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  • #2 Case Study of Rolls Royce Modernity Strategy

    #2 Case Study of Rolls Royce Modernity Strategy

    Case Study of Rolls Royce Modernity Strategy for How they are Future in Vehicle? Rolls-Royce is a market leader in propulsion and distributed energy systems for both the defense and civil aerospace markets. Their commercial markets cover nuclear, gas turbine, and diesel technologies to power everything from small planes and trains to entire cities.

    How Rolls Royce is Future in Vehicle? A Case Study of Rolls Royce Modernity Strategy

    The aerospace applications for innovation are where Rolls Royce has made significant investments and reaped interesting rewards. On the defense side of their business, they have over 16,000 engines in service. In the civil aerospace side of their business, they provide engines to airlines, private businesses, and engines for helicopters.

    Major changes in Industry

    Beginning with the Innovation Portal Industry Patterns assigned reading, it is important to understand how the industry has changed. The nature of the aerospace industry has relatively high barriers to entry as the cost for entry is high and requires specific skills and expertise. Nonetheless, the industry has been experiencing growth as the demand for flights increases resulting in the rise of aircraft manufacturing.

    Several factors have contributed to uncertainty in the aerospace industry including oil prices, continued regionalization, environmental concerns, and expensive maintenance costs. The regionalization of airlines is leading the industry to seek lower operational costs and quicker turnaround times.

    Additionally, societal demands have influenced change within the aerospace industry by demanding quieter engines. With customer demand high and the emergence of new digital and robotic technologies, the industry is beginning to undergo a disruptive period, which is changing the way companies such as Rolls Royce are doing business.

    Major New Technologies

    The advent of technological advancements in engine design and production, materials, data analysis, robotics, and after-market services is enabling changes within the aerospace industry. Rolls-Royce is a market leader in aircraft engine design, production, and full lifecycle services. Therefore, it is influenced by technological changes to advance both its products and processes to meet customer demands.

    All industries are being affected by the development of greater efficiency in electric and hybrid engines. The promise of efficient, quiet, and powerful electric motors, batteries, and power distribution systems is breaking down a dominant design within the aerospace industry, the gas turbine engine. As gas turbines ushered out the turbojet and rotary engine before it, electric and hybrid engines are more efficient and are developing quickly for smaller aircraft which will likely become a disrupting innovation shortly.

    Additive manufacturing is another technology changing the aerospace industry. This technology employs lasers to fuse alloys to assemble new designs from metal dust. This is being used today across the industry to aid in the production of complex parts for manufacturing jet engines, such as turbine fan blades and fuel nozzles. Additive printing also can be used to make previously complex parts out of a single piece of metal which enables lighter, less complex parts, which leads to greater fuel efficiency.

    By incorporating this technology into current designs and processes, the companies can be more efficient in the way they manufacture the engines and develop more complex fan blade shapes to produce more efficient airflow which was previously unavailable with the previous dominant design, machine milling. Improved fuel efficiency and lower emissions are one of the demands in the industry. This is one area where we’ll continue to see a shift with the emergence of new technology and innovation, as we do today in other industries.

    Just as the auto industry is experiencing shifts in producing more fuel-efficient vehicles, we’ll also see this in the aerospace industry. This shift is already beginning to occur today with the development of engines that are more fuel efficient and are designed to reduce CO2 emissions. In addition, the engines are also being designed to reduce noise. Rolls Royce has a goal to reduce CO2 emissions by 75%, noise by 65%, and fuel usage by 30%.

    One of the technological shifts that are occurring is the change in how companies are using data. The emergence of artificial intelligence is allowing companies in the aerospace manufacturing business to change their business model and the way they do business. Rolls Royce recently introduced their R2 Labs, which is dedicated to improving their design, manufacturing, and operational efficiencies by applying artificial intelligence and machine learning approaches to the vast amount of data they have collected.

