Bentley Motors: Managing Cultural Diversity Challenges

This research project investigates the lack of effective communication as a major challenge in managing cultural diversity at Bentley Motors Ltd. The project begins with an introduction outlining the background, problem statement, aims, objectives, and rationale for the study. Chapter 2 provides a comprehensive literature review, exploring the importance of equality and diversity, the impact of cultural diversity on performance and expansion, and the challenges posed by ineffective communication. The research then moves on to the methodology, data analysis, and interpretation of findings. The study concludes with a discussion of research outcomes, recommendations for improving communication and managing cultural diversity, and a reflection on the research process. The project aims to determine strategies that Bentley Motors can adopt to ensure effective management of cultural diversity by overcoming communication challenges.

Research Project

Table of Contents
Research Topic: Lack of effective communication as a major challenge and issue of managing
cultural diversity at workplace of Bentley Motors Ltd....................................................................1
Chapter 1: Introduction....................................................................................................................1
Background to the study.........................................................................................................1
Problem statement..................................................................................................................1
Aim and objective...................................................................................................................1
Rationale for selection of topic...............................................................................................2
Research questions.................................................................................................................2
Chapter 2: Literature Review...........................................................................................................2
To review about the importance of concept of equality and diversity at workplace..............2
To investigate the impact of managing cultural diversity on the overall performance as well as
on the expansion level of Bentley Motors Ltd.......................................................................3
To evaluate about the lack of effective communication as a major challenge of cultural
diversity at the workplace of Bentley Motors cars Ltd..........................................................4
To determine about the set of strategies that could be adopted by Bentley motors ltd to ensures
effective management of cultural diversity through overcoming the challenge of lack of
communication.......................................................................................................................5
Chapter 3: Research methodology...................................................................................................6
Chapter 4: Data analysis and Interpretation...................................................................................11
Analysis of data....................................................................................................................11
Interpretation of Research findings......................................................................................13
Chapter 5: Communication of research outcomes and Recommendation.....................................22
Research outcomes...............................................................................................................22
Conclusion............................................................................................................................23
Recommendations................................................................................................................23
Communication with stakeholders and Intended Audience.................................................24

Chapter 6: Reflection.....................................................................................................................24
REFERENCES..............................................................................................................................25

Research Topic: Lack of effective communication as a major challenge and
issue of managing cultural diversity at workplace of Bentley Motors Ltd.
Chapter 1: Introduction
Background to the study
Management of cultural diversity is mainly related with having a fair recruitment and
selection process to employ candidates from a diverse group without any kind of discrimination.
It is vital to manage cultural diversity at workplace to attract more talented and skilled workforce
but still some challenges and issues are also related with management of cultural diversity
(Arenas and et. al., 2017). Therefore, current investigation is conducted on Bentley motors Ltd
which is a British manufacturer and marketer of luxury cars and SUVs the headquarter of which
is situated at England, UK to analyse about Lack of effective communication as a major
challenge and issue of managing cultural diversity.
Problem statement
The problem statement for the current research project is based on the issue of lack of
effective communication which is a major challenge of managing cultural diversity that is
created because of cultural and language difference among employees at workplace of an
organisation.
Aim and objective
Research aim
The main aim of current investigation is, “To analysis about the importance of concept of
equality of diversity along with determining lack of effective communication as a major
challenge of cultural diversity. A research project on Bentley Motors Limited.
Research Objectives
 To review about the importance of concept of equality and diversity at workplace.
 To investigate the impact of managing cultural diversity on the overall performance as
well as on the expansion level of Bentley Motors Ltd.
 To evaluate about the lack of effective communication as a major challenge of cultural
diversity at the workplace of Bentley Motors cars Ltd.
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 To determine about the set of strategies that could be adopted by Bentley motors ltd to
ensures effective management of cultural diversity through overcoming the challenge of
lack of communication.
Rationale for selection of topic
The selection of current research topic is rationale as it facilitates better understanding
about the vital concept of managing cultural diversity that is significant for all firm to have
improved workforce creativity and overall performance. Further, selection of current research
topic is also vital form personal view point of researcher as it ensures enhanced skills and
competencies along with meeting personal and academic interest of scholars.
