AN ANALYSIS OF THE SUGGESTED TRANSLATION OF CHAPTER 13 FROM THE BOOK “THE CULTURE CODE” BY DANIEL COYLE, 2018

NG
UYE
N
HO
AN
G
SON
–
GR
AD
UAT
ION
THE
SE
IN
SOC
IAL
SCI
ENC
ES
AN
D
HU
MA
NIT
IES
DA
NA
NG
2021

MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION THESIS
NGUYEN HOANG SON

AN ANALYSIS OF THE SUGGESTED
TRANSLATION OF CHAPTER 13 FROM THE
BOOK “THE CULTURE CODE” BY DANIEL
COYLE, 2018
GRADUATION THESES IN SOCIAL SCIENCES AND
HUMANITIES

Danang 2021


MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION THESIS
NGUYEN HOANG SON

AN ANALYSIS OF THE SUGGESTED
TRANSLATION OF CHAPTER 13 FROM THE BOOK
“THE CULTURE CODE” BY DANIEL COYLE, 2018
Major : English for Translation and Interpretation
Code : 701

SUPERVISOR: BUI THI KIM PHUNG, M.A.

DA NANG – May 2021


MINISTRY OF EDUCATION AND TRAINING


Graduation Paper
Supervisor: Bui Thi
Kim Phung, M.A. ACKNOWLEDGEMENTS
&
To complete this graduation paper on schedule, I have received great deal of
help, guidance and encouragements from my teachers, my family and my
friends.
First of all, I would like to extend my whole-hearted thanks to my supervisor
– Ms. Bui Thi Kim Phung, who has enthusiastically helped me a lot for not
only giving me insightful comments but also dealing with all my problems
about my internship. I think that this thesis could have probably not
completed without her patience, enthusiasm, instruction and encouragements.
Secondly, I would like to express my deepest gratitude to all the teachers of
Faculty of English at Duy Tan University for precious lessons, devoted
teaching and assisted me enthusiastically this graduation paper.
Thirdly, I would also like to express thousands of thank all my beloved
friends, especially my parents, for their love, understanding and supporting
me a lot during my studies and my research work as well.
Moreover, the shortcomings in this graduation paper are unavoidable.
Therefore, I hope to receive the sympathy from teachers and friends. At last, I
wish you all good health and success!
Yours sincerely!

Student
Nguyen Hoang Son

Student

: Nguyen Hoang Son

Code: 2321311699


Graduation Paper
Supervisor: Bui Thi
STATEMENT OF AUTHORSHIP
Kim Phung, M.A.
&
There had not been any published Vietnamese edition of the book
containing the translated chapter until I stared working on my graduation
paper. Also, my graduation paper does not copy any parts of content in other
graduation papers in any universities from other chapters in the same book.
No other person’s work has been used without due acknowledgement in
the thesis.
This thesis has not been submitted for award of any degree or diploma in
any other tertiary institution.
Danang, May 2021
Nguyen Hoang Son

Student

: Nguyen Hoang Son

Code: 2321311699


Graduation Paper
Supervisor: Bui Thi
Kim Phung, M.A.

ABSTRACT
&
This graduation paper is carried out with the aim of translating chapter 13
of the book “The Culture Code” by Daniel Coyle. I give a general
introduction about the reasons for choosing the topic, then translating the
English version into Vietnamese version. Besides, I also analyze some
necessary issues such as vocabulary and structures in this chapter. In addition,
through this graduation paper, I myself find out some difficulties that I make
during translating in the end of this graduation paper.

Student

: Nguyen Hoang Son

Code: 2321311699


Graduation Paper
Supervisor: Bui Thi
Kim Phung, M.A.

