Impact of Managing Cultural Diversity on Company Performance

This research project explores the impact of managing cultural diversity on the performance of Dixons Carphone plc. It examines the concept of equality and diversity, evaluates the strategies for managing cultural diversity, and provides recommendations.

UNIT 11 RESEARCH
PROJECT

Executive Summary
The current project is lead out on Dixons Carphone plc to analysis the impact of cultural
diversity on performance of a company. To have better perception and understanding about the
selected research topic use of primary as well as secondary form of study and research is
adopted. The secondary research work consists of evaluation of online journals and articles
which are discussed in section of literature review where as primary research consists a more in-
depth investigation through making use of quantitative research method. Further, use of
questionnaire is also there to gather relevant information along with valid recommendation and
conclusion.
Table of Contents
Executive Summary.........................................................................................................................2
Research Topic: Impact of managing cultural diversity on the performance of a company. A
Research project on Dixons Carphone plc.......................................................................................1
Introduction......................................................................................................................................1
Background to the study.........................................................................................................1
Research aims & objectives....................................................................................................1
Rationale for the research.......................................................................................................1
Research questions.................................................................................................................2
Literature Review.............................................................................................................................2
Methodology and Data Collection...................................................................................................4
Costs, access and ethical issues..............................................................................................9
Data analysis and interpretations...................................................................................................10
Research Outcomes........................................................................................................................18
Covered in PPT.....................................................................................................................18
Conclusion and Recommendations................................................................................................18
Conclusion............................................................................................................................18
Recommendation..................................................................................................................19

Reflection & Recommendation of alternative research methodology...........................................19
RFERENCES.................................................................................................................................20

Research Topic: Impact of managing cultural diversity on the performance of
a company. A Research project on Dixons Carphone plc.
Introduction
Background to the study
The conception of equality and diversity is mainly associated with providing and a fair
workplace which incorporates and welcomes recruitment of employees from different cultures
and background (Bacouël-Jentjens and Christiansen, 2016). A more skilled and creative
workforces is lead out by concept of diversity through providing equal job and growth
opportunity to all employees with lead improvement in motivation and satisfaction level of
employees. Thus, current investigation is lead out on Dixons Carphone plc to evaluate about the
impact of managing cultural diversity on the performance of a company.
Research aims & objectives
Main aim of the research
“To investigate about the concept of equality and diversity along with evaluating the
impact of cultural diversity on company’s performance. A case study on Dixons Carphone plc
situated at 1 portal way Acton London w3 6rs United Kingdom.
Research objectives
 To understand about the conception of equality and diversity at workplace along with its
need and importance.
 To evaluate about the impact lead by managing cultural diversity on the performance of
Dixons Carphone plc.
 To determine strategies which are most suitable for Dixons Carphone plc to manage and
create cultural diversity at its workplace
Rationale for the research
Selection of current research topic is rationale as it lead to better understanding about the
concept of equality and diversity which is important to create a workplace that is more flexible
and open minded which enhance the morale and satisfaction level of employees. Further, it
analysis the strategies to ensures better management and creation of cultural diversity which lead
an enhanced skills and creativity level in employees. Beside this, this current resrch topic also
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meet educational background and personal interest of researcher along with leading better
development of managerial skills.
Research questions
 What are the main needs and importance associated with concept of equality and
diversity at workplace.
 What possible impact is lead by managing cultural diversity on the performance of
Dixons Carphone plc?
 Which are the most suitable strategies for Dixons Carphone plc to manage and create
cultural diversity at its workplace?
Literature Review
To understand about the conception of equality and diversity at workplace along with its need
and importance.
As per the view point of Louise Petty, 2016, an analysis can be made that the concept of
equality is mainly concerned with the workplace idea where all the people and employees are
treated fairly and equal level of opportunity and are not treated differently or discriminated on
the basis of their diverse cultures or background. On the other side of the coin, the concept of
diversity is based on placing and taking in account the all the differences of the people and
employees at workplace to place and lead a positive value and felling of inclusion in these
differences by the way of eliminating and overcoming theses difference and cultural barriers.
