Alizee Airlines: Cross-Cultural Management Case Study and Analysis

This assignment presents a comprehensive case study on Alizee Airlines, focusing on its cross-cultural management strategies across the USA, Brazil, and Malaysia. The study analyzes consumer and non-consumer online behavior, employing the GLOBE study's cultural dimensions framework to assess differences in power distance, future orientation, institutional collectivism, uncertainty avoidance, and performance orientation. The report highlights cultural variations influencing online communication and provides recommendations for Alizee Airlines to enhance its marketing campaigns and improve sales and profitability. The analysis compares national cultures, emphasizing similarities and differences to facilitate the internationalization of business operations. The relevance of cultural dimensions is underscored for organizations aiming to operate successfully in the global marketplace, and the study's findings offer insights into adapting to diverse cultural contexts and optimizing online operations.

CROSS CULTURE
MANAGEMENT-
CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................3
GLOBE Study’s cultural dimensions analysis.......................................................................3
RECOMMENDATIONS...............................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Cross cultural management refers to the practice of managing the behavioural
characteristics of individuals working in an organisation across the globe and tends to inform the
manner in which company can operate feasibly within a number of countries. The present
assignment is conducted upon the case study of Alizee Airlines which is exploring the journey of
online behaviour of consumers and non-consumers within USA, Brazil and Malaysia. This report
carries out GLOBE Study’s culture dimensional analysis and lay out the recommendations based
on the examination of the three before mentioned nations.
The case study illustrates that there has been a substantial increment in differences among
various types of cultures and this tends to create issues for the company. Such differences give
rise to the need of gaining knowledge of cross culture. For gaining a comprehensive knowledge
of culture, several models are explored in the case study in terms of dimensions. The purpose of
the following report is to ascertain the relevance and importance of cultural dimensions. There
are a number of sources that are associated with the analytical study conducted upon this topic
that together illustrate the significance of studying cross culture for to facilitate
internationalisation of businesses. The comparison of national cultures of 3 countries have been
discussed in the case study. The analysis of case study reveals that there are a number of
similarities as well as differences lying amidst cultures of Malaysia, Brazil and USA.
GLOBE Study’s cultural dimensions analysis
GLOBE Study
GLOBE is an abbreviation that stands for “The Global Leadership and Organizational
Behaviour Effectiveness” research program. This has been regarded as one of those works which
was started with a view to gain knowledge about the relationship between company, culture,
society and effectiveness of leader within an entity. This has been one of those long term
programmes which comprises of four elements, namely, functionalisation, visualization,
validation and integration of cross cultural theory. In this study of cultural analysis, the initial
stage involves the categorization of cultures associated with globe. To facilitate this, the
investigators as well as researchers created a range associated with dimensions whereby six types
of ranges were duly developed. These ranges have their origin and emergence owing to

Hofstede's cultural dimension model. GLOBE has created a wholesome of 9 dimensions with the
help of societal practices as well as values prevailing within the several settings of cultures
Both of these dimensions provide assistance and guidance to ascertain and assess the
similarities as well as distinctions underlying in the norms, values, beliefs, practices, ideologies
of the society. Within the publication devised by GLOBE, the scoring as well as the rankings are
published for each of the nations of the globe. After this step, a cluster is formed of cultures to
carry out division on the basis of similarities as well as differentiation. GLOBE analysis faces
huge criticism in its first stage. This is so because this study is not tested in contrast to other
types of studies. The study within this analysis is carried out on the basis of multi-disciplinary
functions and tends to render a benefit to globe. This constitutes around 160 scholars belonging
to cultures of total 62 types prevailing within the world. Some of these scholars are even the
Country Co-Investigators or generally renowned as CCIs. Such personnel have comprehensive
and detailed knowledge of cross-culture and further carry out various quantitative as well as
qualitative researches such as focus group interviews.
Relevance of cultural dimensions as per GLOBE study
The study of cultural dimensions is essential for Alizee Airlines as they strive to improve
the online behaviour of consumers as well as non-consumers of this entity. Within the scope of
this research, various companies encountering several cultural differences are elaborated.
Further, the cultural variations which have a significant influence upon the communication of
individuals with the aid of digital channels as well as causes stimulation for USA, Malaysia and
Brazil are discussed in the study with references to airlines sector.
Within the stipulated study, the major focus is upon provision of approaches for culture
based perspective as well as optimality of cross cultures which could be significantly executed
within various types of markets. Within the study carried out upon Alizee Airlines, the objective
of researcher is to render an effectual culture dependent point of view towards the company
which could be indirectly or directly executed.
The case reveals that there are basically three major markets of Alizee Airlines for which
it constantly arranges and organises marketing campaigns so as to enhance the existing level of
sales as well as profitability. The research conducted in the present report is based upon
ascertainment of differences lying between the various market places as they give inspiration to
companies to undergo necessary and rapid changes which can be significantly executed within

