Company Case 05 Samsung - Tài liệu tham khảo | Đại học Hoa Sen

Bơi Ngượ ậ ứ ủ
When Debbie Sterling was in high school, her math
Khi Debbie Sterling co n ho c trung ho c, gia o vie n toa n cu a co
teacher recognized her quantitative talent and đa nha n ra ta i na ng đi n
h lượ ng cu a co va đe nghi co th
suggested she pu rsue engineering as a college major. At
đuo i nga nh ky thua t như mo t chuye n nga nh đa i ho c. V
the time, Sterling couldn’t figure out why her teacher
thợ i đie m đo , Sterling kho ng the hie u đượ c ta i sao gia o vie
thought she should drive trains for a living. But the
cu a co nghĩ ra ng co ne n la i xe lư a đe kie m s o ng. Nhưng
suggestion was enough to get her started down the right
đe nghi la đu đe co a y ba t đa u đi đu ng hượ ng. Sau bo n n
path. After four years at Stanford, Sterling graduated
ta i Stanford, Sterling to t nghie p vợ i ba ng k y sư cợ kh
with a degree in mec hanical engineering. But
Nhưng trong suo t qua trĩ nh ho c, Sterling nha n tha y thie u
throughout the course of her studies, Sterling noticed
phu nư trong chượng trĩ nh ky thua t cu a co a y - la mo t h
the lack of women in her engineering program—a
tượ ng đa c trưng trong lĩ nh vư c trong đo đa n o ng đo ng hợ
characteristic phenomenon in field where men
phu nư vợ i ty le 86 pha n tra m so vợ i 14 pha n tra m. Qu
outnumber women 86 percent to 14 percent. This
sa t na y đa ga y ra mo t no i a m a nh ợ Sterling. Co đa t ra m
observation ignited an obsession in Sterling. She set out
nhie m vu truye n ca m hư ng cho mo t the he nư ky sư tư
on a mission to inspire a future generation of femal e
lai ba ng ca ch pha vợ da y ha ng ma u ho ng trong ca c c ư a ha
engineers by disrupting the pink aisle in toy stores. đo chợi.
During th e past few years, S terling has b een named Trong va i na m qua, Sterling đa đượ c vinh danh la “Ngượ i
Time’s “Person of the Moment” and one of Business
cu a m o t thợ i” cu a ta p chĩ Times va la mo t trong “30 ngư
Insider’s “30 Women Who Are Changing the World”
phu nư đang thay đo i the giợ i” cu a ta p chĩ Business Inside
among other accolades. Why? Because Sterling is the
va ca c gia i thượ ng kha c. Ta i sao? Bợ i vĩ Sterling la ngượ
founder and CEO of GoldieBlox, a toy compa ny that is
sa ng la p va Gia m đo c đie u ha nh cu a GoldieBlox, mo t co ng
making Sterling’s mission a reality.
đo chợi đan g bie n sư me nh cu a Sterling tha nh hie n thư c.
A Different Kind of Toy Company
Một loại công ty đồ chơi khác biệt
After graduating, Sterling started researching
Sau khi to t nghie p, Sterling ba t đa u nghie n cư u mo i thư , t
everything from c hildhood development to gender roles.
pha t trie n thợ i thợ a u đe n vai tro giợ i tĩ nh. Mo t trong như
One of her findings was that in order to gain interest in
pha t hie n cu a co la đe co đượ c sư quan ta m va theo đuo i m
and pursue a given field, a person must be exposed to lĩ nh vư c nha t đi n
h, mo t ngượ i pha i đượ c tie p xu c vợ i c
the right inputs at an early age. This fact became
tho ng tin phu hợ p ngay tư khi co n nho . Thư c te na y trợ ne
particularly bothersome as Sterling became more and đa c bie t kho chi u
khi Sterling nga y ca ng trợ tha nh que
more familiar with the c ontents of the average toy aisle
thuo c vợ i no i dung cu a da y ha ng đo chợi trung bĩ nh tron
in stores. Toys for girls are in the pink aisle, dominated
ca c cư a ha ng. Đo chợi cho be ga i na m tre n da y ha ng ma
by dolls, stuffed animals, and princesses, whereas toys
ho ng, bi chi pho i bợ i bu p be , thu nho i bo ng va c o ng ch
for boys are found in the blue aisle, filled with macho
trong khi đo chợi cho be trai đượ c tĩ m tha y ợ da y ha ng ma
action figures, various toy weapons, and a huge variety
xanh, chư a đa y như ng nha n va t ha nh đo ng ma nh me , vu k
of building block sets. Most experts agree that the toys
đo c hợi đa da ng va ra t nhie u bo kho i xa y dư ng. Ha u he t
served up to young girls do little to encourage an interest
chuye n gia đo ng y ra ng ca c đo chợi phu c vu cho ca c co g
in science, technology, engineering, and math (STEM)
tre la m ra t ĩ t đe khuye n khĩ ch sư quan ta m đe n ca c mo
khoa ho c, co ng nghe , ky thua t va toa n ho c (STEM). Hie u bi
subjects. This k nowledge led Sterling to develop a plan
na y đa khie n Sterling pha t trie n mo t ke hoa ch ta o ra m
to create a different kind of toy for girls.