    The use of automated and intelligent robotics is a major new technology across many industries. Robotics are best known for their use in manufacturing, but new concepts are being developed to perform inspections and repair of delicate aircraft engines. Furthermore, the use of robotics allows machines to get to places humans previously could not without taking the engine apart. This innovation will allow swift inspections and turnaround times for defective engines, thereby increasing reliability and decreasing maintenance time.

    The industry is also being transformed by offering more than just the product, which is the jet engine but offering services that come with the product. This is one of the ways the players in the market are keeping sustainable growth. Rolls Royce introduced a program called CorporateCare which is an engine maintenance program offered to customers. This benefits customer by bypassing the handling of engine maintenance on Rolls Royce. Rolls Royce also benefits from this program as it can leverage the data it obtains from this service for its engine health monitoring service.

    Main Market demands and how technology affects them

    The aerospace market is primarily influenced by growing customer demand for flights, low-cost, and reliable service. Airlines struggle to provide high levels of on-time service because of the constraints of the current dominant designs. The airlines are thus leading the aerospace industry to explore how to provide more fuel-efficient engines to reduce variable operating costs. The two main drivers of engine fuel efficiency are the weight of the engine and the amount of fuel it uses to create thrust. The cost of oil has been difficult to predict and recent price fluctuations are another reason for airlines to hedge against price variability with more fuel-efficient engines.

    As described above, new engine designs, additive manufacturing, data analytics, and better maintenance enable lighter engine production and greater efficiency. Another market demand related to cost is the lifecycle management of aircraft engines. As engines become more complex, more highly skilled labor is required to maintain and repair them. Additionally, the pace of change is quickening so engine mechanics have a more difficult time keeping up. After-market support services have been around for decades but new technologies in analytics and digital customer support are enabling predictive maintenance recommendations and virtual support services to improve costs and decrease maintenance downtime.

    As previously stated, the development of advanced robotics is also contributing to decreased maintenance time and greater engine reliability. The societal demands on the market are also driving changes. Environmental concerns dictate that companies be accountable for the creation of carbon dioxide (CO2) and nitrous oxide (NOx). Both of these by-products of oil-burning engines have been related to global warming and have created a market interest in the minimization of their production. Additionally, more people are concerned with the noise of aircraft, particularly as they arrive and depart airports in major metropolitan areas.

    The market demands that airlines minimize noise by using quieter engines or climbing and descending quickly from airports that require greater thrust. Aerospace companies are therefore driven to incrementally improve existing engines’ noise profile whilst improving new designs to further minimize aircraft engine noise. New cowlings and reconfigured compression turbines are incremental design improvements, while electric engines are the gold standard for quiet operation. One needs only to stand next to a Tesla to understand the quiet advantages of electric engines.

    How to Become a Market Leader

    For aerospace companies to become market leaders, they will have to master both the incremental and revolutionary innovations that the market demands. Lower costs, greater reliability, lower emissions, and quieter operation are keys to mastering this market. Meeting lower costs involves lower engine and maintenance costs, more efficient engine operations, and improved designs to minimize emissions and noise.

    Rolls Royce has taken important steps to explicitly improve efficiency and reduce noise. According to Rolls Royce, they seek to achieve a 30% reduction in fuel oil usage and 65% noise reduction or 15db noise loss. The incremental design improvements in their Trent high-bypass gas turbine engine series take advantage of the three-shaft architecture, high-efficiency core compression, higher pressure ratios, and advanced materials to withstand higher temperatures for longer times. Three-shaft and core compression advances create higher airflow bypass ratios which increase fuel efficiency by pushing more airflow through the engine at lower speeds.

    Higher pressure ratios and advanced materials cause more heat energy to be converted to thrust more efficiently thus reducing fuel use. Combine all of these technologies with additive manufacturing to create lighter turbine fan blades and assemblies to reduce overall engine weight causing even greater efficiency. Revolutionary innovations are in earlier stages of development. However, Rolls Royce is working to develop its E-Fan X electric turbofan engines, ACCEL electric high-performance engines, and hybrid electric vertical takeoff and landing (EVTOL) aircraft for commuters.

