Ways to Manage Cultural Diversity in the Workplace: H&M Study

This research project investigates the management of cultural diversity within the workplace, using H&M as a case study. The introduction provides an overview of the project, outlining the research aim, objectives, questions, and rationale, along with a time scale. The literature review explores the basic concepts of cultural diversity in a business context, highlighting both the advantages and disadvantages. The methodology section details the deductive research approach, sampling techniques, and data analysis methods, including thematic analysis and ethical considerations. Data collection involves a questionnaire distributed to H&M employees, followed by data analysis, interpretation, and discussion of the findings. The results are presented in data sheets. The report concludes with recommendations for managing cultural diversity at H&M and includes a personal reflection statement and areas for further research, all supported by a comprehensive reference list.

Research Project

Contents
INTRODUCTION...............................................................................................................................3
1.1 Overview of project...............................................................................................................3
1.2 Research aim...............................................................................................................................3
1.3 Research objectives.....................................................................................................................3
1.4 Research questions.....................................................................................................................3
1.5 Rationale of research...................................................................................................................4
1.6 Time scale....................................................................................................................................4
LITERATURE REVIEW...................................................................................................................4
RESEARCH METHODOLOGY.......................................................................................................6
3.1 Research approach.......................................................................................................................6
3.2 Methodologies.............................................................................................................................6
DATA COLLECTION AND DATA ANALYSIS.............................................................................7
4.1 Data collection.............................................................................................................................7
4.2 Data analysis, interpretation and discussion................................................................................8
CONCLUSION AND RECOMMENDATION...............................................................................15
5.1 Conclusion.................................................................................................................................15
5.2 Recommendation.......................................................................................................................15
PERSONAL REFLECTION STATEMENT...................................................................................15
6.1 Reflect on the research methods used........................................................................................15
6.2 Consider research methods that could have been used...............................................................16
6.3 Areas for further research..........................................................................................................16
REFERENCES..................................................................................................................................17

Title: “To analyse the ways through which an organisation can easily manage cultural
diversity in the workplace. A study on H&M.
INTRODUCTION
1.1 Overview of project
In the world of business, as globalisation is increasing and expanding its area cultural
diversity is becoming one of the important components. Cultural diversity, not only brings
strength to the organisation but also make people understand about valuing other culture. In
relation with company cultural diversity provides both negative and positive outcomes (Al-
Asfour and Lettau, 2014). People prefer to work in a company where working environments
are favourable. This research was conducted in order to know cultural diversity and its effects
on H&M company.
However, Hennes and Mauritz (H&M), is a Swedish multinational company majorly
deals in clothing sectors. Since its establishment in the year around 1947, organisation is
providing its best services and facilities with the help of its approximately 5,000 stores in
around 47 countries. H&M, is also not lacking behind in using latest technology such as
online platforms because of which company with its online shopping services it is providing
facilities to near 33 countries. Now customers can buy products from wherever they want.
1.2 Research aim
“To analyse the ways through which an organisation can easily manage cultural
diversity in the workplace. A study on H&M.
1.3 Research objectives
 To develop basis idea about the cultural diversity in context of an organisation.
 To find out the advantages and disadvantages of cultural diversity in the
workplace of H&M.
 To analyse several ways that could be adopted by H&M for managing cultural
diversity at workplace
1.4 Research questions
 Explain about the cultural diversity in context of an organisation?
 What are the positive and negative impact of cultural diversity at the workplace
of H&M?
 How H&M manage cultural diversity in their workplace?

1.5 Rationale of research
The primary reason behind undertaking this study is to analyse how culture diversity affect
the company and ways to manage the same. With the assistance of this, company easily
improve its performance (Janssens and Zanoni, 2014). Along with this, it is also support
investigator in enhancing their skills and knowledge towards the specified topic through
which they can develop an effective and reliable study by drawing a valid conclusion.
1.6 Time scale
LITERATURE REVIEW
Basic Idea about cultural diversity in context with company
Businesses, according to today’s scenario is globally increasing and along this side cultural
diversity has come up as a trend. According to Wilson, (2014), cultural diversity is when
people from different background are well represented in terms of language, ethnicity,
religion, class, race etc., with respect to company, cultural diversity can have both positive
impact like talented pool of workers, experienced persons, smooth conduction of activities
etc., whereas, negative impact can be miscommunication, adaption of inappropriate
behaviour, creation of barriers and many more. Therefore, it can be said that cultural diversity
has both favourable and unfavourable impacts on business organisation.
Culture, is said to be an underlying value which directly or indirectly have an influence on
behaviour of an individual and if it is defined in relation of workplace than, cultural diversity
is a result of practice of values and beliefs without harming one’s sentiments. Economic
globalisation has played a crucial role in driving cultural diversity at workplace it has enables
company in hiring people of different genders, religion, class, ethnicity, nationalities etc., As
compared to earlier times people are now sharing thoughts which is enhancing skills and
knowledge in various fields. Workers are more incline to take challenges and overcome with
this with flying colours.
Advantages and Disadvantages of cultural diversity in the workplace of H&M
According to Ang, S. and Van Dyne, (2015), With the change in course of time, every
organisation has come up with cultural diversity in a positive way. However, there are some
of the advantages and disadvantages that can put an impact in some or the other way and
these are mentioned below for better understanding.