loa i đo chợi kha c cho ca c be ga i.
As she began developing ideas for toys, another research
Khi co ba t đa u pha t trie n y tượ ng cho đo chợi, mo t pha t hi
finding struck her—girls possess stellar verbal skills and
nghie n cư u kha c đa thư c tĩ n
h co - ca c co ga i sợ hư u ky na
tend to learn better by interacting with stories. That
ngo n tư xua t sa c va co xu hượ ng ho c ho i to t hợn ba ng c a
insight was instrumental in the creation of the
tượng ta c vợ i ca c ca u chuye n. Ca i nhĩ n sa u sa c đo la co ng
GoldieBlox line of construction sets. Part Erector Set and
trong vie c t a o ra ca c bo đo chợi xa y dư ng GoldieBlox. Pa
part storybook, the combination was designed to engage
Erector Set (Bo đo chợi xa y dư ng tư ng pha n) va cuo n sa c
girls through their verbal skills and encourage them to
ke chuye n ve tư ng pha n, sư ke t hợ p na y đượ c thie t ke đe
build through narratives that feature the adventures of
hu t ca c co ga i tho ng qua ca c ky na ng ngo n tư cu a ho
Goldie, a freckled-faced blonde girl donning overalls and
khuye n khĩ ch ho xa y dư ng tho ng qua ca c ca u chuye n ke
a tool belt. Although Goldi e comes off as a bit of a
ca c cuo c phie u lưu cu a Goldie, mo t co ga i to c va ng m a t
tomboy, she’s still girlish. Skinny, blonde, and cute, she
nhang ma c a o ye m va tha t lưng du ng cu . Ma c du Goldie xu
favors pinks and purples. T he toys and stories feature
hie n như mo t co na ng tomboy, co a y va n nư tĩ nh. Ga y,
animals and ribbons, and characters are more likely to
va ng, va de thượng, co a y thĩ ch ma u ho ng va tĩ m. Ca c đo ch
help others than to succeed on their own.
va ca u chuye n trĩ nh ba y ca c đo ng va t va ruy ba ng, va
nha n va t nhie u kha na ng giu p đợ ngượ i kha c hợn la tư mĩ tha nh co ng.
After her innovative toy sets received little interest at the
Sau khi bo đo chợi sa ng ta o cu a c o nha n đượ c ĩ t sư quan t
American International Toy Fair in New York City,
ta i Ho i chợ đo chợi quo c te My ợ tha nh pho New Yor
Sterling started her own company. That decision
Sterling đa ba t đa u co ng ty rie ng cu a mĩ nh. Quye t đi n h đ
sparked more interest than she could have ever
đa ga y ra nhie u sư quan ta m hợn co co the tượ ng tượ ng. Đ
imagined. To raise the $150,000 needed for the first
ta ng 1 50.000 đo la ca n thie t cho vo ng sa n xua t đa u tie
round of production, Sterling launched a Kickstarter
Sterling đa ra ma t chie n di c
h ga y vo n tư đa m đo ng te n
crowd-sourced funding campaign. Her funding goal was
Kickstarter. Mu c tie u ga y vo n cu a co đa đa t đượ c chĩ tron
reached in just four days, and the funding topped out at
bo n nga y, va so tie n ta i trợ le n tợ i 285.000 đo la. $285,000.