ABBREVIATIONS
&

TL

: Target Language

SL

: Source Language

J&J

: Johnson&Johnson

FDA

: Food and Drug Administration

ESP

: Extra Sensory Perception

TABLE OF CONTEN

Student

: Nguyen Hoang Son

Code: 2321311699

Graduation Paper
Supervisor: Bui Thi
Kim Phung, M.A.
ACKNOWLEDGEMENTS.............................................................................i
STATEMENT OF AUTHORSHIP...............................................................ii
ABSTRACT....................................................................................................iii
ABBREVIATIONS........................................................................................iv
TABLE OF CONTENS..................................................................................v
CHAPTER 1: INTRODUCTION..................................................................1
1.1 RATIONALE...........................................................................................1
1.2 AIMS AND OBJECTIVES.....................................................................2
1.2.1 Aims..................................................................................................2
1.2.2 Objectives..........................................................................................2
1.3 SCOPE OF THE STUDY........................................................................2
1.4 TEXT FEATURES..................................................................................3
1.5 TEXT LENGTH......................................................................................3
1.6 TEXT SOURCE.......................................................................................3
CHAPTER 2: THEORICAL BACKGROUND...........................................4
2.1 Definitions of Translation........................................................................4
2.2 Classification............................................................................................4
2.2.1. Full vs Partial Translation................................................................4
2.2.2. Total vs Restricted Translation.........................................................5
2.2.3. Phonological Translation..................................................................6
2.2.4. Graphological Translation................................................................6
2.2.5. Transliteration...................................................................................6
2.2.6. Free, Literal, and Word-for-word Translation..................................7
2.3. Methods and Principles of Translation...................................................7
2.3.1. Methods of Translation.....................................................................7
2.3.1.1. Word-for-word Translation........................................................7
2.3.1.2. Literal Translation.....................................................................8

2.3.1.3. Faithful Translation...................................................................8
2.3.1.4. Semantic Translation.................................................................8
Student

: Nguyen Hoang Son

Code: 2321311699


Graduation Paper
Supervisor: Bui Thi
2.3.1.5.M.A.
Adaptation..................................................................................9
Kim Phung,
2.3.1.6. Idiomatic Translation.................................................................9
2.3.1.7. Communicative Translation.......................................................9
2.3.2. Principles of Translation.................................................................10
2.3.2.1. Meaning...................................................................................10
2.3.2.2. Form.........................................................................................10
2.3.2.3. Register....................................................................................10
2.3.2.4. Source language influence.......................................................11
2.3.2.5. Idiom........................................................................................11
2.3.2.6. Style and Clarity.......................................................................11
2.3.3. Context in translating.....................................................................11
CHAPTER 3: SUGGESTED TRANSLATION.........................................13
CHAPTER 4: ANALYSIS AND EVALUATION......................................49
4.1 Vocabulary.............................................................................................49
4.1.1 Words with Multi-meaning.............................................................49
4.1.2 Idioms and Phrasal Verbs................................................................53
4.2 Structures...............................................................................................55

4.2.1 Simple Sentences.............................................................................55
4.2.2 Compound Sentences......................................................................57
4.2.3. Complex Plural...............................................................................58
4.2.3.1. Complex Sentence with Noun Clause.......................................58
4.2.3.2. Complex Sentences with Adverbial Clause..............................60
4.2.3.3. Complex Sentences with Relative Clause.................................61
4.3.3. Passive Voice..................................................................................63
4.3.4. Empty Subject................................................................................64
CHAPTER 5: DIFFICULTIES AND SOLUTIONS..................................65
5.1 DIFFICULTIES.....................................................................................65
5.2 SOLUTIONS.........................................................................................66
CHAPTER 6: CONCLUSIONS AND SUGGESTIONS...........................67
6.1 CONCLUSIONS....................................................................................67
6.2 SUGGESTIONS....................................................................................67
Student

: Nguyen Hoang Son

Code: 2321311699


Graduation Paper
Supervisor: Bui Thi
REFERENCES..............................................................................................69
Kim Phung, M.A.
SUPERVISOR’S COMMENTS...................................................................70

