Business Research Project: Cultural Diversity Management at Marriott

This business research project examines strategies for managing cultural diversity to enhance productivity at Marriott. The report investigates the concept of cultural diversity, its importance in maintaining high company productivity, and different strategies for effective management, including communication and language training. The research methodology includes qualitative research using an interpretivism philosophy and a mix of primary and secondary data. A random sample of 20 Marriott managers was used to collect data. The literature review covers themes such as the concept of cultural diversity, its importance, and strategies used by the hospitality sector. The project also includes a research proposal, questionnaire, and ethical approval forms in the appendix, providing a comprehensive overview of the research process and findings. The report concludes with recommendations for Marriott to improve profitability through cultural diversity.

BUSINESS RESEARCH
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................4
P 1 Research proposal............................................................................................................4
P 2 Literature review..............................................................................................................4
LO 2.................................................................................................................................................6
P 3 Research methodology.....................................................................................................6
P 4 Data interpretation............................................................................................................8
LO 3...............................................................................................................................................17
P 5 Conclusion and recommendation...................................................................................17
LO 4...............................................................................................................................................18
P 6 Reflection on effectiveness of research methods...........................................................18
P 7 Alternative research methods.........................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22
QUESTIONNAIRE..............................................................................................................22
Research proposal form........................................................................................................24
Ethical approval form...........................................................................................................29

INTRODUCTION
For the business it is very necessary for the companies to manage all its working in equitable and
diverse workforce. This is crucial because of the fact that equality ensures that each and every
employee within the company is provided with the equal and fair opportunities to grow. Also,
there are many employees coming from diverse cultures and it is the responsibility of company
to manage the needs of these employees coming from diverse cultures. Thus, for this the hotel
Marriott is selected and the research is directed towards identifying the strategy which Marriott
can adopt in order to improve and manage cultural diversity. Marriott is a diversified company
dealing in hospitality sector which was founded in 1927 by Alice Marriott and J. Willard
Marriott for providing services of hotel and resorts to the consumers.
Aim and objectives
Aim
To investigate the different strategies for managing cultural diversity for enhancing the
productivity at workplace. A study on Marriott.
Objectives
 To understand the concept of cultural diversity within Marriott.
 To identify the importance of maintaining diverse culture over productivity of company.
 To examine the different strategies which can assist Marriott in managing cultural
diversity.
 To recommend Marriott in regards to improving profitability with help of diverse
cultures.
Research questions
1. What do you mean by cultural diversity?
2. What is the importance of cultural diversity in respect of maintaining high productivity of
company?
3. What are the different strategies which can help Marriott in maintaining diverse culture at
workplace?
4. What are some measures which will help Marriott in managing culture for increasing its
profitability?

LO 1
P 1 Research proposal
In appendix
P 2 Literature review
Theme 1: Concept of cultural diversity
As per Bouncken, Brem and Kraus (2016) the concept of cultural diversity is stated as the
understanding the capability and skills of each individual and also the ways which they pertain to
attain the task. Thus, in business, it is necessary to diversify the individual in respect of getting
more creative ideas in business. As every individual are unique and carry certain capabilities to
design the products according to their own thoughts and ideas. The only things which they had to
undertaken is relating to proper guidance and motivating and thus it is necessary to diversify the
culture regarding examining every person skills to attain the task in right way.
Merkley, Michaely and Pacelli (2019) argued that through adapting the concept of
cultural diversity, it results in increasing the risk in the business, which indicates that less quality
products are examined. As the risk can be reduced through accomplished the task as team and
thus it helps in gaining better productivity within set time period. It also results in facing
reducing the employees turnover in business regarding not getting equal opportunity to present
the views and ideas in better way.
Audretsch, Belitski and Korosteleva (2019) stated that in respect of understanding the
benefits of the cultural diversity, it helps in increasing the working environment in business. As
employees are interacting and working with different culture people, thus, they are gaining wider
range of information and knowledge of different culture. Through these aspects the positive
impact arise in business and also increase the products through providing more quality products
in market.
Civitillo, Juang and Schachner (2018) criticised that through carrying the different culture
employees at work place, it results in facing conflict regarding presenting the thoughts and ideas
with each other or implementing them to gain better results. Conflict is raised regarding not
accepting thought of each other or unity is established between the same caste and different caste
people. Thus, it reflects in affecting the reputation of the business in market.
Theme 2: Importance of maintaining diverse culture over productivity of company