Advantages of cultural diversity
Cross-cultural understanding: Homogenous group of people in an organisation
mingle in a better way but cross-culture understanding helps in establishing a better
environment. It removes all prejudice and misconception made regarding a particular group
and moreover improves better operations of business.
Provides broader pool of talent: When a company initiate cultural diversity than
they get an opportunity of hiring people with exceptional mind sets, better educational
experience etc, as a result, cross-cultural communication and people from diverse background
helps company in improving market share gradually improves productivity and growth.
Disadvantages of cultural diversity
Too many opinions: When company focus on cultural diversity than there might be a
possibility that during hiring process, they hire people creating a series of difference in the
opinions, this can initially provide better options for performing a task. However, in some
situations variation in opinions can create differences as workers and staff members may not
agree to the same. As a result, this can act as a disadvantage for the company and its market
share.
Several ways that could be adopted by H&M for managing cultural diversity in
workplace
According to Oladapo, (2014), Managing cultural diversity is must within the
organisation so as to maintain better environment at workplace. Some of the ways are given
below which can be adopted by H&M for improved growth.
Create Written Policies: Every company has its policies and employees are confined
to follow the same. Besides this, company should include laws like non-discrimination, code
of conduct, equality etc., Furthermore, these laws will assist company in maintaining an
effective working environment for a productive outcome.
Imposition of Zero-Tolerance Policy: Patience and tolerance is good when it comes
to managing behaviour but when any kind of personal comment at workplace on an
individual can be severe. Zero-Tolerance policy helps company in upholding any action of
violation. Therefore, while hiring new employee organisation must make sure that they are

aware of these policies and if they face such kind of deed or witness the same than they must
know where to report so that proper actions against the culprit can be taken.
Providing Sensitivity Training: Training programme not only improves skills and
knowledge but also make an individual understand about different culture while
communicating with one another. Therefore, providing sensitivity training can create and
build an emotional attachment towards other individuals removing all biasness.
RESEARCH METHODOLOGY
3.1 Research approach
It is referring to the effective planning and procedure by which researcher collect,
analysis the information in order to take right decision within the research. In this relation,
there are two type of research approach such as indictive and deductive research approach
(Fletcher, 2017). For undertaking this, researcher will apply deductive research approach that
help in gathering quantitative information which is measurable in nature. This will contribute
in attaining accurate and authentic outcomes.
3.2 Methodologies
1) Sampling: It is one of the important process that used by researcher with the aim of
selecting sample size from large number of populations in order to gather relevant data. There
are two type of methods such as probabilistic and non-probabilistic (Choy, 2014). In this
research, researcher will adopt probabilistic technique of sampling wherein people are
selected as per random basis to understand their view point. By using this, investigator select
30 respondents who are the workers of company.
2) Data analysis: It is referring to the activity wherein researcher analysis collected data
with the aim of drawing a valid conclusion. This can be beneficial in improve the possibilities
of attaining positive results. In this regard, thematic analysis will be used by investigator as it
helps in presenting collected data in various themes. With the assistance of this, researcher
can easily attain reliable and authentic results at the end of the study that make it more
successful.
3) Cost, access and ethical consideration: While undertaking research, it is important for
investigator to includes some aspects such cost, accessibility and ethical consideration. As
researcher is responsible for managing appropriate cost to perform research activities that
assist in attaining reliable results without any kind of issues and obstacles. Along with this,

