How globalisation can drive businesses success.

HOW GLOBALISATION
CAN DRIVE BUSINESSES
SUCCESS

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Topic............................................................................................................................3
Research Objectives.....................................................................................................................3
LITERATURE REVIEW................................................................................................................3
Theme 1: Concept of Globalisation.............................................................................................4
Theme 2: Role of Globalisation in success of an organisation....................................................4
Theme 3: Identification of challenges in the globalisation process and suggesting appropriate
recommendations.........................................................................................................................5
RESEARCH METHODOLOGY....................................................................................................5
RESULTS........................................................................................................................................7
CONCLUSIONS AND RECOMMENDATIONS........................................................................13
REFLECTION...............................................................................................................................14
REFERENCES................................................................................................................................1
APPENDIX 1...................................................................................................................................2

TOPIC: To investigate the impact of globalisation in ensuring business success pertaining
to retail sector. A case study on Morrison’s.
INTRODUCTION
Globalisation can be termed as an expansion of an organisation or an individual that is
done beyond the national boundaries of the home country and it involves integration of two or
more economies together (Hornstein, 2015). In involves interaction, trade and exchange of
anything between two or more parties that belong to different cultural and economic background.
The current research will highlight that how by going global the companies can increase their
chances at success and this will be taken particularly in context of the major retail company of
UK i.e. Morrison’s. Morrison’s is a well-established retail brand that has its stores exclusively in
the territory of Great Britain only. They have their headquarters established in Bradford, West
Yorkshire, England and it is the fourth largest chain in the retail sector of UK. There are a total
of 498 stores that the company majorly has in and around England, wales and Scotland and there
is only one store that the company operates outside of UK and that is in Gibraltar which is a
British overseas territory (Hillson, 2017). This policy of the company of operating only in the
countries that are limited to the British territory is increasingly proving to be redundant and the
company has clear potential as well as resources of expanding on a global level in in the
international market that will widen the prospects of the company. In this research, this prospect
of globalisation for the company has been analysed and the terms of success have been evaluated
in the report.
Research Topic
To investigate the impact of globalisation in ensuring business success pertaining to retail sector.
A case study on Morrison’s
Research Objectives
 To understand the concept of globalisation.
 To identify the role of globalisation in increasing the success of Morrison’s.
 To ascertain the challenges Morrison’s can face while expansion on a global level.
 To suggest appropriate recommendations based on the challenges recognized.
LITERATURE REVIEW
Literature review helps in analysing the different viewpoints of various authors and researchers
who have already conducted research on the current topic of study.

Theme 1: Concept of Globalisation
As per the view of authors, Galloway and Haniff (2015), it can be stated that
globalisation is an extremely important venture in ensuring that an organisation experiences the
method of trading on a global levels and increase its exposure. The researchers have stated that
when an organisation decides to global, there are various challenges and opportunities that arise
for them and this helps them in growing and developing on an international level. Further, the
researchers have stated that in the current trend when the mediums of interaction on a global
level have increased and become simpler, it has become more simplified to trade on a global
level thus encouraging more and more companies to go global and trade on a global level.
Another research paper published by authors, Dutta and Bose (2015), have helped in
determining that there are a variety of methods through which a company can go global and
while detailing on these, the researcher also presented a critical analysis of each method. FDI
was the most preferred and successful method, as suggested by researcher that helped the
companies and organisations specifically in establishing their brand name on an international
level. Direct exporting should be preferred by individual companies and retailers that are trading
on small scale and joint ventures can be formulated with those companies that are already
existing and operating in other countries successfully.
Theme 2: Role of Globalisation in success of an organisation
The researchers, Chang, Walters and Wills (2018), have argued in their research paper
that the process of globalisation assists an organisation immensely in giving success to the
company. The authors have stated that globalisation helps in developing more and efficient
markets with larger possibilities for future of earning profits. The authors further stated that it
helps in increasing the current market by targeting more number of consumers, and improves the
quality of the goods produced along with ensuring that the sustainability of the company also
increases. Further, globalisation also increases the innovation in the market and helps them in
developing a diversified cultural approach for their employees thus developing them on various
different aspects which can be done only when a company decides to operate on a global level.
Another research paper published by authors, DeFillippi (2015), argues that although
there are a lot of benefits for a company to operate on a global level and gain success, however
there are some major disadvantages as well. The companies might not always get successful and
if their product fails in international market it can curb the future opportunities of the company in

