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THE IMPACT OF CULTURAL
DIVERSITY IN TEAM PERFORMANCE
SUPERVISOR- DRJANGSON
COURSE MASTER OF BUSINESS ADMINISTRATION
BY UNIVERSITY OF SUNDERLAND
SUBMITTED BY
URVASHI RAJURKAR
REGISTRATION NO
0 9 9 0 9 6 4 6 1
SUBMITION DATE - 19 MAY 2011
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The Statement of Originality and Authenticity
I URVASHI RAJURKAR confirm that the dissertation is in my own, and it is the original
work which is done by me .The rules and regulation of the university of Sunderland has
been followed and applied to the dissertation including the Harvard referencing, and the
data which is used if fully referenced accordingly .The referencing list is also presented
in the dissertation. The plagiarism is not there, and The copy of the dissertation is kept
with me with me until the university publishes the result and if any changes the
university would like to suggest me in my dissertation according to the rules and
regulation of Sunderland University.
Name: URVASHI RAJURKAR
Student ID: 0 9 9 0 9 6 4 6 1
Course: Masters of Business Administration
Date: 19-05-2011
Signed:
Supervisors signature:------------------------------------- Date:-----------------------
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ACKNOWLEDMENT
I am very thankful to the God Sai Baba ,and Thankful to my family and friends to encourage
and support me for studying in UK and I am also very thankful to my supervisor Dr Jan Gson
who has helped me a lot to complete this dissertation and without him it would not be possible
to complete this dissertation. I am thankful to the University of Sunderland for giving an
opportunity to me for studying the MBA programme.
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Abstract
The research is about the about a the impact of the cultural diversity in a team performance, and
in what way this is influencing in the growth and performance of the company and what is the
behavioural outcome from the team. The case study on this topic is Primark and the employees
of the Primark are very multicultural and the companys customers are also of different ethnicityto co-relate both of them the companys recruiting employees of different cultural background
.The research is showing about different aspects and problems when a team is facing while
working and how the management and the company supports to this and handles this ethnicity of
the employees and how they are encourage and motivated from the management to work ,the
questions asked to the manager of Primark regarding how the employees are taken care on based
on their ethnicity and how they are co-relating with their business .The main findings of the
study is the impact of cultural diversity in a team performance which effects the productivity and
the behavioural outcome of the employees ,in addition to this how the ethics of the company is
followed ,what is the effect of cultural diversity in their business and what is benefit coming out
of it ,and in the international business the significance of the culture and the peoples ethnicity
moreover for the companys which they want to expand on other countries has to be aware about
the culture and the culturally diverse people.
Thekeywords: Cultural diversity ,team performance ,human resources management , customer
service ,multicultural, multi-cultured employees ,cooperating ,unity ,behavioural outcome
,marketing ,business environment ,management .
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TABLE OF CONTENTS
SECTION PAGE NO
The statement of declaration --------------------------------2
Acknowledgement ----------------------------------------------- 3
Abstract ---------------------------------------------------------------4
Chapter 1 introduction ---------------------------------------------5
Research Questions----------------------------------------------------5
Research Aim-----------------------------------------------------------5
Research Objective---------------------------------------------------6
Limitations---------------------------------------------------------------6
Dissertation structure ------------------------------------------------7
Summary ----------------------------------------------------7
Chapter 2CRITICAL LITRATUREREVIEW
STRATEGY OF RESEARCHING THE LITERATURE------------8
Introduction -------------------------------------------------8
Effect of cultural diversity in an organization--------------9
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Managing the cultural diversity-----------------------------9
Why companies have an ethnic mix team------------------10
Performance outcome of ethnic mix team---------------------10
Summary--------------------------------------------------------------11
Chapter 3Methodology
Introduction---------------------------------------------------------11
THE RESEARCH PHILOSOPHY---------------------------------12
Research background --------------------------------------------12
Research Hypotheses ----------------------------------------------13
Research Questions ------------------------------------------------13
Research Aim -------------------------------------------------------14
Research Objectives ---------------------------------------------------14
Research Methodology--------------------------------------------15
Research Purpose ---------------------------------------------------15
Exploratory---------------------------------------------------------16
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Descriptive ---------------------------------------------------------16
Explanatory--------------------------------------------------------17
Prescriptive -----------------------------------------------------------17
Research Approach----------------------------------------18
Qualitative Vs Quantitative --------------------------------------------19
Research Strategy--------------------------------------------------------20
Qualitative sampling ---------------------------------------------------------20
Qualitative Data Handling --------------------------------------------------21
Credibility and Research Findings------------------------------------21
Reliability----------------------------------------------------------------------21
Validity------------------------------------------------------------------------22
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Quality---------------------------------------------------------------------23
Ethical Issues ----------------------------------------24
The Researchers Personal development ------------------------------25
Summary---------------------------------------------------------------------26
Prescriptive ---------------------------------------------------------27
Introduction-------------------------------------------------------28
Conclusion---------------------------------------------------------29
Chapter 5 Conclusion
Introduction-----------------------------------------------------------30
Summary of key findings ---------------------------------------------31
Recommdation and implication------------------------------------------32
Future Research ------------------------------------------------------------33
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Summary-------------------------------------------------------------------34
Conclusion-------------------------------------------------------------------35
Appendices-----------------------------------------------------------------36
Appendix 1-------------------------------------------------------------------- 37
Appendix 2-------------------------------------------------------------------38
Appendix 3 -------------------------------------------------------------------39
Appendix 4---------------------------------------------------------------------40
Appendix 5(Copy of Research Proposal) --------------------------------41
Appendix 6 (Approval of research Proposal) --------------------------42
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CHAPTER 1-INTRODUCTION
THE IMPACT OF CULTURAL DIVERSITY IN A TEAM
PERFORMANCETHE CASE STUDY PRIMARK.
The multicultural employees in any company is a high demand everywhere and every
organization is implementing this and the impact of cultural diversity in a team performance for
this topic the researcher is using PRIMARK as the case study The chain of retail clothes store
in the UK and Europe and the one of the most successful company in UK.This company is
known as Pennys in Ireland it has more than 200 branches only in Ireland and the Europe,
United Kingdom, and 3600 employees. The first store was opened in 1969 at Dublin and after
that the progress is tremendous The Primark is also associated with British foods and Weston
family by witting ton investment .This company is very popular because it is a good value for
money, and affordable to all class of people at very cheap prices .It sells clothes for all age
group starting from women, men, girls, boys and kids. This store is located on every high street
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near tube station and bus stop, car parking so that it is very easy for customers to come and
shop.