Thus, both the concept of equality and diversity are important and essentially needed within a
business orgnisation to ensure and lead out a positive workplace with enhanced employees
performance and creativity (Chaubey and Sahoo, 2018).
The main need and importance of concept of equality comprises of the fact that lack of
equality leads to negative affects in the happiness, trust and perception of other which lead to
reduction in the performance and efficiency level of employees (Coleman, 2019). Further, it has
been also analyzed that high level of inequality at workplace lead to enhanced chances of
harassment and criticism of employees and people who belongs to a diverse or minority group
that creates many health issues and feeling of stress and anxiety at place of work. Thus, it is vital
and essential for a firm to properly maintaining equality at its workplace to provide a positive
and healthy workplace environment to all employees which is free from all kinds of biasness and
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stress. Apart from this, management of diversity is also needed and consider essential at
workplace as it lead to attraction to more talented employees from diversified group and culture
which improves the performance and efficiency level of employees. A more skilled and creative
workforces is lead out by concept of diversity through providing equal job and growth
opportunity to all employees with lead improvement in motivation and satisfaction level of
employees along with enhancing there efficiency and performance level to accomplish desired
goal of company in a better way (Dashper, 2019).
To evaluate about the impact lead by managing cultural diversity on the performance of
Dixons Carphone plc
According to the view point of Ashurst, A., 2019, the managing of cultural diversity would
lead to a positive impact on the performance of an orgnisation as many optimistic benefits and
advantages are lead out by the concept of managing cultural diversity. Some of these benefits
and positive outcomes of managing cultural diversity are evaluated below which are reflecting its
positive impact on the performance of Dixons Carphone plc:
Attract and retain best quality employees- It is always a difficult task for a firm to attract
and recruit talented employees along with retaining these best quality candidates for a longer
period in today’s competitive environment. At this time, managing cultural diversity and equality
leads to a workplace that is more flexible and open minded along with providing fair job and
growth opportunity which enhance the morale and satisfaction level of employees. Thus,
management of cultural diversity leads to positive and motivated workplace that attract and
retain talented and best quality employees for Dixons Carphone plc that have positive impact on
its performance (Finnis, 2016).
More innovative and creative workplace- The another benefit that is being encountered by
a firm through effective management of cultural diversity comprises of a set of more innovative
and creative workplace. An analysis can be made that creation of cultural diversity and equality
comprise of recruitment of employees from a wider range of candidates who belongs to different
culture, background, age, religion, etc thus tends to have a new and different perceptive which
enhance the overall creativity and innovation level of firm (Foster, 2019). Thus, enhancement in
the skills and creativity level of employees is also a positive impact of managing cultural
diversity that lead to better performance through attracting a larger number of customers from a
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wider target market offered by a diverse and more skilled employees to have better performance
of Dixons Carphone plc.
To determine strategies which are most suitable for Dixons Carphone plc to manage and
create cultural diversity at its workplace
With respect to the information provided by the Cristian Grossmann, 2020, it has been
observed that many strategies are there which could be adopted and implicate by a form to
ensure better management and creation of cultural diversity at its place work. An analysis and
summarisation of these suitable strategies which can be adopted by Dixons Carphone plc to
manage and create cultural diversity at its workplace are discussed below:
Providing education and training to managers- At workplace the relationship between
managers and employees is most critical as managers are the one who are responsible for guiding
and motivating employees in right direction. Thus, better steps can be taken by managers of
Dixons Carphone plc to hire and coordinate diverse group of employees in a better manner with
are help of sensitivity and cultural training (Gawrych, 2019).
Inclusive Workplace Policies- The another way and strategy that can be opted by a firm
for better management of culture diversity comprises of adopting inclusive workplace policies
that support and leads to a more fair prcatises and workplace operation to support diversity.
