Is Cultural Change Key? A Case Study on Marks & Spencer Report

This report presents a comprehensive analysis of cultural change management, focusing on a case study of Marks and Spencer (M&S). It begins with an abstract highlighting the importance of cultural changes in enhancing business practices, customer base, and market share. The report includes an introduction that outlines the research topic, rationale, aims, objectives, and research questions, followed by a detailed literature review exploring the concept of cultural change management, various types of change, and the Hofstede dimensions. The methodology section describes the research philosophy, design, approach, data collection methods, sampling, and ethical considerations. The data analysis section, using thematic analysis, presents the findings. Finally, the report concludes with recommendations and references, emphasizing the significance of cultural values and beliefs in organizational success and the need for equal opportunities for all employees. The report discusses the role of cultural change in organizational growth, factors that bring cultural change, and strategies for using cultural dimensions to achieve company success. It also explores the concept of cultural change management and its impact on business performance and productivity. The report aims to identify the requirements of change, define cultural change management, identify types of changes, ascertain factors affecting change, and recommend strategies for company growth.

(Is cultural change management the key to success? A case
study of Marks and Spencer)

ABSTRACT
Change management brings new heights of success to the business organizations; but on the
other hand, it also transforms existing organizational practices. Changes in cultural values improves
the efficacy of business practices; moreover it also contributes in enhancing customer base and
market share. Change is most important part of the business in which the organization introduces
new things and policies. Cultural changes have been commonly arising in business entities for the
purpose of adopting new cultural values and beliefs and also for meeting the needs of diversified
customers. Cultural change is successful to business entities as according to the concept, wide range
of new dimensions can be adopted for business and service management.
Concluding the research, it is evident that due to cultural values and beliefs, male dominance
is increasing and somewhere it demotivates female employees (Inglehart and Welzel, 2005). Thus,
there should be equal opportunities for all the employees so that they can manage their work aspects
in adequate manner. The main objective of conducting the study has been fulfilled because the
research work supports that cultural changes bring success to the organization. While working in a
team, employees have to make sure that all the employees are getting equal treatment from the
organization.

TABLE OF CONTENTS
Chapter 1 Introduction .........................................................................................................................4
1.1 Overview of the research topic.............................................................................................4
1.2 Rationale of the study...........................................................................................................4
1.3 Research Aims and objectives...............................................................................................5
1.4 Research Questions ..............................................................................................................5
1.5 Structure of chapters.............................................................................................................5
Literature Review.................................................................................................................................7
Title- Is cultural change management the key to success: A case study on Marks and Spencer .........7
Introduction to the research topic................................................................................................7
Concept of Cultural change management...................................................................................7
Types of change...........................................................................................................................8
Define culture change.................................................................................................................8
Hofstede Dimensions for change management ..........................................................................9
Critiques about Hofstede...........................................................................................................12
Chapter 3 Research Methodology......................................................................................................13
3.1 Introduction.........................................................................................................................13
3.2 Research philosophy...........................................................................................................13
3.3 Research design...................................................................................................................13
3.4 Research approach..............................................................................................................13
3.5 Data collection methods......................................................................................................14
3.6 Sampling.............................................................................................................................15
3.7 Data analysis.......................................................................................................................15
3.8 Ethical considerations.........................................................................................................15
Chapter 4 Data Analysis.....................................................................................................................16
4.1 Introduction.........................................................................................................................16
3.2 Thematic analysis................................................................................................................16
Chapter 5 Conclusion and Recommendations....................................................................................24
References..........................................................................................................................................27

CHAPTER 1 INTRODUCTION
1.1 Overview of the research topic
Change management is a systematic process that transforms existing business practices and
that also brings new opportunities of growth and profit for the business entity. Most of the changes
appears in the areas of cultural diversity because it comprises involvement of different people in the
organization (Cameron and Green, 2015). There are several types of changes that happens to
business organization; however cultural related transformations are the one that transits entire
business processes. Cultural change is a dynamic procedure in which new values and beliefs are
introduced in the business organizations. Cultural change plays significant role in organizational
productivity and performance because it assists the employees to learn diverse things to satisfy the
needs of clients.
However, change management leads the employees to comprehend the need of training and
development. Change management brings new heights of success to the business organizations; but
on the other hand, it also transforms existing organizational practices. Changes in cultural values
improves the efficacy of business practices; moreover it also contributes in enhancing customer
base and market share (Hornstein, 2015). Cultural transformations are also imperative in terms of
meeting the needs of employees and also for retaining them for longer time period. Concern
towards cultural diversification shows that the organization values cultural differences. Apart from
this, change is such a aspect which is integrated to resistance where in employees usually shows
opposition to adopt new practices in the existing job roles. Similarly, Hornstein (2015), contended
that cultural changes are vital for retail firms because it brings new and innovative products and
services for the clients (Ocasio, Loewenstein and Nigam, 2015). On the other hand, Varnum (2015),
also said that change management is a risk associated process where in the possibility of success
and failure both are uncertain.
1.2 Rationale of the study
The present research topic has been selected for the purpose of identifying the role of
cultural change in organizational growth and success. In such respect, retail organization has been
taken into consideration since the entity has to consider cultural values in all the products and
services. Further, the study is useful because in contemporary scenario, cultural related issues have
been generated on higher extent. Thus, the present research work has been highlighting the
importance of cultural change management in business growth and prosperity. Change is most
important part of the business in which the organization introduces new things and policies
(Grossmann and Varnum, 2015). Thus, the present study has been discussing a few ways through
which changes can be introduced in the business organization. At the same time, the research study

