Crockett & Jones: Business Expansion in Ethiopia - A Cultural Analysis

This report examines the expansion strategy of Crockett & Jones, a British shoe manufacturer, into Ethiopia. It provides an overview of the company and the chosen country, highlighting Ethiopia's economic growth and supportive government policies. The report utilizes the Hofstede cultural dimensio...Read More

Developing Cross-
Cultural Capability

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of the selected organisation and chosen country for business expansion..............1
Appropriate theory to examine cultural differences in UK and Ethiopia..............................2
Literature review on cultural examine of Crockett & Jones in Ethiopia...............................5
RECOMMENDATION...................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Cultural capability defines to behaviour, knowledge, effectual system and skills that are
needed to improve, plan, support and provide services in a suitable manner and in culturally
respectful. It is important to achieve higher performance and it assure employees at different
levels of an organisation interact effectually, collaborate for outcomes and engage respectfully.
HRM refers to practices of people and workforce managing to accomplish higher business
performance. In this various aspects consider such as hiring process, training process, planning
of resources, making strategies, decision making procedure and many more (Adnan, Hay and van
Staden, 2018). These are assist in better growth and achieving common business goals. Below
report is based on Crockett & Jones, It is a shoe manufacturing company which is founded in
1879 by Charles Jones and Sir James Crockett. Now this company wants to expand their
manufacture process in another country to raise their net income and revenues. Below report
includes explanation affiliated to theories which is quite an effectual in analyse culture of
various countries in effectual and efficient way, so that operations can be done proficiently and
productivity. This report also involves the information related to HR functions and elements
which are valuable for a business enterprise to sustaining for longer time.
MAIN BODY
Overview of the selected organisation and chosen country for business expansion
Crockett & Jones is a British shoe manufacturing organisation that is founded in 1869 by
Charles Jones and Sir James Crockett in Northampton, England, UK. industry was specialized in
manufacturing of Goodyear Welted footwear and manufacture footwear for both women and
men. Company handle 11 retail shops in UK and various other areas such as Paris, New york etc.
In current scenario Crockett & Jones company's manager are majorly focus on grow their brand
to increase more net income and revenues and for this they select Ethiopia country. It is a
country where highly known for Federal democratic democracy that stand for as a land locked
nation in alert of Africa (Chen, Lee and Hwang, 2018). The major reason of business expanding
in Ethiopia is nation fastest increasing economy that provide lots of opportunities for Crockett
& Jones in their earnings or revenues. Further country's government is very supportive for
international business that are very helpful for Crockett & Jones to run production procedure
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without any problems and complexities. That assist industry to run organisation within Ethiopia
in effectual way that reflects improved earnings and revenues for company's long term survival.
In context to Crockett & Jones, manager focus on different countries for business expand
such as Vietnam and china but they choose Ethiopia because it is not extremely developed nation
due to which Crockett & Jones enjoy high net incomes with restricted level of scale in
production procedure. This assist organisation not to invest maximum capital to carry on in
specific country (Crawshaw, Budhwar and Davis, 2020). This reflected as a effectual opportunity
for Crockett & Jones for production expand in Ethiopia by managing right position. Population
of Ethiopia is large in numbers due to which company attracts maximum base of users with
goods or services that assist in achieving favourable outcomes. In context to Vietnam and china
both are majorly advanced nations where high number of multinational industries are run having
tough competition that will builds threats for Crockett & Jones to carry on effectually with less
capital and resources. To avoid or reduce challenges of facing problems related to generating
less profit or sustainability Crockett & Jones choose Ethiopia country where company generate
highly favourable results.
Appropriate theory to examine cultural differences in UK and Ethiopia
There are various theories which is helpful to examine cultural differences in countries so
that company can grow their business efficaciously or efficiently. In this Crockett & Jones firm's
manager are focus on follow Hofstede approach, so that they can suitably admit cultural
differences between home country and global country so that enlarge the business operation can
be done in proficiently manner. In case of Crockett & Jones, hofstede theory are to be utilized
that can be explained below between Ethiopia and UK:
Hofstede cultural model defines to cross cultural framework for interacting respective
values of cultural, behaviour and norms, so that a business organized their operations of business
accordingly (Edge and Lemetyinen, 2019). It majorly consider six dimensions that are effectual
for Crockett & Jones to boom their organisation in Ethiopia that are described below:
 Power distance index- This element reflecting that in social group all individuals are not
equivalent that symbolize knowledge of culture and values that generate inequality
among society. In context of UK, society of Britain grade less ranking. In this citizen
accept that inequality is to be decreased among society. In UK context this feature
indicate difference between richer class and working people. In case of Ethiopia, citizens
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of the society believe that there is no individualist are equal, they grade high in this
attribute where ability is to be apart as per the position retain by individual people (Forth
and Bryson, 2019). In terms of Crockett & Jones company's manager focusing on supply
maximum power to managers and leaders attendant to fetching decision, which are to be
used by workforce. It assist in achieve targets effectually and on nominative time period.
