Cultural Diversity Challenges for Team-Leaders in UK Mobile Sector: EE

This research project examines the challenges of managing cultural diversity within the UK mobile phone sector, using EE (Everything Everywhere) as a case study. The report investigates the problems arising from cultural diversity, such as communication gaps and generational differences, and proposes recommendations to improve workplace performance. It explores the importance of diversity in the workplace, emphasizing the need for collaboration and conflict resolution. The research methodology includes a quantitative approach, utilizing an interpretivism research philosophy and an inductive research approach to gather and analyze data. The project aims to understand how cultural diversity affects employee performance and provides insights into fostering an inclusive and productive work environment, ultimately contributing to the organization's success.

Research Project

Contents
INTRODUCTION...............................................................................................................................3
LITERATURE REVIEW...................................................................................................................4
DATA ANALYSIS AND INTERPRETATION................................................................................9
CONCLUSION AND RECOMMENDATION...............................................................................21
REFLECTION AND ALTERNATIVE METHODOLOGY..........................................................22
REFERENCES..................................................................................................................................23

Title: Managing cultural diversity in the UK Mobile phone sectors and challenges
facing team-leaders. - A case study of EE
INTRODUCTION
In a globalised world, majority of business organization looking for skilled and
talented workers whatever they are from different culture or and nation. This is the reason
that organization is responsible for managing all the workers who are perform in the company
because sometime it creates issues among employees that put negative impact over the
company and its brand image as well. In this regard, it also provides various benefits to
company in context of promoting innovation, develop positive relation at working area and
many more (Sabharwal, 2014). All these are directly contributing in enhancing the overall
performance of employees that reduce employee turnover. Apart from this, cultural diversity
also creates challenges Infront of firm like lack or coordination, negative working
environment, reduce employee productivity and so on. Thus, it is important for organization
to maintain its diverse workforce so that they can easily attain success at market place and at
the same time also established its competitive image. Present research is based on EE
(Everything Everywhere), is famous British mobile network company that provide various
internet service and it is also a division of BT group. The main focus of this organization is to
manage diverse culture within their working station to improve their employee’s
performance.
Research aim:
“To examine the cultural challenges facing team-leaders working with employees from
different cultural backgrounds in the UK mobile phone sector.”
Research objectives
 To analyze the problem of cultural diversity in the workplace.
 To propose recommendation on diversity in the workplace and how it can help to
increase the company`s performance.
 To understand the importance of diversity in the workplace and how to
collaborate with people from different cultures without creating conflicts.
 To evaluate diversity and to act so that more people of different culture work for
the same purpose.
Research questions

 What is the problem of culture diversity in the workplace?
 What is the propose recommendation on diversity in the workplace and how it can
help to increase the company’s performance?
 What is the importance of diversity in the workplace and how to collaborate with
people from different cultures without creating conflicts?
 How to evaluate diversity and to act so that more people of different culture work for
the same purpose?
Rationale of research
The main reason behind undertaking current research is to analysis the issues of
culture diversity and how it impacts over the company and its workers performance. With the
help of this, organization can easily improve their performance by resolving all the issues
related with cultural diversity at working area. Apart from this, it is also beneficial for
researcher in improving their skills and knowledge towards the specified area of researcher
i.e. how cultural diversity affect the overall performance of company (Bardoel and et. Al.,
2014). This will aid in improving the possibilities of accomplishing all the set goals and
objectives of research activities and at the same time also provide reliable outcomes that
make whole study more effective and authentic as well. Thus, it is crucial for investigator to
effectively analysis the research topic that directly contributes in developing best possible
results at the end of the research.
LITERATURE REVIEW
Problems of cultural diversity in the workplace
According to the view point of Hogan and Coote, (2014), Diversity, means
acceptance and respect every individual and considering them as unique. Cultural diversity is
a common factor in an organisation and majorly includes dimensions like race, ethnicity,
gender, physical abilities, religious beliefs etc., Although, having cultural diversity has more
positive outcomes but if not maintained than it can create problems within the workplace.
Some of the problems of cultural diversity are mentioned below:
Communication gap: This is the most common issue because there can be a
possibility that people from some cultures doesn’t feel like open up with other members. For
example: people who are from Asian countries such as Japan, Vietnam., etc., and working in
an organisation can feel less conformable in sharing their views and thoughts. Thus, to