Thus, encouraging more inclusion and coordination among employees to support equality and
diversity through coming up with inclusive policy and fair HR practises is also suitable for
Dixons Carphone plc to have better management of equality and diversity (Klein, 2016).
Effective communication- Another viable way to lead support better management of
cultural diversity comprises of leading effective communication and proper channels of
interaction. Implication of better communication policy leads to regular feedback from
employees and also supports more dedication in employees by the way of improved guidance
and motivation for employees. Thus, an analysis can be made that effective communication offer
a more comfortable and interactive workplace for diversified employees to have enhanced level
of bonding and coordination which leads to better management of cultural diversity (Kundu, and
et. al., 2019).
Methodology and Data Collection
This section forms most vital part of research project that facilitates a description about the
proposed method of research that are being used and applied by a researcher for efficient data
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collection and analysis to accomplish set objectives (Thompson, 2018). For current investigation
on Dixons Carphone plc use of research onion model has been made for better discussion about
research method used along with facilitating a proper justification for their selection.
Figure 1Research Onion, 2020
Research philosophy- It is basically the outermost layer of research onion model that is
further divided into four main categories comprising of positivism, realism, pragmatism and
interpretivism form of research philosophy out of which use of Positivist form of philosophy is
opted for current study on Dixons Carphone plc (Levin, 2019). The main reason and justification
for selection of positivism type of philosophy is that it lead to a objective form of investigation
which viably support a systematic and more practical nature of research based on objective set of
data.
Research approach- Deductive and inductive are two main types of research approach
presented by the second layer of research onion that set outs a way for better collection and
analysis of facts. Out of these two forms of research approach selection of deductive approach is
made for current study in Dixons Carphone plc the reason and justification for which is that it
leads to better testing and scanning of the objective and measurable set of data along with
supporting positivistic way of research.
Research strategy- There are various forms of research strategy that set out a framework
and compete research design for leading out and conducting a study which consists of effective
way of data collection and its analysis (Madsen and Scribner, 2017). The various forms of
research strategy comprises of survey method, action research, experiment, observation,
interview, etc from which utilisation of survey method is made for current research on Dixons
Carphone plc. The justification for selection of survey method comprises of more efficient and
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simplest way of data collection from a larger size of population in a most cost and time efficient
way through making use of questionnaire.
Choices of method- Selection of research metthod mainly depends on the nature of research
form as qualitative form of method is associated with theoretical and in-depth study that is more
time consuming and set out a time consuming research method, therefore it is not used for
current research on Dixons Carphone plc. On the other hand, implication and use of Quantitative
form of research method is based on numeric and objective nature of study that is justifiable and
suitable for current investigation as it ensures more easy and timely collection of data in numeric
form (Manfredi, 2016). Further, the reason for selection of quantitative research method is also
based on fact that it leads to more effective way of data presentation with the use of statistical
graphs and tables which leads to enhanced understanding and a measurable set of results.
Time horizons and Timelines- Cross sectional and longitudinal are two forms of time
horizons out of which the timelines of current investigation are based on cross sectional horizons
as it ensure accomplishment and leading out of all research activity at a particular and specific
set of time within in short duration. Following Gantt chart is presenting the timelines of current
investigation Dixons Carphone plc.
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Data collection- For current study on Dixons Carphone plc data would be collected from
primary and secondary sources of data collection to ensure availability sufficient information.
Reason behind collecting primary data is that is facilities and leads to first hand and authentic set
of data directly from the participants (Sanfelici, 2019). Use of secondary sources of data is also
justifiable as it lead to support and base for further investigation. Use of online article and
journal is made for collection of secondary data where as questionnaire is used as research
instrument for collection of primary data.
Sample method- To lead out investigation in efficient manner use of sample process is made
that support in selecting and picking up of a suitable number of candidates from a larger number
of participants (Taylor, 2018). A sample Size of 30 participants had been picked out for current
study from the employees of Dixons Carphone plc through making use of random sampling
method.
