GSBS6009 - Cross Cultural Management: Alizee Airlines Case Analysis

This case study delves into the cross cultural management strategies of Alizee Airlines, examining its operations in Malaysia, Brazil, and the United States. Utilizing the GLOBE study's cultural dimensions—including future orientation, uncertainty avoidance, power distance, humane orientation, performance orientation, collectivism, assertiveness, and gender fairness—the analysis identifies cultural similarities and differences affecting consumer behavior. The study explores how these dimensions influence the online behavior of both consumers and non-consumers of Alizee, assessing the effectiveness of marketing efforts across diverse cultural landscapes. Recommendations are provided to enhance Alizee's online strategies, focusing on culturally sensitive approaches to improve engagement and business performance in each region. The analysis leverages interview data to provide a nuanced understanding of consumer preferences and perceptions, informing strategic adjustments for more effective cross cultural management.

Cross Cultural Management in Alizee Airlines 0
Title: Cross Cultural Management in Alizee Airlines
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Cross Cultural Management in Alizee Airlines 1
Executive Summary
The cross cultural management is determined on the basis of the beliefs and cultural values that
are practiced in a region. This helps in addressing the needs of the consumers by building
strategies that are created by taking into consideration the cultural values that are important for
the execution of strategies in different regions. The GLOBE study of cultural dimensions, has
nine dimensions through which the various cultural strategies are built, ensuring that all the
variables and the sub dimensions of this study help in attracting the customers through cultural
approaches. In this case study, the Alizee airlines, cultural activities are analysis that has
garnered a different reaction in different regions. This is required to under the key points that has
to be undertaken for effective cross cultural management. The three regions taken into
consideration are Malaysia, Brazil and the United States of America.

Cross Cultural Management in Alizee Airlines 2
Contents
Introduction......................................................................................................................................3
GLOBE Study’s Cultural Dimensions Analysis..............................................................................3
Recommendations..........................................................................................................................16
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Cross Cultural Management in Alizee Airlines 3
Introduction
Cross cultural management is a process of managing teams that consider the various
cultures, preferences, and practices of the customers in the international market or in the global
context. Cross cultural management is the growing need of many big organizations that have
invested in new geographical settings where different culture and beliefs are followed. The
interactions through the digital communication have become so easy that business is using this to
their full abilities. The case study focuses on all these attributes that are practiced in Alizee in
different cultures. The main focus of the case study is on Malaysia, Brazil and the United States
of America. The case study clearly explains the different techniques that are applied in these
countries according to their culture to get dominance in the global market. The case study
enhances the online behavior of consumers and the non-consumers of Alizee airlines. All this
helps in understanding the cross cultural management in a better manner.
GLOBE Study’s Cultural Dimensions Analysis
The GLOBE, also known as Global Leadership and Organizational Behavior Effectiveness,
is a project that came into existence due to the result of a literature review that was based on
charismatic leadership and was conducted by Robert House (S. Chhokar, C. Brodbeck & J.
House, 2018). This informed about the effectiveness of the charismatic leadership and how it is
universally and globally accepted by the people belonging to different regions and cultures. The
GLOBE study covers different cultural dimensions that help in understanding the people of that
culture in a better way (Hye Joo & Chung, 2014). In this case study, the GLOBE study helps in
understanding the consumers of Malaysia, Brazil, and USA. The significance of the GLOBE
analysis is that it helps in attaining information about a number of aspects and covers nine
important cultural dimensions. They are-
 Future Focus
The degree of intensity that is required by the individuals of a group to postpone
their satisfaction and fulfillent immediately through the means of proper investing and
planning in the future (Balykina, 2013).
 Uncertainty Circumvention

Cross Cultural Management in Alizee Airlines 4
The level of dependency on accepted standards, socials, rules, and regulations
along with the procedural navigations that are important to relieve and decrease the
uncertainty of the future.
 Power Distance
The degree of equal distribution of power that is required to be given to the
individuals under a collective group (Basfirinci & Mitra, 2015).
 Humane Orientation
It is important to know the different ways through which the generosity, kindness
and fairness of humans are rewarded, by the collective culture.
 Performance Orientation
The rewarding and the encouragement that is provided to the group members for
their excellent performance and the vast improvements.
 Collectivism I
The institutional and organizational actions reward the collective distribution of
performance.
 Collectivism II
The degree of pride that the members of the group have towards their
accomplishments and have high loyalty standards towards their organization and family
life.
 Assertiveness
The degree of aggression that is present among the individuals of a group that also
include confrontations and various dynamic of assertiveness that are part of a relationship
(Grayson, Thorn, Martinez-Avila & Organ, 2012).
 Gender Fairness
The level of gender equality in a group.
All these attributes of the GLOBE study help in measuring the culture that has a
multilevel approach. In the case study, interviews are conducted to extract the information about
these cultural aspects. The interview that has been conducted to know about the Alizee airlines
were conducted with the consumers of Alizee and the non-consumers of Alizee.