Student

: Nguyen Hoang Son

Code: 2321311699


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Supervisor: Bui Thi Kim Phung

CHAPTER 1: INTRODUCTION
1.1 RATIONALE
To be an English major student of Faculty of English of Duy Tan
University, I always perceive new knowledge sources about some kinds of
translation which are available in books, magazine, and even on the Internet. I
realize that translation is the best way to transfer what we want to know in
one country or humanity.
“The Culture Code (2018)” by Daniel Coyle's, New York Times
bestselling author of The Talent Code, goes inside some of the most effective
organizations in the world and reveals their secrets. He not only explains what
makes such groups tick but also identifies the key factors that can generate
team cohesion in any walk of life. He examines the verbal and physical cues
that bring people together. He determines specific strategies that encourage
collaboration and build trust. And he offers cautionary tales of toxic cultures
and advises how to reform them, above all demonstrating the extraordinary
achievements that result when we know how to cooperate effectively.
Personally, I'm always interested in studying how the group work, so I
decided to have a deep understanding of this field. Combining cutting-edge
science, on-the-ground insight and practical ideas for action, The Culture
Code is a ground-breaking exploration of how the best groups operate that

will change the way we think and work together. I hope that with all of the
knowledge and skills that I have can make a complete translation and gain
high evaluation as well.

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1.2 AIMS AND OBJECTIVES
1.2.1 Aims
This graduation paper is aimed at:
- Improving my translating skills and analyzing ability.
- Dealing with problems and difficulties with translation, vocabulary,
and structure.
- Recommending the book to Vietnamese readers who are interested in
studying how the group work
1.2.2 Objectives
This graduation paper is carried out in order to:
After completing my graduation paper, I acquired the following targets:
- Summing up the knowledge I learned in the past.
- Providing readers with useful information about how to improve your
own behaviour, the behaviour of your team, and of your organization, to build
a great culture.
- Removing the language barrier for Vietnamese readers who are
interested in this subject.

- Giving some implications and solutions for teaching and learning
English, especially translation.
1.3 SCOPE OF THE STUDY
The book tells the analysis of the dynamics of groups, large and small,
formal and informal, to help you understand how groups work and what you
can do to improve relationships whenever you cooperate with other people.
However due to time limitation and the scope of the paper, so I decided to
choose Chapter 13 “Three Hundred and Eleven Words” with 4,646 words to
translate and analyze.

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1.4 TEXT FEATURES
The book “The Culture Code” is a work of Daniel Coyle shows how an
organizational culture built on the fabric of relationships can lead to
phenomenal success.
This is a great book with useful information for people studying and
working. Culture is not something you are—it’s something you do. The
Culture Code puts the power in your hands. No matter the size of the group or
the goal, this book can teach you the principles of cultural chemistry that
transform individuals into teams that can accomplish amazing things together.
Moreover, it contains huge specialized words and expressions which seldom
appear on ordinary dictionaries.

The chapter that I choose to translate is some parts in chapter 13 “Three
Hundred and Eleven Words”. The text is about creating a great culture.
Actionable instructions on how to improve your own behaviour, the
behaviour of your team, and of your organization, to build a great culture.
1.5 TEXT LENGTH
The book includes 17 chapters, but the time is limited so I have translated
only chapter 13 with 4,646 words in length.
1.6 TEXT SOURCE
The text is a part of the book “The Culture Code” edited by Daniel Coyle.
This book is available at the library of Duy Tan University.

