H&M: Communication Challenges in Managing Cultural Diversity

This research project investigates the challenges of poor communication in managing cultural diversity within the workplace, with a specific focus on H&M. The report includes an abstract, introduction outlining the research aim, objectives, and questions. It also presents a literature review exploring the importance of cultural diversity, communication challenges, and potential solutions. The methodology section details the research approach, strategy, data collection techniques, and analysis methods. The findings and analysis section presents the results of the research. The report concludes with recommendations for H&M, and reflection on alternative research methodologies. The research utilizes secondary sources and a quantitative research method, including questionnaires and sampling techniques to gather and analyze data related to communication barriers and their impact on business performance and employee relations within a culturally diverse environment.

Research Project

ABSTRACT
The present investigation is related to cultural diversity within an organisation. The aim of
this research is to investigate the challenges of poor communication in managing cultural
diversity within a workplace of an organization. In conducting the literature review part, there
has been secondary sources used for an instance articles, journals, internet sources and others.
Research methodology is one of the main part as it provides the detailed description regarding
collection of data as well analysis. In conducting the present investigation, there has been
quantitative research method used. There has been questionnaire developed to collect
information from primary method of data collection. Sampling has been use to collect the sample
size by using random sampling method.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives...............................................................................................................1
Research Questions................................................................................................................2
Research hypothesis...............................................................................................................2
Background of Company........................................................................................................2
Significance of Research........................................................................................................2
LITERATURE REVIEW................................................................................................................4
Explain about the importance of managing cultural diversity within a workplace?..............4
What are the major challenges of poor communication over business performance of H&M.
................................................................................................................................................5
What are the different ways by which H&M can easily overcome issue of poor
communication over their business?......................................................................................6
METHODOLOGY..........................................................................................................................8
Introduction............................................................................................................................8
Research Philosophy..............................................................................................................8
Research Approach.................................................................................................................8
Research Strategy...................................................................................................................8
Research Choices....................................................................................................................9
Techniques and procedure of Data collection........................................................................9
Sampling method....................................................................................................................9
Data analysis...........................................................................................................................9
Access Negotiations.............................................................................................................10
Research Limitation..............................................................................................................10
Ethical issues........................................................................................................................10

Cost.......................................................................................................................................10
Gantt chart............................................................................................................................10
........................................................................................................................................................11
FINDINGS AND ANALYSIS......................................................................................................11
CONCLUSION..............................................................................................................................23
RECOMMENDATIONS...............................................................................................................23
REFLECTION...............................................................................................................................24
Alternative research methodologies.....................................................................................24
REFERENCES..............................................................................................................................25
APPENDIX....................................................................................................................................27

TITLE: Cultural diversity and equality
INTRODUCTION
Cultural diversity refers to existence of variety of cultural groups in the society who have
distinct characteristics. Managing cultural diversity at workplace is related to developing the
cultural competences outcomes in an ability to understand, interact and communicate with the
people across the culture, (Cain, and et.al 2018). The goal of managing cultural diversity at
workplace is related to developing the effective working relationships. This research is based on
the cultural diversity in context of challenges that are being experienced by employees with
reference to communication within working premises. Communication plays mandatory role
with respect to ways services are being delivered by employees as instructions that are given to
them will either be precise, adequate or understandable. The literature review will be supported
by the secondary sources of data collection. In present research, there will be discussion about
the research methods which mainly used for collection of data and also analysis in an appropriate
manner for gaining the positive outcomes. For analysis of collected data, there will be thematic
analysis techniques used through an investigator.
Cultural diversity denotes a society which is made from different groups that comprises
of wide range of talents, needs and skills. Within organisation people belongs to different culture
which leads to healthy communication among employees. Communication refers to medium
through which thoughts are being exchanged between different personnel. This has critical
implications while working within the organization or in a team as it is important to
acknowledge what has to be done, how and what will be the end result (Clifford, 2019).
Research Aim
To investigate the challenges of poor communication in managing cultural diversity
within a workplace of an organization: A study on H&M
Research Objectives
• To increase knowledge about the importance of managing cultural diversity at
workplace.
• To identify the impact of poor communication over business performance of H&M.