With little to spend on traditional advertising, Sterling
I t chi tie u cho qua ng ca o truye n tho ng, Sterling la n a đ u tie
first promoted her inventive toys with some YouTube
qua ng ba đo chợi sa ng ta o cu a mĩ nh vợ i mo t so qua ng c
ads, including “Princess Machine,” featuring young girls tre n YouTube, bao go m “ o
C ma y cu a co ng chu a”, mo ta ca
who take their stereotypically girly toys and create a
co ga i tre la y ca c đo chợi ra p khuo n nư tĩ nh va ta o ra m
sophisticated Rube Goldberg device. That video went
thie t bi Rube Goldberg tinh vi. Video đo đa lan truy e n đe n 8
viral to the tune of 8 million views in l ittle more than a
trie u lượ t xem trong ĩ t hợn m o t tua n. Ngay sau đo , hai sa
week. Shortly thereafter, GoldieBlox’s first two products
pha m đa u tie n cu a GoldieBlox đa trợ tha nh hai sa n pha m
became Amazon’s top two selling toys during the
ba n cha y nha t cu a Amazon trong tha ng 12 ba n ro n nha t c
industry’s busiest month of December. A nd if all that
nga nh. Va ne u ta t ca như ng đie u đo chưa đu , GoldieBlox đ
wasn’t enough, GoldieBlox beat out 15,000 contenders
đa nh ba i 15 .000 ư ng cư vie n trong cuo c thi qua ng ca o cu
in Intuit’s “Small Business Big Gam e” Super Bo wl ad Intuit “Doanh nghie p nho Tro chợi lợ n”, gia nh đượ c vi tr
contest, winning a $4 million spot during the big game.
qua ng ca o 4 trie u đo la trong tro chợi lợ n.
Today, less than three years after the launch of its first
Nga y nay, chưa đa y ba na m sau khi ra ma t sa n pha m đa u
product, GoldieBl ox’s toys are sold at Target, Toys “R” Us,
tie n, đo chợi GoldieBlox, đượ c ba n ta i Target, Toys “R” Us,
Amazon, and 6,000 other retailers worldwide. The
Amazon va 6.000 nha ba n le kha c tre n toa n the giợ i. Thượn
brand features more than a dozen play sets, the
hie u na y co hợn mo t chu c bo tro chợi, mo t trang web va ư
Bloxtown interactive Web site and app, a Goldie action
du ng tượng ta c Bloxtown, mo t nha n va t ha nh đo ng Gold
figure, a “More Than Just a Princess” line of T-shirts and
mo t do ng a o pho ng va a o co mu tru m đa u “Hợn la mo t c
hoodies, and an original music video. GoldieBlox has
chu a,” va mo t video a m nha c đo c đa o. GoldieBlox đa gia n
won numerous industry awards, and its toys have
đượ c nhie u gia i thượ ng trong nga nh va đo chợi cu a no đ
succeeded in raising awareness about the lack of wom en
tha nh co ng trong vie c na ng cao nha n thư c ve vie c thie u p
in technical and scientific fields as well as the issues
nư trong ca c lĩ nh vư c k hoa ho c va ky thua t cu ng như ca c v
associated with the traditional pink aisle. đe lie n quan đe n d
a y ha ng ma u ho ng truye n tho ng.
All That Glitters Is Not Goldie
Tất cả n ững gì lấp lánh không phả h i là Goldie
With all this success, you would think that GoldieBlox
Vợ i ta t ca như ng tha nh co ng na y, ba n se nghĩ ra
would be heralded by anyone and everyone wanting to
GoldieBlox se đượ c ca tu ng bợ i ba t ky ai va mo i ngượ i muo
change gender- based stereotypes in toys. But thay đo i đi n
h kie n dư a tre n giợ i tĩ nh trong đo chợi. Nhưng
GoldieBlox has sparked substantial debate over whether
GoldieBlox đa ga y ra cuo c tranh lua n đa ng ke ve vie c lie u
it is really helping the cause it claims to be serving. The
co thư c sư giu p ĩ ch cho sư nghie p ma no tuye n bo se ph
opposition, led by many feminist voices, claims that
vu hay kho ng. Phe đo i la p, da n đa u bợ i nhie u tie ng no i n
GoldieBox’s approach is little more than window
quye n, cho ra ng ca ch tie p ca n cu a G oldieBox, cha ng hợn g
dressing. The debate got really ugly after the launch of