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CHAPTER 2: THEORICAL BACKGROUND
2.1 Definitions of Translation
Translation has been defined in many ways by some well-known
linguistic experts as follows
Translation is process of transferring a message from this language into
another language in the way the author intended the text. To translate is to
change a text from one state to another, or to turn a text time one’s own or
another language.[ CITATION Lar84 \l 1033 ]
Translation as the process of conveying a message across linguistic and
cultural barriers is an eminently communicative activity. [ CITATION Alass \l

1033 ]

Translation is referring to all the process and methods used to convey the
meaning of the source language (SL) into the target language (TL).
[ CITATION Gha95 \l 1033 ]

To sum up, from my point of view, translation is the main tool to break
the obstacle among languages which aims to make people around the world
more understand each other religion, culture, etc. In brief, due to its
distinction, translation has been viewed differently and can be understood in
many different ways.
2.2 Classification
There are some types of categories of translation defined in terms of extent,
levels, and ranks of translation.
2.2.1. Full vs Partial Translation
The distinction relates to the extents of translation. According to J.C.
Carford (1965), in a full translation the entire text is submitted to the

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translation process: that is, every part of the SL text is replaced by TL text
materials.
In a partial translation, some part or parts of the SL text are left

untranslated: they are simply transferred to and incorporated in the TL text.
Examples:
This container of Global Trailer Rentals (GTR, CH Ireland) was leased
to Ronan Hughes on October 15. Ronan (40) and brother Christopher
(34), in Armagh (Northern Ireland), are the two main suspects being
wanted by British police on charges of manslaughter and bringing illegal
immigrants in connection with what died of 39 victims above.
→ Chiếc container này của Hãng Global Trailer Rentals (GTR, CH Ireland)
cho Ronan Hughes thuê vào ngày 15.10. Ronan (40 tuổi) và em trai
Christopher (34 tuổi), ở Armagh (Bắc Ireland), là hai nghi phạm chính đang
bị cảnh sát Anh truy nã với cáo buộc tội ngộ sát và đưa người nhập cư trái
phép liên quan đến cái chết của 39 nạn nhân trên.
2.2.2. Total vs Restricted Translation
In terms of levels, translation is divided into two types by J.C. Catford:
total

translation and restricted translation.
Total translation is defined as replacement of SL grammar and lexis by

equivalent TL grammar and lexis with consequential replacement of SL
phonology/graphology by (non-equivalent) TL phonology/graphology.
Examples: Every day there are hundreds of babies born in the hospital.
 Mỗi ngày có hàng trăm đứa trẻ được sinh ra trong bệnh viện.
Restricted translation is replacement of SL textual by equivalent TL textual
material at only one level.

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Example: At the time to be your daughter-in-law, I was afraid of you,
father!
 “Khi mới bước chân về làm dâu, con sợ thầy lắm !”
2.2.3. Phonological Translation
In this translation, the main thing is source language phonology which is
replaced with equivalent target language one, but there are hardly other
important replacements.
Phonological translation belongs to restricted translation, but in the
phonological translation, the SL phonology of text is replaced by equivalent
TL phonology. In this kind of translation, the grammar and lexis of the SL
text are often remained in the TL text, except some special grammatical or
lexical deviations entailed in the process. In phonological translation,
sometimes grammatical or lexical changes may result accidentally.
Example: Taxi => Tắc – xi
Hamburger => Hăm - bơ –gơ
2.2.4. Graphological Translation
In graphological translation, SL graphology is replaced with equivalent
target on without other considerable replacements, also noted by Nguyen
Manh Quang, M.A.
Example: logo => lô-gô
2.2.5. Transliteration
In transliteration, SL graphological units are replaced with corresponding
SLphonological units. Then these SL phonological units are translated into
equivalent TL phonological units. Finally, the TL phonological units are
replaced with corresponding TL graphological units.

Example: Singapore => Sing-ga-po
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2.2.6. Free, Literal, and Word-for-word Translation
A “free” translation is always unbounded while “word-for-word”
translation generally means what it says. “Literal” translation lies between
these extremes. It may start from a “word-for-word” translation, but changes
in conformity with TL grammar (e.g. insertin additional words, changing
structures, etc.). This may make it a group-group or clause-clause translation.
Example:
Free translation: Love at first sight.
 Tiếng sét ái tình.
Word-for-word translation: All worldly things may change with time, but
the impression of the first love will remain a vivid as ever.