Research questions
 Why the concept of managing equality and diversity at workplace is important for an
organisation?
 What overall impact of managing cultural diversity is seen on the total performance level
as well as on the expansion of the Bentley Motors Ltd?
 Is lack of effective communication act as a major challenge of cultural diversity at the
workplace of Bentley Motors cars Ltd?
 What are the various set of strategies that could be adopted by Bentley motors car ltd to
ensure effective management of cultural diversity through overcoming the challenge of
lack of communication?
Chapter 2: Literature Review
Analysis of secondary information collected from online article and journals is provided
below under this section of literature review to set out a base and framework for investigation
through facilitating understanding about selected research topic.
To review about the importance of concept of equality and diversity at workplace.
As per the view point of Louise Petty, 2016, it has been observed that the concept of
equality is all about ensuring and fostering that everybody at workplace must get a fair level of
rights and opportunities without having any kind of discrimination or work related biasness. On
the other side, diversity is all about ensuring that every employees must be valued as an
individual and have choice to have their own beliefs and values through leading respect for
diverse culture. Thus, an analysis can be made that both the concept of equality and diversity are
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important and essentially needed for a business organisation to have a more fair and positive
workplace environment in order to boost performance and motivation level of all employees
(Bacouël and Christiansen, 2016).
Further, with respect to the information provided by Ashurst, A., 2019, through
effectively managing and embracing diversity a firm can create a much more larger and wider
pool of talented employees which enables an orgnisation to reap and have advantage of a birder
target market in order to have an improved productivity and performance level. Beside this, an
analysis can also be made out that creation and effective management of equality and diversity
creates a better brand reputation and enhance the goodwill of a firm that plays a vital role in
attracting larger number of customers. Thus, an analysis can be made out that the concept of
equality and diversity are vital and important for a business orgnisation. Apart from this, an
analysis could also be made that a fair and positive workplace environment lead out by meant of
equality would lead an optimistic impact in performance of employees. Along with this, the
concept of diversity ensures and leads out to a more talented workforce with better perceptive
and view point through having a fair recruitment and selection which is important and vital for
better success of a company (Bouten-Pinto, 2016).
To investigate the impact of managing cultural diversity on the overall performance as well as on
the expansion level of Bentley Motors Ltd.
With respect to the view point of Boone, G., 2017, a positive and optimistic impact is lead
out by managing cultural diversity on the overall performance and expansion level of a firm. It
has been analysed that creation of cultural diversity supports respect and value for all employees
thus, leads to a wider pool of talent and skilled candidates for a firm to enhance creativity and
skill level of its workforce. The other factors investigated which are reflecting the positive and
optimistic impact of managing culture diversity in the overall performance kevel and expansion
of a firm are analysed and discussed below:
More talented and creative workforce- The one of the most positive impact of managing
cultural diversity within a firm which consists of and based on fair recruitment and selection of
employees on the basis of their skills and competencies irrespective of any kind of discrimination
on the basis of their culture. An analysis can be lead out that management of cultural diversity
tends to attract suitable candidates from a wider pool of candidate thus, ensures and leads out to a
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more creative and talented workforces that is vital and important to have better performance and
enhanced expansion level (Chaubey and Sahoo, 2018).
Better insight in consumers behaviour- Another positive impact of cultural diversity
comprise of the fact that it provided a better insight out the wider range of customers and there
behaviour as employees from diverse group are present at a place. An analysis can be made out
that cultural diversity enhance the knowledge and perceptive of workforce along with
overcoming the cultural and language barrier of diverse location. Thus, a more effective
communication and way of interaction is provided by cultural diversity along with leading
enhanced and in-depth knowledge about the habits and cultural norms of a wider number of
customers. Therefore, impaction of cultural diversity ensures and leads out to wider target
market for a firm which have a positive impact on its performance as well as expansion level
(Daniel, 2018).