is also discussing factors that bring cultural change in the organization. The study seems to be
useful for other researchers who wish to conduct research work in the same field.
1.3 Research Aims and objectives
Main aim of attempting the research study is- “To identify is cultural change management
the key to success: A case study on Marks and Spencer”.
Research aim shows the purpose for which the current research study is conducted and this
also aids in identifying the sources for relevant data collection.
Research objectives
 To ascertain requirements of change in the business entity
 To define the concept of cultural change management
 To identify different types of changes in retail industry
 To ascertain the factors that affects cultural change in the organization
 To identify the role of cultural change management in company's growth and success
 To recommend several strategies through which cultural dimensions can be used for
company's growth and success
1.4 Research Questions
For the present research study, several research questions have been framed so as to give
adequate directions to the dissertation. Research questions for the current study are mentioned in the
below section:
 What is the role of cultural change management in organization's success and growth?
 Why cultural change is required in the business organizations?
 What factors bring cultural change in the business entity?
1.5 Structure of chapters
The subsequent dissertation has been prepared with a specific structure which is mentioned
in the below section. All the chapters have been discussed so as to get idea regarding briefings of
the research work. Chapter 1 Introduction: In the first chapter, the topic has been introduced in brief manner
and along with that, significance of the study is also stated. This chapter gives basic
framework regarding the purpose for which the research work is being conducted. Chapter 2 Literature Review: Second chapter of the dissertation is literature review which is
prepared through secondary sources. The views of several authors and scholars have been
used in this chapter and all the data has been critically analyzed. Chapter 3 Research Methodology: Research methodology is the most significant section of
the research work that helps the researcher to reach towards research aims and objectives.

Moreover, it is also useful in showcasing all the tools and techniques that have been utilized
to reach towards research aims. Chapter 4 Data Analysis: The section of data analysis makes the study more comprehensive
and presentable. The entire findings of the research have been demonstrated through
Qualitative technique. Further, charts and diagrams have also been prepared to depict the
responses collected from primary research.
 Chapter 5 Conclusion and Recommendations: In conclusion, the whole research work has
been summed up and according to primary & secondary research, feasible conclusion has
been stated. Along with this, researcher has also given valid recommendations regarding the
research work.

LITERATURE REVIEW
TITLE- IS CULTURAL CHANGE MANAGEMENT THE KEY TO SUCCESS: A CASE
STUDY ON MARKS AND SPENCER
Introduction to the research topic
Cultural change-management is considered as the most important aspect of the organization
since it accelerates the potential of business entity to adopt new things and practices (Suzuki and
Takemura, 2013). In contemporary business scenario, all the organizations have been focusing on
adopting diverse cultural values and beliefs because it underpins the practices of management. The
concept of cultural change has brought in business scenario afterwards realizing the need of
innovation and creativity. Hence, in respect to cultural change, firms are also focusing on recruiting
new and diversified employees who have ample information about various cultural and social
dimensions. In such respect, business entities are emphasizing on employee cultural values and
dimensions so that they can create positive environment at workplace. Moreover, cultural change
management plays crucial role in organizational productivity and efficiency because it is related to
employee's personal values and beliefs (Schabracq, 2009).
Concept of Cultural change management
Change brings transformation in business performance and productivity level and it also
improves efficiency of the employees in performing organizational job roles. From the views of
Butcher (2013), change management is described as a systematic approach to deal with change both
from the perspective of an organization and the individual (Culture’s Critical Role in Change
Management, 2013). Successful adaptation to change is as crucial within an organization as it is in
natural context. It is considered vital part of organizational management where in change is
integrated as a control system that regulates all other business functions. However, contradicting the
views, Cameron (2015) said that change is associated with new concepts and tools which is resisted
by employees due to several reasons. Most of the employees consider change as unnecessary
process because they are more familiar with the existing work procedure. In respect to change
management, organization adopts new philosophies and dimensions that particularly assists in
bringing transformation in existing work practices (Change management, 2016).
One of the most important attribute of change is its resistance which generates issues in the
organization regarding adoption of new change aspects. In the contemporary scenario, changes have
been arising in the area of organizational cultural aspects where in every business entity emphasizes
on adopting new cultural dimensions for more productivity and success. Cultural changes are
important for business entities and especially for retail firms since with the help of cultural

