This document outlines a new HRM strategy for Dentsu, a large Japanese advertising company, to address issues with its global expansion. The strategy involves developing employees' abilities through overseas assignments, lectures, and case studies to improve diversity and cultural understanding. It also recommends implementing a cross-border mentoring system pairing local and foreign employees. The goal is to make Dentsu's workforce more localized, flexible with other cultures, and able to solve problems from a broad global perspective to strengthen the company's reputation and client base internationally.

1. HRM STRATEGY FOR
GLOBAL LEADER in
Japanese companies
Kim Jinwook - Korea
Ha Dongin - Korea
Peng Yu - China
Li Muqing - China
Takahiro Yano - Japan
~Sun Flowers Group~

2. Contents
1.DENTSU’s info and problem
2.Demanded Ability
3.New HRM Strategy

3. Introduction to DENTSU
Company Dentsu
ESTABLISHMENT July 1, 1901
CORPORATE
REPRESENTATIVE
Tatsuyoshi Takashima,
President & CEO
NUMBER OF
EMPLOYEES
6,331(2008,3)
Revenue ¥1,678 billion(2010,3)
Industry
Advertisement, Public
relationship
• The largest advertisement company in Japan
• Dominate the Japanese advertisement market
• Suffering in slow growth of global market

4. Current Situation of DENTSU
Overseas
Sales percentage
Domestc
sales
Overseas
sales
The percentage of profit from overseas are pretty low.
Also, they are struggling with getting the local clients in abroad.
They are doing M&A to get local clients
What kind of problems they are facing when they adapt M&A?

5. Problems Faced by DENTSU
• Lack of employee’s diversity
– hard to cooperate with overseas agencies and clients.
– 1% employees from headquarter are foreigners and they all can speak
Japanese
• Culture differences
– Cause difficulties in mutual understanding between parent company
and its sub companies.
– leads to the barriers between DENTSU and overseas clients.
• Not localized
– Poor reputation in overseas markets.
– Not attractive to local talents slow down the expansion of overseas
markets.

6. Ideal Global Leader For Dentsu
Ideal Global Leader for Dentsu
•Localized
•Overcoming Cultural Barrier
•Humanity
•Problem Solving Ability
•Broad Perspective
Broad Definition of Global Leader

7. HRM Strategies Chart
Problems Abilities Strategies
Employee's
Diversity
Broad Perspective Overseas, Lecture
Logical and Objective
Lecture, Case study,
Cross-border mentoring system
Cultural
Difference
Flexibility
Oversea, Lecture,
Cross-border mentoring system
Broad Perspective Oversea, Lecture
Language
MBA, Overseas,
Language school
Poor reputation
/ Not localized
Wide range of Social Network Gap year
Awareness of surroundings and
Risk taking
Oversea, Case study,
Cross-border mentoring system
Language
Oversea,
Cross-border mentoring system

8. HRM Strategies 1
Lack of
Employee's
diversity
Broad perspective
Logicality and Objectivity
Strategy
Overseas
Lectures
Lectures
Case Studies
Cross-border Mentoring
System
AbilitiesProblems

9. Cross-border Mentoring System
Senior workmate Younger employee
When their
nationality or
culture is different
from each other, it
is a “Cross-border”
Mentoring System.
To work together and Senior
advices younger employee.
So-called typical
“On Job Training”
Mentoring System
For example, the
younger is Japanese
and senior is Chinese.

10. HRM Strategies 1
Lack of
Employee's
diversity
Broad perspective
Logicality and Objectivity
Strategy
Overseas
Lectures
Lectures
Case Studies
Cross-border Mentoring
System
AbilitiesProblems

11. HRM Strategies 2
Cultural
differences
Flexibility
Language
Strategy
Overseas
Lectures
Overseas
Language School
AbilitiesProblems
Broad perspective
Cross-border Mentoring
System
Lectures
MBA
Overseas

12. HRM Strategies 3
low
reputation/
Not localized
Wide range of
Social Network
Language
Strategy
Gap Year
Overseas
Cross-border Mentoring
System
AbilitiesProblems
Awareness of surroundings
and Risk taking Cross-border Mentoring
System
Overseas
Case Study

13. Gap Year
Have a vacation
for about 1 year.
Language or MBA school.
Traveling around.
Creating social networks.
Creating
Soft Skill!!

14. HRM Strategies 3
low
reputation/
Not localized
Wide range of
Social Network
Language
Strategy
Gap Year
Overseas
Cross-border Mentoring
System
AbilitiesProblems
Awareness of surroundings
and Risk taking Cross-border Mentoring
System
Overseas
Case Study

15. Summary
We provided the new HRM strategy
as the best solution
We can utilize the strategy to many Japanese
companies which have the same problems
as Dentsu does!!
One of the biggest help for the East Asia’s network