Multilateral Perspectives in International Marketing - Essay Example

Introduction There are different factors that can affect the success of a company in the business world. Included in the said factor is the presence of a workforce that is culturally diverse that can create complex and challenging working environment and situations that can be related to the performance of the company. The study undertaken is focused on the effects of the convergence of different culture in a work group. Included in the objectives of the study is to analyse a case wherein the said factor is considered influential. In the said analysis, the specific factors related to the situation are studied and different resolutions are given on the basis of organisational theories exploring the issue on multicultural workforce. Background of the Study The study is based on the cultural situation of the work force in the John Smith Engineering Office. The main focus is the problem faced by the company related to the Machinery Trainee Scheme which had been under the leadership of different persons in a short period of time. The company is classified as SME that is focused on office machinery. It was established during the 50s by John Smith. Through the years, the company had maintained the reputation as a traditional family firm. One of the most important projects of the company is the internal education programme which is aimed to hire and prepare trainees for a career in the field or in the company. The result of the project had been successful but through the process, there are certain events and issues that occurred and caused the deterioration of the motivation and performance of the trainees. Analysis of the John Smith Engineering Office Case Based on the study of the case, there are different issues that can be considered to have influenced the situation. Included in the important factors considered to achieve success in the business are the leadership, the objectives of the company, the implementation of the plans and policies, the understanding of the clientele and the consciousness and care for the work force (Solomon & Schell, 2009). These factors can be related to the importance of cultural intelligence and knowledge of cultural dimensions (ITIM International, 2009; TRACOM Group, 2009). In terms of leadership, the company under study had different leaders from Kathy to Justin Denby within a short period of time. During the absence of Kathy, the head of production Justin Denby had to take over. His expertise is different from Kathy. It can be considered that during his leadership, there is a need for multitasking with his production responsibilities and the training program. For that matter, he failed to uphold the motivation that the trainees have, specifically Moshin Coscun, a Turkish trainee with exceptional potential. In this case, the lack of cultural intelligence can be considered as a probable cause. Cultural intelligence can be considered as an essential factor in the success of the company on the basis of different reasons. Cultural knowledge and sensitivity can improve working relationships thus it can contribute to the success of the company from within. Strong working interactions between the members of a multi-culture workforce can strengthen the company (TRACOM Group, 2009). Aside from the cultural knowledge, the cultural sensitivity is important for the success of the leader. This had been the one of the shortcomings of the company under study since the said trait enables recognition of the perspective of other people particularly those of different cultures in the resolution of company’s problems, in the setting up of goals and the implementation of plans and policies (Solomon & Schell, 2009, p.292). In addition to the strengthening of the company from within, the cultural knowledge and sensitivity can also be used to succeed in the domination of different clientele specifically in the international perspective of the company. It is important to consider the fact that cultural dimension is presently recognized as one of the essential aspects of the business management along with the technical, organizational and operational aspects of the company (Korey, 1995). Geert Hofstede had proven the importance of the knowledge on the needs and perspectives of different cultures in the handling and management of a company. Based on his view, there are 5 cultural dimensions that are needed to be mastered to have a successful working relationship namely power distance index (PDI), individualism (IDV), masculinity (MAS), uncertainty avoidance index (UAI) and long term orientation (LTO). If the members of the work force accept the role of each dimension, a more harmonious working environment can be achieved (ITIM International, 2009). The PDI is meant to explain the inevitability of inequality in every culture which can help every employee to avoid insecurities regarding their culture. IDV is the appreciation of the possible contribution of each member of the group which can be strengthened by the cultural experience because a more diverse group of employees can understand a wide variety of clientele. In every cultural perspective, there are varying role of the genders. The MAS recognizes the said factor and its importance in working together and achieving the goals in converging actions. The UAI deals with the acceptance of uncertainty and moving forward for the company to succeed. Lastly, the need for long term perspective, LTO, is essential to be able to uphold the motivation of the group (ITIM International, 2009). Based on the different concepts and aspects of the case study then, the leader of the company specifically Kathy needs to focus on the cultural dimensions in the educational training to improve the performance of the trainees and the employees. The employees and trainees need to improve cultural intelligence, apply study models and principles regarding cultural differences, and establish action plans to strengthen the teamwork of the group. These activities and are the primary phases that re needed to be considered by the management to improve the performance of the company (TRACOM Group, 2009). Conclusion Based on the study undertaken that focused on the case of the J Smith Office Machinery, a multilateral approach that concentrates on the different factors affecting the cultural perspective of the employees and leaders of the company are needed to be undertaken to be able to resolve the issues and motivate the trainees and employees. References ITIM International (2009) Geert Hofstede Cultural Dimensions [online]. Available from: [Accessed 23 May 2010]. Korey, G. (1995) Multilateral Perspectives in International Marketing. Journal of Business & Industrial Marketing, 10.3, p. 74-82. Solomon, C. and Schell, M.S. (2009) Managing Across Cultures: The 7 Keys to Doing Business with a Global Mindset. McGraw Hill Professional. TRACOM Group (2009) Building Cultural Intelligence & Business Savvy [online]. Available from: [Accessed 23 May 2010]. Read More