dimensions, the concept of innovation can be facilitated (Cameron and Green, 2015). The views of
Finch (2011) states that change is considered as the source of creativity that aids business entity to
adopt improved and productive aspects for overall business prosperity. Change is beneficial from
several point of view; however on the other hand resistance to change affects the overall concept of
change implementation.
Cultural changes have been commonly arising in business entities for the purpose of
adopting new cultural values and beliefs and also for meeting the needs of diversified customers.
Cultural change is successful to business entities as according to the concept, wide range of new
dimensions can be adopted for business and service management (Butcher, 2013). For example- an
organization that delivers direct services to the clients should emphasize on varied cultural facets so
as to identify the needs of all the associated customers. Having diversified culture also depicts that
business entity is concerned about different cultural values; hence huge support could be acquired
from employees in managing service provision (Suzuki and Takemura, 2013). Similarly, cultural
change focuses on bringing creative aspects; therefore it augments productivity and success factors.
Moreover, organization emphasizing on varied cultural values gets more attention from the clients
and as a result, it improves overall service efficacy (Finch, 2011).
Types of change
There are several issues to consider in managing business change as that helps the business
entities to plan for successful change management. The categories of change can be segregated into
three types such as developmental change, transitional change and transformational change.
Developmental change happens in business entity due to improving current business practices and
activities. In development change, the employees are required to get training in all the areas so that
they can contribute in successful change management. Another category of change is transitional in
which the business entity replaces existing processes with new processes so as to enhance the level
of growth and success (Schabracq, 2009). Business entities that introduce transitional change
experience corporate restructure and they also get more opportunities to develop new products and
services. On the other hand, transformational change completely reshapes the business strategies
and processes. It often depicts shift in cultural changes and business entities also adopt radically
different technologies for more success aspects.
Define culture change
Cultural change is a kind of transformation that happens in the business entity during the
time when the organization enters into new market place. Cultural change is all about introducing
new cultural values and beliefs in the organization due to emphasis on diversity management. It has
been sometimes regarded as repositioning of culture which means reconstruction of the cultural

concept of a society. In general, cultural stereotypes present great resistance to change and to their
own redefinition (Inglehart and Welzel, 2005). Cultural change also appears in the organization
when culturally diversified employees are recruited. Cultural change can be adopted in terms of
recruiting diversified people, through opting new cultural values and norms and also through adding
several changes in the existing product services. Culture change brings more transformation in the
organization and this also allows the employees to learn new things as per the needs and preferences
of customers. Organizations are required to focus on cultural change so that prominent services can
be delivered to the clients. At the same time, cultural change brings new scope to the business entity
and along with this, it also develops the opportunities of retaining employees in the business entity
(Voehl and James, 2016).
Hofstede Dimensions for change management
The theory of Hofstede's cultural dimensions constitutes a framework that revolves around
cross cultural communication among the organizational matters. Hofstede model is based on six
major dimensions that explains the extent to which cultural changes could be adopted in business
practices. The first basic dimension of Hofstede model is power distance which explains
distribution of power in a society (Holton, 2013). Power distance stands for inequality and the
extent to which organizations and societies accept power differentials. Societies with larger power
distance adopts more autocratic leadership and also it has centralized authority. On the other hand,
societies hat have small power distance adopts participate style of managing things. Hence,
according to country's culture, organizations working in UK should make favorable changes in
business aspects. Therefore the views of Holton (2013) states that the dimension of power distance
deals with the fact that all individuals in societies are not equal and this expresses the attitude of the
culture towards the inequalities (Schabracq, 2009). According to high power and small power
distance, it is vital for the organizations to give importance to people. In UK, society believes that
inequalities among people should be minimized.
Many research studies depicts Power Distance Index lower among the higher class in Britain
than among the working classes. The scores at first demonstrates in congruent distribution with the
well established and historical British class system. The next dimension is uncertainty avoidance
which represents the extent to which the members belonging to society are capable of coping with
future uncertainty without experiencing stress (Voehl and James, 2016). This ambiguity brings with
it anxiety and different cultures have learnt to deal with this anxiety in different ways. UK shows a
low score on uncertainty avoidance which means that people need to make themselves capable in
adopting new aspects for future. Hence, in such respect employees of the organization must bring
competency in the performance level so that they can meet future uncertainties. However, planning

horizons should be shorter and most importantly, it needs to include the combination of a highly
individualist and curious nation which has high level of creativity and strong need of innovation
(Inglehart and Welzel, 2005).
Strong uncertainty avoidance that the tendency to avoid risk and organizational people must
respect for authority by developing strong requirement for consensus. Another high side of cultural
dimension is called individualism that can be defined as a preference for social framework in which
individuals are expected to take care of only themselves and their immediate families. Contrary to
this is individualism which represents a preference for social framework in which individual can
expect (their relatives and family members of a particular group) to look after them in exchange for
unquestioning loyalty (Suzuki and Takemura, 2013). Relating it to the organization, it can be said
that employees should show equal concern for all the members in terms of collectivism dimension.
However, on the other side individualism dimension fosters contractual relationships that revolve
around the fundamentals of exchange. These culture engage in the calculation of profit and loss
prior engagement in behavioral aspects. Moving towards collectivism dimension, people need to
behave as per social norms that are established for maintenance of social harmony among the group
members. The dimension also emphasizes on harmony and hierarchy within the group (Voehl and
James, 2016).
The fundamental issue addressed by this dimension is the degree of interdependence a
society maintains among the members (Holton, 2013). Since, Britishers are highly individualistic
and private people; therefore it develops a culture in which people believes to emphasize only their
matters and they are least concerned about others. However, arguing these thoughts, Inglehart and
Welzel (2005), said that while implementing changes in the business, it is necessary for the
organization to consider interest of all the employees so that suitable results can be acquired from
cultural change. Apart from this masculinity and femininity revolves around the emotional role
distribution between genders which is again a prime issue in a number of societies (Culture’s
Critical Role in Change Management, 2013). Masculinity culture posses specific gender roles and
benevolence has no significance in the same concept. As per the dimension, men are expected to be
tough and assertive since they are highly concentrated on long term achievements. Therefore,
according to this cultural dimension, much value is associated with mastery of people, nature and
job responsibilities. On the other hand to this dimension is femininity which overlaps social gender
roles. Herein, men as well as women are expected to be tender, modest with focus on the quality of
life and they also emphasize on non materialistic angles of success (Culture’s role in enabling
organizational change, 2013).
Masculine on this dimension indicates that the society is driven by competition, achievement