Improved brand reputation- In today’s world, individuals are becoming more aware about
the prcatises of a firm and tend to attract with the organisation which maintaining the good social
habits and norms. Therefore, providing and facilitating a positive and equitable workplace for
employees and other associated people is creating a good image and better and better brand
reputation of a firm. Beside this, a more creative and talented workforce leads it by cultural
management also enhance improved competitive strength along with higher quality product and
service to have a improve brand reputation which leads to a positive impact on performance and
expansion opportunity through attracting a larger number customers from a wider target market
(French, 2015).
To evaluate about the lack of effective communication as a major challenge of cultural diversity
at the workplace of Bentley Motors cars Ltd.
According to the view point of Liz Krause, 2020, lack of effective communication is a
major challenge associated with the management of cultural as it leads to cause Employee
mistrust, absenteeism and low morale which is not good for success and business operations of
any firm. An analysis can be made out that management of cultural diversity comprises of
recruitment of employees from a diversified group of culture who belongs to different
backgrounds and have different beliefs and values for life. Thus, it is difficult to set out and lead
an effective communication and interaction among them which hampers the coordination and
efficiency level of workplace (Jozwiak, 2019).
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Apart from this, with respect to the information provided by the Coleman, J.S., 2019, bad
interpersonal relationship and Grapevine Effect is also lead by lack of communication that is a
biggest challenge leads by management of cultural diversity. Grapevine effect mainly comprises
of an informal transmission and sharing of information that give rise to gossip and rumour at
workplace which might causes misunderstanding and enhanced chances of conflicts among
diverse nature of employees. Apart from this, lack of proper guidance and direction for diverse
employees is also a challenging associated with managing cultural diversity as it is difficult to
communicate with culturally diverse employees who are used to some other language (Kumar,
2019). Thus, reduction in employee morale and job satisfaction level are also the main obstacles
associated with the lack of effective communication which is a major challenge and set back of
cultural diversity at the workplace of Bentley Motors cars Ltd.
To determine about the set of strategies that could be adopted by Bentley motors ltd to ensures
effective management of cultural diversity through overcoming the challenge of lack of
communication.
As per the view point of Tim Eisenhauer, 2020, it has become vital for organisation to
overcome the challenge of lack of effective communication in order to ensure effective
management of cultural diversity at its workplace through leading a science of respect and value
for everyone. An analysis can be made out that implication of strategies like adopting use of
online modes of communication and digital networking facilitates a better way to resolve the
issue of ineffective communication. Use of social media and official e-mails ensure a better and
regular interaction between employees which boost there bonding and motivation level to create
and ensure better management of diverse workforce. Apart from this, having more effective on-
boarding prcatises is also a vital way to set a better interaction and effective relationship with
employees to lead effective management of cultural diversity (Lundberg, 2018).
Beside this, it has been analysed on the basis of information provided by Ennaji, M. ed.,
2020, that implication of fair HR practises is also a vital step that can be adopted by Bentley
motors ltd to have better management of cultural diversity through providing a fair chance of
selection to all employees along with leading equal participation and communication opportunity
for all employees. Beside this, adoption of anti-discriminatory policy along with setting out a two
way communication mode for employees to listen to the issues and grievances of diverse
employees is also a vital way to lead better management of cultural diversity and also overcome
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the issues of lack of communication through ensuring consistent constructive feedback from all
the employees (Miller, 2020).
Chapter 3: Research methodology
It forms out and lead to one of the most vital aspect and part of research project that
provides vital information about proposed methods and approaches that are used by a researcher
for collection of data and performing other activities during an investigation (Potvin, and et . al.,
2018). With respect to current investigation on Bentley motors ltd use of research onion model is
made as it facilitates and ensures selection of most suitable and viable set of research method and
approaches along with proper justification to conduct and lead out an investigation in more
efficient manner.
Figure 1: Research Onion, 2020
Research Philosophy- It is the fist and outer most layer of research onion which is divided
into four common set of research philosophies which consists of Positivism, realism,
interpretivism and pragmatism from which one is selected by the investigator. As per the nature
of current investigation based on Bentley motors ltd, use of positivism research philosophy is
most appropriate and suitable as it facilitates an objective nature of study which ensures a more
practical and systematic way of investigation to achieve set objective in a better manner (Reus-
Smit, 2017).