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Questionnaire
Q1) Is any kind of viable understanding and awareness is hold by you on the topic of
equality and diversity?
a) Yes
b) No
c) Neutral
Q2) As per your perceptive, why maintaining equality and diversity at place of work is
needed and important of a business firm?
a) Attract and retain the quality employees
b) Create positive working relationship
c) Improve productivity
d) Enhance Brand image
Q3) What could be the main benefits availed by Dixons Carphone plc through managing
and leading equality and diversity at its place of work?
a) Reduction in employee turnover
b) Enhanced creativity level
c) Improved skills of workforce
d) Better performance
e) Improved business reputation
Q4) Do you agreed with the fact that managing of cultural diversity at workplace also
brings and leads out some challenges and issues for Dixons Carphone plc?
a) Disagreed
b) Agreed
c) Lack of understanding
Q5) What possible challenge and drawbacks are there which are associated with managing
diversity and equality at workplace of an organisation?
a) Conflicts in employees interest
b) Communication barrier
c) Complex needs of workforces
d) Lack of effective management
Q6) What implication you are having regarding the need and essentiality of managing
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cultural diversity and equality by the Dixons Carphone plc?
a) Needed
b) Essentially needed
c) Not needed
Q7) Which strategies can be taken is most suitable and viable for Dixons Carphone plc to
ensure better management and creation of cultural diversity at its workplace?
a) Fair Recruitment and selection process
b) Implication of provision of equality act, 2010
c) Use of Inclusive Workplace Model
d) Leading effective communication
e) Regular training of managers
Q8) Management of culture diversity would lead what kind of impact on the total
performance level of Dixons Carphone plc?
a) Positive
b) Negative
c) No impact
Q9) How managing cultural diversity and equality at place of work of Dixons Carphone plc
would influence the performance of its employees?
a) Higher motivation level
b) Stress free work environment
c) Improved skills and creativity
d) Enhance work satisfaction
Q10) Any further suggestion for Dixons Carphone plc to lead better implication and
management of cultural diversity and equality within its place of work?
Costs, access and ethical issues
The estimated cost for current investigation is based on expenses of transportation, data
collection, cost of internet and other expenses that would cost near around 250 £. Further, access
to collected data is only allowed for tutor and researcher to maintain the authenticity and
viability of information. Beside this, to overcome ethical issues utilisation of BERA code of eths
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were also made along with leading written consent and approval from participants to meet ethical
consideration. At last, to overcome the issues of maintaining privacy and security of collected
data, utilisation of data protection act is also made.
Data analysis and interpretations
For analysis of current data use of frequency table is made as it ensures a more systematic
and better presentation of raw data collected from 30 participants with the help of questionnaire.
Further, utilisation of pie charts had been made for interpretation and better presentation of
collected data.
Theme 1: Topic of equality and diversity
Q1) Is any kind of viable understanding and awareness is hold by you
on the topic of equality and diversity?
Frequency
a) Yes 26
b) No 1
c) Neutral 3
Interpretation
On the basis of above shown pie chart an analysis can be made that the 26 participants
from a total of 30 were tend to have viable understanding and awareness on the topic of equality
and diversity where as one respondent was also there who did not have awareness about the topic
of equality and diversity along with 3 other individuals who seemed to have neutral level of
awareness on the topic of equality and diversity.
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Theme 2: Maintaining equality and diversity at place of work is needed and important of a
business firm
Q2) As per your perceptive, why maintaining equality and diversity at
place of work is needed and important of a business firm?
Frequency
a) Attract and retain the quality employees 7
b) Create positive working relationship 8
c) Improve productivity 9
d) Enhance Brand image 6
Interpretation
The above pie chart is showing that maintaining equality and diversity at place of work is
needed and important of a business firm as 7 participants were having a thinking that it attract
and retain the quality employees where as 8 respondents opted for creation of positive working
relationship. Apart from this, 9 participants were having an opinion that improvement in the
productivity is the main reason that has made maintaining equality and diversity at place of work
more important while 6 other seemed to be in favour of enhanced brand image.