and success; hence men are considered as the most important part at workplace as they manage
most of the work processes. Britain is also a masculine society; thus it is highly success oriented
and driven. However, in comparison to feminine cultures, people in UK live in order to work with a
clear performance ambition (Finch, 2011). The next dimension is the long term vs short term
orientation which states that there exists unequal relationships between people that generates
stability in the society. Every social organization has its prototype in the family; hence virtuous
behavior involves treatment meted out to others in a similar manner. Hence, as far as tasks
efficiency is concerned, individuals needs to develop several skills and working ability which can
assist in more growth and development. In terms of long term orientation, high Confucian values
needs to be integrated so that positive association can be build up with economic growth. At the
same time, it also inclines inter relatedness in social contacts (Holton, 2013).
Whereas, short term orientation focuses on respect for tradition in which chief concern is
given towards stable approaches and personal steadiness. At the same time, it also has negative
association with economic growth because of motility of gifts and favors. This dimension describes
the ways through which society can maintain some links with its own past while dealing with the
challenges of the present and future conditions (Inglehart and Welzel, 2005). As per the approach,
societies prioritize the goals in different perspectives. Relating it to organizational work standards,
employees of the organization should develop long term objectives so that they can meet all the
needs of market sustainability. Hence, in such respect organizations should adopt a pragmatic
approach where in encouragement should be there regarding future goals. The organizations have to
consider time-honored traditions and norms while viewing societal change with normative beliefs.
Moreover, one challenge that confronts humanity is the degree to which small people are socialized.
Under the dimension of Indulgence vs Restraint, chief emphasis is given towards happiness
(Schabracq, 2009). A society that practices indulgence emphasizes more on gratification of natural
and basic human drives. Similarly, the quality of restraint describes a society that upholds the
requirement of satisfaction.
Furthermore, it also emphasizes on controlling aspects on social work practices through
formulating stern actions (Suzuki and Takemura, 2013). Hence, organizations should also
emphasize on human satisfaction where in chief concern should be given towards employee and
customer satisfaction. In such respect it is also vital for the business entities to focus more on
suitable culture so that employees can assist in contributing more in organizational work processes.
Thus, British culture is the one that is classified as indulgent and people in societies generally
demonstrate a willingness to realize their impulses and desires for enjoying life. They also posses a
positive attitude and generally they have the tendency towards pessimism. Relating it to the

organizational work practices, it can be said that there should be positive attitude among the
employees so that they can create good culture in the organization (Understanding Cultures &
People with Hofstede Dimensions, 2015). Moreover, in terms of change management, it can be said
that every organization must have the urge to emphasize on suitable change aspects with positivism
because that is the key to manage employee performance.
However, in the case of uncertainty avoidance and high power distance, the members
become more inclined towards organizing themselves as an extended family (Voehl and James
2016). The main authority lies with the chief person who is entitled to undertake decisions on the
behalf of all. Hence, this sometimes would not work positively as in organization, it is essential for
people to facilitate proper involvement so that each person could be retained for longer time period.
Similarly, this might also demotivate employees due to non-involvement in organizational matters.
Managers across the globe are increasingly facing the challenges given by the global
interdependence of markets and human resources department in organizations are also unable to
cope with the same. In terms of facilitating common culture in the organization, it is essential for
the management to emphasize on the concept of diversity (Weinstein, 2005).
Critiques about Hofstede
Hofstede model is useful in depicting cultural values that an organization can adopt while
entering into different market places. The theory has been criticized by many authors by stating that
multicultural environment creates a society that can have different opinion and ideas regarding the
ways of doing different things. Multicultural environment provides the society an opportunity to
integrate various culture for the purpose of creating better organizational culture. Several authors
have argued that the theory provides new ideas and suggestions and inputs to the business entity
which helps the society to survive in changing environment (Suzuki and Takemura, 2013). In such
context, Weinstein (2015), said that Hofstede model is misconceived it is based on universal laws
on cultural differences. He also summarized that culture is a shared understanding of values that
drives conduct. Hence, in order to criticize the theory, it can be said that culture depicts the ways
through business entities and employees conduct their operations and activities.

CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
Research methodology implies research methods and tools for the purpose of collecting
relevant data for the research study. It often includes consideration of the concepts and theories
which underlie the methods (Flick, 2015). There are different ways to approach the research which
further fulfills the requirements of the dissertation. These may vary both within and between
disciplines. Thus, research methodology gives outline regarding all the tools and methods that have
been used in the research work. The section of research methodology provides insights about the
ways through which better results can be acquired by applying diverse methods. Chiefly, the section
is useful for the purpose of determining the sources through which data can be collected (Taylor and
et.al., 2015).
3.2 Research philosophy
Research philosophy is essential part because it defines the scope of duty and it also aids in
collecting knowledgeable aspects for the research work. Research philosophy is categorized into
three sections such as Positivism, Interpretivism and Ontology. The present research study has used
Interpretivism paradigm because it avoids rigid structural framework (Vujaklija and et.al., 2010). It
also adopts more personal and flexible research structure which are receptive to capturing meanings
from the research work. As per the paradigm, the researcher remains open to new knowledge
throughout the study. Thus, the use of Interpretivism has helped the researcher to make the study
more collaborative and consistent (Hunleth, 2011). Therefore, subsequent research paradigm
ensured that data collected is meaningful and is able to generate valid and accurate conclusion.
However the reliability of this method is comparatively low; still the rationale behind the subject
matter can be analyzed.
3.3 Research design
Research design is significant to be applied in the research work because it helps the
researcher to conduct the study in adequate structure. This is also essential in terms of developing
suitable research questions. Research design is split into many categories such as exploratory,
descriptive, experimental, case study and casual (Geerts, 2011). However, in the current research
work, Descriptive design has been used because survey has been conducted and valid information
has been acquired through such aspect. Further, this has been selected since application of the
design does not consume time and it is also less expensive as compared to other techniques and
methods.
3.4 Research approach
Research approach is imperative since it aids the investigator to carry forward the research

work in prominent manner. The types of research approach are deductive and inductive. Inductive
approach has been used in the research work because researcher has to emphasize on specific
problem statement (Ho, 2011). It also moves from specific interference to general ones. Use of such
approach helps the researcher to formulate empirical generalization and it also aids in developing
preliminary relationships while progressing the research work. Hypothesis is not required to frame
in the research study; hence it is being selected. Further, it is also concerned with qualitative
method; therefore data has been collected according to the applied research approach. It is the
strategic model of selecting the best possible strategies regarding each section of the research.
3.5 Data collection methods
Data collection is the process that plays major role in any research work because success of
entire study is dependent on the quality of data collected (Bauer, 2014). The methods of data
collection can be segregated into two techniques such as primary and secondary and in the present
research work, both the methods have been used. For primary research, survey has been conducted
from employees of Marks and Spencer and they are also provided questionnaire regarding cultural
aspects of the business entity. At the same time, researcher has also emphasized on secondary
sources in which books, journals and articles have been reviewed. Both the sources have been taken
into account for the purpose of enhancing quality aspects and for collecting wide range of

information about the subject matter (Tuohy and et.al., 2013).
3.6 Sampling
Sampling is considered as the techniques through which sample from the population can be
selected for the present research study. Further, in order to determine sample size, researcher has
used random sampling method so as to select employees of Marks and Spencer on random basis.
Sample size for the current research study is 50 employees of Marks and Spencer from different
departments (John Kuada, 2012). The main aim of the study is to determine successful aspects of
cultural values; therefore sample size has been selected accordingly. Random sampling has been
selected so as to avoid biasness. Thus, equal opportunities are provided to all the employees so that
they can participate in research work.
3.7 Data analysis
The major parts of research methodology section are data collection and data evaluation.
The categories of data analysis are Quantitative and Qualitative and both are based on different
techniques for data evaluation aspects. Thus, in order to evaluate the data, researcher has used
Qualitative method in which Thematic analysis has been done (Vujaklija and et.al., 2010). To make
the findings comprehensive, researcher has prepared tables, charts and diagrams according to the
responses. Data analysis plays crucial role in the research work because it helps the researcher to
specify all the findings. This further allows in generating valid conclusion for the research report.
3.8 Ethical considerations
In order to enhance the authenticity and reliability of research report, it is vital for the
researcher to consider ethical aspects into account. Thus, under chief ethical values, researcher has
taken only relevant sources so that the value of research work can be enhanced (Hunleth, 2011).
Further, for ethical values, researcher has acquired consent from researcher prior involving them in
research work. Apart from this, credibility has been maintained regarding through managing
confidentiality aspects in which only authorized people are allowed to participate in research work.
At the same time, the research work is streamlined with feasible tools and methods which further
also enhances validity of data (Flick, 2015). Data has been prominently secured through adequate
database management system which is also locked with password and ids. Use of fake and
irrelevant websites have been avoided in the research work from quality point of view.

CHAPTER 4 DATA ANALYSIS
4.1 Introduction
Data analysis is the major section of dissertation in which researcher has discussed findings
and responses with suitable technique and method. In order to specify the responses, Qualitative
method has been taken into account under which Thematic analysis is done. In the subsequent
section, responses of employees of Marks and Spencer have been stated in tabular form. This has
helped the researcher to specify responses in presentable manner. The section of data analysis is
important because it aids the researcher to specify the responses in suitable manner.
3.2 Thematic analysis
In the present study, Thematic analysis has been done where in each and every theme is
discussed in detailed manner. All the themes are prepared according to research aims and objectives.
Survey has been conducted where in questionnaire is provided to 50 employees of Marks and
Spencer who have the knowledge regarding organizational cultural values and concepts. Thematic
analysis has been done so as to discuss each and every aspect of research topic. The questionnaire
has been filled by the employees of Marks and Spencer according to their experience.
Theme 1 People have observed different sort of cultural changes at Marks and Spencer
Criteria Responses
Yes 35
No 5
Somewhere 10
Charts:
Figure 1: People have observed different sort of cultural changes at Marks and Spencer
Interpretation:
Cultural changes are prominently observed in the business entity and this has been evaluated
according to the responses derived from selected people. Thus, while asking this question, 35
respondents said that they have observed cultural changes in the organization as they have been
working in the business entity from past many years. Such employees have confronted that in terms
of facilitating cultural changes, Marks and Spencer is recruiting culturally diversified employees.
They also said that such things helps the business entity to reduce cultural issues up to higher
extent. Apart from this, 5 employees said that they have not observed any sort of changes in the