    These technologies seek to overthrow the fuel oil gas turbine dominant design for lighter, more efficient, and lower-emission electric and hybrid-electric engines. These technologies also help Rolls Royce meet its environmental goals of reducing CO2 emissions by 75%, NOx by 90%, and noise by 65%. Due to the high demand or the rewards these innovations promise, Rolls Royce has partnered with European aerospace giant Airbus to develop these innovations in conjunction with new, more efficient passenger aircraft body designs.

    Additionally, since the dominant design of aircraft bodies and power distribution systems is based on fuel oil power, innovation in electric power designs will have downstream effects on aircraft design and production, making collaboration with aircraft producers all the more important.

    The full lifecycle maintenance of Rolls Royce aircraft engines is another critical element to dominating the aerospace power market. Advanced analytics with artificial intelligence and machine learning are being used to improve operational efficiencies and development cycles. Furthermore, innovative robotics designs are in development to reduce maintenance time and reduce costs. Among these technologies are:

    • FLARE – a snake-like robot in two parts that enter the side of the aircraft engine to repair expensive ceramic coatings and perform interior patches reducing time and cost
    • Swarm – small, beetle-like robots used to automate interior scanning of engines to detect damage in a collaborative pact
    • Cobra – another snake-like robot used to detect engine problems with an attached laser to conduct repairs
    • Blisk Repair innovation – 3D modeling of expensive bladed disks used to compress air in engines and laser technology to rebuild the blades in place without having to replace the entire disk.

    Process Modernity

    Data analytics and innovation are core to their business. They have integrated data across all aspects of their business from design, manufacturing, and how they interact with their customers. They’ve adopted an agile approach where teams run 90-day sprints to explore new ideas and determine which ideas are worth pursuing.

    In a video clip of Rolls Royce’s Scrum Master, Steve Rawlinson he speaks to the agile approach Rolls Royce uses and the culture change this brings. He describes the culture as being one where employees are engaged, open to change, and willing to learn from each other. This fosters a collaborative and innovative environment that better enables them to adapt as technology changes and allows them to be more competitive in the market.

    The agile approach allows them flexibility and the ability to get feedback more quickly from customers, which is an important component of how they do business. Another key component of their innovation process is drawing from the ideas of external sources such as smaller businesses and universities. Rolls Royce has developed research centers across the world through partnerships with universities.

    This enables them to draw knowledge from external resources and technology experts in the field. Rolls Royce also partners with many companies which further contributes to their knowledge base. In an article on their website, Caroline Gorski, Director of Global Ecosystem and Partnership, states that by the end of 2018, they planned to have “500 innovative businesses around the world on our books”. Rolls Royce’s absorptive capacity is a strength of its innovation process that propels them forward and provides them with a competitive advantage.

    4Ps Approach to Innovation or Modernity Strategy

    Building a capability to organize and manage innovation is a great achievement, but one also needs to consider where and how innovation can be used to strategic advantage. Innovation can take many forms but they can be reduced to four directions of change: product, process, position, and paradigm innovation. Product and process innovation was mentioned earlier, but Rolls-Royce made changes to its underlying mental model which frames what the organization does and how it creates revenue (Paradigm Innovation).

    The cumulative effect of advances in engine technology meant that by the 1990s when the first of the current generation of engines like Rolls-Royce Trent entered service, they not only exhibited a level of performance in terms of thrust and fuel efficiency that was a substantial improvement on 30 years earlier, their durability was also vastly improved compared to first generation turbofans. The extent of this improvement was reflected in the demand for spares to replace worn and damaged components.

    Even in the early 1980s, a jet engine would consume several spares equivalent to the original value of the engine in about eight years, but engines like the new Rolls- Royce Trent that entered service at the end of the 1990s consumed this quantity of spares, not in eight years, but 25 years. For the engine makers, this represented a very big drop in demand for spares and therefore their revenues. Faced with this, Rolls-Royce began to revise and reshape its business strategy to be “customer-centric” instead of “product-centric”.