According to Bahuchet (2017) in respect of increasing productivity in business, it is
necessary to increase the employee's engagement in business. In context of increasing the
employee's engagement in company, it can be conducted through organizing the outing for the
employees or carrying the theme based day in which appropriate activity is undertaken which
enhances the skills and learning criteria of the employees.
Brewis (2018) examined that through maintaining the cultural diversity in business, it
results in helping organisation to maintain good human resources through promoting the
company in good manner. As in respect of appointing or recruiting the new staff, this procedure
is useful as they also get chances of interacting with different person and examining the working
criteria to bring changes in their style of working. For e.g. in case of Marriott hotel, they mainly
trained their staff regarding dealing with the customer or also learning new things from their
seniors.
Wang, De Graaff and Nijkamp (2016) suggested that if the diversity is sustained in
business, it results in bringing more creativity in organization. As employees can freely share
their ideas and thoughts with their superior and also take advice regarding bringing chances in
their working style. Thus, through getting proper guidance and also training regarding attaining
the task, it helps in improving the level of creativity and also attain task in better perspective
(Keighley, 2017). Thus, with these aspects, the level of productivity is increased and also the
quantity and quality of the products is better regarding bringing creativity in exiting products.
Rukavina and et.al., (2019) viewed that by maintaining cultural diversity at work place, it
helps in focusing more on clarifying the thoughts which is undertaken by employees in respect of
attaining the task. Thus, leaders focus on individual and also helps them in walking with other
people and also enhances their learning power through developing new things. Thus, it results in
bring more productive results in business and enhances their confidences regarding
accomplishing the activity in better way.
Theme 3: Different strategies which can assist by hospitality sectors in managing cultural
diversity
Huang and Jaszczolt (2018) interpreted that by adapting the communication strategies
regarding reducing barrier between the employees in respect of coordinating with any thought or
views with each other. Thus, it refers to the best strategies which is adapted by hospitality sectors
to trained their employees regarding sharing any problem freely. Through these aspects, they are

interacting with every employee personally and also enhancing the capability in respect of
accomplishing the task in better way.
Hiew and Leung (2017) on the other hand language training is one of the best strategies
regarding bringing clarity in business and also to communicate with others. For e.g. In respective
of Marriott hotels, this is basically used regarding communicating with the customers. As
customer only order the meal or avail the services of hotels, once they clearly understand the
languages of the staff regarding ordering the meal. Thus, accurate training is given to the staff or
also given liberty to deal with them personally. Through this manner it results in building
confidence among them and also helps in gaining knowledge by communicating with them.
Laird and Tedam (2019) highlights the strategies regarding choosing the organization
culture concept. Thus, in this aspects ethics is to be maintained by employees at work place
regarding dealing with any matter which results in enhancing the brand image of organization.
As it also depends upon the values and brief which is carried by the employees regarding
interacting with other staff. Through these aspects, the team work and retention of employees is
determined and thus results in increasing the productivity in business.
Blackstock and et.al., (2018) stated that, in respect of taking feedback reviews from the
customer once they avail the services helps in choosing the best strategies to bring changes in
their working style. As feedback mainly helps senior to undertake the best strategies regarding
guiding their staff through bringing chances in their working criteria or undertaking the things in
right manner. Thus, this is useful in hospitality sectors regarding managing the cultural diversity
in better way through focusing on individual and building learning techniques on them.
LO 2
P 3 Research methodology
The research includes different types of methods and process which are used in order to
conduct the research in a successful manner. Thus, the researcher needs to develop a
methodology of research which is helpful for the researcher in reaching to the aims and
objectives of the study.
Research type- The meaning of research type is the different methods with help of which
the researcher in initiating and completing the research in proper manner. This type of research is
of two types that is qualitative and quantitative. As per the qualitative research the research is
continued with help of non- numerical way of ding the research that is analysing the conceptual

meaning of the research. On the other hand, quantitative research is the one which is numerical
and which analyses the numeric information and reach to the aims and objectives of the research.
For the current study the researcher used the qualitative research because they wanted to know
the theoretical aspect of the different strategies of maintaining cultural diversity at the workplace.
Research approach- These are the different process or pattern which are being followed
at time of collecting of data, analysing and interpreting and using them. The two approaches of
research are inductive and deductive (Quinlan and et.al., 2019). The inductive is the one which
starts with observations and theories relating to the research topic. In contrast to this the
deductive approach is the one which aims at setting up of hypothesis and testing them. The
present research is completed by using inductive approach because this aims at understanding of
the concept and completing the research.
Research philosophy- The research philosophy is defined as the beliefs on the basis of
which the whole research is continued. The philosophy is of two types that is interpretivism and
positivism (Lariviere and Kandampully, 2019). The positivism is a philosophy which is based on
only the factual data and knowledge and the analysis of this information and concluding results
from it. The interpretivism is the philosophy which states that the research can be continued only
when human interest is there in the study and it focus on analysis of the theoretical side of the
research topic. The research philosophy which is used for the study of different strategies for
managing cultural diversity interpretivism has been opted. This was used because of the reason
that this assist the researcher in developing the theoretical aspect of the study.
Data collection- This is defined as the assimilation and gathering of the data for the
research and are of two types that is secondary and primary. The primary data is the one which is
collected directly from the source and is used for first time. On the flip side, secondary data is the
one which has already been used in other research. For the current study the researcher opted for
the mix of primary and secondary source. This is being selected by the researcher because this
provides a better data base for the research to be successful.
Sampling- This is referred to as selecting a small sample from the whole population and
then test the sample to reach for some conclusions. The sample can be chosen with help of two
different methods that is random and non- random sampling. The random sampling is the one
which every participant has equal chance of getting selected and the non- random is the one
where the respondent does not have equal chance of getting selected. The sample for the current