other marketplaces. Further, it is important as well as valid to examine the cultural differences
amidst various markets as the associated dimension tend to provide aid to the respective business
organisation in enhancing its effectiveness and efficiency related with online functioning. Alizee
Airlines must maintain a track record of cultural dimensions as well as online operations in order
to gain knowledge about what needs to be done by it and what is being done by rival firms. The
practices of Alizee must be assessed and compared with profiles of different national cultures in
order to ascertain the probable factors for increment in sales as well as profitability.
Having comprehensive and detailed knowledge and information about cross cultures is
thus relevant for all the companies which intend to internationalise their business operations and
functioning. The GLOBE and Hofstede models of cultural dimensions thus provide assistance in
gaining the attention of organisations and provide significance of examining the cross cultures to
run for a long duration of time in market place. Thus, this study is found to have a substantial
significance within future scope of time as this assists such entities which have a desire to
conduct operations in global market place and thereby, globalize themselves.
GLOBE Study’s Cultural Dimensions Variables
Cultural dimensions variables are the aspects that are key to carry out a detailed analysis
of perceptions kept by personnel about elements of culture.
POWER DISTANCE INDEX (PDI)
Brazil holds a high perception regarding PD in relation to Alizee Airlines. Majority of
customers perceive that target audience of online offerings are not specific. On the other hand,
USA as well as Malaysia have lesser regards for Power distance. Non consumers within USA are
believed to have massive regard for this aspect in relation to online flight channels.
FUTURE ORIENTATION
While Brazil is found to be less future oriented, Malaysia follows a future oriented
culture. The interviewee of Brazil perceive cost to be a driving factor while making purchase of
online airline amenities. USA is discerning about this cultural dimension variable as people of
this country carry out advance travel planning. Brazil give regards to offers and gratification
while Malaysia to wealth management and cost while making decisions concerned with online
offerings.
INSTITUTIONAL COLLECTIVISM

Non consumers as well as consumers from USA and Brazil make use of external sources
which implies low institutional collectivism for collection of information regarding online
Airlines. Malaysia maintains moderate institutional collectivism whereby people seek guidance
from peers also.
UNCERTAINTY AVOIDANCE
The significance of this aspect for Alizee Airlines is underlying within risk undertaking,
future changes, formality communication and response related to online interactions. Consumers
as well as non consumers within Brazil undertake UA. Interviewees stated that they made use of
online channels for booking tickets of Alizee. Within Brazil, a customer would easily
communicate with airline company in case of any issues related to ticket, as against America and
Malaysian where people would shift to another airline.
PERFORMANCE ORIENTATION
The interviewees from Brazil demonstrated low regards to performance orientation. On
the other hand, Malaysia has a moderate perception towards it whereby the people said that
reliability and goodwill of airline mattered most. USA maintains a high score of this variable as
the consumers of this nation consider safety and reliability as the crucial elements while making
online transactions.
GLOBE Study’s cultural dimensions Analysis Table
Similarities
GLOBE
Study’s
cultural
dimensions
Analysis
Brazil US Malaysia
Power
Distance
 Every individual
 Bigger audience
 The personnel who
intend to commute
along with them
 Every person
 Corporate
Traveller
 Personnel
travelling to
 Corporate
personnel
 Social media
 Personnel who
carry out

 Youngsters of this
nation
Netherlands
 Individual who
have a
likelihood
towards
travelling and
makes use of
social media and
apps regularly.
travelling
regularly
Uncertainty
Avoidance
 Expected as well as
unexpected
scenarios
 Self Defence
 Abstaining from
undertaking risks
 They have
already carried
out this.
 Structured
 Restraining the
unexpected
situations
 Had the other
tickets been of
lower cost, they
would prefer to
purchase them
 Risk
undertaking
 Planning
 Structure
 No or
negligible
unexpected
scenarios
 They have
already
executed this.
Humane
Orientation
NO SIMILARITY NO SIMILARITY NO SIMILARITY
Collectivism I
(Institutional)
 The perception of
everyone regarding
this is that external
sources serve as the
primary references
while seeking for
data associated with
Airlines
 Sources can be blog,
forums, travel
 Families as well
as peers
 Final decision
taking
 Some persons
stated that they
carry out what
they intend to do
 Friends as well
as family
 Loyalty
 Decision
undertaking

websites etc.
Collectivism II
(In-Group)
 Everyone had the
perspective that this
reminded them
about their friends
and themselves.
 If changes occur,
only in that case
flights will be
booked by them
 Friendly
relationship
 Dependency
Assertiveness NO ASSERTIVENESS NO ASSERTIVENESS NO
ASSERTIVENESS
Gender
Egalitarianism
NO GENDER
EGALITARIANISM
NO GENDER
EGALITARIANISM
NO GENDER
EGALITARIANISM
Future
Orientation
 Types of offers and
benefits
 Basis of costs
 Type of season
 Next destination
upon the list
 Advance trips
 As per the next
location written
in the list
 Long term
thought process
 Management of
wealth
 As per costs
 Advance trips
 Next place
upon the
listing
Performance
Orientation
 Most significant
factor for all
interviewers
 Preference to
purchase online
ticket only in case of
reasonable pricing
 Some individuals
stated the relevance
of connectivity
amidst flights
 Safety
 Reliance
 Excellence
 Performance
 Ease
associated with
the usage
 Reliance
 Goodwill of
Airline
Differences