The owner of Primark says that it is very inexpensive than other store like Marks and Spencers,
Next, H&M and Mr Weston the CEO of the Primark says that the customers want to buy clothes
which are trendy and straight from the catwalk style and the Primark will not think of increasing
the cost of the clothes and it is expected that the company wants to successful and lead,
moreoverit has a profit of 20million annually
The company has made a lot of profits during recession also and attracted the customers from
the expensive stores
According to the researcher says that it is very important to buy clothes for wearing which has to
be very stylish and trendy, and the companys strategy is that the customers should be satisfied
after buying clothes at very reasonable price. As the cost of living in the UK and Europe is very
high and considering for an average class people it is very difficult to afford each and every
thing, so swart shopping is buying things in budget as well as saving the money. For every
company to be successful, the foundation is the employees, and they should co-operate with
each other while working because a good teamwork is always appreciated and is in demand in
every organization. Since Primark has different type of ethnic customers, so the company
believes in having a culturally diversified team to work ,and to serve the customers .If any
company has different type of multicultural employees working in it then its image is very good
in the market ,this shows that the company welcomes all kind of people in it with relation to this
they focus on customer service which is the most important for a retail clothes store ,since
having different types of multicultural customers visit the store for this reason Primark selects
the employees of different ethnic background and when the customers see this employees of
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Primark they feel very comfortable in shopping as the UK,and Europe has a lot of foreign people
coming here for various purpose .
The Primark employees who are working at till in cash and wrap section or the management,
and the staff which does the work of shelving of clothes, customers services and recovery of the
store are from the different countries and have their own cultures .The company encourages
more and more people from different ethnic background to join them, since they also have a
different kind of customer from all over the world. The development in business from other joint
projects like merging or an acquisition, and competitive business in the world as because of
technology the pace of business is also increased with relation to all this things the main reason
of increasing in the ethnicity of people how are involved in the business and moreover for any
company to open a breach or establishing a new business there they have to study culture and
diversity of people .As Primark gets its raw material for the clothes manufactured from Asian
countries to deal with such kind of merchants from foreign countries the company has to focus
and work on cultural diversity of people involved in it ,as when you want to expand the business
one has to contact different foreign business partners or customers or clients.
The managing of the multicultural staff by the management is that they the strategy of the
company is main in increasing the business in the market in the international arena, the main
focus on creating a harmony at workplace ,for everyone while respecting the cultures of
everyone and having a healthy working relationships and encouraging the multiculturalism in an
organization . To make sure that the environment of work is peaceful is main reason for the
company to be successful in the market, the people how are involved in it and have their own
way of thinking or lifestyle and culture. The human recourse management has a big task to unite
the employees from different culture while encouraging the employees with rewards.
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The major reason for the multicultural employees is about the co-operation in the team, the
inter-related culture which is from group of different culture in the environment of the
organization. The main characteristic of making an environment of work united and encouraging
to the Primark employees and the ethical background of each member so that this reflects from
their personality it means how they present themselves at work ,what they expect that they
should be treated well with respect .The recognizing of every workforces needs and rewards of
Primark employees and evaluating on the views of employees and the strategy of human
resources department on uniting and improving ,encouraging multicultural employees if this is
implemented then it is one of the reason to develop the organization. The employees which are
not happy and think that they have been ignored because of their ethical background and they
would be less hardworking because their work is not up to the mark for the organizations
success
The Research Questions:-
The following are the research questions:-
How the multicultural employees are representing the image of Primark.
The customers to Primark would like to see the different type of ethnicity in the
Primark employees.
The Primark employees are happy to cooperate in a team of members who are
all from other cultural background.
How the company would like to unite the encourage the Primark employees by
motivating them.
Having the multicultural employees in Primark benefits in the different type of
customers to the company.
Research Aim: - To investigate the impact of cultural diversity in teamwork in Primark
and how the employees represent themselves being from a different ethical background
in the company and are they co-operating in the team work and how the company is
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encouraging them in terms of performance and because they have a different type of
customers so they want a employees to be multicultural since this helps them to have a
business deals with other countries in the world and good customer service given to the
customers.
Research Objective: - The research is to find out the impact of the cultural diversity in a
team performance at Primark. This is the following main objectives of the research.
To assess the Primark views on employing a culturally diversified workforce.
To critically analyse the team work and the performance of Primark
employees.
To evaluate the cooperation of culturally diversified employees of Primark.
To investigate the encouragement of Primark employees working with other
colleagues how have different ethnic background.
To interlink the Primarks multicultural employees with the companys idea on
integrating the different type of culturally diversified employees for the team
performance.
Improving the Primarks human resource strategy on creating a good
environment for the employees to work with multicultural colleagues.
Limitations:-
The researcher had lack of time to speak to the Primark employees on
their views for working in a culturally diversified team.
Due to less time to complete this dissertation the research could not go in
detail for the research.
The researcher has less finance
The researcher could not speak to the employees who are working in the
head office due to lack of time.
Dissertation structure :
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Structure of the dissertation the chapter 1 has the introduction about
the Primark and the different kind of employees working in it with
others how a different ethical background has and the customers
.How the company integrates the employees working and creating an
environment of uniting them. The demand to have a different type of
ethnic employees because this helps for doing the business
internationally, the success of Primark and keeping their employees
happy and satisfied is the main aim of Primark.
The chapter 2 has the literature review about the topic which explains
about the effect of working in a multicultural team which is critically
analysed by the researcher ,how a multicultural employees of an
organization create environment which is very encouraging to work
with and how the employees are given the training to work with
culturally diverse employees .
The chapter 3 is about methodology which is selected by the
researcher to do the research about the research philosophy,
sampling techniques, data collection methods, and the sampling.
The chapter 4 is data analysis and the presentation of it and the
questions asked to the manager of Primark and the analysing the data
gathered from these two .The data is gathered from the sources used
for the research from the researcher.
The chapter5 is the conclusion of the introduction and summary of the
research and about the key finding in the whole research ,it has
recommdations and implications ,the research what the research
would like to in the future
In the appendix the questions asked to the manager of Primark is
presented in appendix 1,2,3,4 and The appendix 5 is having the copy
of research proposal ,the appendix 6 has the copy of proposal
approval from the university of Sunderland.
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SUMMARY:-
The chapter explains the importance of cultural diversity among the Primark
employees and how the company supports and encourage the employees from
different cultural diversity, and the different type of culturally diverse customer of
Primark, the company wants to have cultural diversity among the employees
because this helps them for a business deals with other foreign country and this
shows a good image in the market and most of the organizations in the world want a
culturally diversified workforce.
Chapter 2 Literature Review
THE STRATEGY OF RESEARCHING THE LITERATURE
The information for the searching of the literature rivew for the topic has to be the latest and valid
information, since this takes a lot of time to find the relevant topics for the study.
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My literature review would include a discussion of the knowledge about the topic for study, the
knowledge which is supported by the research literature with relation to the foundation of study and the
organizing of the review with an outline which includes the rationale of the study.
The key words which I will use and present,
The books which are not less than 10 years old,
Journals which are not less than three years old ,
3) British library and online resources of the Sunderland library.
Resources from the internet and from the known websites.
The structure of ideas relevant for the critical review, which includes in categories of primary and
secondary and territory data, when planning the search it will have a clearly explained objectives and
questions ,the latest information which is being used about the topic.(Saunders et al 2007:70)
Defining the impact of cultural diversity in team performance.
