Stephen Brown

♦ <a href="http://discussionleader.hbsp.com/ics/2008/08/dont-try-this-offshore-1.html" target=""> Estojo interativo:</a> Avalie sua solução para esse dilema e vote nos conselhos dos especialistas.

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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

Reimpressão: R0809A Desde meados da década de 1990, a boutique de metáforas gerenciais Serendipity Associates (SA) tem oferecido aos clientes símiles incríveis e frases de efeito rápidas. Mas o chefe da SA, Barton Brady, fica sabendo que alguém agora está caçando furtivamente em seu território. É a operação de baixa renda Tropes R Us, que iniciou a terceirização no exterior da produção para a Irlanda e em breve inundará o mercado com metáforas de alta qualidade e baixo custo. Essa medida confirma o medo de Brady de que os EUA estejam perdendo sua vantagem competitiva no trabalho com o lado direito do cérebro? Quatro especialistas comentam sobre esse estudo de caso fictício. Daniel H. Pink, autor e consultor, diz que a África do Sul deve se mover para uma posição mais elevada — para encontrar novas maneiras de se diferenciar com base nas capacidades do lado direito do cérebro, que serão difíceis de usar no exterior. Fazer isso, ele escreve, requer um sistema educacional que estimule a criatividade. John Chuang, CEO da empresa de consultoria de talentos Aquent, escreve que Brady poderia reunir cidadãos dos EUA para protestar contra a atual política de imigração do país, que dificulta que as empresas importem os melhores talentos. Brady também deve ampliar a definição dos negócios da SA. Richard Phelps, executivo de recursos humanos da PricewaterhouseCoopers, argumenta que, ao contrário da visão predominante de muitos no Ocidente, os trabalhadores nas economias emergentes estão à altura das demandas do trabalho criativo. A SA deve reunir os melhores cérebros certos do planeta e contratá-los ou contratar com eles para representar a marca SA. Charlie Wrench, CEO da empresa de consultoria de marca e design Landor Associates, aconselha Brady a não se preocupar com seu país, que, segundo Wrench, continuará atraindo uma parcela desproporcional do talento criativo mundial, mas com seus clientes multinacionais, que precisam de prestadores de serviços que mostrem uma combinação poderosa de habilidades do lado direito e esquerdo do cérebro.

N&atilde;o tente isso no exterior

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.

Não tente isso no exterior

Resumo.

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