 Tất cả mọi vật trên thế gian có thể thay đổi với thời gian,
nhưng ấn tượng về mối tình đầu sẽ tồn tại mãi mãi.
Literal translation: I tried for a moment to see the situation through her
eyes.
 Tơi đã thử một lần cố nhìn nhận tình huống theo cách nhìn
của cơ ta
2.3. Methods and Principles of Translation
2.3.1. Methods of Translation

There are many translation methods. When translating, we should use
flexibly each other to exactly convey what SL express.
2.3.1.1. Word-for-word Translation
This is often demonstrated as interlinear translation with the TL
immediately below the SL words. The SL word order is preserved, and the
words are translated singly by their most common meanings, out of context.
Example: There are 39 people in a container.

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=> Có 39 người trong một chiếc container.
2.3.1.2. Literal Translation
The SL grammatical constructions are converted to their nearest TL
equivalents, but the lexical words are again translated singly out of context.
As a pre-translation process, this indicates the problem to be solved.
Example: The library is funded by government.
=> Thư viện này được tài trợ bởi chính phủ.
2.3.1.3. Faithful Translation
A faithful translation attempts to reproduce the precise contextual
meaning of the original meaning within the constraints of the TL grammatical
structures. It “transfers” cultural words and preserves the degree of
grammatical and lexical “abnormality” in the translation. It attempts to be
completely faithful to intentions and the text realization of the SL writer.

Example: Fed is trying to lose a few pounds. He goes jogging for an hour
every evening but when he comes home, he eats like a horse.
=> Fed đang cố gắng giảm vài kí-lơ-gram. Mỗi đêm anh ta chạy bộ khoảng
một tiếng nhưng khi về nhà anh ta ăn như trâu.
2.3.1.4. Semantic Translation
This method must pay more attention to aesthetic value (that is, the
beautiful and natural sound) of the SL text, compromising on” meaning”
where appreciate so that no assonance, word-play or repetition jars in the
finished version. Furthermore, it may translate less important cultural words
by culturally neutral third or functional terms but not by cultural equivalents
and it may make other small concessions to the readership.
Example: Beauty is the first present nature gives to women and the first
take away.
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=> Sắc đẹp là tặng phẩm mà tạo hóa ban cho người đàn bà, cũng là thứ đầu
tiên mà tạo hóa cướp đi.
2.3.1.5. Adaptation
This is the “freest” form of translation, used mainly for plays (comedies) and
poetry. The themes, characters, plots are usually preserved, the SL culture is
converted to TL one, and the text is rewritten.
Example: You can see the words “l love you”
In a father’s boyish eyes

When he runs home, all excited,
With a poorly wrapped surprise.

 Tình u kín đáo của cha
Nằm trong ánh mắt nhăn nheo dịu dàng
Trong dáng cha tất tả chạy về nhà
Trong tay cầm một món quà tặng con.
2.3.1.6. Idiomatic Translation
This produces the “message” of the original again but tends to distort the
nuances of meaning by preferring colloquialisms and idioms where these do
not exist in the original.
Example: A sow is no match for a goose.

 Đũa mốc mà chòi mâm son.
2.3.1.7. Communicative Translation
This method attempts to render the exact contextual meaning of the original
in such a way that both content and language are readily acceptable and
comprehensible to the readership. This translation is rather often news on
radio or in newspaper. Sometimes communicative and semantic translation
may coincide with each other.

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Example: This Sunday, all students at Duy Tan University will be taken
off.

 Chủ nhật này, tất cả sinh viên trường Đại học Duy Tân được
nghỉ.
2.3.2. Principles of Translation
2.3.2.1. Meaning
The translation should reflect accurately the meaning of the original text.
Nothing should be arbitrarily added or moved, though occasionally part of the
meaning can be “transpose”
Example: Although job is hard, her salary is low.