Introduction
Cultural Diversity: - The presence of different type of ethnic groups, who have their own traditions and
values, and there way of living, be it cultural, gender, men and women. The different types of people in
the community and the teams in a sector of community. (Bruce et al 2006:10)
The requiting of the employees in an organization, and human resources manager finalising the best
employees how are well educated and has got the talent and skill for the job, and they are from the
different ethnic background. The number of selected employees must not be of the same ethnic
background ,but it has be a mix of different people because the reason for this is that most of the highly
successful organization have a team of employees how are from different ethnic background ,this
shows the image of the organization that they welcome employees from all over the world to join them
,and this one of the main reason of growth, like different type of people from different ethnic background
has got talent and skill, knowledge which is shared and implemented for the organizations success.
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Most of the organizations emphasize on multicultural employees and the envoirnment created by them
at work. (Konrad 2006:100)
The different type of ethnic groups and the people started growing more in numbers at workplace,
especially in the United Nations, so them the human resources department was facing this as a
challenge and stated training for the other employees who are rom the same from the same ethnic
group and others also for how to co-operate with other group members and then later it started
expanding all around the world, since culture plays a very important role in our life. The organizations
how want to expand their business in other parts of the world want different types of the ethnic
employees as a team members ,so that the employees are effective and efficient for their performance
.Nowadays coping with multicultural employees has become a challenge for the organizations ,because
if the team of employees are multicultural people and they have a customer from other part of the world
,or if they have business deal ,them they have to take their culture into consideration ,then it will be
helpful to do the business as well as ,and it will be successful.(Diller 2010:201)
The attitude towards culture from the different countries in the world is changing, they are more
focusing on how to solve the cultural issues regarding doing the business, be it import export or a
business deals contract and the strategy of multiculturiem has been improving since the organizations
are working on multicultural management programs which are very innovative to raise the awareness of
handling the different types of ethnicity of employees. The environment at work has to be peaceful and
progressive for the multi-cultured employees with having any issues regarding the culture. The co-
operation of the culture with relation to diversity in an organization and the management how handle
different types of work and focus on the staff ,the strategy should take the culture of the employees into
the account , so that they should not forget it or pay no attention to it.(Moran et al 2007:228).
The organization faces the challenges to handle the cultural diversity is that they have to make sure
that the communication is good like without any problems, and in terms of the financial terms everything
should go smoothly and to avoid problems within the organizations and to develop the concerned
management should plan and implement things to avoid things.(Slocum et al 2007:435)
The effect of cultural diversity in an organization.
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All the employees in an organization work for a goal to achieve, they are the different types of
employees and management and the consumers how have numerous requirements, capabilities and
different ethnic mix background. For instance, the lack of respect, not understanding the culture of
each other in a team will create problems at work and will affect the business also in drastic way. The
background of culture shows what is the perception of a person towards life and what is important to
them and how they communicate with each other. Taking into considerations of ethnicity of each staff,
the organizations is expecting good behaviours towards other employees among them and build a
strong team to focus on the task given. The image of the culture shows the individuals expectations and
likes and dislikes, traditions in a workplace, meanwhile how the employees they co-operate, and most
of the big organization want that the each employee should be from different ethnic background and
they want multicultural environment which helps them in doing good business from the other countries
or different types of customers. (Krizan et al 2008:25)
Managing the cultural diversity
The mix of ethnic employees at work gives lot of benefits and as well as problems, and if the
management is looking after the employees very well, then they it gives financial benefits. The human
resources management of the company for selecting the right employees and giving them rewards to
the different ethnic staff because of this the company can survive in the competition. Cultural diversity
presents lot of opening for synergy, and the team work is synergetic, with comparison to the same
culture team, the ethnic mix workforce is more creative meanwhile complete ting the given task
successfully, but they may have a slow pace of doing the repetitive work given. The performance of
both teams be it same culture team or the ethnic mix team is up to the bench mark, and when the given
work target is quite challenging then the ethnic mix team is performing well. The successful team is
benefited in both ways with excellent results and focusing for more progress in the future. (Mead
2005:17)
The chances of the ethnic mix team are more progressive when:-
1) They should give importance to others opinion.
2) Working in a team with unity.
3) Giving importance to each other in the team.
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4) The team should be able to solve problems together while considering every ones idea.
The team is innovative when everyone in the team can handle the competition ,and if the given target is
difficult ,then the managers support them in all the best possible way, be it motivating or support from
the company. The company gives gifts and incentives, appraisal to the team for their performance while
motivating them for the further future projects as well. The development of the handling in the ethnicity
among the employees is the companys policies and their strategy which is followed and implemented
and the aims and objectives are focused and every outcome of it is noticed and any gap like the target
is not achieved is again rework at the maximum level ,and the management and the employees being
from the other ethnic region ,because this factor effects their personality and their presentation in the
company .The aim is the frame work designed and all the aims are focused and the task is completed
by the employees of different ethnicity and the human recourse strategy to have a pleasant
atmosphere among the employees while working and following the ethics ,so the type of factors make
them happy and satisfied and stay in the company for a long time . (Mead 2005:18)
The management does not give attention to the ethnicity of the team members, then that will create a
lot of problems like the management cannot make them work properly for the given task. The
management have knowledge about the ethnicity and still cannot handle them, and then there is risk of
losing the staff with correlation to this problem it very important to have a healthy working relationship in
the organization while co-operating with each other.Giveing no attention to the multicultural employees
from the management will work, only when the different teams are given different task to complete. All
the team members in the organization are relatively associated in some or the other way. (Mead
2005:19)
The international business in the world used to be a small topic but now it has a lot of development,
previously the sales managers were sent to foreign locations for marketing but today but now
employees from different parts of the world are working together for an organization for selling a
product for offshore business with other country .The business internationally has connected to the
cultures abroad and they must know the changing aspects for cultural diversity and international
company should be aware for creating the business strategy for increasing the productivity and the
management of the multicultural communication in the company .The effect of cultural diversity is more
prominent and the topic of cultural diversity was taken seriously before but now it is very vital for an
organizations success. The demand for the multi-cultured team is more today in every company while
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the companys competition in the market and the multi-cultured communications has no effect on the
local business because the foundation of the local business are very strong .(Alder et al 2008:128).
The problem faced by the working class nowadays is the complexity of the culturally diversified
situation in their work, the entrepreneurs or the business partners, customers leave their own image of
their culture and other people overstress the significance of the change in the culture. The employees
who work nicely taking into the attention of the multicultural environment is good ethical exercise. The
problems regarding the culture in any organization will affect some or the other way, and The respected
to all the multicultural employees is the same ,while the managers also take cultural diversity very
seriously for the daily company operations .
The to get the best people in the organization ,the strategy in the human resources management ,and
the management ,the problem is that suppose if in group all the team member are of the same culture
and few are of different culture ,because of this they should not feel lonely and cornered ,mostly some
employees may think of leaving the organization because of this reason ,but it totally depend on the
managers to handle such type of the problems.
