October 11, 1995

TCU teaching the American way 

German executives learn English, business

by Linda Ponce Campbell; Star-Telegram Writer

FORT WORTH - After the coach explained the art of blocking, secondary coverage and the nickel defense, he asked German telephone executive Wolfgang Stahl to squeeze into a set of shoulder pads, a Texas Christian University football jersey and a Horned Frog helmet.

The demonstration was far afield from debate on the advantages of Sprint or MCI. But it flowed into a discussion of sports terminology in the U.S. corporate world - part of the two-week immersion in English language and American culture that TCU is providing for a group of Deutsche Telekom managers.

TCU and Old Dominion University in Norfolk, Va., are helping Telekom executives improve their customer service and international understanding as they prepare for the breakup of the government-run German telephone monopoly.

"The American consumer is probably the hardest consumer to satisfy, and they realize that American business exists in that environment," said Kurk Gayle, director of TCU's intensive English program who previously ran the Old Dominion program.

Next year, Telekom will begin privatizing, and in 1998 will begin competing in a wide-open continental telecommunications market.

The German and French telecommunications companies are also forging an alliance with Sprint Corp. to provide worldwide services for business clients.

"It's important to know what foreign companies are doing . . . how they are organized, what are their strategies," said Petra Jons, a Telekom manager of sales support who works in Munich. "It's very important to know this before 1998."

Through Friday, 12 Telekom executives and an international marketing strategist for France Telecom will continue language training, discussions of American business, computer workshops and insider tours of companies such as Southwestern Bell and Sprint.

Stahl, who oversees personnel and financial matters at Telekom's Information T! echnology Center in central Germany, said he got good ideas about pers onnel management from U.S. business managers.

Telekom's goal is to reduce its work force from 225,000 to 170,000 by the year 2000. But the task is complicated by a system of worker protections that prevents some employees from being dismissed and requires that reductions take place gradually.

Stahl said group members have taken advantage of their first experience with American business and a U.S. university to start building a network of international contacts.

"This is like a little flower that will grow up," he said.

Copyright 1995 STAR-TELEGRAM INC.