vie c trưng ba y thie u thư c cha t. Cuo c tranh lua n đa trợ n
GoldieBlox and the Parade Float, a construction set
to i te sau khi ra ma t GoldieBlox va Parade Float, mo t bo xa
based on a new challenge faced by Goldie and her
dư ng dư a tre n mo t tha ch thư c mợ i ma Goldie va ba n be c
friends—to create a float to transport the winner of a
co pha i đo i ma t đe ta o ra mo t chie c phao đe va n chuy
beauty pageant. “You cannot create a toy meant to break
ngượ i chie n tha ng trong mo t cuo c thi sa c đe p. “Ba n kho
down stereotypes when you s tart off with the ideal that
the ta o ra mo t mo n đo chợi đe pha vợ đi n h kie n khi ba n b
‘we know all girls love princesses,’” argues author
đa u vợ i y tượ ng ra ng ‘chu ng to i bie t ta t ca ca c co ga i y
Melissa Atkins Wardy. Those in the opposition camp call
co ng chu a,’” ta c gia Melissa Atkins Wardy đa tranh lua n
for toys that are gender-neutral. “When we use princess
Như ng ngượ i trong phe đo i la p ke u go i đo chợi trung tĩ n
culture, pinkification, and b eauty norms to sell STEM
ve giợ i tĩ nh. “Khi chu ng ta sư du ng va n ho a co ng chu a, ma
toys to girls and fool ourselves that we are amazing and
ho ng ho a va ca c chua n mư c sa c đ e p đe ba n đo chợi STE
progressive and raising an incredible ge neration of
cho ca c co ga i va tư lư a mĩ nh ra ng chu ng ta tha t tuye t vợ
female engineers, we continue to sell our girls short.”
tie n bo va nuo i da y m o t the he ky sư nư đa ng kinh n
Additionally, while the toys are designed to stir interest
chu ng ta tie p tu c đa nh gia th a p ca c co ga i cu a mĩ nh. ”The
in girls by having them build and c reate, critics have
va o đo , trong khi đo chợi đượ c thie t ke đe ga y hư ng thu ch
raised concerns that GoldieBlox toys are too simplistic.
ca c co ga i ba ng ca ch cho ho xa y dư ng va sa ng ta o, ca c n
phe bĩ nh đa đưa ra quan nga i ra ng đo c hợi GoldieBlox q ua đợn gia n.
But Sterling is quick to respond to al l such arguments
Nhưng Sterling nhanh cho ng pha n ư ng vợ i ta t ca ca c la
and show that GoldieBlox isn’t just trying to hook
lua n như va y va cho tha y GoldieBlox kho ng chĩ co ga ng c
parents with a gimmick that doesn’t deliver. “There’s
cha me vợ i mo t ma nh lợ i qua ng ca o ma kho ng cung ca p g
nothing wrong with being a princess,” says the 32-year-
tri . Nha doanh nghie p 32 tuo i no i “kho ng co gĩ sai khi tr
old entrepreneur. “We just think girls can build their
tha nh co ng chu a.” “Chu ng to i chĩ nghĩ ra ng ca c co ga i cu
own castles too.” This idea is backed by many advocates
co the xa y dư ng la u đa i cu a rie ng mĩ nh.” Y tượ n g na y đư
who recognize that to disrupt the pink aisle, you can’t
u ng ho bợ i nhie u ngượ i, như ng ngượ i nha n ra ra ng đe p
start out by trying to obliterate it.
vợ da y ha ng ma u ho ng, ba n kho ng the ba t đa u ba ng ca xo a so no .
Đe a nh hượ ng tho ng qua vie c chợi ca c loa i sợ thĩ ch va lĩ
To influence through play the types of hobbies and
vư c ho c thua t ma phu nư theo đuo i, trượ c tie n mo t co n
academic fields that women pursue, a company first
pha i tha m nha p va o mo t thi trượ ng ra t ca nh tranh. Ta o
must penetrate a very competitive market. Creating toys
như ng mo n đo chợi kho ng co thư gĩ ma ca c be ga i tha y h
that are void of things that girls find appealing will only
da n se chĩ la m cho ca c be ga i tranh gia nh bu p b e Bratz ho
send girls scrambling for the nearest Bratz doll or Disney
co ng chu a Disney ga n nha t . Đo chợi GoldieBlox co the ke
princess. GoldieBlox toys may incorporate traditional hợ p ca c đi n
h kie n giợ i truye n tho ng, nhưng ho tinh ch ĩ nh
gender stereotypes, but they tweak and reframe them.