international market. Various factors like targeting wrong consumer market, pricing the product
in an incorrect manner, choosing inappropriate country, selecting a wrong marketing method of
the product that might hurt the sentiment of people can lead to failure of the organisation
internationally. Thus, the authors concluded that globalisation should be done in a planned and
precise manner after conducting and re conducting through research of the market in whi8ch the
company intends to expand.
Theme 3: Identification of challenges in the globalisation process and suggesting appropriate
recommendations
The authors, Beringer, Jonas and Kock (2018), in their research paper have presented that
there are a variety of challenges that a firm or company faces when it decided to expand itself on
a global level. The researchers have argued that the different policies of different economies are
the biggest barrier as it makes the policy making of a company extremely difficult. Further the
profits are distributed in an uneven manner which further complicates the problems. The decision
making process also gets complicated and the marketers find it difficult to place their product on
a global level in such a manner that they can target all the consumers in different economies.
In accordance with the above, research paper published by Basu (2017), further states
that additionally there are other challenges as well such as management of different economies,
exercising economies of scale in order to operate successfully, ensuring that the independence of
the management remains with the company only. The major challenge that the authors identified
was the different political environment and condition in different environment.
RESEARCH METHODOLOGY
Research Methodology involves a series of research tools and techniques that a
researcher can adopt in order to conduct his research in a relevant and conclusive manner. These
research tools and techniques help in collecting, analysing and interpreting the relevant facts and
figures that will help in conducting the required data analysis and providing appropriate
conclusions.
 Research Type: There are two basic types of research that can be conducted and these are
categorised as qualitative research and quantitative research. The qualitative research is
done when the data that is to be analysed comprises of opinions, reasons and facts and
these are used to formulate various theories and concepts. Quantitative research on the
other hand refers to the collection, analysis and interpretation of numerical facts and

figures. In the current research, the researcher has chosen qualitative research since he is
analysing various concepts related to globalisation.
 Research Philosophy: Research philosophy refers to the belief of the researcher
regarding the method that should be used in order to collect the data. Interpretivism
approach refers to qualitative study where the researcher tries to analyse the social
theories and facts and then formulate appropriate results and positivist approach on the
other hand refers to the analysing of various facts and figures in order to formulate
appropriate theories (Bartlett, Doz and Hedlund, 2018). In the current qualitative
research, the researcher will use Interpretivism approach in order to analyse different
theories and draw relevant conclusions.
 Data Collection: Data collection involves primary and secondary research method where
primary research involves collection of data by the researcher himself on a first hand
basis and the secondary research involves collection of data through already published or
researched journals and articles. In the current research, researcher has used questionnaire
method as a primary research tool and has referenced various books, journals and articles
as secondary data sources.
 Sampling: Sampling involves selection of respondents out of the entre universe acting as
population. In the current research, researcher has used non-probability purposive
sampling where the respondents have been selected form a particular group that would
yield maximum and accurate results but on a non-probability basis. The sample size is 30
managers working in Morrison’s Company and these will be used to analyse and
conclude various results and interpretations.
 Data Analysis: There are various methods of analysing qualitative as well as quantitative
data. In order to analyse the qualitative data the researcher can use various tools like MS-
Excel, SPSS etc. and in order to analyse the qualitative data, the researcher can use
thematic analysis which helps in presenting the data using various charts, graphs etc. that
makes it easy to understand (Artto, Ahola and Vartiainen, 2016). Since the researcher is
analysing qualitative facts and figures, he has selected thematic analysis as his research
technique.
 Ethical Considerations: The researcher will make the respondents sign a declaration that
they have not been biased in any manner and the researcher has not forced them to tinker

with their answers or opinions. The researcher himself ill also file a declaration form
stating that all the data used by him is collected form authentic sources and is properly
referenced.
RESULTS
The results from the questionnaires have been analysed in the form of Thematic Analysis
and appropriate interpretations on the basis of themes have been presented.
Theme 1: Working Time with Morrison’s
For how long have you been working with
Morrison’s?
Frequency
 Less than 5 years 12
 5 – 15 years 13
 15 Years and above 5
It can be clearly interpreted form the chart above that the majority of employees that are
currently employed in the Morrison’s are mostly ranging with working experience between 5 to
15 years with a total count of 13 which is followed by the 12 employees working for less than 5
years and only 5 employees that are working for more than 5 years. This helps in determining
that the research that has been carried will help in giving accurate results of the research
objective and present a dynamic view.
Theme 2: Awareness of Globalisation concept

