Cultural Diversity Impact on Employee Performance at ASDA

This research project investigates cultural diversity's impact on employee performance within ASDA. The report begins with an introduction defining cultural diversity and its relevance to ASDA's business objectives. A literature review explores the concept's importance, positive and negative impacts, and associated complexities. The research methodology outlines the philosophical approach, data collection methods (questionnaires), and sampling techniques used. Data analysis involves interpreting questionnaire responses, identifying key themes, and presenting findings through frequency analysis and charts. The results reveal that while cultural diversity is generally understood and valued, challenges such as unresolved conflicts and communication issues exist. The report concludes with recommendations for managing cultural differences, including training programs and fostering open communication to create a more inclusive and productive workplace environment. The report also includes a reflection on the research process and suggestions for alternative methodologies.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................5
DATA ANALYSIS AND INTERPRETATION.............................................................................7
RESEARCH OUTCOMES ...........................................................................................................16
REFLECTION AND RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................17
CONCLUSION .............................................................................................................................18
RECOMMENDATION ................................................................................................................18
REFERENCES..............................................................................................................................19

TITLE: Managing cultural diversity in the workplace.
CHAPTER 1: INTRODUCTION
Background of Research
Cultural diversity is explained as quality of the different and diverse culture. It is when
the population differences and represented within community. These consists ethnicity,
language, age, religion etc. Group is diverse if wide variety of the groups are to be represented.
ASDA is British supermarket retailer and this was founded in year 1949. This is specialised in
selling clothing, toys, furniture and other products. (Ang and Van Dyne, 2015) ASDA believes
that to attain competitive edge, colleagues require to be from the different backgrounds and also
requires to work in an innovative manner as part of inclusive culture.
Rationale of Research
The main reason behind is to understand about the cultural diversity and also its impact
on the employees performance. It is helpful in make improvement in core competencies of leader
so that it can able to carried out whole investigation effectively and also getting positive
outcomes. From conducting present investigation, researcher can able to conduct investigation in
future without any kind of hurdles (Banks, 2015).
Research Aim
“To analyse cultural diversity and its impact on employees performance.” A study on
ASDA.
Research Objectives
 To understand cultural diversity concept and its importance over company.
 To examine the positive and negative impact of cultural diversity on employee
performance of ASDA.
 To determine the complexities arise from cultural diversity at workplace and solutions.
Research Questions
 What is culture diversity and its importance to company?
 What is the positive and negative impact of cultural diversity on employee performance
of ASDA?
 What issues company faced related to cultural diversity and ways to overcome from
them?

LITERATURE REVIEW
Cultural diversity concept and its importance over company
According to opinion of Dr. Richard T. Alper (2020), Cultural Diversity refers to
different cultures of people living in a country, city, town or any region. It is opposed to
monoculture, which states people who belongs to same culture living in a particular region or
state. Whereas cultural diversity with respect to organisations refers to diverse in culture at work
place. This diversity can be with people working with company, who belongs to different-
different cultures or ethics or can be with work place culture where the organisation appreciates
all kinds of culture and also celebrate them.
Importance of Cultural diversity at workplace
Initiate equality- Allowing and appreciating all kinds of cultures and values into work
place gives employees a sense of respect and equality. They feel confident that the ASDA in
which they work treat their culture equally with other cultures. This develops a sense of security
and trust among them (Kottak, 2015).
Increases creativity- Diversity helps an ASDA company in bringing creativity in their
working style and structures. Skills and ideas from different people are put on the table and
combine, that results into innovative ideas and opportunities.
Reduces employee turnover rate- When the employees in ASDA feel secure and happy
in the working environment, they will stay true to organisation and remain stick to it.
Positive and negative impact of cultural diversity on employee performance of ASDA
On the basis of opinion of Dirk Buyens (2020) Cultural diversity impact on the
employees productivity within company. The cultural diversity mainly impact on ability of staff
members to develop the teams. The cultural diversity develops positive and negative impact on
performance level of employees in ASDA.
Positive impact
Increase in performance- Adaption of cultural diversity in ASDA portrait equality
among all employees. When there is an equally environment into the work place, the employees
who belongs to different cultures feels equal to all and motivated, this ultimately results in
increase in productivity and performance of employees in ASDA (Laroche, 2012).