business entity and some of them are new in the business. This is the core reason that they have not
seen any type of cultural changes at Marks and Spencer. Remaining, 10 employees said that
somewhere cultural values exist and they observe such things basically when they conduct their
roles and responsibilities. At the same time, they have also stated that cultural changes are typically
observed in the realm of employee and diversity management.
Theme 2 Respondents agrees that cultural change helps the business entity to get success in
diversified aspects
Criteria Responses
Highly agree 30
Agree 15
Highly disagree 3
Disagree 2
Chart:
Figure 2: Respondents agrees that cultural change helps the business entity to get success in
diversified aspects
Interpretation:
Cultural change is considered as successful aspect for the business entity because it includes
several dimensions that helps in enhancing the level of growth and prosperity. Thus, while asking
this question, 30 employees said that they highly agree to this because they have observed the
impact of cultural values on organizational work aspects. Apart from this, 15 employees said they
agree to this; hence they are also in favor of cultural aspects. Remaining 3 employees marked it to
highly disagree and 2 marked for disagree. Such employees said that there are many things that
enhances success aspects of the organization. However, they also said cultural contributes in only a
few things. Along with this, they also said that cultural change is the most prominent dimension
which develops challenges for the business entity from diversified aspects. Apart from this, such
employees have confronted that due to cultural changes, they have to experience more issues in the
organization. Hence, concluding the responses, it is clear that cultural values of the organization are
somewhere associated with challenges and complexities.
Theme 3 Diversity management is the major factors that bring cultural changes in the
organization

Criteria Responses
More value to customers 10
For the purpose of diversity management 35
For reducing all type of cultural imbalance 5
Chart:
Figure 3: Diversity management is the major factors that bring cultural changes in the organization
Interpretation:
There are wide range of forces that bring cultural transformations at Marks and Spencer;
however from the responses, it is evident that concern towards diversity management is the chief
aspect. In contemporary scenario, all the organizations are focused towards diversity management
so that proper services can be delivered to the respective clients. Thus, regarding this, 35 employees
said that they Marks and Spencer is emphasizing on cultural norms and practices because the
business entity aims to develop diversity aspects. For managing such thing, recruitment procedure
of the business is also changed and along with this, equal opportunities are provided to all the
workforce. Such employees also confronted that managers of Marks and Spencer found balanced
work in the organization because of cultural diversity. Apart from this, the management has also
defined equal roles and responsibilities for all the employees so that cultural dominance can be
reduced. However, on the other hand, 10 employees said that they want to deliver better and
valuable services to the clients; therefore for such purpose, concern is given towards cultural values
and beliefs. Remaining, 5 employees said that they want to reduce all types of cultural imbalance in
the organization; hence they emphasize on promoting cultural values.
Theme 4 Varied factors of cultural change that impacts on the organization
Criteria Responses
Helps in better employee management 20
Improves productivity and performance level 20
Aids in attracting more customers 10
Chart:

Figure 4: Varied factors of cultural change that impacts on the organization
Interpretation:
Cultural is regarded as the most valuable aspect for the business entity because it changes
organizational scenario and it also leads to more growth and success aspects. Thus, while asking
this question, 20 employees said that cultural beliefs are vital because it helps in managing all the
employees in adequate manner. Such employees said that due to prominent consideration on
cultural norms, management gives more value to employee interest level. Apart from this, 20
employees also said that cultural change improves performance and productivity aspects. Therefore,
in terms of impact of cultural change, it can be said that it has optimistic and pessimistic both the
impacts. Remaining, 10 employees said that implementing cultural changes aids in attracting more
customers which is yet another beneficial state for the business entity. Thus, from the above
responses it is clear that cultural changes basically impacts positively and it also contributes in
maximizing the operations of the organization.
Theme 5 Respondents agrees that cultural change enhances employee's capability and
performance level
Criteria Responses
Yes 40
No 5
Don't know 5
Chart:
Figure 5: Respondents agrees that cultural change enhances employee's capability and performance
level
Interpretation:
Having emphasis on cultural change aids the employees to learn diversified aspects and this
further also improves performance and productivity aspects. Thus, while asking this question, 40
employees of Marks and Spencer said that having cultural change encourages the employees to
learn diverse facets and as a result, it strengthens their performance ability as well. Apart from this,
5 employees said that cultural changes do not accelerates their performance; however it creates

more confusion in the existing job roles. Remaining, 5 employees said that they do not have any
idea regarding impact on cultural change on employee's capability and performance aspects. These
are those people who perform their roles and responsibilities in monotonous manner and they
generally do not consider other things while performing diverse roles and responsibilities. Thus,
from the above discussion it can be said that cultural change provides more opportunities to the
employees to learn various aspects regarding their job roles. Hence, it is clear that having
diversified employees helps the organization to manage all the practices in innovative and creative
manner. When employees work together, they learn many things and as a result it helps them to
facilitate differentiation in job roles and responsibilities.
Theme 6 Respondents agrees that cultural diversity promotes more team work and better
environment
Criteria Responses
Yes 45
No 2
Don't know 3
Chart:
Figure 6: Respondents agrees that cultural diversity promotes more team work and better
environment
Interpretation:
Cultural diversity plays crucial role in promoting team work and better environment through
associating employees in every work aspect. Hence, at the time of asking such question, 45
employees said that cultural diversity promotes more team work and it also contributes in
developing better environment at the workplace. On the other hand, 2 employees said that cultural
diversity do not promote team work; but it creates more difficulties due to difference in opinion.
They also said that better environment can only be developed if employees develop appropriate
coordination among each other. Remaining 2 employees said that they do not have any idea
regarding this. Hence, accordion to majority of responses, it can be said that cultural diversity helps
the employees to work together as a team which also aids them to deliver prominent services to the
clients. Cultural diversity aids in managing team work because it gives employees more
opportunities to interact with each other in prominent manner. The employees of Marks and