đi nh khuo n la i chu ng. GoldieBlox đa da nh nhie u na m nghie
GoldieBlox sp ent years researching gender differences,
cư u ve sư kha c bie t giợ i tĩ nh, tĩ m kie m tho ng tin quan tro
seeking significant input from Harvard neuroscientists,
tư ca c nha tha n kinh ho c Harvard va quan s a t ca c kie u ch
and observing children’s play patterns. “Our stories
cu a tre em. “Ca u chuye n cu a chu ng to i ta n du ng ca c ky na
leverage girls’ advanced verbal skills to help develop and
ngo n tư tie n tie n cu a ca c co ga i đe giu p pha t trie n va
build self-confidence in their spatial skills,” says Sterling
dư ng sư tư tin ve ca c ky na ng kho ng gia n cu a ho ,” Sterli with confidence. no i mo t ca ch tư tin.
Lie u hai be n co gia i quye t đượ c sư kha c bie t cu a h o tr
Whether or not these two sides will resolve thei r
vie c co ga ng đa t đượ c cu ng m o t mu c tie u hay kho ng, kho
differences in trying to achieve the same goal, there is no
co ca u ho i na o ve vie c GoldieBlox đa ga y ba o trong nga n
question that GoldieBlox has taken the toy industry by
co ng nghie p đo c hợi. Va Sterling co n la u mợ i ke t thu c. Tro
storm. And Sterling is far from finished. While clearly
khi ro ra ng co đo ng lư c đe cha m dư t ca c khuo n ma u đa đư
motivated to put an end to the stereotypes that have
ta o ra bợ i nga nh co ng nghie p đo chợi va gia i trĩ , co no
been generated by the toy and entertainment industries,
ra ng mu c tie u la trợ tha nh mo t thượng hie u nha n va t đa n
she makes it clear that the goal is to become a multi-
ta ng theo kie u Disney. “Chu ng to i muo n trợ tha nh thượng
platform character brand a la Disney. “We want to be the
hie u ma tre em đang kho c đo i.”
brand that kids are whining for.”
Ne u ba na m tợ i la ba t cư đie u gĩ gio ng như so ba đa u ti
If the next three years are anything like GoldieBlox’s fi rst
cu a GoldieBlox, no de da ng hĩ nh du ng ra mo t da y ha ng đ
three, it ’s easy to envision a new kind of toy a isle at the chợi mợ i ta i đa i sie u thi đi a
phượng, mo t da y ha ng co r local supercenter—one that heavily features
nhie u thượng hie u đa ne n ta ng Goldieblox.
Goldieblox’s multiplatform brand.
Questions for Discussion
Câu hỏi thảo luận
1. Of the factors that influence consumer behavior,
1. Trong so ca c ye u to a nh hượ ng đe n ha nh vi cu a ngượ i ti
which category or categories (cultural, social, personal,
du ng, chu ng loa i hoa c ca c c hu ng loa i na o (va n ho a, xa h
or psychological) best expla in the existence of a blue toy
ca nha n hoa c ta m ly ) gia i thĩ ch ro nha t sư to n ta i cu a
aisle and a pink toy aisle? Why?
ha ng đo chợi ma u xanh va da y ha ng đo chợi ma u ho ng? Ta
2. Choose the specific factor (for example, culture, sao?
family, occupation, attitudes) that you think most
2. Cho n ye u to cu the (vĩ du : va n ho a, gia đĩ nh, nghe nghi
accounts for the blue/ pink toy aisle phenomenon.
tha i đo ) ma ba n nghĩ ra ng gia i thĩ ch to t nha t cho hie n tượ
Explain the challenges faced by GoldieBlox in attempting
da y ha ng đo chợi ma u xanh / da y ha ng đo chợi ho ng. Gia
to market toys that “swim against the stream” or push
thĩ ch như ng tha ch thư c ma GoldieBlox pha i đo i ma t khi c
back against the forces of that factor.
ga ng tie p thi đo chợi ma “bợi ngượ c do ng” hoa c đa y l
3. To what degree is Goldi eBlox bucking the blue/pink
cho ng la i ca c lư c lượ ng cu a ye u to đo . toy aisle system?
3. GoldieBlox đang cho ng đo i da y ha ng đo chợi ma u xanh /
4. If GoldieBlox succeeds at selling lots of its toys, will ho ng ợ mư c đo na o?
that accomplish the mission of increasing the presence
4. Ne u GoldieBlox tha nh co ng trong vie c ba n nhie u đo chợ
of females in the field of engineering?
cu a mĩ nh, se no se hoa n tha nh nhie m vu ta ng sư hie n d
cu a pha i nư t rong lĩ nh vư c ky thua t hay kho ng?