Motivated employees- Cultural diversity in ASDA also motivate employees as they feel
respected and also joyful when their work place celebrates every festival or culture. This creates
excitement in employees regarding celebrating cultures which they are not aware of.
Negative Impact
Unresolved Conflict- Diverse workforce may creates an issue sometime in ASDA as
people from different backgrounds can have different way of working which does not go with
other person's working style. This can create issues between them and when they do not reach on
a point in their agreement, they may simply let the ill feeling develop against each other and
creates a negative tone (Leach, 2014).
Miscommunication- As ASDA encourages cultural diversity into work place. It is likely
to possible that an employee working have totally different native language, values or ethics
which can be a barrier for communication in ASDA.
Complexities arise from cultural diversity at workplace and solutions
On the basis of Katie Reynolds (2017) Workplace diversity develop opportunities for
organisations to get the wider perspectives on the business conditions and make improvement in
the global reach. There are some issues arise regarding cultural diversity given below:
Acceptance and respect- Some organisations lack the acceptance of cultural diversity
and are very rigid with their organisation culture and structure. This creates inequality in work
place which may result into unhappy and unsatisfied employees.
Generation gaps- The practice of accepting diverse cultures into work place is very
vogue. Therefore, it is sometime very difficult to make understand the old employees its need as
they are very much indifferent towards it. Making them understand the advantages of cultural
diversity is quite a painful work.
There is a need to manager in ASDA to take some effective actions to overcome from the
arisen issues. There are some solutions given below:
Making people understand the need for organisational change- If the employees or
ASDA company itself is restricting such culture then it is the duty of company or employees
respectively to make them understand the importance of cultural diversity (Patsiurko, Campbell
and Hall, 2012). Necessary initiative should be taken by top level management people so that
both middle and lower level of management can follow and start practising them.

Training or orientation programmes- Training and orientation program helps in
bridging the generation gap. By providing orientation regarding necessity for change, how
change can be brought, steps need to be taken and the like can encourage the people in bringing
change in accepting the cultural diversity into work place (Verkuyten, 2013).

RESEARCH METHODOLOGY
Research philosophy: Within an investigation, positivism type of philosophy will be
applied because it assist researcher in gathering of information quantitative data. As compare to
interpretivisim philosophy, positivism philosophy is more appropriate because it not require
additional resources.
Research approach: For doing this research, deductive approach will be applied. Main
purpose for applying this approach is its completed based on quantitative study and support an
investigator in analysing of numerical information from the respondents (Santilli, 2012).
Inductive approach is not applied for this investigation as it take addition time of researcher.
Types of investigation: Quantitative type of research is used for doing current
investigation in systematic manner. Main reason for using this study as it help researcher in
collecting and analysing of quantitative information. Qualitative investigation is not appropriate
for current study because it require extra time.
Data collection sources: Primary and secondary are two methods of data collection that
is used by researcher for forming current study systematically. Questionnaire is a source of
primary data collection that will be applied for collecting reliable information about the cultural
diversity. Books, articles etc. are consider main source of secondary data that will also used for
gathering detailed information about the topic.
Sampling: There are mainly two types of sampling which are probability and non-
probability. Within a research 30 managers of ASDA will be recruited on random basis by using
probability type of sampling. Main reason for using this method as it not take maximum time and
cost as compare to non-probability sampling (Sommers, 2012).
Research Instruments: There are several instruments of research such as interview,
observation, questionnaire etc. These are effective instruments of data collection but for
gathering information regarding the cultural diversity, questionnaire instrument will be used.
One of the main purpose for using questionnaire as it support in collecting of reliable and
quantitative data regarding the topic (Tomlinson, 2012).
Cost, access and ethical issue: For conducting primary and secondary research,
appropriate amount of capital will be require by researcher. There are number of resources such
as internet, travel, books/newspaper etc. for using these resources, accurate amount of cost will
be needed. Along with this, researcher has full access to gather information from the managers of

ASDA about the cultural diversity. In order to complete entire activities of this research in
ethical manner, there is need for using principles of ethics such as informed consent,
confidentiality, autonomy etc. These principles support an investigator in completion of entire
study in systematic and ethical manner (Taylor, 2014).
Timescale:

DATA ANALYSIS AND INTERPRETATION
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Do you have understanding about the cultural diversity?
a) Yes
b) No
Q2) Does culture diversity influence the employee performance?
a) Yes
b) No
Q3) What advantages ASDA can get from the cultural diversity?
a) Increased productivity
b) Improved company reputation
c) Increased profits
Q4) On the basis of your viewpoint, does staff from different background are encouraged
to apply for high job position?
a) Yes
b) No
Q5) What are the different strategies ASDA can implement at workplace for managing
cultural differences?
a) Mentoring
b) Training
c) Communication
Q6) What are the different issues faced by ASDA regarding cultural diversity?
a) Poor communication
b) Unresolved conflict
c) Increase employee turnover
Q7) What are various ways ASDA adopt to overcome from arisen cultural diversity
complexities?