The multi-cultured employees and the ethnic prejudgment of people is partial today in the globalized
world and it is very vital to think in a broad minded way to encourage the different types of ethnicity at
work ,and be very flexible with others who are from different region.(Corey et al 2010:115)
The management how are managing the multicultural employees who work under them ,are
concentrating on how to handle the staff from other ethnic region without making them feel isolated,
since the management wants a co-operation and focus on the goal, so they are focusing on cultural
diversity management term .
Most of the organization has a common aim that is following the regulation and creating a positive
environment for all the employees from different ethnic background ,moreover making their best to
have financial gains .The multicultural environment will benefit any organization (by giving dissimilar
views persons must feel united for the organizations to be develop and win .
The management should have the knowledge about various cultures because as they have to manage
various staff working under them from different ethnicity and it helps every manager that how to
encourage each of the staff and this helps in creating a reputation moreover a healthy working
relationship among the employees of the organization , an individual can represent since an individual
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represent their way of thinking and living ,the appreciating every staff is also very important the
management have to make sure they appreciate their staff ,this helps them to work more effectively
and efficiently .The respect and care to every employee is a must and very important ,so this make
them feel special and valued ,and specially their culture should be respected by the organization ,like
giving them paid holidays for their religious festival ,so that they are satisfied by this and this fact plays
a significant role in handling the staff otherwise not giving a paid holidays for their festival be a problem
and the staff may think of living the organization ,as the employees give first preference to the cultural
.The famous stereotype of appreciating the employees by meeting them personally like one to one at
workplace but most of them appreciate before everyone so that this makes other staff feel encouraging
and they would also work hard to get appreciate and get special incentives by the company .(Dubrin
2010:409)
Why companies have an ethnic mix team
In a company the recruiting of employees from different cultural backgrounds, and employing
workforce who have ethnic mix benefits for the different types of consumers to the company,
and its vital for considering staff appraisal and motivation, in the human resources management
outline of business profits, maintaining, and growth in human resources, the agenda for
companies in hiring, selecting, training, developing process and critically evaluating the cultural
diversity and then concentrating on recruitment and motivating the staff to stay and work for the
company effectively, the process of training the staff and the human resources management
has to be efficient and effective. (William M, 2010:248)
The training and growth function help many activities to focus on companys aim, and in any firm
they would like to have new activities, it can be said the current issue, the concentration is on
two different areas which is specially tough that is the training of cultural diversity and improving
the international leaders, the joint aim of these issues is that training staff so that they work
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nicely in a team with other colleagues who are from different ethnic mix and values which are
different from each other. In companies the training of employees from various cultures for
working in a team is the target of management, moreover in organizations, which are competing
in the international arena and in future success needs management which perform well in
different types of cultural, globally.(Jackson S, et al 2009:304)
The significance of handling a team by the management is more in demand in American
companies focused on cross-cultural training so that all the employees can co-operate with
each other. Thinking of American management was that if diversity may be disturbing to the
company and creating uncomfortable within the team, while the staff belong to various ethnic
group cannot understand and respect the culture of the other colleges .The cross-cultural
training would bring good results in terms healthy working relation among everyone, and now
the organizations want to give the cross-cultural training to the employees. (Jackson S, et al
2009:304)
Most of the cross cultural training for the employees helps them to understand the culture of
others, specially they are created to make them understand that every culture is different from
other culture of the colleagues at workplace. The awareness of the cultural training also enables
to understand what they think about the stereotypes about others, like how they are treated, the
focus is to develop the awareness of the culture of others and their own.(Jackson S et al
2009:304)
One of the other ways of the training of cross-cultural training concentrates for specially on
improving because it affects the way of people behave at workplace which has to be excellent in
company in terms of multiculturalism. The cultural diversity training is created in such a way that
so that personal skills of people required in the diversified environment of work which includes
the sessions of practice, it is explained in such a way that respecting while equality among the
employees. The change in the way of behaving meanwhile improving personal skills would have
a healthy working atmosphere. (Jackson S et al 2009:304)
The organizations adopted and learnt, only cultural diversity may not be the one to make
change, while the company has to handle the diversity successfully, while recruiting cultural
diversity is considered ,special attention to the groups which are in minority are involved in the
board of members
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The appraisal ,hiring ,improvement ,and giving promotion to staff who are from different cultural
background ,and this is proving in improvement at working atmosphere .The different people
from different cultural is given promotion ,that would be an efficient staff for the
organization.(Jackson S et al 2009:305).
The study of the multiculturalism and the management, about its discussion towards behaving in
organizations which deals with business, which involves way of approach and dealing with
problems specially in cultural context, and the staffs behaviour should be positive which gives a
good image, moreover when dealing with consumers and the staff has to be friendly with each
other, its observed that is neglected, while in terms of global ethics in multicultural environment.
(Jones et al, 2008:101)
In the team of cross-cultural teams, the knowledge of the employees in work place, the situation
in which cultural diversity is develops and it may reduce in teamwork performance. There are
three perceptions about employees of multicultural that persons respect the cultural values of
others in a team, and profits of multi-culture staff in a team, these aspects are there to analyse
the perception of the research, it shows a new scope to research and people associated with
cultural diversity.
In the organizations who are multination have a good work environment and its a place where
different employees work together from different cultural background, there are various types of
organizations in world, and they encourage multicultural employees ,so they have healthy
working environment, The requirement to have different type of workforce is to have an
acquisition of international company or merger with other organization and having different
types of customers, it is also business partnership. The co-operative projects, especially the
requirement is that the confidence in them for business projects is the achievement in future.
(Morrison, 2006:195)
The preference and demand for the different types of multicultural employees is that they
have variety of talent and ideas which is implemented for the organizations development
.The result of the impact of cultural diversity in team performance can be excellent or may
be not successful because it totally depends on the team member how they behave with
each other like do they value the ideas of other colleagues and first of all is that every one
respect the culture of every member.( Earley et al 2005:40)
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An individual from a culturally diversified team learns a lot of things from other colleagues,
since it is life time experience being a part of integrated team .All the members of the team
when working together, and each one of them gives a different ideas and way of working
and if this combined together than the outcome is successful. A team member working in a
team cultivates two identity, that is the individuals own culture and internationally influenced
one while working with other foreign collages .(Ang et al 2008:179)
The performance outcome of ethnic mix team.
The things happening in an organization has a relation with the teams performance, the team is
of different kind of people working for a same goal for an organization. When the team is
working together, how they behave with colleges from other country while working together, are
they cooperating with each other or they have problems within them. It totally depends how the
team has a lot of different people from other ethnic background, and how they take influence of
different types of ethnicity.(Hopkins 2009:106)
The team are divided into different types based on ethical outlook:-
Same ethical group
This group has people from the same ethical background, they have common opinions
and similar ethical beliefs, but this fact does not mean that the group will have good
outcomes from their work, the result of the work may depend on the people how
dynamic and hardworking they are. The same kind of thinking in a group can have dumb
judgment which is not that responsive.(Hopkins 2009:106)
Rare ethical group
This group has hardly few members from other country, the member of the group how isall only one from other member and it is totally depends on the team also how they
behave like are they co-operative with the minority team member, they should not feel
neglected from others, like the majority team members decision, should be in favour of
all the members.(Hopkins 2009:107)
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Bicultural ethical group
This group has two different type of ethical members, mostly this group is there in a
international companys, In this case external relations strong by the culture of the
country in which the company is operated.(Hopkins 2009:107)
Multi-ethnic group.