 Mặc dù công việc vất vả, nhưng lương của cô ấy lại thấp.
2.3.2.2. Form
The order of words and phrases in the translation should match that in the
original as closely as possible. This is particularly in the form and order of
words. When in doubt, underline in the original text the words on which the
main stress falls. In English, emphasis or main stress can be obtained through
inversion of word order and using different structures.
Example: No sooner had they completed the work than they damanded
the wages.

 Ngay sau khi họ hồn thành cơng việc, họ địi tiền công.
2.3.2.3. Register
Languages often differ greatly in their levels of formality in a given
context. To resolve these differences, the translator must distinguish between
formal and fixed expression.
Example: Please don’t drive so fast.
 Xin vui lịng khơng lái xe q nhanh.
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2.3.2.4. Source language influence
That the translation does not sound natural is one of the most common
problems because the translator’s thoughts and choice of words are too
strongly moulded by the original text.
The translator had better set the text aside and translate a few sentences
aloud from memory to get the natural patterns.
Example: She has had her computer fixed.

 Cơ ấy đã nhờ sửa chữa máy tính của cô ấy.
2.3.2.5. Idiom
Idiomatic expressions such as similes, metaphors, proverbs, sayings, etc
cannot be directly translated. However, the translator should try to retain the
original word in inverted commas, retain the original expression with a literal
explanation in brackets, use close equivalents, or use a non-idiomatic or plain
prose translation.
Example: A superior comes to visit his inferior.

 Rồng đến nhà tôm
2.3.2.6. Style and Clarity
The style of the original should not be changed. However, if the text is
sloppily written or tediously repeated, the translator may correct the defects.
Example: Let’s have our human fellows.

 Hãy biết thương, biết yêu lấy đồng loại của mình.
2.3.3. Context in translating
Situational context refers to the factors of situation and circumstances
influencing the meaning of a text. These factors are little harder to be
recognized than linguistic ones. The situational factors may pertain to the
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facial expressions, gestures, and stances at micro level, and the social,
political, economical milieu, and the culture at large. Conventions and the
whole value system differ from one culture and society to another.
Example: Your Honor!.

 Thưa Quý Tòa!

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CHAPTER 3: SUGGESTED TRANSLATION

P1

Original Version

Suggested Version

13

13

Three Hundred and
Eleven Words

Ba trăm mười một từ

One day in 1975 James Burke, Một ngày vào năm 1975 James
president of the health care Burke, chủ tịch của công ty chăm
company J&J, summoned thirty- sóc sức khỏe J&J, đã triệu tập ba
five of the company’s senior mươi lăm nhân viên quản lý cấp cao
managers for an unconventional của công ty cho một cuộc họp bất
meeting. They weren’t going to thường. Thực sự họ sẽ khơng nói về
talk about strategy or marketing chiến lược và tiếp thị cũng như lập
or planning—or anything to do kế hoạch — hoặc bất cứ điều gì liên
with business, really. The goal quan đến kinh doanh. Mục đích là
was to discuss a thirty-two-year- để thảo luận về một tài liệu có tuổi
old, one-page document called đời ba mươi hai năm được gọi là
the Credo.

P2

Credo.

The Credo had been written in P2 Credo được viết vào năm 1943
1943 by Robert Wood Johnson, bởi Robert Wood Johnson, cựu chủ
the company’s former chairman tịch của công ty và là thành viên
and a member of its founding của gia đình sáng lập cơng ty. Đây
family. Here’s how it begins:
We

believe

responsibility

our
is

to

là cách mà nó bắt đầu:
first Chúng tôi tin rằng trách nhiệm đầu

doctors, tiên của chúng tôi là đối với bác sĩ,

nurses, and patients; to mothers y tá và bệnh nhân; cho đến các ông
and fathers and all others who bố bà mẹ và tất cả những người
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use our products and services. In khác đang sử dụng sản phẩm và
meeting their needs everything dịch vụ của chúng tôi. Để đáp ứng
we do must be of high quality. nhu cầu của họ, mọi thứ mà chúng
We must constantly strive to tôi làm phải đạt chất lượng cao.
reduce our costs in order to Chúng tơi phải khơng ngừng nỗ lực
maintain

reasonable

prices. giảm chi phí để duy trì mức giá hợp

Customers’

orders

must

serviced

promptly

be lý. Đơn đặt hàng của khách hàng
and phải được phục vụ kịp thời và chính

accurately.
P3

xác.