GLOBE
Study’s
cultural
dimensions
Analysis
Brazil US Malaysia
Power
Distance
 Youngsters of
nation
 Bigger Audience
 Personnel
travelling to
Netherlands
 Social media
Uncertainty
Avoidance
 Self Defence
 Abstain from
undertaking risks NO DIFFERENCE
 Planning
Humane
Orientation
 Trustworthy  Initiative  Individualised
initiatives
Collectivism I
(Institutional)
 Websites, forums,
internet, blogs,
data by way of
personnel
 Some of the
individuals stated
that they do what
they intend to
NO DIFFERENCE
Collectivism II
(In-Group)
 All were of the
view that it
reminded them of
peers along with
themselves
 In case of any
change only, flight
would be booked
by them
 Peers and
dependency
Assertiveness NO WIDE APPROACH NO WIDE APPROACH NO WIDE APPROACH
Gender
Egalitarianis
m
NO DIFFERENCE NO DIFFERENCE NO DIFFERENCE
Future
Orientation
 Type of season
 Type of offer
 Long term thought
process
 Next place upon
the list
Performance
Orientation
 Connection
 Innovational
 Security
 Excellence
 Easy to take into
use

facilities  Goodwill of
Airline
Variables
for GLOBE
Study’s
cultural
dimension
Analysis
Brazil US Malaysia
Consumers Non-consumers Consumers Non-consumers Consumers Non-
consumers
Power
Distance
 Every
individual
 Bigger
audience
 The
personnel
who intend
to commute
along with
them
Youngsters of this
nation
 Youngst
ers of
nation
 Bigger
Audienc
e
 Every person
 Corporate
Traveller
 Personnel
travelling to
Netherlands
 Individual
who have a
likelihood
towards
travelling and
makes use of
social media
and apps
regularly.
 Personn
el
travellin
g to
Netherla
nds
 Corpor
ate
person
nel
 Social
media
 Person
nel
who
carry
out
travelli
ng
regular
ly
 Social
media
Uncertaint
y
Avoidance
 Expected as
well as
unexpected
scenarios
 Self
Defence
Abstaining from
undertaking risks
 Self
Defence
 Abstain
from
underta
king
risks
 They have
already
carried out
this.
 Structured
 Restraining
the
unexpected
situations
NO
DIFFERENCE
 Risk
undert
aking
 Planni
ng
 Struct
ure
 No or
negligi
 Planni
ng

 Had the other
tickets been
of lower cost,
they would
prefer to
purchase
them
ble
unexp
ected
scenari
os
 They
have
alread
y
execut
ed
this.
Humane
Orientation
Initiative  Trustwo
rthy
NO SIMILARITY  Initiativ
e
NO
SIMILARIT
Y
 Indivi
dualis
ed
initiati
ves
Collectivis
m I:
(Institution
al)
 External
source
 Blog,
forums,
travel
websites
etc.
Relatives,
acquaintances and
peers
 Website
s,
forums,
internet,
blogs,
data by
way of
personn
el
 Families as
well as peers
 Final
decision
taking
 Some
persons
stated that
they carry out
what they
intend to do
 Some of
the
individu
als
stated
that they
do what
they
intend
to
 Friend
s as
well as
family
 Loyalt
y
 Decisi
on
undert
aking
NO
DIFFERENC
E
Collectivis
m II: (In-
Group)
 Everyone
had the
perspective
that this
reminded
them about
 All
were of
the view
that it
reminde
d them
 If changes
occur, only in
that case
flights will be
booked by
them
 In case
of any
change
only,
flight
would
 Friend
ly
relatio
nship
 Depen
dency
 Peers
and
depen
dency

their friends
and
themselves.
of peers
along
with
themsel
ves
be
booked
by them
Assertivene
ss
NO WIDE
APPROACH
NO WIDE
APPROACH
NO WIDE
APPROACH
Gender
Egalitarian
ism
NO
DIFFERENCE
NO
DIFFERENCE
NO
DIFFERENC
E
Future
Orientation
 Types of
offers and
benefits
 Basis of
costs
 Type of
season
 Next
destination
upon the
list
Advance trips
 Type of
season
 Type of
offer
 As per the
next location
written in the
list
 Long term
thought
process
 Management
of wealth
 Long
term
thought
process
 As per
costs
 Advan
ce
trips
 Next
place
upon
the
listing
 Next
place
upon
the
list