a) Sharing knowledge
b) Give training to employees
c) Polite communication
Q8) Recommend some ways to develop workplace environment positive.
DATA SHEET
Q1) Do you have understanding about the cultural diversity? Frequency
a) Yes 25
b) No 5
Q2) Does culture diversity influence the employee performance? Frequency
a) Yes 20
b) No 10
Q3) What advantages ASDA can get from the cultural diversity? Frequency
a) Increased productivity 10
b) Improved company reputation 10
c) Increased profits 10
Q4) On the basis of your viewpoint, does staff from different
background are encouraged to apply for high job position?
Frequency
a) Yes 22
b) No 8
Q5) What are the different strategies ASDA can implement at
workplace for managing cultural differences?
Frequency
a) Mentoring 10
b) Training 10
c) Communication 10
Q6) What are the different issues faced by ASDA regarding cultural Frequency

diversity?
a) Poor communication 12
b) Unresolved conflict 10
c) Increase employee turnover 8
Q7) What are various ways ASDA adopt to overcome from arisen
cultural diversity complexities?
Frequency
a) Sharing knowledge 10
b) Give training to employees 10
c) Polite communication 10
THEME 1: Understanding about the cultural diversity
Q1) Do you have understanding about the cultural diversity? Frequency
a) Yes 25
b) No 5

Interpretation: There are 25 respondents which said that they have understanding about cultural
diversity. Other 5 respondents do not have the understanding about it.
THEME 2: Culture diversity influence the employee performance
Q2) Does culture diversity influence the employee performance? Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
5
10
15
20
25
25
5
Column B
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: According to 20 respondents that cultural diversity influence on the
performance level of employees. People belongs to different background makes innovation and it
is beneficial for company. 10 remaining respondents said that cultural diversity arise the conflict
issue belong employees are belong from the different backgrounds.
THEME 3: Advantages ASDA can get from the cultural diversity
Q3) What advantages ASDA can get from the cultural diversity? Frequency
a) Increased productivity 10
b) Improved company reputation 10
c) Increased profits 10
Interpretation: As per viewpoint of 10 respondents that cultural diversity helps in enhance
organisational productivity as bring employees from different background together. 10
respondents said that main benefit of cultural diversity is to make improvement in reputation of
company. 10 remaining respondents are agree with enhance profit level.
THEME 4: Staff from different background are encouraged to apply for high job position
Q4) On the basis of your viewpoint, does staff from different
background are encouraged to apply for high job position?
Frequency
a) Yes 22
a) Increased productivity
b) Improved company reputation
c) Increased profits
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

b) No 8
Interpretation: According to 22 respondents that staff members which belong from the different
background are mainly encourages to apply for the high position in company. 8 respondents are
disagree with this.
THEME 5: Strategies ASDA can implement at workplace for managing cultural
differences
Q5) What are the different strategies ASDA can implement at
workplace for managing cultural differences?
Frequency
a) Mentoring 10
b) Training 10
c) Communication 10
a) Yes b) No
0
5
10
15
20
25 22
8
Column B

Interpretation: According to 10 respondents that mentoring is better strategies to manage the
cultural differences at workplace. In this, mentor guide the employees to manage with the
different cultural people. 110 respondents are agree with training because it helps in enhance the
skills and core competencies of employees so that they can work together. 10 other remaining
respondents are agree with the communication.
THEME 6: Different issues faced by ASDA regarding cultural diversity
Q6) What are the different issues faced by ASDA regarding cultural
diversity?
Frequency
a) Poor communication 12
b) Unresolved conflict 10
c) Increase employee turnover 8
a) Mentoring b) Training c) Communication
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

Interpretation: ASDA face the different issues related to cultural diversity at workplace. 12
respondents said that poor communication arise from the cultural diversity. 10 respondents said
that unresolved conflict is main issue that arise from the people belongs to different background.
8 remaining respondents are agree with enhance employee turnover issue.
THEME 7: Various ways ASDA adopt to overcome from arisen cultural diversity
complexities
Q7) What are various ways ASDA adopt to overcome from arisen
cultural diversity complexities?
Frequency
a) Sharing knowledge 10
b) Give training to employees 10
c) Polite communication 10
a) Poor communication
b) Unresolved conflict
c) Increase employee turnover
0
2
4
6
8
10
12
Column B

Interpretation: It has been stated from above mention graph that ASDA adopt different ways to
overcome from the issues of cultural diversity. 10 respondents said that management needs to
sharing the knowledge. 10 respondents are agree with provide training to staff members so that
their skills can be enhanced. 10 respondents are agree with the polite communication.
Discussion on secondary basis
From the secondary research done on the understand regarding the cultural diversity in
context of an organisation. Cultural diversity has direct influence on employees performance.
The articles which were reviewed also summarises few negative and positive impact of cultural
diversity on employees performance. Increased productivity, improved company reputation and
increased profits are main advantages whereas poor communication unresolved conflict, increase
employee turnover are main drawbacks. Besides this, few articles also emphasised ways to
overcome complexity that were faced by company in managing cultural diversity. These are
Sharing knowledge, give training to employees, polite communication. These are most effective
ways that helped an organisation in managing diversity at workplace and also provide better
outcomes easily.
a) Sharing knowledge
b) Give training to employees
c) Polite communication
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

RESEARCH OUTCOMES
In order to communicate research outcomes to the stakeholders, there is need of some
communication channels such as written word, verbal word, presentation etc. These
communication techniques helps an investigator to communicate each outcomes of study to the
stakeholders. Within an investigation, employees, government, managers etc. are main
stakeholders but for communicating outcomes about the research, manager are consider main
stakeholders. They have appropriate knowledge about the company and their business process,
culture etc.