It goes on like that for four
paragraphs,

describing

the

relationship to each group of
stakeholders

and

prioritizing

them as follows: (1) customers,
(2) employees, (3) community,
and (4) company stockholders.
As value statements go, it’s a
solid one: clear, forthright, and
ringing

with

Old

Testament

gravitas. (The word must appears
twenty-one times.) The Credo
was prominently displayed at all
J&J businesses and was carved
into

a

granite

company’s
headquarters.

wall

New

at

the

Jersey

Nó tiếp tục được mơ tả như vậy
trong bốn đoạn văn, mô tả mối quan
hệ với mỗi nhóm bên liên quan và
ưu tiên cho họ như sau: (1) khách

hàng, (2) nhân viên, (3) cộng đồng,
và (4) cổ đông công ty. Như những
lời phát biểu về giá trị diễn ra, đó là
một tuyên bố chắc chắn: rõ ràng,
thẳng thắn và ngân vang với vẻ
trang trọng trong Cựu Ước. (Từ này
phải xuất hiện 21 lần.). Credo được
trưng bày nổi bật tại tất cả các cơ sở
kinh doanh của J&J và được chạm
khắc vào một bức tường đá granit
tại trụ sở chính của cơng ty ở New
Jersey.

Student: Nguyen Hoang Son Code: 2321311699


Graduation Paper
P4

15

Supervisor: Bui Thi Kim Phung

The problem, as Burke saw it, Như Burke đã thấy, vấn đề là Credo
was that the Credo didn’t seem to dường như không quan trọng đối
matter much to many employees với nhiều nhân viên — và hơn nữa,
—and what was more, he wasn’t ông ấy khơng chắc điều đó được coi
sure that it should matter. Times là quan trọng. Thời thế đã thay đổi.
had changed. It wasn’t that there Khơng phải là có một cuộc nổi loạn
was an open revolt against the mở ra chống lại Credo; hơn thế nữa

Credo; it was more that Burke là Burke đã có được một cảm giác
picked up a subtle vibe as he tinh tế khi ông ấy đã đi vịng quanh
traveled around the company and cơng ty và xem mọi người làm việc
watched

people

work

and và tương tác. Như ông ấy đã nói sau

interact. As he said later, “A lot đó, “Rất nhiều người trẻ đến với
of the young people that were J&J nhưng thực sự không quan tâm
coming into J&J really didn’t pay nhiều đến nó. Nhiều người trong số
much attention to it. Many of họ đã cảm thấy rằng đó là một loại
them felt that it was kind of a mánh khóe quảng cáo về quan hệ
public

relations

gimmick.

wasn’t a unifying document.”
P5

It cơng chúng. Nó khơng phải là một
tài liệu duy nhất. "

Burke’s idea was to hold a Ý tưởng của Burke là tổ chức một
meeting to determine what role cuộc họp để xác định vai trò của

the Credo had in the company’s Credo trong tương lai của công ty.
future. When he proposed his Khi ông đề xuất ý tưởng của mình,
idea, many J&J leaders rejected it nhiều nhà lãnh đạo của J&J đã từ
outright. To question such a chối thẳng thừng. Để đặt câu hỏi về
foundational document seemed a một tài liệu cơ bản như vậy dường
waste of time. Dick Sellars, như là một sự lãng phí thời gian.

Student: Nguyen Hoang Son Code: 2321311699