This groups member are from all over the world, and this group is the highly successful
than others and it totally depends on the team members like hard working they are and
this group is trained from the human resources department for the cultural awareness,so that they know how to co-operate with each other while working together.(Hopkins
2009:107)
The most significant part of any global company is that the problems regarding the
employees how are from different ethnicity, and about these people that how is the
behaved outcome from them and others how are working together like the
communication between the staff and the management .The international firms which
have the business related deals from one country to the other depends how they
communicate with each other and are they considering their culture while doing
business, and it they do not then there is the danger of not succeeding in the business
relations and the mergers and acquisitions among them may not be a successful. In the
international business this problems has been observed by the management gurus, and
if a company wants to open a branch in a foreign location then they have to study their
culture and as well as considering the culture they have to create their strategy and hire
people who are local so that it make things easier, or otherwise the business may not be
successful. (Brakman et al 2006:352)
There are few different way of behavioural outcomes from the employees that is when
they are talking like if they are talking nicely with each other with respect ,after this when
they are doing any actions ,the way of seeing ,the way of wearing clothes and it totally
depends on the organization like what type of environment they are having ,the ethics all
these influence to the way of the employees and the management for their way of
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treating others at work .The way communicating among the employees who have a
multicultural environment and these is a reflection from their personality ,background
,and there lifestyle and all these factors in people show their perception towards life.
The assessments of the ethnic diversified team in a company, the connection between
the employees and the company is like a strong bond of mutual understanding and trust,
and it is one of the factors in developing the company. The accomplishment of the given
target and satisfying the higher management should be the first priority .The culture in a
company is created by the employees and past of the company and its ethics, every
employee is different in terms of qualification and the work experience ,ethnicity . The
qualities of the team members are excellent and it will more and more get sharpen while
working in a ethical diversified team. It is not necessary that if the team is of different
ethnic member, the effect of its will be adverse but the most vital fact is that the team
members should have a construct a strong bond among the limitations to culture, so this
type of the team will survive even in difficult time and achieve their target of the
company.
The situation of the value of assuring is that first of all the peaceful environment at work
among all the ethnic employees how are immigrated from other countries, the
organization will make special programmes and training to encourage them and make
feel comfortable in a different environment and they make sure that they are treated very
good to the employees that the training they will have should contain that how to cope
with different cultures and empathising with other colleges, and the organizations should
conduct workshop and programmes to unite the employees from the different cultures
.This type things will help the employees for the communication and behaving ,co-
operating and the comparison among the different cultures in the world should be
removed .(Halverson et al 2008:7)
The process of training and learning at work be it work shops or training on specific task,
the environment of multicultural employees in an organization for them there are lot of
growth prospects that they can be sent to other branches in the world of the same
company, so this enhances them to sharpen their skills and they will have a different
experience of the foreign country visit ,and if an representative from a company goes to
another country regarding the collaboration of business ,this make them to exchange of
knowledge and culture ,and if an organization wants to expand their business they have
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to contact other business countries without limiting the boundaries . The facilities of this
of kind will make the employees loyal and stay in the organization for a long time , this
type of training sessions are very vital so that it make the employees easier for them for
communication and if culture of every one is not valued in an organization then it will
create lot of problems
SUMMARY: - The literature review is about the current literature for the topic of impact
on cultural diversity in a team performance, and the presentation of the literature review
has been critically analysed by the researcher, how every organization plans and
implement different type of strategy of cultural diversity among employees to make their
employees happy and satisfied so that every employee should stay for long time in an
organization.
CHAPTERT 3METHODOLOGY
INTRODUCTION
The main motive of this chapter is to present different type of research methodologies
which are found during the research by the researcher, and to select the research
method. The evidence of empirical which will be used on the present study. The
analysing of the impact of cultural diversity in a team performance and the search of the
dissertation will be the critically finding the ways of how a team performance and
culturally diverse members .The present study show how the company is taking
measures to handle the cultural diversity among the employees, the primary data is
collected from the higher officials of the company like the manager and then after the
collection of the primary data collection from the interview and where how the
management deals with employees working under them how have different ethnic
background .
THE RESEARCH PHILOSOPHY
The research Philosophy is related to Positivism ,and Phenomenology, realism and all
these has got significant role in the research.
The Positivism is focus on gaining the relevant and valid study, and the positivism which
is analytical in addition to these and it dominates before the philosophy which is positive
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and holds strongly to the created ideas in the Practical, and for relating these the
researcher when doing the research achieves the goal on its own by researching on the
sources ,and by observations ,taking the relevant and valid information.
The Realism is about the practical researcher, the facts of the research which is
culture ,planning and implementation, company .
The researcher selected the positive
THE BACKGROUND OF THE RESEARCH
THE RESEARCH HYPOTHIES
The impact of cultural diversity in a team performance and the research is using
the case study on Primark, since the Primark has culturally diverse employees so
this helps them to serve customers who are different ethically.
After using the research implications from the research methodologies, so this
helps the company Primark to overcome the problems facing from handling the
cultural diversity.
THE RESEARCH QUESTIONS
How the multicultural employees are represent the image of Primark?
The customers to Primark would like to see the different type of ethnicity in the
Primark employees?
The Primark employees are happy to cooperate in a team of members who are
all from other cultural background?
How the company would like to unite the encourage the Primark employees by
motivating them?
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Having the multicultural employees in Primark benefits in the different type of
customers to the company?
THE AIM OF RESEARCH
The research aim to find out the impact of cultural diversity in teamwork in Primark and
how the employees represent themselves being from a different ethical background in the
company and are they co-operating in the team work and how the company is encouraging
them in terms of performance and because they have a different type of customers so they
want a employees to be multicultural since this helps them to have a business deals with
other countries in the world and good customer service given to the customers.
THE RESEARCH OBJECTIVE
To assess the Primark views on employing a culturally diversified workforce.
To critically analyse the team work and the performance of Primark employees.
To evaluate the cooperation of culturally diversified employees of Primark.
To investigate the encouragement of Primark employees working with other
colleagues how have different ethnic background.
To interlink the Primarks multicultural employees with the companys idea on
integrating the different type of culturally diversified employees for the team
performance.
Improving the Primarks human resource strategy on creating a good environment for
the employees to work with multicultural colleagues.
THE RESEARCH DESIGN AND RESEACH METHODOLOGY
The Creswell, (2003) states that the way of analysing the data and to assume widely while
getting the in-depth in the study for collection of data is the research design, and Robson
(2002) in his way that the questions of research in project is the research design and it is
related with ideas that the research will develop while completing the project, and it helps
the research in many ways like how to do things in precise manner with proper guidance.