Are you aware with the concept of
Globalisation in an organisation?
Frequency
 Yes 20
 No 10
The chart above helps in concluding that the majority of the employees working at
Morrison’s are aware of the concept of globalisation and acknowledge, the importance,
challenges and concept of globalisation in context of Morrison specifically. However, there are
around 10 out of 30 employees who are not particularly aware of the challenges that
globalisation implies and do not take Morrison’s in context with globalisation.
Theme 3: Assistance of globalisation in meeting international requirement of Morrison’s
Will globalisation help Morrison’s in
international requirements?
Frequency
 Yes 25
 No 5

This pie chart helped in determining that out of 30 employees, 25 thought that
globalisation would assist Morrison’s in meeting the requirements that a company is expected to
meet at global levels. There were only 5 managers who thought that currently Morrison’s is not
capable enough of meeting international standards and therefore should not compete on a global
level.
Theme 4: Major benefit of globalisation for Morrison’s
What will be the major benefit of
globalisation for Morrison’s?
Frequency
 Enhance customer base 16
 Increase business profitability 10
 Both of the above 4

Majority of the employees i.e. 16 out of 30 think that the major benefit that the
Morrison’s company would derive from its venture into the global market is of enhancing the
customer base and there are 10 out of 30 employees who think that the it will increase the
profitability of the business while only 4 thought that it will assist in both the activities and thus
assist the company in an overall manner.
Theme 5: Assistance of globalisation in enhancing growth opportunities
Do you think globalisation will assist in
enhancing growth opportunities for
Morrison’s?
Frequency
 Yes 27
 No 3

As per the chart illustrated above, it can be clearly ascertained that the maximum number
of employees working at Morrison’s amounting to 27 out of 30 employees were found to think
and believe that the globalisation will help the Morrison’s in attaining growth opportunities
while only 3 employees believed that Morrison will not be able to utilise the advantage of going
global and therefore, they thought that Morrison’s should not go global yet.
Theme 6: Major challenge for Morrison’s while globalising
What will be the major challenge for
Morrison’s while globalising?
Frequency
 Policy Formulation 9
 Marketing Activities 7
 Cultural Balance 10
 All of the above 4

There are a variety of the challenges that Morrison’s can face while expanding on a
global level and the employees of Morrison’s, out of 30, 10 of them rated cultural balancing as a
major challenge for Morrison while expanding on a global level followed by 9 of them stating
that the correct formulation of policies that are to be implemented will be a major challenge for
the company while 7 employees put of 30 stated that they thought developing correct marketing
activities was a major challenge for the company and lastly, only 4 employed categorised that
Morrison’s will face all of the challenges while expanding.
Theme 7: Suggestions for Morrison’s
What can you suggest for Morrison’s in order
to minimise their challenges?
Frequency
 Regular study of current trends 10
 Analysing the cultural aspect 7
 Economic Balance 8
 All of the above 5

The above bar graph depicts the various suggestions that have been formulated by the
employees working for Morrison’s and which would be the best suggestion for the company in
order to minimize the challenges faced by them. Out of 30, 10 employees stated that Morrison’s
should regularly analyse the current trends prevalent in the country in which they are planning to
expand fo9llwed by 8 of them stating that they should try to maintain economic balance between
different countries and only 7 of them stated that they should analyse cultural aspect as well
closely so that the problems while expanding can be minimised and only 5 agreed that the
company should adopt all of the measures that have been stated above.
CONCLUSIONS AND RECOMMENDATIONS
Based on the research conducted above, it can be summarised that while adopting the
globalisation process, a company experiences many challenges and barriers but still the success
that they are able to achieve is unquestionable. This research helped in concluding that since
Morrison is currently operating only in the territorial Europe and since it is a top retail chain in
UK, there are a variety of countries and economies in which the company can expand. The data
analysing conducted in this research based on formulation of various themes helped in
concluding that the company is currently possessing adequate, skills, knowledge and resources
that will assist the company in expanding on a global level. Further it was also analysed that the
employees i.e. managers on whom the questionnaire analysis was done in order to collect the
relevant data agreed that the company is currently ready to expand on a global level and it must

