Stephen Brown

♦ <a href="http://discussionleader.hbsp.com/ics/2008/08/dont-try-this-offshore-1.html" target=""> Funda interactiva:</a> Evalúe su solución a este dilema y vote siguiendo el consejo de los expertos.

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Reprint: R0809A
Since the mid-1990s, management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. But the head of SA, Barton Brady, gets word that someone is now poaching in his territory. It&#8217;s the low-rent operation Tropes R Us, which has started offshoring production to Ireland and will soon flood the market with high-quality, low-cost metaphors. Does this move confirm Brady&#8217;s fear that the U.S. is losing its competitive edge in right-brain work? Four experts comment on this fictional case study.
Daniel H. Pink, an author and consultant, says SA should move to higher ground&#8212;to find new ways to differentiate itself on the basis of right-brain capabilities that will be difficult to offshore. Doing this, he writes, requires an education system that nurtures creativity.
John Chuang, CEO of talent consulting firm Aquent, writes that Brady could rally U.S. citizens to protest the country&#8217;s current immigration policy, which makes it difficult for companies to import top talent. Brady should also broaden the definition of SA&#8217;s business.
Richard Phelps, a human resource executive at PricewaterhouseCoopers, argues that contrary to the prevailing view of many in the West, workers in emerging economies are equal to the demands of creative work. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand.
Charlie Wrench, the CEO of brand and design consulting firm Landor Associates, advises Brady not to worry about his country&#8212;which Wrench believes will continue to attract a disproportionate share of the world&#8217;s creative talent&#8212;but about his multinational clients, who need service providers to display a powerful combination of right-brain and left-brain skills.

Don’t Try This Offshore

Reimpresión: R0809A Desde mediados de la década de 1990, la boutique de metáforas de gestión Serendipity Associates (SA) ofrece a sus clientes símiles chisporroteantes y fragmentos de sonido rápidos. Pero el director de Sudáfrica, Barton Brady, se entera de que alguien está cazando furtivamente en su territorio. Es la operación de bajo coste Tropes R Us, que ha empezado a deslocalizar la producción a Irlanda y pronto inundará el mercado con metáforas de alta calidad y bajo coste. ¿Esta medida confirma el temor de Brady de que Estados Unidos pierda su ventaja competitiva en el trabajo con el hemisferio derecho? Cuatro expertos comentan este estudio de caso ficticio. Daniel H. Pink, autor y consultor, afirma que SA debería ir a un terreno más alto, para encontrar nuevas formas de diferenciarse sobre la base de las capacidades del hemisferio derecho que serán difíciles de transportar al extranjero. Hacer esto, escribe, requiere un sistema educativo que fomente la creatividad. John Chuang, CEO de la consultora de talentos Aquent, escribe que Brady podría reunir a los ciudadanos estadounidenses para protestar contra la actual política de inmigración del país, que dificulta que las empresas importen a los mejores talentos. Brady también debería ampliar la definición de las actividades de SA. Richard Phelps, ejecutivo de recursos humanos de PricewaterhouseCoopers, sostiene que, contrariamente a la opinión predominante de muchos en Occidente, los trabajadores de las economías emergentes están a la altura de las exigencias del trabajo creativo. SA debería reunir a los mejores cerebros del planeta y contratarlos o contratarlos para que representen a la marca SA. Charlie Wrench, director ejecutivo de la consultora de marcas y diseño Landor Associates, aconseja a Brady que no se preocupe por su país, que Wrench cree que seguirá atrayendo a una parte desproporcionada del talento creativo mundial, sino por sus clientes multinacionales, que necesitan que los proveedores de servicios demuestren una poderosa combinación de habilidades del hemisferio derecho y del hemisferio izquierdo.

No lo intente en alta mar

Reprint: R0809A Since the mid-1990s, management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. But the head of SA, Barton Brady, gets word that someone is now poaching in his territory. It’s the low-rent operation Tropes R Us, which has started offshoring production to Ireland and will soon flood the market with high-quality, low-cost metaphors. Does this move confirm Brady’s fear that the U.S. is losing its competitive edge in right-brain work? Four experts comment on this fictional case study. Daniel H. Pink, an author and consultant, says SA should move to higher ground—to find new ways to differentiate itself on the basis of right-brain capabilities that will be difficult to offshore. Doing this, he writes, requires an education system that nurtures creativity. John Chuang, CEO of talent consulting firm Aquent, writes that Brady could rally U.S. citizens to protest the country’s current immigration policy, which makes it difficult for companies to import top talent. Brady should also broaden the definition of SA’s business. Richard Phelps, a human resource executive at PricewaterhouseCoopers, argues that contrary to the prevailing view of many in the West, workers in emerging economies are equal to the demands of creative work. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Charlie Wrench, the CEO of brand and design consulting firm Landor Associates, advises Brady not to worry about his country—which Wrench believes will continue to attract a disproportionate share of the world’s creative talent—but about his multinational clients, who need service providers to display a powerful combination of right-brain and left-brain skills.

No lo intente en alta mar

Resumen.

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