overcome this problem firm should create a space or inclusive workplace, where employees
can connect with the company and feel the need of contributing in the activities.
Age Range and Generation Gaps: Working in a diverse organisation, difference in age
can be seen i.e. teenagers to senior citizens. Thus, generation gap can be a problem because
new and young people may avoid the suggestions of old aged people thinking like their
methods are from old tradition and will not provide much success. Therefore, to deal with
this problem company should work on bridging this gap by establishing frequent
conversation between them.
Propose recommendation on diversity in the workplace and how it can help to increase
the company’s performance
According to Lerro and et. Al., (2014), Diversity in workplace works as a boon and
bane, by adopting this, company can attain benefits and if not managed properly than same
can act as a negative factor. As a recommendation, company should educate its managers
about the benefits of cultural diversity. Moreover, to understand this in a better manner some
of the points are mentioned below:
Company can widen their recruitment base: if a company restrict their area of
recruitment than they can miss out the opportunity of hiring one of the best talents for their
organisation. Because people from different background have different mindsets which
enable company in solving an issue more appropriately.
Offer Language Training: Although, recruiting people from different areas can
create a problem of language barrier but as a recommendation, company must offer language
training to its employees. As a result, it will enable workers in having a proper
communication and employees can understand each other’s conversation. Therefore, it will
create a bond and encourage workers to work under a single umbrella. Moreover, it will
enhance the performance of company.
However, company can create an evolution form as a strategy in recruiting new
individuals. It will help company in keeping a record of people who belong to same regions.
Thus, with the help of this, what kind of training and development programme needs to be
given can be evaluated.
Importance of diversity in the workplace and how to collaborate with people from
different cultures without creating conflicts

As per the viewpoint of DeNisi and Smith, (2014), shift in market at global level has
provided workplace cultural diversity which means wherever the company is working one
can see people belong to different parts of the world. In terms of importance, cultural
diversity has developed a mutual respect for other members moreover, it has provided
opportunities to employees in showcasing their talents. Other than this, it has provided
economic empowerment of marginalised workers which means they can work without facing
any discrimination.
However, to collaborate with people from various culture for not creating conflicts, it
is important that every individual go through the process of common development as it will
help employees in maintaining working relationships. It will remove the prejudice thinking
towards an individual or a group. Moreover, company can conduct fun activities so that
people can get a chance to interact more and know about the different cultural norms closely.
Thus, transparent communication process should be maintained. In an organisation, every
individual has their own point of view and providing equal opportunity to them will not only
enable them in clearing their points but also help them in developing a feeling of
belongingness.
Diversity, people of different culture work for the same purpose
As per Cording and et. Al., (2014), views that developing relationships in an
organisation is powerful and if it is based on diverse communities that it is appropriate
enough in achieving goals and objectives. Trust, is an important factor in this because it
develops a support system restricted to which people agree to help each other. This can
motivate individual of different culture to work for a common goal. Involving every person in
each task without any discrimination is the right way to make them understand and purpose
of working as a same team. It will not only improve the strengths of the squad but will also
provide benefits to the organisation. Moreover, biased nature should be avoided because it
creates a stereotypic nature towards people of different culture. However, if every employee
is provided with the mission and vision of the organisation like why they are doing this job,
what is the purpose than this will definitely motivate workers and there might be a possibility
that they agree to work for the same purpose. Therefore, a proper team building including
skilled persons without any biasness, with a definite goals and objectives & effective
planning can encourage them in attaining set targets in a speculated time frame.
RESEARCH METHODOLOGY

