulungeleka.
Ukubeka uPhando kwiNtengiso
Isici esilahlekileyo kule ndlela yophando nophuhliso lwaluyilo uphando. Ngomlindo kaNeil McElroy, uMatter & Gamble wadibanisa amachaphaza . Ukuba uM Procter noGamble babefuna ukwazi ukuba ngabaphi abathengi babefuna, ukuze bakwazi ukuzithengisa kubo, ke kufuneka inkampani ivezwe ngqo kubathengi. I-Procter neGamble yayingumqambi womveliso wabathengi kwaye, ngoko kunjalo, uninzi lwabathengi bekampani babe ngabenzi bezindlu.
Amakhulu amabhinqa abesetyenziselwa ukuqhuba imisebenzi yabo eqhelekileyo yasekhaya kunye neMveliso ye-Procter & Gamble, kwaye ingxelo ingxelo yamava abo ngemveliso.
Ulwazi olufunyenwe ngalezi zifundo zophando lwesebe lusetyenziselwa ukuphucula iimveliso ezikhoyo ze-Procter & Gambles kunye nokuzisa ukuphuhliswa kwemveliso yazo entsha. Ingqondo yenzululwazi emva kwendlela yokwenza uphando lwabathengi yayinguD. Paul Smelser. I-Johns Hopkins iYunivesithi yaphumelela ngeF.D.
kwizoqoqosho, wayeyi-Doc Smelser kwabanye abaphathi kwi-Procter & Gamble.
Okokuqala kuqashwe ngu-Procter & Gamble ukuba isebenze kwiyunithi entsha yezoshishino eyenzelwe ukuhlaziywa kweemveliso zorhwebo, i-Doc Smelser ichukumise inkcubeko yenkampani kwi-Procter neGamble ngeendlela ezininzi. Apho abaphathi be-Procter neGamble bembethe iifomu ezifanelekileyo zokuzilolonga, uSmelser waboniswa kwidraf yezemidlalo. Ngokwemvelo yakhe, akazange akhuphe izibhokhwe kwaye wayehlala ebuza imibuzo yokuthengisa kunye nokuthengisa kumagosa aphezulu ngaphandle kokuqala.
I-cerebral Smelser yaxhamla xa abaphathi bengenakuphendula imibuzo malunga nendlela iimveliso ze-Procter neGamble zisetyenziselwa ngayo okanye zingasetyenziswa. Wayenombono wokuthi inkampani kufuneka ikwazi into eninzi malunga nokusetyenziswa kwemveliso ukuze kuqhutywe ukuthengisa ngokufanelekileyo . Ngo-1925, uSmelser wayenobunkokeli obunelungelo ngokungaxhaswanga kwi-Procter neGamble ukuzisa ukusekwa kweSebe eliPhando loPhando elibhekiselelwe ngabanye ngaphandle kweSmelser. Kuze kube ngumhlala-phantsi wakhe ngo-1959, iSmelser yavelisa isebe lophando lweemarike ibe yinkampani yezobugcisa kunye nezesayensi.
Abaphandi beemarike bexesha elidlulileyo
Abacwaningi bezityalo ze-Procter neGamble, ababenokuqhuba iingxoxo zemibuzo-ntsebenzo emininzi nabathengi, babekhethwe ngokufanelekileyo kwiindawo zabo.
Njengabantu abaqeshwe ukuba basebenze kwiDisneyland, okanye amaHarvey amantombazana edumileyo e-Fred Harvey ekupheleni kwe-1800, abaphandi be-Procter & Gamble kwintsimi bachongiwe ngenxa yempembelelo abaya kuba nayo kubathengi abadibene nabo kwintsimi.
Umsikazi oqeshwe ngokugqithiseleyo abaqeqeshiweyo bekholeji abancinci ababenomdla obunomdla kwaye baqikelele ukuba ubuSelveser becinga ukuba kufanelekile kwimveliso yeProter & Gamble. Lezi ziko zophando ezithathwe ngesandla zenzelwe ukuba zizakhono ekufumaneni iimpendulo ezingenangqiqo kunye nokunyanisekileyo kubathengi abasemagqabini abavuma ukuba bathathe inxaxheba kwimigudu yophando lweemarike.
Umkhosi we-Procter & Gamble kwintsimi yophando yongqongqo kwiingcango kunye nabavakalisi abanokuzithandela abanemibuzo malunga nomsebenzi ngamnye wekhaya apho inkampani inokwenza umkhiqizo okanye iqwalasela ukuveliswa kwemveliso.
Ukudala itoni engcolileyo engathethikiyo ( engekho ingozi ), abaphandi bezandla abazange bathwale nawaphi na amabhodi e-clip, ukubhala izixhobo, uluhlu okanye iifom zaluphi na uhlobo. Abaphandi bentsimi bekufuneka babe nokukhumbula ngokugqithiseleyo iitoni zeenkcukacha ezichanekileyo abazityumayo kwiintetho zabo nabenzi bezindlu . Emva kokuba bebuyele emotweni yabo, abaphandi abamangalisayo babhala konke abakhumbulayo kwaye bafunde.
Iziphumo zophando lweentsimi zentsimi zazinzulu kwaye zibanzi, ezibangele iiseti ezibanzi ngokubanzi. I-Doc Smelser isebenza kwi-Procter neGamble iminyaka engama-34, kwaye ngelo xesha, abafazi abangama-3 000 kunye nokutshitshiswa kwamadoda kwenziwa uphando lwezentsimi.
Abaphandi bafunda malunga neMveliso ye-Procter & Gable kunye nemikhiqizo yabathengisi . I nkampani yakha ukhuphiswano olukhuphisanayo ngamandla alolu uphando, olwenza ukuba iSmelser ibe yindawo yokuthengisa. Ngokugxininisa okufanayo uS smelser wayebonise kwimigudu yakhe yokuphucula uphando lwezentsimi, wazi amajelo ezobhengezo ngasemva nangaphambili . Ummangali angacacisa amanani abaphulaphuli ngokumangalisa abaphathi beesiteshi se-radiyo abangazange bazi ezo zinto.
Imithombo
Amashishini aseMelika, 1920-2000: Indlela eSebenzayo ngayo - P & G: Ukutshintsha Ubuso beNtengiso yabathengi (2000, ngoMeyi 2) Ulwazi loLwazi ngezoNkokheli zoShishino. I-Cambridge, MA: Ukuhlaziywa kweBusiness Harvard.
Grey, Paula (ngo-2010, ngo-Agasti 8). I-Anthropology yezoShishino kunye neNkcubeko yoMphathi weMveliso [iphepha elimhlophe loMbutho weNtengiso kunye nokuPhathwa kweMveliso ye-International (AIPMM)]
McCraw, Thoms K. (2000). I-Amashishini aseMelika, 1920-2000: Indlela Esebenza Ngayo Ukuguqula , IL: Harlan Davidson. I-ISBN: 0-88295-985-9 (Le ncwadi inxalenye ye-Harlan Davidson yase-American History Series).