Theme 3: Main benefits availed by Dixons Carphone plc through managing and leading
equality and diversity at its place of work
Q3) What could be the main benefits availed by Dixons Carphone plc
through managing and leading equality and diversity at its place of
work?
Frequency
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a) Reduction in employee turnover 6
b) Enhanced creativity level 8
c) Improved skills of workforce 5
d) Better performance 6
e) Improved business reputation 5
Interpretation
Reduction in employee turnover is find out as main benefits availed by Dixons Carphone
plc through managing and leading equality and diversity at its place of work according to the
view point of 6 respondents where as 8 were seemed to be in support of enhance creativity level.
Apart from this, 5 participants had also supported for the improved skills of workforce along
with 6 other who supported better performance where as 5 other opted for improved business
reputation as main benefits availed by Dixons Carphone plc through managing and leading
equality and diversity at its place of work.
Theme 4: Managing of cultural diversity at workplace also brings and leads out some
challenges and issues for Dixons Carphone plc
Q4) Do you agreed with the fact that managing of cultural diversity at
workplace also brings and leads out some challenges and issues for
Dixons Carphone plc?
Frequency
a) Disagreed 12
b) Agreed 15
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c) Lack of understanding 3
Interpretation
The finding of current investigation presented by above pie chart is depicting that 12
participates tends to seemed disagreed with the fact that managing of cultural diversity at
workplace also brings and leads out some challenges and issues for Dixons Carphone plc where
as 15 participants were agreed with above sated fact. Apart from this, 3 respondents were also
there who seemed to lack understanding about the challenges associated with management of
cultural diversity.
Theme 5: Possible challenge associated with managing diversity and equality at workplace
of an organisation
Q5) What possible challenge and drawbacks are there which are
associated with managing diversity and equality at workplace of an
organisation?
Frequency
a) Conflicts in employees interest 8
b) Communication barrier 9
c) Complex needs of workforces 6
d) Lack of effective management 7
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Interpretation
It has been analysed during course of current investigation that conflicts in employees
interest as a possible challenge which is associated with managing diversity and equality at
workplace of an organisation as per the opinion of 8 participants where as 9 respondents selected
for communication barrier. Apart from this, 6 other respondents were also there who were having
a feeling that complex need of diverse workforce is a possible challenge and drawbacks which
are associated with managing diversity and equality at workplace of an organisation where as 7
other left out individuals opted for Lack of effective management.
Theme 6: Need and essentiality of managing cultural diversity and equality by the Dixons
Carphone plc
Q6) What implication you are having regarding the need and
essentiality of managing cultural diversity and equality by the Dixons
Carphone plc?
Frequency
a) Needed 15
b) Essentially needed 10
c) Not needed 5
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Interpretation
It has been find out with current study in 30 participants that 15 participants were having
a thinking that there is need of managing cultural diversity and equality by the Dixons Carphone
plc where as 10 participants were seemed in favour of essentially needed. Apart from this, 5
other respondents were also there who were having an implication that there is need of managing
cultural diversity and equality by the Dixons Carphone plc.
Theme 7: Strategies to ensure better management and creation of cultural diversity at its
workplace
Q7) Which strategies can be taken is most suitable and viable for
Dixons Carphone plc to ensure better management and creation of
cultural diversity at its workplace?
Frequency
a) Fair Recruitment and selection process 5
b) Implication of provision of equality act, 2010 6
c) Use of Inclusive Workplace Model 4
d) Leading effective communication 7
e) Regular training of managers 8
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Interpretation
The main analysis and interpretation for current investigation is made from the above pie
chart that is reflecting that the fair recruitment and selection process is most suitable and viable
for Dixons Carphone plc to ensure better management and creation of cultural diversity at its
workplace where as 6 other seemed to opted for Implication of provision of equality act, 2010.
Beside this, 4 other participants were seemed in favour of Use of Inclusive Workplace Model
where as 7 more respondents opted for Leading effective communication along with 8 more
respondents who opted for Regular training of managers as most suitable and viable for Dixons
Carphone plc to ensure better management and creation of cultural diversity at its workplace.