It considered as an important section that provide an effective framework to
investigator for undertaking research activities in a systematic manner. It may include various
method and techniques that may assist in attaining positive and reliable outcomes at the end
of the research. Thus, it is crucial for investigator to select best and suitable method that used
by researcher to gather reliable data and information (Farooq, Rupp and Farooq, 2017). This
will directly contribute in attaining drawing a valid conclusion and at the same time also
develop a successful study. Mainly, it is referring to the systematic, theoretical analysis of
method that help researcher in undertaking the investigation and also improve the brand of
knowledge of researcher towards the specified research topic and area as well.
Types of investigation: It is one of the important for researcher to select right method and
techniques that help them in collecting valid and reliable results. Mainly, it divided into two
types such as qualitative and quantitative research. Both are play a crucial role in undertaking
whole research in an effective manner. For undertaking current research, investigator will
adopt quantitative method that help investigator in gathering measurable and authentic data
on the basis of specified topic and area as well. The main purpose of selecting this type of
method is to evaluate the actual response of selected respondents over the particular area of
research. By using this, researcher easily take right and authentic judgement within the study
to make it more successful.
Research philosophy: It is based on the beliefs that assist in gathering relevant data. As the
main aim of investigator is to draw a reliable conclusion by analysing information on the
basis of particular research topic and area. In context of this, it can be classified on the basis
of two methods such as interpretation and positivism research philosophy. Thus, researcher is
responsible for selecting an appropriate one so that positive results can be easily evaluated.
For attaining the same, investigator will use interpretivism research philosophy as it assists in
interpreting all the necessary elements that contributes in attaining positive results by
integrating the human response and interest about the specified area of research.
Research approach: Under this investigation, it is referring to the plan and procedures that
includes various steps on the basis of broad assumption to effectively detailed method of
collecting data, analysis and interpretation the data in order to determine the actual issue and
reason of undertaking the whole investigation. Mainly, it can be classified on the basis of two
approaches such as inductive and deductive. For undertaking this study, inductive research
approach will be applied by researcher as it does not involve formulation of theories and

starts with the research questions, aims and objectives that help in attaining the data that can
be easily measurable and realistic as well. With the assistance of this, researcher can easily
draw a valid conclusion at the end of the investigation.
Research sampling: In research activities, collecting data and information from large
number of samples is crucial as it may help in understanding the view point of different
people. In this regard, it is referring to the process of selecting sample size from large number
of populations that may directly contributes in attaining authentic and reliable results
(Schneider and et. Al., 2017). It can be classified on the basis of two different techniques i.e.
probabilistic and non- probabilistic sampling techniques. These are the method that help
investigator to draw a valid conclusion at the end of the research. For undertaking this study,
researcher will adopt probabilistic sampling method in which respondents are selected on the
basis random basis. As researcher select 14 respondents for collecting data and information
towards the specified topic and area as well. This will directly contribute in attaining best and
effective results that may assist in making whole study more authentic.
Data collection method: At the time of undertaking research activities, it is important for
researcher to gather authentic data about the research topic and area as well. By this,
researcher can increase the possibilities of attaining reliable results. For attaining positive
outcomes, researcher use best suitable method as it can be eliminating any kind of issues and
obstacles at the time of collecting information. In context of this, there are two type of data
collection method such as primary and secondary aspect that support researcher in analysing
as well as evaluating data to determining the particular information about the research topic
and area. Primary method of data collection is based on the data that is fresh and first hand in
nature wherein in researcher collect data directly from respondents on the basis of specified
topic and area as well. It can include various sources such as questionnaire, survey,
observation, interview and so on. All these are directly contributing in providing measurable
data and information that assist in taking right decision within the research. On the other side,
secondary method of data collection is also considered as an effective method that provide
theoretical framework to investigator on the basis of research objectives. In this, researcher
gather information from various sources such as books, journal, magazines, online articles,
newspapers and many more. With the help of this, investigator easily analyse detailed
information towards the particular area of research. In current research, investigator will use
both primary and secondary method to gather data. By using primary method, researcher will
prepare a questionnaire that includes various questions asked from selected respondents in

