Marketing across Culture: Approaches and Comparison

This report analyzes the cross cultural operations of an organization and assesses different approaches associated with cross culture. It also compares different models and their effectiveness in dealing with cross cultural situations.

Marketing scris cultures

Table of Contents
INTRODUCTION.................................................................................................................................3
Task.......................................................................................................................................................3
Critical evaluation.............................................................................................................................3
Comparison in approaches.................................................................................................................5
RELEVANCE and CONCLUSION......................................................................................................6
REFERENCES......................................................................................................................................7

INTRODUCTION
Marketing across culture is all about channelizing the marketing campaign in such
manner that it can deliver and meet the requirements associated with the individuals and
customers associated with the organisation. This report would analysis the cross cultural
operations of the organisation. Henceforth, report would assess the different approaches
associated with the cross culture aspect of company. Comparison would also draw to reflect
the key differentiation in between all the techniques associated with the cross culture aspects.
In the end of the project conclusion would be given to project all the key points identified in
the project.
Task
Critical evaluation
Cross culture is denoted as serving the functional activities of the organisation to
people belong to various cultures. Cross culture always comprises with the aspects like
different cultural background peoples contain different needs and requirements which needed
to meet by the people belong to different cultures. In context to the multinational companies
this factor dominates aggressively where company needed to ensure the satisfaction of the
needs and requirements of the people belong to different cultures. Every culture carry its own
values and beliefs and its essential for the organisation to deal positively with such respective
needs and requirements of the specific culture. Cross culture also involved in the globalised
organisation where people from different cultures come together to achieve the overall
objectives of the operations. Its not easy to form organisation culture in such a way that it can
deliver the cultural values of all types of peoples and individuals. Many times issues also
created between the people from different culture at the organisation level. Cross culture is
also a key barrier in the overall growth and development of the multinational organisations if
the management feels unable to deal effectively with such cross cultural aspect.
As per the view of Agbontaen, (2019) hofstede is among the key model that is utilised
in case of cross culture in the organisation. This approach of the cross culture provide various
dimensions that can support and guide organisation in dealing against the multiple cultures
company cater. Different techniques and approaches like power distance index, collectivism
vs individualism, uncertainty vs avoidance index, femininity vs masculinity, short term vs
long term and restraint vs indulgence and related approaches and practices. All these

approaches allow organisation to deal effectively against the cross culture issues at the
organisation. Its significant for the organisation to follow all these practices in order to
establish the effective cross cultural atmosphere at the organisation. Its important for the
organisation to provide the best level of atmosphere and freedom to people belong to any
culture. Resistance must not be offered from the management side to the people belongs to
different culture in order to establish the best level of cultural atmosphere in the organisation.
All the approaches this model reflects allow the company to provide a suitable atmosphere to
all the human being irrespective of any cultural background at the organisation and
employees part of the organisation.
As stated by Areiqat and et.al., (2020) it has criticised in its studios that hefstede
cultural model is very ineffective as it serve multiple approaches to deal with the cross
cultural situation in the organisation. This model does not reflect any specific technique to
deal with the multiple cultural situation at the organisation. It’s important for the organisation
to follow a specific approach in a particular situation. This model do not project the best level
of approach in a specific situational context which also make this model more confusing for
the organisation and company utilising this model. Availability of multiple approach make
this model more complex to use and if the model is not useful to utilise than its totally
ineffective in nature. Many authors and intellectuals have completely annoyed this model to
use due to its complexity and inappropriateness in utilisation.
As illustrated by the de Aquino and Robertson, (2018) in its views over cultural
diversity that hall and hall is a key approach that can be used effectively in case of cultural
diversity issue company face. This is another effective model that can be utilised in the best
manner to deal effectively with the cross culture situations. This model is clear and easy to
project in the cross culture situation. This emphasis over serving the best level of practices at
the organisation so that people from all cultures can come together and work with other
peoples in the organisation. This model project that role of the human resources management
is crucial, in order to manage the multiple cultures at the organisation. Human resource
department channelizes different practices like conducting events, planning employee
gathering, meetings, playing games, introductory sessions and oter such approaches that the
organisation level to establish best level of organisation environment in which people from
different cultures can come together and operate various responsibilities associated with the
organisation hierarchy of the company.