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The Hussey and Collis (2009) support to this that it is are the first stage for the research
design for knowing the pattern of research which shows the frame work and this guides to
do the research and the ideas ,philosophy of individuals and information of data.
The Creswell (2003) the methodology of research is very wide than research design, the full
steps of research that includes a framework of doing the research.
Creswell (2009)The defining and using the research methodology is very significant work of
the researcher and the research methodology captures the very special in the procedure of
the research because it explains the detail study of the certain research, and the strategy
,process ,how to check the growth and the development of research and its principle ,when
doing the research shows that the researcher will do a meaning full work to support this the
research methodology shows the most important way of doing the research and guides the
research to complete it by following all the learning outcomes.
The methodology of research shows detail guidance and procedures to complete the
research, and the different type of tools of research and the strategy of research this will
used for doing the research.
The Sekaran ( 2003) says that the methodology the it is a pattern of collected ideas and
assuming the current information for the research and which is correct and relevant ,and this
also plays a significant role and the methodology is the process and if the research is
following this when doing the research then it will be successful research with relation to this
the methodology of research and every research is new ideas and the research questions in
connection to this the created for specific objectives and returning to the design of research
since the strategy while the collection of data which is used in the research ,the questions of
research so the objective of research is fulfilled .The connection between the methodology
of research and the design of research with relation to this the methodology of research is
very wide than the design of research.
THE PURPOSE OF RESEARCH
The Collis and Hussey( 2009)The research is explained in many ways and the explanation
the research is on the what is the main aim of the research which is explored and
descriptive ,explanatory and prescriptive .There should be the connectivity in the objective of
research and questions of the research ,the researcher should be following this type of
strategy
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THE EXPLORATORY
The research of the exploratory is done when for the research and for this there is less
studies is there to use so this type is useful when there is investigation is helpful when the
research questions or objectives ,hypotheses is ignored stated by the Collins and Hussey
(2009).
Explanatory or analytical research is the extension or continuation of descriptive research, in
this kind of research the researcher should further go deep, explaining and analysing why or
how the problem or issue is happening rather than just merely describing the characteristics
of the problem (Collis and Hussey, 2002) True to its name explanatory research aims to
understand the nature of the problem by identifying and measuring relations among the
various variables that affect the problem. The recent research question is about how the
organization handles culturally diverse among their employees
This type of research questions is very interesting to do the research on it.
THE PRISCRIPTIVE
This type of research is at forward one for doing the research, and the description is more
clearly and answers to the problem and it help in the research to simplifying the research in
precise manner like following a certain model to solve the problem
THE RESEARCH APPROACH
In the research approach Creswell (2003) states that the research is extremely important it
is very helpful for the researcher that every approach of the research is an advantage
And moreover the research approach is created by the research and the limitation for the
researcher completing and fulfilling the requirements.
The qualitative verses the quantitative for the research is covered by the approach of
research in addition the inductive verses the deductive states Hair et al (2003)
These are extremely different from each other, so different type of research approach is
necessary for doing the research by the researcher
THE DEDUCTIVE APPROACH VERSES INDUCTIVE
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The deductive approach is that the theory and concept of the study and the its construction
from observations from experimenting like a specific example from different examples states
Collis and Hussey (2009)
The inductive research is about practical examples and the study of theory which
experimental based on the observations and the deductive research approach is top-down
method and the inductive research is bottomup method
In this research done by the researcher is the inductive approach of research so because of
this it is easy for analysing the view by interviews and the relevant literature and its review
and the impact of cultural diversity in team performance in companies ,so for this inductive
research is appropriate ,and not opposing the deductive approach .
THE QUALITATIVE VERSUS THE QUATITATIVE APPROACH
The qualitative approach is from the sciences which are physical and the tools
For analysing the data design in such a way that the objective of the research is sure, and
the research done in this way is almost come as same, as the result is considered after
framing the result .this kind of quantitative approach most of the management gurus think
that this it is the disagreement among the people it is explained by the diagrams and charts.
The interviews for which the secondary data is used to explain and present which should be
managed as stated by (Saunders et al 2007) .Moreover the qualitative research wants a
proof for a certain ideas but quantitative research wants to examine the ideas .
THE RESEARCH STRATEGY
The selection of the research strategy is done after different things which affect the process
of research there are two research strategy one is fixed design of strategy and other one is
the flexible research strategy in this there are certain guidelines to follow while doing the
collection of data mostly the approach in quantitative one and the changes can be made
flexibly stated by Robson (2002). The flexible research is done in this research to present
more information and present the recent idea but not flexible in all terms so that it can be
moulded
There is three strategy of research which relates to the question while doing research which
is case study, survey and the experimental and it totally depends on the research that what
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type can be used or all of them can be used that what the research can demand or what is
required stated by Robson( 2002).
THE QUALITY SAMPLING
Denzin and Lincoln,2003 ,state that This type of quality sampling is different from the
sampling regarding the quantitative research, that the size of the sample, and the samples
which are selected instead of the random so the sample size has to full fill the aim of the
research rather that the statistics
The size of the samples should accommodate the profit of the research and get the best
outcome from the study which is used for doing the research.
THE COLLECTION OF QUALITATIVE DATA
(Cooper and Schindler,2005 ) state that The researcher is required to recognize the what
type of data is going to be used for the research and the collection of data should be done
carefully and then present it and if the data is collected more than the required then it create
the confusion this is stated by Ghauri and Grounhaug (2005)
In this research the primary and secondary data is used from the books and relevant valid
web sites.
THE QUALITATIVE DATA HANDLING
This is the research which is qualitative and which has different type of methods like the
interview and the transcribing, coding, the analysing of data
THE INTERVIEW STRATEGY
The conducting of interview for an individual show that how a person is capable of doing the
job or about the success in there carrier and the interview are our part of life ,where ever if
we are applying for a job we have to give the interview or a researcher has to conduct the
interview for the purpose of the study and interviewing the higher officials
THE TRANSCRIBLING
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The transcribing is significant in the interview and this tend for getting proper information
about the subject
THE CODEING
It is very vital for the researcher the coding so this s helping the researcher for analysing the
data in detail and this makes the researcher to manage the more data which categorised so
this helps the researcher to help for getting the data valuable for the research
THE CREDIBILITY AND QUALITY OF RESEARCH FINDINGS
The main aim of collection of data is findings of the research so the data collected for this
which is valid and before presenting it the data should be a good data.
THE RLIABILITY
The research is the trusted when some researcher after doing the research is having similar
result and the same way of doing the study
THE VALIDITY
The research is only valid when it shows the main aim of the research and the research is
validated after the examining of the finding on different scenario. The recent research and
so any part of the research which is not valid then the research is not that appreciated
THE QUALITY
The research when is going to be presented should be reviewed so that it is up-to-date and
there are no mistakes and the has to be in continuous until the aim is achieved, if this is
followed that the research is good.