    This aimed to extract greater value from one of the company’s most important assets, namely its installed engine base. Manufacturers were no longer looking simply to develop and extend their geographical coverage, but also the commercial scope of their after-sales activity. Rolls-Royce has maintained its position as the market leader in business aviation engines through its trademarked CorporateCare (TotalCare) – the industry’s most comprehensive and cost-effective engine maintenance program (Rolls-Royce, World Finance).

    Although Rolls-Royce engines are sold to the aircraft owner, the CorporateCare service package means that Rolls-Royce retains responsibility for ensuring the product performs to customer requirements. The power-by-the-hour charging mechanism (revenues generated per engine flight hour) keeps incentives aligned by rewarding Rolls-Royce when the product is working as needed, and penalizing it when it is not. This mechanism and alignment between the OEM and its customers encourage continuous improvement and collaboration.

    This also drives the extension of asset lifetime while optimizing and reducing repair and maintenance costs. This results in reduced waste, increased resource efficiency, and enhances the asset’s value over its lifetime. Advancements in technology, specifically digital electronics have been a powerful enabling factor facilitating the implementation of service strategies. This provided original equipment manufacturers (OEMs) like Rolls-Royce with a competitive advantage relative to conventional service providers, by enabling them to acquire new knowledge management capabilities.

    These technological advances allowed new service-focused offerings, enabling the manufacturer to gather data on the use and performance of their products. In 2012 Rolls-Royce introduced its automatic Engine Health Monitoring data downloads for aircraft (G650, 550, 450). As such, there is an ongoing focus for the company to reduce the need for manual downloads, while also improving its overall data acquisition from in-service aircraft. Airlines face several risks and uncertainties in managing and operating their engine assets, with knock-on consequences for their operating costs and aircraft performance.

    One of the reasons Rolls-Royce can develop and deliver these services and offer them through the CorporateCare model is the intimate knowledge it has of its engines and how they perform throughout their lifetime (obtained via engine health monitoring and MRO services). Through this, Rolls-Royce can offer customers support and services for better operational decision-making and efficiency. The value generated for airline operators from this service model is the predictability of MRO-related costs, high operation efficiency, avoided disruptions, higher value of engine assets, and the ability to focus on their resources and core business.

    Customers become more sophisticated so their expectations rise and they demand solutions rather than mere products. The power-by-the-hour service model drives recurring revenues primarily by charging customers based on hours flown by each engine it serves. Over the lifetime of a typical engine program, this translates into a volume of revenues that is approximately four times as large as that of the initial engine (original equipment) sale, as shown below.

    High Involvement Innovation or Modernity

    John Bessant introduces four levels of innovation in his book “High Involvement Innovation.” The four-level framework defines the evolution of high-involvement innovation through various levels of development.

    • Level 1 – Little or random innovation involvement. People solve problems in an ad hoc and there is no structure around the activity. The innovation yields short-term benefits but no strategic impact.
    • Level 2 – The first attempt to formalize the innovation process is made. Including a process to identify and solve problems and a reward system. The system may have facilitators but is often concentrated at the local level. The innovations have minimal impact on larger organizational goals. Without a specific set of targets, the process is easy to abandon.
    • Level 3 – Includes level 2 and the innovation ties into the strategic goals of the organization and has a significant impact on the bottom line through new products, process improvements, etc. A limit of level 3 is predefined limits and defined by management.
    • Level 4 – Includes level 3 but the differentiator is empowering groups and individuals to innovate and experiment on their own. It fits with the idea of ‘internally directed’ innovation and “fast learning.” It is often associated with professional research scientists or engineers.

    Rolls Royce operates on a 20-year innovation timeline. They break it down into 3 key milestones; five, ten, and twenty-year horizons. The five-year technology is about innovations that are currently controlled and are currently being added to the products. Ten-year technology is valid, leading-edge technology that will impact the next generation of products. Twenty-year technology is emerging and unknown but needs to be continuously searched for and monitored.

