Cross cultural management in Starbucks | Assessment

Cross cultural
management in
Starbucks

Introduction
• The cross cultural management is being considered as the important strategic initiative adopted
by the companies in case of managing standard work terms in the workplace by appreciating
different cultural needs. In the global business context, the cross cultural management can
significantly influence the relationship between consumers and employees (Csaba 2017).
• In the 21st century, changing business operational trends have influenced the diversified working
culture. In this situation increasing awareness regarding the cross cultural management
practices have become necessary for avoiding the internal conflicts as well as contributing in the
higher profitability rate (Miller and Mascadri 2016). The cross cultural management practices
plays the vital role in terms of influencing the communication efficiency, which indirectly impacts
on the business success.
• By arguing this Novak and Richmond (2019) stated that in the global context, cross cultural
management practice can significantly develop the customers’ value by considering different
cultural preferences of the customers.

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• In terms of ensuring the business expansion as well as generating high sales revenue, cross cultural
management contributes in the business operational process (Thomas and Peterson 2016).
• It is true that current competitive global business environment has become highly culture sensitive,
which is influencing the internal communication practices in the workplace (Kim 2017). By continuing
this, it can be said that after the globalization, due to tech advancement, making the communication
process easier has become necessary for providing the service to the worldwide customers.
• In order to improve the cross cultural interactions, three important components needed to be
analyzed by the managing authorities.
Communication process
Cultural diversity
Cultural taboos
In order to execute the cross cultural management plans, motivating the employees as well as focusing
on strategic development is required.

Literature review
• In the rapid changing business environment, expanding on the business operations in the global market cross cultural
initiatives have become necessary. The cross cultural diversity within the organization can significantly bring both the
positive and negative impact on the global business operations (Liobikienė, Mandravickaitė and Bernatonienė, 2016).
• In the current business environment, political as well as economic circumstances brings the cross cultural sensitivity that
critically impacts on the workforce management system. Especially in the multi-cultural organizations, arising the cultural
diversity, not only helps to bring the creativity in the workplace, but also it ensures the employee loyalty towards the
organization.
• It cannot be denied that global business operations are the witness of increasing importance of cross cultural practices in
the 21st century. In the modern business scenario, culture is being defined as the important component that influence the
knowledge sharing process that helps to improve the interpersonal characteristics of individuals. In case of understanding
the perceived behavior of individuals, the cross cultural management influences the knowledge regarding different
attributes of human (Kim 2017).
• In order to shape the values and beliefs, the cultural diversity is the essential component that influences the life span of
people (Miller and Mascadri 2016).
• By supporting this Thomas and Peterson (2016) stated that analyzing the behavioral aspects of individuals, cross cultural
management helps to ensure the engagement of people with different culture in the global operational process.