Theme 8: Management of culture diversity lead impact on the total performance level of
Dixons Carphone plc
Q8) Management of culture diversity would lead what kind of impact
on the total performance level of Dixons Carphone plc?
Frequency
a) Positive 28
b) Negative 1
c) No impact 1
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Interpretation
The main consideration and interpretation of current investigation based on the fact that
Management of culture diversity lead a positive kind of impact on the total performance level of
Dixons Carphone plc as peer the view point of 28 participants from a total of 30 where as only
one respondent had favoured for its negative impact along with one more left out individuals
who opted for no impact of Management of culture diversity on Dixons Carphone plc and its
total performance level.
Theme 9: Managing cultural diversity and equality at place of work would influence the
performance of its employees
Q9) How managing cultural diversity and equality at place of work of
Dixons Carphone plc would influence the performance of its
employees?
Frequency
a) Higher motivation level 10
b) Stress free work environment 5
c) Improved skills and creativity 8
d) Enhance work satisfaction 7
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Interpretation
An interpretation can be made with respect to above drawn pie chart that higher
motivation level in employees is the main influence of managing cultural diversity and equality
at place of work of Dixons Carphone plc where as 5 other selected for improved skills and
creativity level. Apart from this, 8 respondents were also there who seemed to believe that
improved skills and creativity is the main influence of managing cultural diversity and equality
where as 7 left out participants were seemed in favour of enhanced work satisfaction.
Research Outcomes
Covered in PPT
Conclusion and Recommendations
Conclusion
On the basis of current investigation a conclusion can be drawn that maintaining equality
and diversity at place of work is needed and important of a business firm as it Attract and retain
the quality employees, Create positive working relationship, Improve productivity and Enhance
Brand image. Further, Reduction in employee turnover, Enhanced creativity level, Improved
skills of workforce and Better performance are the main benefits availed by a firm through
managing and leading equality and diversity at its place of work. Possible challenge and
drawbacks which are associated with managing diversity and equality at workplace of an
organisation consists of Conflicts in employees interest, Communication barrier, Complex needs
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of workforces and lack of effective management. Most suitable and viable strategies to ensure
better management and creation of cultural diversity at its workplace consist of Fair Recruitment
and selection process, implication of provision of equality act, 2010, use of Inclusive Workplace
Model, leading effective communication and providing regular training for managers.
Recommendation
Following recommendation can be made for Dixons Carphone plc to ensure better
management and creation of cultural diversity at its workplace:
 Providing regular training to managers is recommended for Dixons Carphone plc to
ensure proper management of cultural diversity and overcome the issues of inequality it
is important to provide adequate training and understanding to managers about the need
and importance of cultural diversity
 Adoption of fair workplace practise and Inclusive Workplace Model is recommended for
Dixons Carphone plc as leading out a comprehensive analysis of workplace and creating
new policies based on systematic and fair recruitment and performance evaluation would
lead a positive impact on employees and ensures them a discrimination free workplace
where all treated in a fair manner
Reflection & Recommendation of alternative research methodology
The current study is based on the topic of equality and diversity that has enhanced my
knowledge and perceptive about these vital concepts’. Further, the research method which was
used by me are viable and efficient as use of positivism research philosophy and deductive
approach supported objective nature of investigation along with systematic study and scanning of
numeric data to accomplish set targets in efficient manner, Further, survey strategy facilitates
easy collection of data from larger number of participants with the help of questionnaire. Beside
this, implication of quantitative nature of method ensures better analysis and interpretation of
data to achieve set objectives in efficient manner with the help of facilitating numeric results and
specific conclusion.
The only pitfall and issue which was faced by me is associated with lack theoretical and in-
depth information, Thus it is recommended on the basis of current investigation to make use of
qualitative form of research method to have an in-depth and destined study. Use of interview as
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research instrument could also be made by me in futures as it lead to better communication and
interaction with respondents to achieve set objectives in more viable manner in future.
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