order to understand their view points through which researcher easily obtained reliable and
measurable data towards the research area. Furthermore, secondary method also helps in
carried out the literature review that provide theoretical knowledge to investigation in which
researcher gather data from different articles, authors view points on the basis of research
objectives established in investigation to take right judgement at the end of the study. Both
type of methods is directly contributing in making entire research activities more specific and
reliable in nature.
DATA ANALYSIS AND INTERPRETATION
This section plays a significant role in evaluating all the collected data and
information towards the research area. Mainly, it is considered as an important process that
used by researcher for applying logical techniques to analysis content in order to effectively
evaluate the research aim in a systematic way (Srivastava and Dhar, 2016). It includes
various themes on which researcher interpreted data to take a right decision to undertake a
successful study. Along with this, it includes primary method in which investigator prepare as
well as develop a structured questionnaire that consist various close ended question which are
asked from selected respondents to understand their view points towards the cultural diversity
within the business organization.
Questionnaire
Q1) Does cultural diversity within the company is important for every organization?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q2) Does cultural diversity help business organization to promote innovation at
working area?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q3) What are the major cultural challenges faced by team leader at the time of
performing activities with workers?
a) Behaviour of workers

b) Communication barrier
c) Lack of coordination among employees
Q4) According to you, what are the alternative ways by which team leader can easily
manage diverse workforce at workplace?
a) Providing proper training
b) Motivate employees
c) Influence employees for team work
Q5) What kind benefits acquire Tesco from diverse culture at working area?
a) Promote innovation
b) Keep employees creative
c) Improve brand image
Q6) How culture diversity at workplace increase overall performance of Tesco at
market place?
a) By encouraging workers
b) By increasing creativity at workplace
c) Building positive and healthy relation among employees
Q7) According to you managing diverse culture enhance employee’s performance at
workplace?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q8) As per your point of view, collaboration with employees who belongs to different
culture is effective in eliminating issues within the Tesco?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q9) Does managing cultural diversity among employees help in improving
organizational performance?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

Q10) Recommended the ways by which Tesco can easily manage cultural diversity at
working area.
Data Sheet
Q1) Does cultural diversity within the company is important for
every organization?
Frequency
a) Strongly agree 6
b) Agree 5
c) Disagree 2
d) Strongly disagree 1
Q2) Does cultural diversity help business organization to
promote innovation at working area?
Frequency
a) Strongly agree 7
b) Agree 3
c) Disagree 2
d) Strongly disagree 2
Q3) What are the major cultural challenges faced by team
leader at the time of performing activities with workers?
Frequency
a) Behaviour of workers 6
b) Communication barrier 5
c) Lack of coordination among employees 3
Q4) According to you, what are the alternative ways by which
team leader can easily manage diverse workforce at workplace?
Frequency
a) Providing proper training 5
b) Motivate employees 5
c) Influence employees for team work 4
Q5) What kind benefits acquire Tesco from diverse culture at
working area?
Frequency
a) Promote innovation 7
b) Keep employees creative 5
c) Improve brand image 2
Q6) How culture diversity at workplace increase overall
performance of Tesco at market place?
Frequency

a) By encouraging workers 6
b) By increasing creativity at workplace 5
c) Building positive and healthy relation among employees 3
Q7) According to you managing diverse culture enhance
employee’s performance at workplace?
Frequency
a) Strongly agree 7
b) Agree 4
c) Disagree 2
d) Strongly disagree 1
Q8) As per your point of view, collaboration with employees
who belongs to different culture is effective in eliminating issues
within the Tesco?
Frequency
a) Strongly agree 8
b) Agree 4
c) Disagree 1
d) Strongly disagree 1
Q9) Does managing cultural diversity among employees help in
improving organizational performance?
Frequency
a) Strongly agree 7
b) Agree 5
c) Disagree 1
d) Strongly disagree 1
Theme 1: Cultural diversity within the company is important for every organization.
Q1) Does cultural diversity within the company is important for
every organization?
Frequency
a) Strongly agree 6
b) Agree 5
c) Disagree 2
d) Strongly disagree 1