In this organisation use power structure where single people retain power to take
decisions and due to this business objectives or goals are to be accomplish on time.
 Collectivism vs Individualism- This concept is majorly accumulated to grade where
individualism and collectivism are both different component on base of which a company
can proceeds their decisions attendant to business operations expanding. Collectivism
focusing on accomplish business targets in groups instead individual. In context of UK,
country achieve high grade in individualism where individual people focusing on meeting
their own goals on individual basis (Otoo, 2019). On the another hand, Ethiopia get grade
average on collectivism where business goals are to be earned in team that will make
trueness and accomplishment of business activity effectively and effectually. In context
of Crockett & Jones firm's manager cannot face problems attendant to workforce struggle
because in Ethiopia country publicity and hiring process are to be done in team by
gratifying entire group members so business targeted goals related to production
procedure of products give favourable outcomes.
 Uncertainty Avoidance Index- This attribute is focusing on how people of society face
with condition. It indicate grade of feeling awkward with ambiguity and uncertainty. This
component indicate how people of group face facts that are they don't have idea. In
context of UK country they achieve less grade in risk rejection that indicate here citizen
are little happy to not understanding what the day take and they are contented what create
it is high because they shift along for dynamical plans by taking new information or data.
Ethiopia achieve high grade in this attribute they cannot reduce risk elements. In terms of
Crockett & Jones, Ethiopia country's regulations and rules are stabilized as they cannot
fluctuates often-times that useful in achieving operations effectually. But firm cannot do
invention in production procedure of services and products which affected organisation's
revenue because here group cannot take challenges (Stahl, Brewster, Collings and Hajro,
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2020). This will make risk for HR to give effectual training to their workforce, so that
they can accept modifies for advantages of organisation.
 Femininity vs. Masculinity- This conception is indicated as a hard and protective. This
symbolize orientation of people in society related to give priority on task attendant
criteria. In terms of UK, it defines that masculine carry high grade and entire society
compulsive competition, growth by presenting masculine element as equivalence to
feminine. Whereas in context of Ethiopia, country achieve high grade in masculine
component that shows people of group are majorly values company system and focusing
on accomplish goals of business towards entire life of firm. In case of Crockett & Jones
this attribute is supportive and effectual because culture match with United Kingdom
country which assist in know trends of society, so that maximum favourable outcomes
are achieved. HR of firm focusing on hiring skilled people who are experienced and
achieve goals on particular time period. So that process of production can be perform
effectually according to market demands and reach more people towards it.
 Short terms vs. Long term orientation- This attribute defines that every society has to
manage some elements by getting experience from past performance that is helpful to
face effectually and dealing with challenges in right manner. In this there are two types of
elements are to be considered that are standard and practical. In context of Normative
groups they consider to time focused towards tradition while indicating societal
modification. Pragmatic model is one that motivate efforts and thrift for making positive
future (Ting-Toomey and Dorjee, 2018). To grow the business organization in Ethiopia,
Crockett & Jones industry's manager focus on using pragmatic theory where groups are
focusing on acceptive the modifications for elaborate standards for future.
 Restraint vs. Indulgence – In context of United Kingdom, they accomplish higher rank
in decadent nature in that group of people are volitionally to realize their decisions and
wants to enjoy life. This indicates favourable attitude in society to enjoy their rest time
by pay the amount on things that they love. In terms of Ethiopia country they have
maximum rank on restriction attribute in which group focuses on satisfaction of desires
that are to be ordered by following legal social norms. Crockett & Jones firm's
management can deal problems to managing workforces and recruiting people by using
legal regulations and rules (Ugrin, Pearson and Nickle, 2018). In this organisation also
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require to select a local candidates who is skilled, so that company cannot deal problems
in using regulations and rules of specific country.
Literature review on cultural examine of Crockett & Jones in Ethiopia
As per Heben Mehari point of view, Ethiopia is a country that changes their trends for
backstage. Government of country helps globalisation of business. Ethiopia's government
majorly important on motivating medium and small scale firms for developing country's
economy effectually (Mehari. 2021. Effective Change Attends to Cultural Nuances). This
country is majorly reducing risk that builds challenges in accepting modifications due to results
are impacted in negative manner. Manager of a company focus on improving values of culture as
it is everything for achieving higher growth.