study is 20 managers of Marriott hotel which are selected on basis of random sampling. The
sample is chosen with help of random sampling because of the fact that for every person in the
population has the probability of getting selected.
Data analysis- This is defined as the analysis of the collected information, facts and
figures for reaching to some conclusions. This is the most crucial part of the research because
here some meaning of the collected data is inferred and interpreted. For the present study the
researcher has used thematic analysis out of the two methods of data analysis. Under this method
first the data was collected in form of questionnaire and then it was converted into themes and
presented the data in form of charts and tables.
Ethical consideration- This is also an important part of the research because this outlines
the way the whole research is carried on. This methodology defines that the research needs to
conducted in ethical and correct manner (Anae, 2019). The most important thing to be
considered at time of research is to make sure that the ethical approval and consent form is
signed by the participants of the research. Also, the researcher must respect the dignity of the
respondent and if they are not comfortable with answering to some questions then they should
not force the participants.
P 4 Data interpretation
Theme 1: Familiar with the concept of cultural diversity
Particular
No. of
respondent % of respondents
Are you familiar with the concept of cultural diversity?
Yes 16 80
No 4 20
Total 20 100

Interpretation: After going through data collected it has been interpreted that there is
good sort of knowledge of cultural diversity in the organization. As out of total pool of 20
employee 16 are having knowledge about cultural diversity, only 4 respondent has chosen no
option. This will eventually help the company in passing on the decision more efficiently as there
is good number of knowledge among employee in organization.
Theme 2: Benefit of having cultural diversity
Particular
No. of
respondent % of respondents
In your thought, what is the biggest benefit of having
cultural diversity?
Reduced employee turnover 8 40
Increased profit 5 25
Improved Creativity 1 5
Improve working Environment 6 30
Yes No
0
10
20
30
40
50
60
70
80
90
80
20
Column G

Total 20 100
Interpretation: From the above data which has been collected with the help of primary
data collection tool it can be interpreted that cultural diversity used to bring more than one
benefit for the organization. As data shows that out of total pool of 20 respondent 8 has chosen
the option of reduced turnover, 6 has chosen improved working environment, 5 has chosen
increased profit and only 1 has chosen improved creativity. This result shows that there is not
that sort of clarity among respondent about the same. This is well supported by literature review
section as well, as author highlights that there are more than one benefit which is enjoyed by
organization by managing good amount of cultural diversity in an organization.
Theme 3: cultural diversity used to has an impact on productivity of an organization
Particular
No. of
respondent % of respondents
Is cultural diversity used to has an impact on
productivity of an organization?
40
25
5
30
Reduced employee turnover
Increased profit
Improved Creativity
Improve working Environment

Yes 18 90
No 2 10
Total 20 100
Interpretation: The above data highlights that cultural diversity used to has an impact on
productivity of business. As data collected shows that out of the total pool of 20 respondents 18
respondents are having opinion that cultural diversity used to has a impact on productivity of
business. Only 2 respondents are having opinion that cultural diversity not used to has an impact
on productivity of an organization. This result is well supported by Literature review section of
an organization as author also highlights that cultural diversity used to impact productivity of an
organization.
Theme 4: culture diversity used to impact the productivity of an organization
Particular
No. of
respondent % of respondents
Yes No
0
10
20
30
40
50
60
70
80
90
100
90
10
Column G

In what aspect did culture diversity used to impact the
productivity of an organization?
Used to increase employee engagement 2 10
Help organization in maintain good human resources 15 75
Improves level of creativity 2 10
All of Above 1 5
Total 20 100
Interpretation: After going through the above primary data it has been interpreted that
cultural diversity help the company in maintaining good sort of human resources in the
organization, this eventually has a impact on the productivity of the business. As Literature
review section also explain that maintaining good sort of human resource used to reduce cost of
company, which eventually have positive impact on productivity of an organization. Out of 20
respondents pool 15 has chosen maintain good human resource, 2-2 respondent has chosen
option of improves creativity, increase employee engagement each. Only 1 respondent has
chosen the option of all of above.
10
75
10
5
Used to increase employee
engagement
Help organization in maintain
good human resources
Improves level of creativity
All of Above