• To determine explore different ways by which H&M can easily overcome issue of
poor communication over their business.
Research Questions
 Explain about the importance of managing cultural diversity within a workplace?
 What are the major challenges of poor communication over business performance of
H&M?
 What are the different ways by which H&M can easily overcome issue of poor
communication over their business?
Research hypothesis
H1: Enhanced creativity is main importance of managing cultural diversity within a workplace.
H2: Employee absenteeism is the major challenges of poor communication over business
performance of H&M.
H3: Feedback is an effective way of overcoming the issue of poor communication over their
business.
Background of Company
H&M is Swedish multinational clothing organization and known for fast fashion clothing
for women, men, children and teenagers. It was established 1947 through Stefan Persson. This
company manufactured the clothes for the all generation people. Within the working premises,
the top management emphasize on having adequate channels of communication as this will assist
them within delivering services as per desired standards. Along with this, it will also enable firm
to retain their employees, customers and ensure that healthy working environment is being
created as it will have overall affirmative influence on the ways in which firm deliver their
services. This leads to development of adequate coordination and when adequate levels of
communication are maintained then this will have high probability of success of the project.
Significance of Research
This report has been taken into account to identify the challenges associated with poor
communication within management of cultural diversity in working premises of firm. Cultural

diversity refers to different cultures which prevails within the single large culture which have
distinct skills, interest, etc. While working within the culturally diverse organization, it is crucial
to have effective communication otherwise it may lead to various kinds of conflicts or create a
pessimistic impact on overall working of the organization (Downey and Bedard, 2019). By
carrying out this research, investigator will be able to gather adequate knowledge associated with
challenges that will be faced by organization while delivering their services.

LITERATURE REVIEW
Literature review is significant part of the research that is helpful for collecting data form
secondary sources as well as analysing it in order to take accurate decision. Through this the
importance of managing cultural diversity within a workplace has been analysed. It helps in
determining the major challenges of poor communication over business performance of H&M.
In this the different ways by which H&M can easily overcome issue of poor communication over
their business has been identified.
It is a systematic process which helps researchers collects comprehensive and secondary
research data. Researchers need different tools to gather secondary and comprehensive data on
the analysis. There are books, journals, magazines, academic publications etc. included in
secondary sources. These are valuable tools to use and collect in-depth data on the study for
researchers. The researcher can easily discuss some of the aims of the research through literature
review (Dwyer and Hopwood, 2019).
Explain about the importance of managing cultural diversity within a workplace?
According to (Farokhzadian, Nayeri and Borhani, 2018), culture is regarded as
underlying value which directs people in the way they have to behave. Cultural diversity within
the workplace acts as result of values, beliefs, traditions and practices of employees depending
upon religion, ethnicity, race or age. The significance of cultural diversity can be understood by
certain aspects which are specified beneath: Enhanced creativity: Cultural diversity within working premises leads to enhancement
within creativity among teams as well as it will lead to have diverse solution for peculiar
issues. With different minds working together will bring in different ways of operating,
thinking and dealing with problems.
 Increase within the profits: Enhanced cultural diversity within workplace leads firm to
attain higher profits. An example can be taken to understand this aspect like a firm starts
delivering their services in Japan then hiring a Japanese employee will lead them to have
high sales as they understand preferences, language and other aspects which will lead
them to captivate individuals.

 Minimized employees turnover: The firm which grasp cultural diversity in their working
premises will stimulate enhanced pool of individuals when they have job vacancies
(Johnson and Hackman, 2018). This implies that firm can have highly skilled, educated
and diverse workforce which will enable them to ensure that they are able to address the
needs of organization in precise manner. This will further lead to have competitive
economy in which talents as well as skills are critical for improvisation of firm through
which they can succeed within the marketplace.
 Increased opportunity for professional and personal growth: The inclusive as well as
culturally different businesses will lead to captivate ambitious, talented along with
globally minded professionals that appreciates professional along with personal growth.
This will assist them within having knowledge related with traditions and perspectives
across the country.
These are the critical benefits that are being attained by having cultural diversity within
the working premises. This will also eradicate the issue associated with employee engagement
as each will be eager to acknowledge different aspects of country in which they are working or
about the employee. It will assist within formulation of relations through which coordination will
be developed among them while working as a team.
What are the major challenges of poor communication over business performance of H&M.
According to (Kanki , 2019), the act of transferring data from one place to other person or
group is referred to as communication. Each communication of sender, receiver and message that
is being shared among two entities. With lack of adequate interaction within the working
premises of H&M, this will lead creation of pessimistic influence on organization. Suppose
within a team there is a lack of communication so there will be lack of coordination among team
members which will further lead to delay within the ways operations are being conducted by
employees. The major challenges that are being faced by H&M while delivering their services
are illustrated below: Employee absenteeism, low morale and mistrust: Within the organization employees
need to be connected and for this they have to be engaged. When they will not engaged
then they will be smart or active within the way they deliver their services and they are