Cross Cultural Management in Alizee Airlines 5
The following comparison table between three regions, Brazil, USA and Malaysia, will
help in understanding the different cross cultural dimensions that are a part of these regions and
the GLOBE analysis will tell the significance of all these cultural dimensions (Hovden &
Kristensen, 2018). These cultural dimensions are have been analyzed with the approach that
what is required to enhance the online behavior of consumers and non-consumers of Alizee.
Similarities
GLOBE Study’s
cultural dimensions
Analysis
Brazil US Malaysia
Nine Dimensions of Culture Nine Dimensions of Culture
Nine Dimensions of Culture Nine Dimensions of Culture
Societal
Organizational
Unit of
Analysis
As Is Should Be
Manifestation of Culture

Cross Cultural Management in Alizee Airlines 6
Power Distance The online
efforts were
targeted to
mostly
everyone or
business
people, said
by three
individuals
who were part
of the
interview
(Jackson,
2014).
The online
efforts were
targeted to
mostly
everyone or
business
people, this is
the stated by
both the
people.
Though this
factor was
irrelevant for
both the
groups, they
both thought
that the
online efforts
were targeted
to mostly
everyone.
Uncertainty Avoidance The
consumers
and the non-
consumers
both stated
that they will
buy the Alizee
ticket online
as it is safe.
Both of them
mentioned
that they will
buy tickets
from other
sources, if
they are being
offered at a
lesser price.
Both of them
stated that
they will buy
a ticket
online
because this
is the way
they have
always done
it.
Humane Orientation They both like
the innovative
creation of the
banners of the
promotion
Both of them
like the
advertisement
and was
hugely
The
advertisement
proposed was
not like with
most of the

Cross Cultural Management in Alizee Airlines 7
campaign.
The
consumers
and the non-
consumers
appreciated it
hugely. Both
of them like
the new
vertical style
of the banner.
appreciated
by both the
groups
(Jackson,
2015).
people from
both the
groups.
Collectivism I:
(Institutional)
The
consumers
and the non-
consumers of
Alizee both
states that
they will get
the opinion of
external
sources on a
particular
airline.
Both the
consumers
and the non-
consumers of
Alizee have
an
individualistic
approach
towards
making a
decision
regarding
travelling.
Both the
groups stated
that they
would take
the opinions
of friends and
family to
make a
decision
about their
travelling
plans
(Jackson,
2018).
Collectivism II: (In-
Group)
They both like
the one
campaign of
Alizee that
made them
Both the
group stated
that they
would use
Alizee for
Both the
consumers
stated friends
as the most
important

Cross Cultural Management in Alizee Airlines 8
realize about
their friends
and family.
This
advertisement
had a huge
impact on
both of them
(Komor,
2013).
booking a
flight.
aspect when
planning a
trip.
Assertiveness Both the
consumers
and the non-
consumers
consider
Alizee’s
online
channel to be
trustworthy
and showed a
high standard
of loyalty
through their
trust. Buying
the tickets
from the
website is the
most
Both the
groups stated
that they will
buy the
tickets
through a
website, also
both of them
considers
booking
through the
mobile phone
as unsafe.
Both the
consumer and
the non-
consumers
preferred to
book their
tickets
through
airline
service
websites and
through
computer or
laptop (Liu,
2016).

Cross Cultural Management in Alizee Airlines 9
preferred
method.
Gender Egalitarianism Both of them
thought that
there were no
gender biases.
There were
no gender
biases (Lu &
Ling, 2008).
There were
no gender
biases.
Future Orientation The main
decision is
finalized on
the basis of
the ticket
prices.
Both of them
displayed a
common trait
of planning
the trips well
in advance.
The decision
making is
based on
cost.
Performance
Orientation
The
performance
orientation
main
determining
factor for both
the groups
was based on
the price.
The main
factors are
reliability and
safety.
The main
factor that is
considered is
reliability
(MacNab &
Worthley,
2012).
Differences
GLOBE Study’s
cultural dimensions
Analysis
Brazil US Malaysia
Power Distance The consumer
of Alizee
While some
of the
One of the
consumers

Cross Cultural Management in Alizee Airlines 10
thought that
the online
efforts were
focused
towards
young people
due to the
changing
economic
situation,
while the
non-
consumers
thought that it
was aimed
towards rich
people.
consumers
thought that
these efforts
are only
towards
people who
will be
travelling
soon to the
Netherlands.
The non-
consumer
thought that it
is for people
who fly
frequently and
also use the
Alizee’s
application
and social
media pages
(McCrae,
Terracciano,
Realo &
Allik, 2008).
thought that
they are not
directed
towards any
particular
group, while
many of the
non-
consumers
thought it was
directed
towards
business
people.
Uncertainty
Avoidance
One
consumer of
the Alizee,
stated that
opting to
purchase
The
consumers
have stated
that they will
buy the ticket
online
Though both
of them
mentioned the
same aspects
like planning,
risk-taking,