Dhiman, Modi and Kumar, (2019) has criticised the used of this model in order to
establish the diversified culture at work place. This model emphasis over the best practices
that can create a suitable environment for all the human resources associated with the
organization irrespective of any specific cultural aspect. This model does not talk about the
limitations of company’s resources in order to conduct various events to create a best level of
environment in the organisation. This model also reflects the practices that can also create
various confusions in between all employee. Many times certain activities are completely
prohibited in specific culture and in case organisation plans such activities that can hurt the
sentiments of the employees belong to such specific culture. All this is a critical aspect
associated with the organisation that creates limitations over utilisation of this model in order
to establish the cross culture environment in organisation.
Comparison in approaches
The comparative analysis of different models projected to deal with the cross cultural
situation at the organisation. Following are the points reflects different practices associated
with the different cross cultural models company can implement in order to create a best level
of cross cultural situation in the organisation.
Recruiting employees from different culture: Hefstede model focuses over recruiting
employees from different culture in process to establish cultural diversity at work place. This
model project that if the company recruit employees from different cultural background it
would support the organisation to create cultural diversity at the effective level at the
organisation (Evans and Suklun, 2017). This model also supports giving respect to every
employee part of the organisation irrespective of its cultural background. In case of such
organisation where people from across the globe come together and operate various
functional responsibilities this model create a bets level of environment for the organisation
to establish the cross culture environment in company.
Improving organisation culture: Hall and Hall approach of cultural diversity give emphasis
over improving the organisation culture in such a way that it can create volatility in order to
support cultural diversity at work place. This cross culture model reflect different practices
like employee get together along with recruiting employees from different culture in order to
enhance the cultural diversity at work place (Malik and Manroop, 2017). In process to
improve the cross culture at the organisation it’s important to create a bonding between

employees from multiple culture. If the employee respect each other than only effective cross
culture can established.
Human resource management practices for cultural diversity: In all the cross cultural
model this aspect is common (Thorat,2020). Every cross culture model supports the
recruitment of employees from multiple cultures in order to establish the best cross culture
situation at the organisation.
The above points project different approaches or contrast that can be established in
the different cross cultural models company can use.
RELEVANCE and CONCLUSION
Cross culture is one of the key aspects associated with the multinational companies.
Its important for the company to recruit employees belongs to multiple culture in the
organisation. The relevance of all the models is on the providing the best level of
environment that can respect to every cultural in the organisation. This would include
conducting events; activities between employees like games and other that can create bonding
in between people belong to multiple cultures at the organisation. Recruiting employees from
different culture is the best way to establish the cross culture at the organisation. Company
can also take suggestions and feedbacks from the employee’s part of the organisation. This
would also support the organisation in improving the cross culture at the organisation level.

REFERENCES
Books and Journals
Agbontaen, O. O., 2019. Workplace diversity and inclusion policies: Insights from a foreign
firm in the Nigeria banking sector. In Diversity within Diversity Management.
Emerald Publishing Limited.
Areiqat, A. Y. and et.al., 2020. True Workplace Diversity: A Key Ingredient for Business
Success, Regardless of the Industry or Company Size. Journal of Talent
Development and Excellence. 12(2s). pp.2304-2314.
de Aquino, C. T. E. and Robertson, R. W., 2018. Diversity and Inclusion in the Global
Workplace. Springer.
Dhiman, S. K., Modi, S. and Kumar, V., 2019. Celebrating diversity through spirituality in
the workplace: Transforming organizations holistically. The Journal of Values-
Based Leadership. 12(1). p.6.
Evans, A. and Suklun, H., 2017. Workplace diversity and intercultural communication: A
phenomenological study. Cogent Business & Management. 4(1). p.1408943.
Malik, A. and Manroop, L., 2017. Recent immigrant newcomers’ socialization in the
workplace. Equality, diversity and inclusion: An international journal.
McCann, J. T., Sparks, B. H. and Kohntopp, T. F., 2017. Leadership integrity and diversity in
the workplace. Leadership. 2(5).
Thorat, Y. R.,2020. Managing Diversity at Workplace.