    In 2015, CEO Warren East described innovation as “the lifeblood of a successful company.” To support and foster innovation Rolls Royce has several systems to promote and track ideas for innovation; intranet sites, innovation portals, support forums, and innovation ambassadors. The company also provides time and resources to encourage and enable employees to get out of their day-to-day work and work on other areas of the business. The knowledge generated in the innovation platforms is then shared across projects and teams to ensure that useful ideas are not wasted and innovations can spread freely between teams.

    Rolls Royce is clearly at level 4, ‘proactive/empowered high involvement innovation’ on the Bessants scale. The organization, research and development, and tracking of their innovations meet all the criteria for level 3. Level 4 is met by management’s commitment to making innovation a part of the larger strategy, coupled with their resources and time for people across the company to experiment and transfer ideas and knowledge.

    Reference;

    Retrieved from: https://www.ukessays.com/essays/engineering/rolls-royces-innovation-strategy.php
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    2 Case Study of Rolls Royce Modernity Strategy for How they are Future in Vehicle Image
    Case Study of Rolls Royce Modernity Strategy for How they are Future in Vehicle?
  • 3 Comparison of Chinese and Western cultures

    3 Comparison of Chinese and Western cultures

    3 case studies on the comparison of Chinese and Western cultures: After 40 years of reform and opening up, college English teaching has become more refined and deepened, from the original focus on basic knowledge such as grammar, vocabulary explanation, discourse understanding, and understanding of cultural background knowledge, to the current application of cross-cultural communication. You may also like to know the Impact of Big Data Analysis on CPA Audits.

    Here are the articles to answer, the doubts about the Discussion A case study on the comparison of Chinese and Western cultures in college English teaching!

    The reform of English in colleges and universities has put forward a new teaching goal: comprehensively strengthen the quality and ability training of college students, and vigorously promote cultural quality education. At present, many domestic colleges and universities have successively offered elective courses on the comparison of Chinese and Western cultures or cross-cultural communication to meet the learning needs of different students. English learning is inseparable from learning Western culture and customs.

    In the process of international political, economic, and cultural exchanges, only by fully respecting and understanding other countries’ cultures, mastering their own cultures in detail, avoiding contradictions and conflicts, and following the thinking concept of seeking common ground while reserving differences, can success be successful Communication and transactions. In teaching, teachers take the case teaching method as their teaching theory and use vivid cases to allow students to fully participate in discussions and learning, achieve teaching goals, and cultivate 21st-century talents with excellent quality and comprehensive ability.

    Constructivism and Case Teaching

    Constructivism

    Constructivism teaching theory is currently widely recognized as a relatively advanced teaching concept and a guiding ideology for deepening teaching reform. It emphasizes the key role played by individual initiative in the learning process, and at the same time, individual learning is also carried out in a certain historical and social context. Traditional teaching is teacher-centered, emphasizing “teaching”. You may also like to know about A case study of CPA audit failures in listed companies.

    Classroom teaching is mainly based on teachers’ lectures. Students take a lot of notes. After class, they also need to spend time and energy consolidating and reviewing. Teachers are tired of teaching, students are tired of learning, and they have strong self-control. of students will follow the teacher’s requirements and get better grades; for students with poor self-control, learning is simply “drudgery”. Constructivist teaching is the opposite of traditional teaching. It is student-centered, emphasizes “learning”, gives full play to students’ initiative, actively explores and discovers knowledge, and actively constructs the meaning of knowledge.

    Due to the high degree of participation, students have to use their hands and brains to complete tasks, so they will not feel boring, and at the same time, they can deeply understand the knowledge they have learned and build a new knowledge system. With the rapid development of information technology, the learning environment advocated by constructivism has been strongly supported, and the theory of constructivism has been more and more applied and practiced by teachers.

    Case teaching method

    Constructivist learning theory includes four elements: “situation”, “collaboration”, “conversation” and “meaning construction”. The case-based teaching method is precisely in the case “situation” set according to the course content. Under the guidance of the teacher, students actively collect information and conduct group and group “collaboration” in a group “collaboration” way. discussions and “conversations” between them, and then integrate all knowledge and experience to construct relevant knowledge meanings for what is learned.