Spencer said that cultural diversity promotes better environment because it directs the employees to
develop more coordination and cooperation.
Theme 7 Respondents agrees that innovation and creativity is linked with organizational
cultural aspects
Criteria Responses
Yes 40
No 3
Don't know 2
Chart:
Figure 7: Respondents agrees that innovation and creativity is linked with organizational cultural
aspects
Interpretation:
Innovation and creativity both can be enhanced from cultural and social aspects because it is
joint efforts of all the employees. Thus, in such respect 40 employees of Marks and Spencer said
that innovation is developed in the organization due to cultural aspects and beliefs. They also
confronted that when employees work together, they develop more differentiation in their work and
as a result, it improves organizational performance and productivity. However, on the other hand 3
employees said that cultural values do not assists in facilitating innovation and creativity because all
the employees give diverse opinion and suggestions to work processes. Remaining, 2 employees
said that they do not know anything about this aspect because they are engaged in managing their
own roles and responsibilities. Therefore, from the discussion, it is clear that cultural aspects creates
innovation in work processes because almost every employee is involved in decision making
procedure. Culturally diversified employees bring newness in the organization and this is also
useful for the purpose of streamlining all the business activities and processes.
Theme 8 Different types of change the managers of Marks and Spencer have implemented in
the organization
Criteria Responses
Development change 20
Transitional change 10

Transformational change 20
Chart:
Figure 8: Different types of change the managers of Marks and Spencer have implemented in the
organization
Interpretation:
Changes are crucial for the business entities because transformations helps in maximizing
the performance and productivity aspects. From the viewpoints of employees of Marks and Spencer,
it has been evaluated that certain types of changes are executed in the business entity for the chief
purpose of improving performance level. Henceforth, in such aspect 20 employees said that Marks
and Spencer typically implements development change where in transformation happens for the
purpose of improving current practices and operations. Those employees have confronted that due
to development change, they are getting more training and coaching for diversified aspects. Hence,
this also aids in enhancing performance and productivity aspects. However, on the other hand, 10
employees said that they have always transitional changes in the business where in the process gets
changed with new process for the purpose of encouraging the level of prosperity and success.
Remaining, 20 employees said that Marks and Spencer has implemented various transformational
change in which business strategies and processes are reshaped for more development. The
employees also said that cultural changes aids them to adopt different technologies while managing
their job roles and responsibilities.
Theme 9 Respondents agrees that cultural change promotes equality among the employees
Criteria Responses
Yes 40
No 3
Sometimes 7
Chart:
Figure 9: Respondents agrees that cultural change promotes equality among the employees
Interpretation:

Apparently, organizations have to make sure that at the time of facilitating cultural changes,
managers must have to give equal attention and opportunities to all the employees. This is another
dimension for the purpose of motivating and retaining the employees for longer time span. Hence,
at the time of asking such question, 40 employees said that when organization implements cultural
change, they get equal treatment in all the areas. This is one such reason which satisfies the
employees. However, on the other hand, 3 employees said that cultural diversity do not promotes
equality; but it creates more issues among the employees. They also said that due to cultural
difference, they had faced discrimination as well. Concluding, the responses it can be said that
cultural values helps Marks and Spencer to promote equality and diversity on higher extent.
Theme 10 Yes cultural values of Marks and Spencer encourage you to bring more
productivity in the organization
Criteria Responses
Yes 35
No 5
Sometimes 10
Chart:
Figure 10: Yes cultural values of Marks and Spencer encourage you to bring more productivity in
the organization
Interpretation:
Cultural values of Marks and Spencer helps the employees to facilitate more changes in
performance aspects and according to this, 35 employees have agreed for the same. The employees
said that working with different people encourages them to grab knowledge on diversified aspects
which is yet another aspect for performance development. At the same time, 5 employees said that
cultural changes do not encourage them to bring productivity aspects because sometimes due to
cultural values creates more differences in team work. They also said that people are facing several
issues in the realm of cultural changes. Remaining, 10 employees said that sometimes cultural
values aids them to bring productivity in the work processes. Therefore, concluding the responses of
employees of Marks and Spencer, it is clear that cultural values are important from various facets.
Hence, productivity as well as performance both the dimensions are integrated with cultural values
and norms.