Cross Cultural Management in Alizee Airlines 11
tickets from
another party
through
online is safe.
While the
non-
consumers
stated that
they will
utilize meta-
research and
other tools for
gaining ticket
information
only and will
not buy
tickets
(Nowak,
2016).
because they
have done it
before too.
But the non-
consumers
stated that
they will buy
the ticket of
Alizee online
as they expect
that there will
occur no
unexpected
situation.
expected
reactions and
structure. The
non-
consumers
also
mentioned a
different
aspect that is
self-
protection.
Humane Orientation The consumer
of Alizee
stated that
they felt that
the message
conveyed
through the
banner is not
clear, while
the non-
consumers of
Alizee felt
The
consumers
stated that
they would
prefer to
change the
colors used in
the
advertisement,
while the non-
consumers
said that they
The consumer
of the Alizee
said that they
would like to
change
everything
about the
advertisement.
While most of
the people
from the non-
consumer

Cross Cultural Management in Alizee Airlines 12
that the
banner was
clean and
clear.
will change
the images of
the
advertisement.
group stated
that they will
change the
message and
will try to
make it
clearer.
Collectivism I:
(Institutional)
The external
sources
mentioned by
the consumers
are blogs,
forums and
websites with
travel
information.
The non-
consumers
external
source is
friends.
The consumer
stated that if
they have to
take anyone’s
opinion, then
they will take
it from their
friends and
family, while
the non-
consumers
will take the
opinion of
their family
members
only.
Though all the
consumers
stated that
they would
make a plan
after
consulting
their friends
and family,
three non-
consumers of
Alizee stated
that they will
make a
decision on
their own.
Collectivism II: (In-
Group)
Out of five
only three
showed the
three aspects
for in-group
collectivism,
while all the
The consumer
group gave a
very diverse
reaction to the
campaign.
The non-
consumer
The
consumers
displayed a
number of
cultural
factors like
loyalty,

Cross Cultural Management in Alizee Airlines 13
five non-
consumers of
Alizee
showed many
more aspects
of in-group
collectivism.
group gave a
very positive
reaction to the
campaign
(Venaik, Zhu
& Brewer,
2013).
dependence,
decision-
making and
friendship.
Only
friendship was
displayed by
the non-
consumers
group.
Assertiveness The
consumers of
Alizee stated
that they
would have
preferred a
tablet over a
mobile and
that the
desktop was
the best
option. For
the non-
consumers of
Alizee, a
mobile is an
option but
they would
not book a
ticket through
it as they
The
consumers
picked the
website option
for booking
due to the
reasons of
convenience
and ease.
While the
main reason
for the non-
consumers to
select is
security.
The consumer
group is
happy to book
through a
mobile phone,
tablet and
through a call
also. But the
non-consumer
group does
not want to
book a ticket
through a
mobile phone
as they think
it is not safe,
and have
doubts about
the security of
their

Cross Cultural Management in Alizee Airlines 14
thought it is
not a
convenient
way.
transactions.
Gender
Egalitarianism
Though there
were no
gender biases,
there is a
thought that
the efforts of
Alizee
divided
people
according to
the wealth
they possess.
- -
Future Orientation The
consumers
have a very
flexible
approach and
have only a
few aspects
that are
involved in
decision
making. For
the non-
consumers,
there are
The consumer
made their
decision on
the basis of
the next
destination
they want to
go to, while
the non-
consumers
decision was
based on cost.
Both the
groups
mentioned
some
important
aspects, but
the non-
consumers
mentioned
promotions as
an important
aspect too
after cost.

Cross Cultural Management in Alizee Airlines 15
many aspects
that are taken
into
consideration
for the
decision
making.
Performance
Orientation
This factor
proved to be
relevant for
only two
interviewees,
while for the
non-
consumers it
was not
relevant for
anyone.
The
consumers
displayed not
a very
positive
reaction to
airline
innovation,
while the non-
consumers
showed a
negative
reaction.
The
consumers did
not consider it
relevant for
use. While the
non-
consumers
group stated
some cultural
variables.
Recommendations
The following instructions suggestions should be adapted by the Alizee airlines-
 After the overall analysis, of the different needs and demands of the consumers in context
to the GLOBE cultural dimensions this is clear that the Alizee airlines have to work on
their innovation as the people have expressed a negative reaction to it.
 There is some issue which the people have pertaining to the safety of the transaction. The
other suggestion for the Alizee airline is to step up their promotional campaigns and
advertisements that focus on the different qualities of that region.

Cross Cultural Management in Alizee Airlines 16
 Although, Alizee stands a strong chance to deal with the non-consumer, as according to
the interview of the case study, the organization has high credible reputation in the eye of
the non-consumers too, but the non-consumers are more culturally diverted and they have
to be targeted with more activities that cover all the cultural variables of the GLOBE
study (Estévez, Jiménez & Cava, 2016).
Conclusion
With the above analysis of the different regions, this can be concluded as the United
States of America is a less culturally oriented region, so the organization Alizee has to make
strategies that focus on other aspects than culture. But the regions Malaysia and Brazil are very
culturally oriented regions and they have to be dealt with according. Especially, Brazil due to its
changing economy. The GLOBE’s study cultural dimensions are being fulfilled by the Alizee
airlines, but the organization has to take some important aspects into consideration depending on
the diverse nature of the different regions that have been taken into the study, to bring a
dominance in these regions.
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