do so in order to pace up with the current market trends and based on the conclusion and analysis
done above following recommendations can be made:
 The company i.e. Morrison’s should adopt FDI as the expansion mode since it will help
the company in establishing their own brand in international markets.
 Majority of the personnel that is employed in the company is experienced and therefore,
their experience in the industry can be effectively used to combat the challenges that
might arise while expanding on a global level.
 The company should ensure that the countries in which they decide to expand are
politically and economically study and before selecting a single country they should
analyse the cultural trends that are being followed in the country along with the political
relations of UK with that respective country.
 Use of social media technology is one such additional tool that the company can use in
order to market their products and activities directly and precisely. It will help them in
placing effectively in the global market without compromising on the customer’s mind
set.
 Since company has already established themselves quite effectively in the retail segment
of UK, it will be very easy for them to expand in one country at a time as they have the
expertise, resource and required time to trade on a global market and they will be able to
expand in a successful manner.
REFLECTION
During the entire process of conducting this research, there were some good aspects and
some major challenges that I had to face and overcome so that I could conduct and complete this
research in a successful manner. The collection of data pertaining to the managers working in the
company helped me in learning about how the employees play a huge role in analysing the
current position and future expansion potential of the company. I was also able to identify my
strengths and weaknesses in the entire process and I determined that my analytical and data
collection skills were extremely well developed since I was easily able to collect and analyse the
required data. However, my time management skills are not so effective and therefore I was not
able to manage everything on a timely basis. Further I also learned that here are many tools and
techniques that I could have used in the research if I had adequate knowledge about it and this
would have further refined my entire research that I conducted. This research however assisted

me in developing appropriate and in-depth knowledge about the importance of globalisation and
what are the challenges that a company can face in their entire expansion process.

REFERENCES
Books and journals
Artto, K., Ahola, T. and Vartiainen, V., 2016. From the front end of projects to the back end of
operations: Managing projects for value creation throughout the system
lifecycle. International Journal of Project Management. 34(2). pp.258-270.
Bartlett, C. A., Doz, Y. and Hedlund, G., 2018. Managing the Global Firm (RLE International
Business). Routledge.
Basu, R., 2017. Managing quality in projects: An empirical study. International journal of
project management. 32(1). pp.178-187.
Beringer, C., Jonas, D. and Kock, A., 2018. Behavior of internal stakeholders in project portfolio
management and its impact on success. International Journal of Project Management.
31(6). pp.830-846.
Chang, V., Walters, R. J. and Wills, G., 2018. The development that leads to the Cloud
Computing Business Framework. International Journal of Information
Management. 33(3). pp.524-538.
DeFillippi, R., 2015. Managing project-based organization in creative industries. The Oxford
handbook of creative industries, pp.268-283.
Dutta, D. and Bose, I., 2015. Managing a big data project: the case of ramco cements
limited. International Journal of Production Economics. 165. pp.293-306.
Galloway, L. and Haniff, A., 2015. Managing projects in architecture: a study of leadership in a
creative industry. Open Economics and Management Journal., 2(1).
Hillson, D., 2017. Managing risk in projects. Routledge.
Hornstein, H. A., 2015. The integration of project management and organizational change
management is now a necessity. International Journal of Project Management. 33(2).
pp.291-298.
1

APPENDIX 1
Questionnaire
Name:
Age:
Contact Number:
Email ID:
Q1. For how long have you been working with Morrison’s?
 Less than 5 years
 5 – 15 years
 15 Years and above
Q2. Are you aware with the concept of Globalisation in an organisation?
 Yes
 No
Q3. Will globalisation help Morrison’s in international requirements?
 Yes
 No
Q4. What will be the major benefit of globalisation for Morrison’s?
 Enhance customer base
 Increase business profitability
 Both of the above
Q5. Do you think globalisation will assist in enhancing growth opportunities for Morrison’s?
 Yes
 No
Q6. What will be the major challenge for Morrison’s while globalising?
 Policy Formulation
 Marketing Activities
 Cultural Balance
 All of the above
Q7. What can you suggest for Morrison’s in order to minimise their challenges?
 Regular study of current trends
 Analysing the cultural aspect
2

 Economic Balance
 All of the above
Q8. Any suggestions that you can give for Morrison’s Company.
____________________________________________________________________________
____________________________________________________________________________
3