With Telecom New Zealand rings the changes to connect with Asian customers: Dedicated language service cements company's reputation for internationalism

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.

Citation

Pio, E. and Kwan, A. (2006), "With Telecom New Zealand rings the changes to connect with Asian customers: Dedicated language service cements company's reputation for internationalism", Human Resource Management International Digest, Vol. 14 No. 7, pp. 5-8. https://doi.org/10.1108/09670730610708123