THE ETHICAL ISSUES
The ethics has to followed in the correct manner, for the interviews conducted and the
questionnaire so the issues regarding the ethics is very important and to and the people who
are filling the questionnaire are confidential while there has to the perfect communication
when the interview is conducted, and it will be confidential as the protection of an identity of
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an individual, and it is not necessary that the views gathered from it is assessed but for the it
provides the research states Collis and Hussey (2009).
THE SUMMARY
This research in methodological approach shows how to do the research as it is very
significant while doing the research, the way of current framework in methodological way of
approach and the researcher has used this methodology in doing the research which is valid
and current with the information gathered for the research doing within time and following
the different requirement of the methodology for the objective of the research.
THE RESEARCHERS PERSONAL DEVELOPMENT
The researcher has worked in the field of outsourcing company in the field of call centre as
an telesales agent for 3 years and then team leader for 1 year in the call centre handling a
team member of 20,so this has developed the skill of leadership and sharpening the skills of
communication ,and has a bachelor degree in English literature ,diploma in IT, post
graduate diploma in management studies ,and now the researcher is in the final stage of
MBA ,so this has been a dream for the research to study in the management studies in UK .
The researcher also worked in the Primark as customer service staff for 2 years ,and after
working in Primark the researcher had beautiful experience here in London and serving
different types of foreign customers ,so this has made the researcher understand the UK
customers after serving them .After coming to London to study the researcher has
developed a lot of quality specially when studying the MBA,and this has given lot of
personality development because the researcher now has is interested to develop a carrier
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in the management field ,especially as a human resources manager ,this was found very
helpful to develop the communication skill and knowledge of the management and from my
supervisor Dr Jan Gson has been very helpful for guiding me in doing the dissertation and I
am very thankful to him .
.After making the dissertation the researcher has is confident and satisfied by studying the
MBA and this dissertation a my work of interest in the management .The researcher also
worked as team member among the culturally diverse colleagues so this has develop the
skill of cooperating with other colleagues and The researcher has worked in the field of
outsourcing company in the field of call centre as an telesales agent and then team leader in
the call centre handling a team member of 20,so this has developed the skill of leadership
and sharpening the skills of communication ,and has a bachelor degree in English literature
,diploma in IT, post graduate diploma in management studies ,and now the researcher is in
the final stage of MBA ,so this has been a dream for the research to study in the UK .After
coming to London to study the researcher has developed a lot of quality specially when
studying the MBA,and this has given lot of personality development because the researcher
now has is interested to develop a carrier in the management field ,especially as a human
resources manager ,this was found very helpful to develop the communication skill and
knowledge of the management and from my supervisor Dr Jan Gson has been very helpful
for guiding me in doing the dissertation .After making the dissertation the researcher has the
confident and satisfied by studying the MBA and this dissertation a my work of interest in the
management .The researcher also worked as team member among the culturally diverse
colleagues so this has develop the skill of cooperating with other colleagues and
understood the skill of management that how people are working together coming from
different cultural background with cooperation for achieving a goal .This type of skills are
very useful in our life to develop in our carrier path.
CHAPTER 4
THE DATA ANALYSIS
INTRODUCTION
The chapter is about the data gathered from the research questions and the interview from
the manager of Primark and the researcher gathered the data and information of the study
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by doing it critically. The response of the manager to the interview questions and the
important data which is collected, and the opinion on the topic of cultural diversity in a team
performance .
(Saunders et al 2007) state that the qualitative analysing of the data it has different ways to
do which is the data display and by presenting through drawing, data reduction. The data in
the qualitative this needs by explaining graphs, the numbers and through statistics and
charts .The data which has been gathered from the observation, questionnaires, and
interviews so the research which is qualitative shows the researcher a chance of doing the
research in new and different ways.
How the multicultural employees are representing the image of Primark.
The employees of Primark from the different cultural background, as they represent
themselves from what type of culture they are from and and their values, they are a part
of the team moreover the co-operating with other employees, and their behavioural
outcome .The customers to the Primark are also different type of foreigners .The
Primark when recruiting the employees there human resources resource strategy is that
the employees in a team should be multicultural so each employees has a different
cultural background these is related with their business also because they have a
different type of customers from different cultural background and moreover its very
effective for them to merge or the acquisition with other company. The Primark has
suppliers from different countries so to deal with them they need the managers how are
also from different ethnic background and these make them easy to handle the
employees.
We can have a look at the questions no 1, 2, 3, 4, in the appendix 1
The question no 1 says that Why Primark require the employees from the different
ethnic background?
The Primark has different type of customers so they want to hire differentethnic employees. I
The question no 2 says that What are the things you focus to sell in your store?
The Primark is selling the clothes for all age group.
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The question no 3 says that what are your responsibilities as a store manager?
To look after the management, selles and achieve the target.
The question no 4 says that what is the success of the company Primark in the market?
The success is that the customers love to shop in Primark, as it very cheap
and good quality.
Analysing
Finally the cultural diversity in an organization plays an important role ,the
organization ethics where every employees follow and the reason for hiring the
different cultural diversity among the employees is that they have different types of
customers ,to co-relate this the management has managed to do this and the
company is highly successful and Lastly to merge and go for an acquisition the
Primark wants to expand their business internationally respecting the culture .
2. The customers of Primark would like to see the different type of ethnicity in the
Primark employees?
a) The Primark have different type of customers visiting the store every day and
shopping so they would like see our employees in different ethnicity, these is very
important in term of our marketing strategy .As we are selling clothes for all age group in
very cheap prices our customers are happy from our customers service from our
multicultural employees and our first strategy of Primark is to make the customers and
happy and satisfied.
We can have a look at appendix 2 the question no5, 6,7,8.
The question no 5 says that what is the difficulty you face while handling the store?
A) When the Primark has a lot of customers then there is short of staff.
The question no 6 says that What is your opinion on the future growth of Primark?
The Primark is one of the fastest developing stores, and they should also
open store in other countries also.
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The question no 7 says that what is target you have is it achieved.
The target is given from the head office to sell the clothes in the store
The question no 8 says that what is the human resource policy in recruiting the staff from
different ethnicity?
To attract the all types of customers the Primark wants different type of
employees from different ethnic background to give good customer service.
Analysing
The customers of Primark would like to see different of employees which relate to
them in terms of culture and understand there need and serve in terms of good
customer service .
3. The Primark employees are happy to cooperate in a team of members who are
all from other cultural background.?
A) The team members in a company have to cooperate for the progress, if not the
company collapse, The Primark employees are given training for the cultural diversity
before working in the store so these helps them to co-operate with other employees and
helps to serve the customers to give the best customer service as the customer service
is the most important for a retail store to impress the employees so that they come again
We can have a look at appendix 3, the question no 9, 10, 11, 12.
The question no 9 says that Are you happy with your job in Primark?
A) The manager says that he is happy to work in Primark because of the companys
good human resources policies.
The question no 10 says that How do you manage to handle the different ethnic
employees and what are problems you face?
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A) The employees are given training for to handle different type of ethnicity.