Research approach- The two vital types of research approach comprises of inductive and
deductive form of approach from which indicative is applied with interpretivism philosophy
whereas use of deductive is made with positivism philosophy. Therefore with respect to current
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investigation, use of deductive approach is made which is suitable to support the Positivism
philosophy along with ensuring a better testing and scanning of research facts and data that is
collected in objective and numeric form.
Research strategy- It is one of the key aspect of every research which presents the strategy
applied for collection of data for an investigation that mainly comprises of many types like
action research, experiments, interview, survey, observation, etc. Out of these types of research
strategy, use of survey strategy is made for current investigation on Bentley Motors ltd as it
support easy collection of data from a larger number of participants with the help of a
questionnaire as a research instrument (Spivak, 2020). Apart from this, survey strategy also leads
out a better base and framework for easiest way of collection of data in most time and cost
effective manner through making use of questionnaire.
Choices of method- Qualitative and quantitative are two most common form of research
method from which qualitative is used for in-depth form of study where as quantitative research
method is applied with objective nature of investigation. With respect to current investigation, to
ensures efficient data collection along with its better presentation use of quantitative set of
research method has been applied. Utilisation of quantitative form of research method is
appropriate for current investigation as it ensures easy collection of data in numeric and objective
form which is simpler to analysis and interpretation with the help of statistical tool to reach a
more measurable and valid result in order to effectively achieve the set objectives.
Time Horizons- It is associated with the presentation of timeline and research activities that
can be done with the help of cross sectional or longitudinal time horizons. Use of below stated
Gantt chart is made to reflect the time horizons of current investigation with the help of cross
sectional view to represent all activities within a specific and shorter time span.
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Data collection- For current investigation on Bentley motors Ltd use of both secondary and
primary sources of information is made to evaluate the concept of managing cultural diversity.
The justification for making use of primary data is based on the fact that it leads to provide first
hand and most authentic set of information collected directly from participants with the help of
questionnaire (Verkuyten and Yogeeswaran, 2020). Further, use of secondary origin and sources
of data collection is also vital as it leads to a complete base and framework for conducting a
research work through facilitating support from the data and facts collected in recent past with
the help of reliable set of online articles and journal.
Sampling Method- To ensures completion of research project in set time duration, use of
sampling method is made which is statistical process that facilitates selection of pre determined
number of observation and units from a larger complex population to conduct a research in
efficient manner (Wills, Morris and Shields, 2018). With respect to current study, use of random
sampling method is applied for selecting and choosing a sample size of 20 participants from the
employees of Bentley Motors Ltd. Use of following questionnaire would be made for collection
of primary data from these 20 selected participants from the employees of Bentley Motors Ltd.
Questionnaire
Q1) Do you hold any vital understanding about the phenomena of managing cultural
diversity along with maintaining equality at workplace of a business orgnisation?
a) Yes
b) No
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c) Neutral
Q2) Why management of cultural diversity along with maintaining equality at workplace
has become so important and essentially needed for business organisation?
a) Enhanced expansion and growth opportunity
b) More creative and talented workforces
c) Enhanced market position
d) Improved productivity
e) Better attraction and retention of employees
Q3) As per your view point, What overall impact is lead out by managing cultural diversity
and equality on overall performance and expansion level of the Bentley Motors Ltd?
a) Positive impact
b) Negative impact
c) Neutral impact
Q4) What influence of managing cultural diversity is seen on the efficiency and
performance level of employees working within the Bentley Motors Ltd?
a) Enhance motivation level
b) Higher job satisfaction
c) Reduction in workplace chaos and conflicts
Q5) Is any possible challenges and issues are also associated with managing and creating
cultural diversity at workplace of a business orgnisation?
a) Lack of effective communication
b) Cultural barrier
c) Complex needs of diverse workforce
d) Ineffective management and leadership
Q6) Are you agreed with the statement that lack of effective communication is one of the
major challenge associated with creation of cultural diversity at the workplace of Bentley
Motors cars Ltd?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
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