    Therefore, the case teaching method is the specific application of the constructivist teaching theory, and the constructivist teaching theory is the theoretical basis for the existence of the case teaching method. The case teaching method originated in the 1920s. Harvard Business School used real business cases and events to teach and encouraged students to actively participate in discussions, with good results. Later, it was gradually applied to teacher training, and until recently, the case teaching method has been a tried and tested teaching method for teachers of various subjects.

    The focus of the case teaching method lies in the cultivation of thinking. Students’ brains work to analyze and think about problems, and use “true and credible, objective and vivid, diverse and relevant cases” to cultivate students’ awareness of critical reflection, unity, and cooperation. Consciousness, and the ability to think in multiple directions, are divergent. The author will not repeat the specific implementation process of the case teaching method and will reflect its essence in the following cases.

    Comparative Cases of Chinese and Western Cultures

    When asked about the experiences of international students abroad or the experiences of foreign teachers in China, they would say: that every day in communication and life, there are all kinds of embarrassment or misunderstandings due to cultural differences between China and the West, and every day their minds will feel it This kind of cultural difference is also constantly reflecting on their own culture, reflecting on their behavior, constantly correcting their thinking, and thinking and responding to these situations with a more objective mentality. Here are a few hot examples:

    Case 1: Education and teaching

    One day, a foreign teacher came to the class, and the classroom atmosphere became active. Since foreigners are rare in the local area, and the course content is set to be relaxed and interesting, students are more willing to participate. At this time, all the students in the class are listening carefully and passively learning. of students and those who sleep with mobile phones are also listening to the content of the foreign teacher with their ears pricked up. So, what exactly did the foreign teachers tell the students so attractive? It’s very simple.

    First, I said a few special question words: who, what, which, when, where, why, and how. The foreign teacher read it several times with passion, and then asked the students to make sentences, but did not make a sentence within the specified time. I will be punished. Of course, the punishment is simple and pleasant. Some students can’t understand the foreign teacher’s speech and make all kinds of jokes, which makes other students laugh. Soon one class is over, and then the second class is simple.

    I imported it for a while, then played the video to the students, and then showed the students a few questions about the video, giving everyone time to start thinking and writing personal opinions. The video playback took about half the class time, and the writing took up half the class time. The foreign teacher hardly said anything in this class, but the students all participated and handed in all the writing content at the end of the class. It is also an English class. Chinese teachers often use the teaching method.

    The amount of information is relatively large and there are many knowledge points. Students need to take a lot of notes and complete the homework assigned by the teacher after class. Students are active, listen carefully, and take notes. Although one-third of the students are listening, they are passively accepting knowledge, and one-third of the students simply stay out of the way, either playing with their mobile phones or sleeping. in a negative learning state. Students made a comparison of the education and teaching modes of two teachers from Chinese and Western cultures:

    Some students said: “Chinese teachers’ classes are still the most suitable for Chinese students. Although they are boring, they have a lot of content and can learn more knowledge.”

    Some students said: “I don’t seem to have learned anything in this class.”

    Some students said: “I prefer foreign teachers to teach, not tired and interesting.”

    Another student said: “The foreign teacher’s class allows me to think independently so that my brain and thinking have been exercised.”

    The first two viewpoints belong to the first third of students, and the last two viewpoints belong to the second and third of the students. Students feel the difference between Chinese and Western teaching models, and some Accept, some rejected them. As can be seen from the above cases, in terms of teaching, there are great differences between Chinese and Western education methods. At present, many English teachers in colleges and universities are still using this traditional method of teaching and lecturing.

    They teach the content of hard preparation with a dry mouth, but many students do not buy it, and only one-third of the students can learn. The foreign teacher from Canada managed two classes with ease. The problem is that all the students benefited from it, especially by expressing their personal opinions on the video content and presenting it in writing. Every student is very happy after class, and some students were even reluctant to leave, and even took pictures with foreign teachers. Foreign teachers use the case teaching method to give full play to the initiative of the students.