REFLECTION AND RECOMMENDATION FOR ALTERNATIVE
RESEARCH METHODOLOGY
Reflection
I am happy for getting an opportunity to perform this research on a topic i.e. To analyse
cultural diversity and its impact on employees performance. A study on ASDA. This research
supported me by raising my knowledge about the cultural diversity and its direct influence on
performance of workers. For collecting information about the current investigation, I used
questionnaire as an effective instrument of primary data collection. This tool helped me by
giving data in real and numerical manner. Apart from this, I faced several kind of issue while
doing this study such as time is not enough, lack of cost, wrong behaviour of participants etc.
These challenges have negative impact over my entire performance when I need to complete full
research in systematic manner.
Recommendation for alternative research methodology
There is recommendation to the researcher to use an alternative research methodology.
Interview is consider alternative type of research methodology. This method could be used by
researcher for collecting qualitative information from the respondents. In this method, number of
open-ended questions includes that will support researcher to collect and analysis qualitative data
easily. One of the main advantage of interview as it provide quality of data to the interviewer.

CONCLUSION
From the above mentioned information, it has been concluded awareness about the
cultural diversity among managers of company. Most of the population have proper awareness
about this concept whereas some of managers not give accurate information because they not
have any idea about the same. Several advantages that were get by company from the cultural
diversity such as enhanced level of productivity, increased profit etc. These are main benefits
that were acquired by company due to cultural diversity. Along with this, there are number of
drawbacks that were also faced by company such as increased employee turnover, unresolved
conflict and poor communication. These issues have negative affects on entire performance and
productivity of company.
RECOMMENDATION
From the above mentioned research, it has been recommended several ways to the
ASDA. Some effective and useful ways about how to overcome complexities of cultural
diversity will be explained as below:
 Company must give training to their diverse employees as it help them in improvement of
performance and motivation level of employees. It turn to impact on business growth and
success in positive manner.
 Company must use different types of communication channels with purpose to
communicate each information about the business to the group of people. Proper
communication among managers and employees will be more beneficial for an
organisation as it reduce misunderstanding and conflict.

REFERENCES
Books & Journals
Ang, S. and Van Dyne, L., 2015. Handbook of cultural intelligence: Theory, measurement, and
applications. Routledge.
Banks, J. A., 2015. Cultural diversity and education: Foundations, curriculum, and teaching.
Routledge.
Kottak, C. P., 2015. Cultural anthropology: Appreciating cultural diversity. McGraw-Hill
Education.
Laroche, L., 2012. Managing cultural diversity in technical professions. Routledge.
Leach, M. M., 2014. Cultural diversity and suicide: Ethnic, religious, gender, and sexual
orientation perspectives. Routledge.
Patsiurko, N., Campbell, J. L. and Hall, J. A., 2012. Measuring cultural diversity: ethnic,
linguistic and religious fractionalization in the OECD. Ethnic and racial studies. 35(2).
pp.195-217.
Santilli, J., 2012. Agrobiodiversity and the Law: regulating genetic resources, food security and
cultural diversity. Routledge
Sommers, T., 2012. Relative justice: Cultural diversity, free will, and moral responsibility.
Princeton University Press.
Taylor, D. M., 2014. The social psychology of racial and cultural diversity: Issues of assimilation
and multiculturalism. In Bilingualism, multiculturalism, and second language learning.
(pp. 21-40). Psychology Press.
Tomlinson, J., 2012. Cultural imperialism. The Wiley‐Blackwell Encyclopedia of Globalization.
Verkuyten, M., 2013. Identity and cultural diversity: What social psychology can teach us.
Routledge.
Online
Alpert, R. T, 2020. Cultural Diversity in the Workplace. [Online]. Available through:
<https://www.diversityresources.com/cultural-diversity-workplace/>.
Buyens, D., 2020. Five ways cultural diversity can benefit your organisation. [Online]. Available
through: <https://www.peoplemanagement.co.uk/voices/comment/five-ways-cultural-
diversity-can-benefit-your-organisation>.
Reynolds, K., 2017. 13 benefits and challenges of cultural diversity in the workplace. [Online].
Available through: <https://www.hult.edu/blog/benefits-challenges-cultural-diversity-
workplace/>.
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