The question no 11 says that The company is giving a holiday to the employees?
A) Of course the Primark gives paid holidays .
The question no 12 says that What do you think of team work?
To achieve Success any company must have a good team.
Analysing
The employees of Primark are very much satisfied and happy to work there since
good employees are very important for a companys progress.
4. How the company would like to unite and the encourage the Primark employees
by motivating them?
a) The Primark focus on the employees to make them happy and motivate them to
remain in the store by giving them appraisals, promotion, and the incentives, 250 of
free shopping to the employees who work outstandingly so these type of human
resources policies make them satisfied and motivated to work harder ,all these
employees are well monitored by the managers and from the CCTV it is observed thathow is work of employees and the customer service and the rewards and motivation are
the very dynamic tools to encourage the employees .The Primark employees are happy
and satisfied so they will work more hard for the companys success ,and its a
correlation between the employees and the company polices to make satisfied .
We can have a look at 13,14,15,16
The question no 13 says that How is the company planning to expand in future?
A) Yes the company is planning to open other stores in every high street.
The question no 14 says that What is market competition you are facing from your
competitor?
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A) Right now we are one of the top retailers .
The question no 15 says that How do you overcome the market competition?
By our marketing strategy for the customers that we believe in value for
money and our Prices are more cheaper than our competitors.
The question no 16 says that What is major concern of different type of ethnic
employees which is associated with the companys work ?
The most important is the business of the company and our employees
,both of this very much related ,since the employees have to understand
the company goal to achieve it .
Analysing
The company Primark gives them diversity training and motivate them by giving
rewards, like the incentives and appraisal so these makes them happy and
satisfied, and they want to remain in the company.
5. Having the multicultural employees in Primark benefits in the different type of
customers to the company?
A) The multicultural employees in Primark benefit in many ways to the company, the
Primark has suppliers from different countries and to deal with they need employees
from the different ethnic background to deal with them. The customers to Primark are
from different countries so some customers who cannot speak English are guided by the
employees speaking in the same language help them to buy clothes, this is one of the
business strategy that the company applies and it is very successful in it .
We can have look at appendix 4 at question no, 17,18,19,20.
The question no 17 says that What are wrong assumptions of the staff regarding the
cultural aspect within the employees.
These type of issues are very rare but Initially we give them training for it.
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The question no 18 says that what is special quality in a manager to cope up with the
cultural diversity employees?
The manager should have the leadership skills to manage and unite the
employees.
The question no 19 says that How is the company Primark managing with the
management of different type of ethnicity?
A) To manage the employees from the different type of ethnicity we conduct
programs and training for it
The question no 20 says that what is the effect of the cultural diversity on the group of
members within the Primark?
This makes them to co-operate with each other without problems.
Analysing
The Primarks main aim is that they want good and efficient employees to attract the
customers and satisfy them by good customer service ,and the manager should have
the leadership skills to take responsibility.
SUMMARY
The chapter 4 is about, the data, which is collected and analysed, there is a co-
correlation between the questions in the appendix 1, 2, 3, 4.and the research questions
in the chapter 1.
The questions which was asked to the store manager of Primark, the data gathered from
it and the importance of having a different type of ethnic employees in the Primark plays
a important role in the marketing of Primark .The data is secondary and primary, thesources which were used to do the research by the researcher .The emphasis is to have
a good employees to relate with the marketing strategy of the company.
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CHAPTER 5
The chapter is last chapter of the research, it is having the complete summary of the
research .The impact of cultural diversity in a team performance has a great image on the
organization and how they respond to it. The company Primark how they handle cultural
diversity. The future plans for the research and the recommdations for the growth and
development of the building a strong team in an organization and it is very vital to provide
the proposals and the recommdations for the Primark to improve the strategy for the
improvement and the practice of human resources ,specially motivating employees and
building a strong team and the ethnicity of employees which differ to every employee and
uniting them to overcome the problems while working in a team, the chapter has is having
the summary to the research.
THE SUMMARY OF THE KEY FINDINGS
The aim of the research is to about finding out the effect of different type of
ethnic employees is working in a team so what is the impact ,now every
organizations wants a team of employees which are dynamic ,intelligent ,and
hardworking , valuing every one s culture ,co-operating in a team with othercolleagues .The organization and the employees are very much co-related with
each other ,and the employees are foundation of the organization ,in addition to
these having a good employees is very vital for the growth and stability , and
according to the literature review it is critically analysed and then presented by
the researcher.
The case study used in the chapter 1 is Primark for this topic and there is lot of
co-relation between the companys customers and the hiring policy of the human
resources management is that there strategy is that they have a different diverse
customers which a different cultures, so that the employees assist them in buying
clothes and specially for the non-English speaking customers.
The researcher view is that the team work is the most important and the
employees in a team how they behave with each other, and do they values each
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others culture because this is effecting when they serve customers moreover the
customers buy clothes which is trendy and reasonable .The image of the Primark
in the market is that this company is selling the clothes straight from the catwalk
style, they sell clothes for all age group in very cheap prises than other stores.
The management which manage the employees have to be aware of the
different type of ethnicity so that its convenient for them to handle the employees
without any problem, there may be some issues regarding the employees
misbehaviour or not giving respect to the culture of other colleague so to deal
with such issues the managers also have to undergo training for the cultural
diversity and need to apply the strategy of human resources management to the
employees and even the employees have to undergo the training like how to co-
operate in a team while working so these helps to avoid the issues regarding the
ethnicity.
The performance outcome from the team members is that, that they are given a
specific target to achieve and the team members have to plan and work on it
,there are different types of teams like in some teams only few members are of
different cultures like the minority and the majority is the same culture ,and in
some group the team members are of different ethnicity. The main problem is
that is there any favarism among employees of same culture or is there any
discrimination ,and such kind of issues create problems like the employees may
not like to work in a company where people dont care for them and they
neglected by other employees .
Most of the organization wants to hire employees of different diversity, this is the
most important in terms of every aspect like expanding the business to other
countries like a merger or an acquisition, different types of customers, and most
of the company go for it without limiting and hiring the employees from different
ethnic background.
RECOMMENDATION AND THE IMPLICATIONS
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The focus is on the uniting the different cultures together of the employees and this is
also related with the business of the organization since there is a co-relation between
them ,and the Primark gives the training but they should also give the appreciation and
incentives to the employees which are behave well ,so these make them to behave and
the behavioural outcome is always good . The Primark has to focus more on the
customer service in all terms because the store is always full of customers and the
employees are less so every customers dont get the good service to due to less
available staff so Primark should hire more employees to do the customer service. There
is always a very long que at till so they can do some special arrangements for some
customers to serve quickly without waiting in the long que ,for specially for those
customers like the old ,pregnant lady.
FUTURE RESEARCH
The researcher because of less time given to complete this research was not
able to take the interviews of the employees of the main branch, and the
recommendation is that collecting the data from the main branch of Primark
for this research.
The researcher wishes to take the interview of the customers of the Primark
and collect the data from this for future research.
The future research is that the resea
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