accessibility is also a major factor in which investigator is only the one who allow for
accessing the collected data and information (Mackey and Gass, 2015). Apart from this,
research should be completing in ethical manner in which they need to includes all the ethical
principle and also keep respondents informational confidential to make whole research
reliable in nature.
DATA COLLECTION AND DATA ANALYSIS
4.1 Data collection
It is crucial for researcher to select right method of technique for collecting reliable
data so that they can develop depth analysis towards specified topic. This may assist in
improving the possibilities of attaining positive and reliable outcomes at the end of the
research. It is classified on the basis of two methods such as primary and secondary method
of data collection. In this, primary method includes information which is directly collected
through selected respondents. As it is reliable in nature. For this researcher prepare a
questionnaire that includes various close-ended questions asked from them to understand
their view point (Kumar, 2019). Apart from this secondary method is also effective in which
researcher gather information from already published material like books, articles, journals
and many more. With the help of this, researcher gather detailed data about research topic.
For undertaking this study, researcher will use both methods which assist in drawing a valid
conclusion and make overall research more effective and reliable as well.
Questionnaire
Q1) Are you aware about cultural diversity?
a) Yes
b) No
Q2) Does cultural diversity affect the entire activities of business organization?
a) Yes
b) No
Q3) As per your point of view, managing cultural diversity is crucial for company?
a) Yes
b) No
Q4) What is the impact of cultural diversity at working area of H&M?
a) Positive
b) Negative

Q5) What are the advantage of managing cultural diversity in the workplace of H&M?
a) Improved creativity
b) Reduce employee turnover
c) Increased positive brand image
Q6) What are the different disadvantage of cultural diversity within the business
organization?
a) Conflicts among employees
b) Negative working environment
c) Reduce workers productivity
Q7) According to you, what kind of alternative ways that could be implement by company
for managing cultural diversity at working area?
a) Exploring culture diversity
b) Proper leadership and training
c) Team building
Q8) Does managing diverse culture at workplace beneficial in enhancing brand image of
company?
a) Yes
b) No
Q9) Recommended the ways by which company can easily manage diverse culture at
workplace.
4.2 Data analysis, interpretation and discussion
Data sheet
Q1) Are you aware about cultural diversity? Frequency
a) Yes 20
b) No 10
Q2) Does cultural diversity affect the entire activities of business
organization?
Frequency
a) Yes 25
b) No 5
Q3) As per your point of view, managing cultural diversity is crucial
for company?
Frequency
a) Yes 20

b) No 10
Q4) What is the impact of cultural diversity at working area of H&M? Frequency
a) Positive 25
b) Negative 5
Q5) What are the advantage of managing cultural diversity in the
workplace of H&M?
Frequency
a) Improved creativity 10
b) Reduce employee turnover 10
c) Increased positive brand image 10
Q6) What are the different disadvantage of cultural diversity within the
business organization?
Frequency
a) Conflicts among employees 14
b) Negative working environment 10
c) Reduce workers productivity 6
Q7) According to you, what kind of alternative ways that could be
implement by company for managing cultural diversity at working
area?
Frequency
a) Exploring culture diversity 12
b) Proper leadership and training 12
c) Team building 6
Q8) Does managing diverse culture at workplace beneficial in
enhancing brand image of company?
Frequency
a) Yes 20
b) No 10
Theme 1: Aware about cultural diversity.
Q1) Are you aware about cultural diversity? Frequency
a) Yes 20
b) No 10

20
10
a) Yes b) No
Interpretation: In business organization, various people are work as they belongs to
different culture, age group, nation who comes together to execute their business activities in
a common place. Along with this, it also refers to having different cultures respect each-
others difference at working area. In this, it is important for business organization to manage
diverse culture so that each and every employee can easily share their positive or healthy
relation with each other. In context of this, 20 participants are aware about cultural diversity
at working area. On the other side, remaining 10 people are not familiar with this statement.
Theme 2: Cultural diversity affects the entire activities of business organization.
Q2) Does cultural diversity affect the entire activities of business
organization?
Frequency
a) Yes 25
b) No 5

25
5
a) Yes b) No
Interpretation: From the above-mentioned graphical representation it has been analysed that
cultural diversity play a significant role in business organization as its direct affect the
business activities by increasing innovation. Thus, it is crucial for company to manage
effectively and at the same time also improve its performance as well. In this, 25 out of 30
people are favour with this theme and rest of 5 are not much agree and familiar with the
same.
Theme 3: Managing cultural diversity is crucial for company.
Q3) As per your point of view, managing cultural diversity is crucial
for company?
Frequency
a) Yes 20
b) No 10

20
10
a) Yes b) No
Interpretation: From the above mention it has been examined that it is important for HR
manager of business organization to effectively manage diverse culture at working area that
support in keeping employees encourage towards the company and its objectives as well.
This will assist in increasing overall performance of company at market place. Along with
this, it also promotes innovation that support employees in performing their activities in an
effective way. In context of this, 20 out of 30 people give their views that it is crucial for
company that assist in building positive image at market place. On the other side, rest of 10
participants are not familiar with this theme and does not think that managing cultural
diversity is not so much important for company.
Theme 5: Advantage of managing cultural diversity in the workplace of H&M.
Q5) What are the advantage of managing cultural diversity in the
workplace of H&M?
Frequency
a) Improved creativity 10
b) Reduce employee turnover 10
c) Increased positive brand image 10