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
Culture changes needs to be adopted in the business entity so that preferences and demands
of clients can be identified; hence suitable services can be delivered to the clients through cultural
concern. Hofstefe dimension is most prominent tool through which cultural values of different
countries can be identified. The model describes importance of cultural change management from
several dimensions. In contemporary scenario, organizations have adopted cultural changes so as to
facilitate innovation and creativity (Alvesson and Sveningsson, 2015). Due to involvement of
diversified people, business entity can find out new opportunities which highly encourages scope of
expansion and diversification. Thus, generalized changes as well as cultural changes both are vital
for business entities because of its contribution in success and prosperity. From the above
discussion, it is clear that cultural aspects brings more innovation in the organization and this in turn
also enhances organizational capability (Holton, 2013).
Concluding the research, it is evident that due to cultural values and beliefs, male dominance
is increasing and somewhere it demotivates female employees (Inglehart and Welzel, 2005). Thus,
there should be equal opportunities for all the employees so that they can manage their work aspects
in adequate manner. Apart from this, the study has also articulated that employees are satisfied due
to cultural aspects because it helps them to manage their work in prominent manner. There should
be various changes in the organization so that value of business processes can be enhanced. From
the responses of employees, it is evident that culture encourages innovation and creativity because it
involves workforce in organizational decision making aspects (Cameron and Green, 2015). The
study has also evaluated that due to diversified cultural, employees are able to comprehend the
needs of clients and that further aids them to deliver prominent services to the clients. At the same
time, from the responses, it is evaluated that cultural diversity brings people together and it also
enhances organizational performance and success aspects (Hornstein, 2015).
Thus, according to the above study, it is suggested to the employees to emphasize more on
employee involvement and engagement so that they can also contribute their efforts in maximizing
growth and success facets (Ocasio, Loewenstein and Nigam, 2015). The main objective of
conducting the study has been fulfilled because the research work supports that cultural changes
bring success to the organization. While working in a team, employees have to make sure that all
the employees are getting equal treatment from the organization. This is yet another approach for
the purpose of retaining the interest of employees (rossmann and Varnum, 2015). Cultural diversity
creates better environment in the organization because it helps in more interaction which further
develops employee motivation level. At the same time, the study has revealed that culture not only
brings positive impact; but also it develops varied challenges. Discrimination and exploitation are

some of the issues that appears in the organization because of cultural dimensions. Like wise,
social aspects, business entities also experience issues from people (Schabracq, 2009).
Changes should be implemented in the organization for the purpose of bringing new aspects
and also for motivating the employees; therefore employees must also support the organization in
implementing various changes and transformations (Suzuki and Takemura, 2013). At the same time,
it is also suggested to the employers to focus on cultural values of all the employees so that they
may not feel dissatisfied. Success aspects of the organization can only be encouraged when
employees get proper support from the management (Schabracq, 2009). In such respect, it is vital
for the leaders and managers to promote multi cultural values to derive support from the employees
in all the areas. However, on the other hand, it is also articulated that change management leads the
employers to comprehend the need of training and development. Though, it brings new
opportunities of success to the business organizations; but on the other hand, it also changes many
aspects in existing organizational practices (Change management, 2016). Cultural change also
encourages the organization to organize training and development sessions for the employees;
hence this can assist the employees to enhance their learning level.
It is also recommended to the employers to implement transformations on regular basis so
that opportunities of growth and success can be encouraged (Cameron and Green, 2015). Cultural
values and norms must comply with industry standards; therefore employees must perform their
duties in adequate manner. It is an apparent fact that under change management, organization have
to adopt new philosophies and dimensions that particularly assists in bringing transformation in
existing work practices. Thus, more importance should be given to cultural facets so that attention
of employees can be acquired. Employees of the retail firm have stated that changes related to
cultural values and norms are important for business entities because it generates the opportunities
of innovation and creativity. Cultural changes are prominently increasing in the organization for the
purpose of reflecting the concern towards diversified cultural norms (Butcher, 2013). In terms of
cultural change, every organization must have to accentuate on employee's beliefs and values. There
should be multicultural environment in the organization since that provides the opportunity to
integrate various culture for the purpose of creating better organizational culture. This can also
encourage the employees to contribute in growth and success aspects (Finch, 2011).
Similarly, cultural change focuses on generating creativity of the organization; hence it
accelerates productivity and success factors. Moreover, organization emphasizing on varied cultural
values gets more attention from the clients and as a result, it improves overall service efficacy. This
is suitable for retail entities because they have to deliver all types of services to the clients.
Concluding, it can be articulated that, in order to improve the overall business processes, managers

have to emphasize on employee engagement and motivation aspects. Both the terms are directly
related to organizational performance and productivity aspects (Suzuki and Takemura, 2013).

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Appendix
Questionnaire
Q1. Have you observed any sort of cultural changes at Marks and Spencer?
 Yes
 No
 Sometimes
Q2. Do you agree that cultural change helps the business entity to get success in diversified aspects?
 Highly agree
 Agree
 Highly disagree
 Disagree
Q3. According to you, what are the factors that bring cultural changes in the organization?
 More value to customers
 For the purpose of diversity management
 For reducing all type of cultural imbalance
Q4. What is the impact of cultural change on the organization?
 Helps in better employee management
 Improves productivity and performance level
 Aids in attracting more customers
Q5. Do you think that cultural change enhances employee's capability and performance level?
 Yes
 No
 Don't know
Q6. Do you agree that cultural diversity promotes more team work and better environment?
 Yes
 No
 Don't know
Q7. Do you agree that innovation and creativity is linked with organizational cultural aspects?
 Yes
 No
 Don't know
Q8. Which type of change the managers of Marks and Spencer have implemented in the
organization?
 Development change