    The students seem to have not learned anything, but they have subtly gotten a lot of exercises, analyzing problems, thinking about problems, answering questions, and constructing their cognition of external things. and critical thinking skills. In the long run, what are the educational concepts and models of foreign teachers? ^ Chinese teachers are more advanced, they can cultivate students’ self-awareness, give full play to students’ initiative, and cultivate students’ analytical ability, critical thinking ability, oral expression ability, and even work efficiency, this is what Chinese teachers should study hard.

    Case 2: Expression

    A Chinese was having dinner with a friend in the United States, and they disagreed when discussing the issue of starting a company.

    The American said, ”There are many business opportunities in China. My idea is very good. We can do our own business and make big money.”

    The Chinese said, “It’s easier said than done. We should consider every aspect. Your idea is great and ahead of time， but it’s difficult to carry out such a big business. We can’t invest casually. What if we lose it？”

    The American was angry and said, “Life is short. If we are always concerned about losing money， we can’t realize our life value. I have all the resources except money, I need investors.”

    The Chinese smiled and told him, “Right, money is important. But who would invest in you if you don’t have good planning research in the paper? It’s just an idea. Everything is just in your mind. But others don’t know what you are doing or what you want to do. So， let’s start with just a little thing， such as preparing planning research.”

    In the above example, the American insisted on starting a company with his ideas. He felt that his views were very advanced and would make a profit. He never considered the difficulties that he would encounter in China. He was a little unhappy, talking about how life is short, and he shouldn’t overthink the consequences, otherwise, nothing will be accomplished. In comparison, the Chinese are cautious and considerate. He warned Americans to think more about practical issues, and suggested starting with planning. So the students began to speak:

    “Chinese people are more restrained and modest, Americans are more direct and aggressive, and I prefer the Chinese way of doing things, being thoughtful and cautious, to get the best results.”

    “Doing business is different from doing business. If we are just a small vendor, we can do it without hesitation. However, huge investments must be well-planned and have a reasonable system and theory. Otherwise, who will be responsible for losses?”

    “Americans are too whimsical to understand.”

    We can see the difference in expression between Chinese and Americans. Americans are more direct and aggressive in thought and expression. They follow the concept of the individual before society, and have been taught since childhood to be independent, confident, and realize self-worth. Only by realizing their value can social value and national value be realized. Western society pays attention to the development of individuality, and individual opinions will be valued and recognized by society.

    They speak and act more directly, decisively, ambitiously, and put into action when they have an idea. People who lack self-confidence and aggressiveness are difficult to be accepted and recognized by society. In China, however, the society advocates the concept of the collective before the individual. Only when the collective interests are guaranteed can individual interests be realized. the relationship between the government and the members of society.

    Therefore, people pay attention to euphemism, humility, and low-key, “think twice before doing things”, and must consider all aspects of things. “Full of losses, modest benefits” has become people’s life creed. If the Chinese are as confident as the Americans who seem to have a big career without a well-planned plan, people will think that this person is problematic and unreliable, and even if there is a good plan, people will think that this person is in too much of a hurry, too ambitious.

    In China, being ambitious is regarded as bad behavior, which means that the interests of others and even their lives will be threatened, and they have been denied and rejected by Chinese society for generations. It can be seen that if the understanding of Chinese and Western cultures is not thorough enough, it is easy to be coldly treated in foreign countries. To avoid similar embarrassment for domestic students going abroad, it is very necessary to continuously infiltrate and let students understand this difference in college English classes or open elective courses on cultural differences between China and the West.

    Case 3: the way of thinking

    The difference between Chinese and Western cultures can also be seen on the world map. We have always thought that the world map that we have known and are familiar with since childhood should be like the following, and this type of world map is used all over the world. However, when the students were shown the British and American versions of the world map, the students were shocked. It turned out that the world map can still be like this.