not connected. This leads to disconnected employees that has profound impact on
business due to lack of absenteeism, motivation and high turnover.
 Lack of leads: When employees does not have any knowledge or information associated
with what they need leads to reduced productivity outcomes. The reason behind this is
that, people usually tend to run from conditions about which they do not know, have
expertise or do not understand that (Mendling and et. al., 2018). This will definitely have
overall negative impact. For an example if H&M is working on new project which
implies that employees will not have precise information related with this and they will
take a back step as they think they will not get any kind of leads with reference to this.
 Stress in workplace: Higher stress levels within the working premises illustrates that
there are issues related with communication. Poor communication within H&M will
make employees feel that whatever they have to do is urgent which further leads to
creation of overworked and tension. This illustrates that there is no stability and this will
also creates conflicts while delivering their responsibilities.
What are the different ways by which H&M can easily overcome issue of poor communication
over their business?
According to (Palvia, 2018), communication has critical role in the ways firm deliver
their operations. For making sure that firm is able to deliver precise services, it is necessary that
employees must have all the critical details associated with the project and way in whcihit has to
eb conducted so that accordingly they can furnish their activiteis. But for this effectual
communication must be there as it will lead to ensure that desired project can be accomplished
on time. To make sure that there prevails enhanced communication levels within the
organisation, H&M have to take into consideration different aspects through which barriers can
be handled in adequate manner. They are specified beneath: Deliver precise information: There often occurs mismatch in between what is being
said and what is thought. The efficacious communication is dependent on three major
principles, they are furnish clear & concise message, perception check (to identify
message is correctly interpreted and what is the next. For this, there has to be open
endede questions so that different aspects can be addressed.

 Formulate clear intentions: Employees within the organisation must be clear with what
they are doing and why it is being done as it will have probable impact on the ways in
which they are delivering their services. For this, H&M need to make sure that they
provide their employees about goal they have to attain.
 Feedback: This is critical aspects which have crucial role within the ways firm is
delivering their operation. Feedback must be taken from employees so that H&M must
know what they lacks and if it seems practical or feasible the changes must be executed
so that enhanced services can be furnished to their employees (Price and Nelson, 2018).
Conceptual framework related to managing cultural diversity
Importance of managing cultural diversity
In this conceptual framework, it has been examined that there is some importance of
managing the cultural diversity at workplace. It is helpful in providing the benefits to company in
attaining specific objectives. The importance of managing the cultural diversity is Enhanced
creativity, Increase within the profits, Minimized employee’s turnover, Increased opportunity for
professional and personal growth.
Challenges of poor communication
At workplace, poor communication develops the negative impact on the employee’s
performance as well as organisational productivity. Developing the poor communication at
workplace develops negative impact in relationship among the employee and employer. The
different challenges of poor communication are Employee absenteeism, low morale and mistrust,
Lack of leads and Stress in workplace.
Ways for overcoming challenges associated with poor communication
It is the responsibility of manager to find the effective ways to developing the better
communication with the staff members so that they can focused towards attaining the aim and
objectives with in given period of time. Deliver precise information, Formulate clear intentions
and Feedback are the effective or better ways to overcome from challenges which are related
with the poor communication.

METHODOLOGY
Introduction
Research methodology is regarded as the most necessary part of research. This facilitates
collecting as well as analysing data in quantitative and qualitative form. This is conceptual as
well as systematic analysis of a field of study's various methods or techniques. To order to gather
data for business decisions, analysis methodology is often the tool used (Stray, Moe and Hoda,
2018).
Research Philosophy
It is related to collecting phenomenon of an investigation and analysing similar in order to
obtain outcomes. In conducting present investigation, there has been positivism research
philosophy used because it is based on the quantitative method and researcher can observe the
reality in an effective manner (Syed, 2020).
Research Approach
There has been deductive research approach used because it provides the specific
information related to the conducted research area and also analysis the viewpoints of authors in
an effective manner. Research approaches can be describe as the assumption on which different
activities and task of the research project needs to be performed. This is consider as the plan
through which activities of the research will be performed. For successfully conducting research
practices deductive research approach is considered. This is significant for successfully and
effectively conducting research practices.
Research Strategy
In this present research, there has been survey research strategy used. There has been
questionnaire developed that consist the different questions related to the management of cultural
diversity at workplace. The reason behind using this strategy is that researcher can able to collect
the more information from chosen large number of respondents within minimum time period.
This is economical in nature and able to analyse the opinions and viewpoints of the chosen
respondents (Zhou, Zhang, Yang and Wang, 2018).