Various nations have different culture or they are comparison on the terms on religion,
language and many more. According to Hofstede model it is defines that it is principally depend
on values. It indicates that a industry select various managers as per location to manage
productivity and proficiency with business firms. In this for accomplish targeted goals of entire
group. Ethiopia is great because they use collectivism attribute that assist in achieving business
objectives within groups so that it gives favourable results for long term survival.
RECOMMENDATION
It analysed above model and as per discussion there are some recommendations that are
given by management group of Crockett & Jones which assist in doing all business task in
suitable manner. These recommendations are based on globalise firms that are used by
organisations to generate high revenue that are explained below:
 Offer training and development programs: It is great recommendation that is given by
departments of Crockett & Jones for grow business globally (Crawshaw, Budhwar and
Davis, 2020). For enlarge production system in Ethiopia it is very important to give
effective training and development programs to workforce so that they perform in
efficient manner.
 Regulatory and legal barriers: To perform effectually and achieving business targets in
suitable way. It is important for Crockett & Jones to analyse entire legal regulations and
barriers which are indicate within nation so that tasks and functions of management are to
be improved accordingly. It assist in accomplishing target goals in specific time frame.
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 Better motivation: To do all business activities in suitable way in Ethiopia and it is
recommended for Crockett & Jones company's manager that they can encourage their
workforce by providing monetary or non monetary rewards and extra advantages. So that
they do task of business related productively and proficiently (Hewett, Shantz, Mundy
Alfes, 2018). It is very necessary for concerned firm when they globalise their production
procedure in Ethiopia.
 Effective market research: To enlarge business in Ethiopia it is recommended that
Crockett & Jones firm's manager focus on effective market research or their trends, so
that business objectives can be achieve in right manner and company will get more
growth in international market.
 Develop values of cultures: It is important to value the culture in organisation as per
different employees and provide better working environment for increasing business
performance.
 Adopting new techniques and tools: in current scenario it is must to use new
technology and innovated techniques to improve production procedure and it also assist
in build a healthy relations with other country.
CONCLUSION
It is concluded the above report, cultural capability is essential for better planning in
organisation , provide improved services as per customer's needs and etc. company based on
SME so they need to focus expand their business in more markets and other countries to
enhancing sales, values and revenue. There are various opportunities and challenges in their
growth to hold opportunities they require effective strategies and get participation of all
employees. To avoid risk they need to research about market trends and people needs and
desires. To overcome form various issues related to marketing, logistics and other, company
must adopt new techniques and tools to avoid problems. Hofstede model helps in manage
cultures within workplace in favourable manner and also maintain good relations with other
countries in terms of business.
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REFERENCES
Books and Journals
Adnan, S.M., Hay, D. and van Staden, C.J., 2018. The influence of culture and corporate
governance on corporate social responsibility disclosure: A cross country
analysis. Journal of Cleaner Production, 198, pp.820-832.
Chen, A.N., Lee, Y. and Hwang, Y., 2018. Managing online wait: Designing effective waiting
screens across cultures. Information & Management, 55(5), pp.558-575.
Crawshaw, J., Budhwar, P. and Davis, A. eds., 2020. Human resource management: Strategic
and international perspectives. Sage.
Crawshaw, J., Budhwar, P. and Davis, A. eds., 2020. Human resource management: Strategic
and international perspectives. Sage.
Edge, D. and Lemetyinen, H., 2019. Psychology across cultures: Challenges and
opportunities. Psychology and Psychotherapy: Theory, Research and Practice, 92(2),
pp.261-276.
Forth, J. and Bryson, A., 2019. Management practices and SME performance. Scottish Journal of
Political Economy, 66(4), pp.527-558.
Hewett, R., Shantz, A., Mundy, J. and Alfes, K., 2018. Attribution theories in human resource
management research: A review and research agenda. The International Journal of
Human Resource Management, 29(1), pp.87-126.
Otoo, F.N.K., 2019. Human resource management (HRM) practices and organizational
performance. Employee Relations: The International Journal.
Stahl, G.K., Brewster, C.J., Collings, D.G. and Hajro, A., 2020. Enhancing the role of human
resource management in corporate sustainability and social responsibility: A multi-
stakeholder, multidimensional approach to HRM. Human Resource Management
Review, 30(3), p.100708.
Ting-Toomey, S. and Dorjee, T., 2018. Communicating across cultures. Guilford Publications.
Ugrin, J.C., Pearson, J.M. and Nickle, S.M., 2018. An examination of the relationship between
culture and cyberloafing using the hofstede model. Journal of Internet
Commerce, 17(1), pp.46-63.
Online
Mehari. H., 2021. Effective Change Attends to Cultural Nuances, [Online]. Available Through: <
https://addisfortune.news/effective-change-attends-to-cultural-nuances/>
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