    They immediately found that the two different versions of the map have one thing in common, that is, whether China or the United Kingdom and the United States, their own countries are in the center or off-center. Recently the United States has used a different version of the world map, putting its own country in a more central position.

    When Australia and New Zealand version of the world map was shown to the students, there was an uproar, because this map was even more outrageous. At least the British and American versions of the world map were placed north and south, but the Australian and New Zealand versions were placed on the top South to North, completely reversed, the purpose is to place one’s own country in a relatively central position. As a result, the students had heated discussions and speeches, and students said:

    “I never thought that there would be so many different versions of the world map! These maps refreshed my eyes and gave me a lot of knowledge!”

    “This gave me a new understanding of the world from another perspective. The world we think of is not necessarily like that. It may have many other ways of existence. We should learn more about the West and other countries or countries as possible. The culture of a nation enriches its cognition of the world, so the evaluation or conclusion made in this way is more accurate.”

    “This is more of a philosophy. From these maps, I can feel the difference between other countries’ cultures, and there may be more places for us to understand and learn. As citizens of a big country, we can’t be arrogant and blind. To be confident, you should go out ideologically, or simply go abroad to see the outside world, understand the world, and at the same time understand yourself and your nation better.”

    From this case, it can be seen that the students’ thinking has been impacted. They have felt a different way of thinking. China and the West have different understandings and solutions to the same problem, and it also reflects the wisdom of human beings. Due to the differences in geographical environment, economic system, and philosophical tradition, Chinese and Western cultures have different ways of thinking, which in turn affect people’s different understandings of things, presenting a variety of solutions to problems, and Each method embodies human wisdom and thinking.

    To make the map more intuitive and make it easier for people to understand the world from the perspective of their own country, they all place their own country in a more eccentric position, so there are several different versions of the world map. Looking at the world from different angles will make people feel different and generate different ideas, which will make people think of other things. Looking at problems and solving problems from another angle may get more ideal results. This kind of conclusion arouses the strong curiosity of the students. Some want to continue their hobbies and discover the beauty of more things;

    Go out to explore more unknown worlds, then analyze and integrate what you have seen, heard, learned, and learned, take the essence and remove the dross, come to your conclusions and opinions, and create more wealth for society and the country. No matter what students think, this course of comparing Chinese and Western cultures will undoubtedly inspire their desire to explore, like a key that opens the door to a new world, which will make them put into action and create new perspectives, new Inventions…will play a positive role in promoting the personal development of students and the sustainable progress of the country.

    Summary

    The case teaching method is a teaching method based on the theory of constructivism, which has been widely recognized and respected and is a relatively advanced teaching mode. Case teaching can greatly shorten the gap between theory and practical life, and make classroom teaching lively and interesting, and theoretical learning will not be pretentious and boring. At the same time, students will gain analytical skills, critical thinking skills, and practical problem-solving skills in the process of thinking, group discussion, collective discussion, and in the process of summarizing.

    There are huge differences between Chinese and Western cultures. This article lists three examples of education, thinking and expression, which fully demonstrate a truth: in the case of the increasing globalization process, stories of cultural conflicts and collisions occur every day, as the upcoming College students who are going to the society need to be familiar with and understand these differences at the fastest speed to adapt to the rapidly changing world. Understanding cultural differences can better guide future life and work. This is not only a skill learned for work and life but also a kind of intellectual enlightenment.

    Using the case teaching method to instill the knowledge of Chinese and Western cultural comparison in college English classrooms to cultivate students’ critical thinking ability is the process of students’ ideological enlightenment, and it is a process of jumping out of the original old-fashioned thinking mode, making thinking more diverse, more compatible and more open, a more critical and reflective process. The enlightenment of this kind of thinking is the inner driving force of behavior. People will invent or create with great enthusiasm, promote the progress of society, and write a glorious stroke in the history of human civilization.

    3 case studies on the comparison of Chinese and Western cultures Image
    3 case studies on the comparison of Chinese and Western cultures; Photo by Cherry Lin on Unsplash.