The Importance of Managing Diversity and Culture in British Airways

This report investigates the critical role of managing diversity and cultural differences in achieving organizational goals, using British Airways as a case study. The study begins with an introduction to the concept of diversity in the workplace, emphasizing its importance in fostering innovation and understanding various perspectives. The research poses key questions regarding the extent to which diversity management contributes to British Airways' goals and explores the impact of these practices on the airline industry. The literature review covers organizational goals, the impact of diversity management, and competitive analysis. The methodology section outlines the use of primary and secondary data, including questionnaires and surveys, to gather insights from managers. The report also addresses data analysis techniques, reliability, validity, and ethical considerations. A project plan, including a timeline, is provided to show the research's structure. The findings suggest that effective diversity management is vital for enhancing communication, fostering creativity, and achieving a competitive advantage within the airline industry. The report provides a comprehensive analysis of the practical application of diversity management strategies within British Airways and their contribution to overall organizational success.

Managing diversity and cultural differences -
How important it is in achieving
organizational goals

Table of Contents
BACKGROUND OF THE STUDY................................................................................................1
Managing diversity and cultural differences to accomplish organisational goals in British
Airways.......................................................................................................................................1
Research questions......................................................................................................................2
Research aim and objectives.......................................................................................................2
LITERATURE REVIEW................................................................................................................3
Organisational goals....................................................................................................................3
Impact of managing diversity and cultural differences...............................................................4
Competitive analysis...................................................................................................................4
METHODOLOGY..........................................................................................................................5
Data analysis techniques.............................................................................................................6
Data reliability and validity.........................................................................................................6
Research ethical issues................................................................................................................6
RESEARCH PROJECT PLAN.......................................................................................................6
REFERENCES................................................................................................................................8

BACKGROUND OF THE STUDY
Managing diversity and cultural differences to accomplish organisational goals in British
Airways
Diverse workforce within business is encouraged for seeking different perspectives,
boosting innovation and managing creative approach in organisational activities. Managing
diversity in the business unit can be defined as unique challenges for HR professional. In the
organisation positive relations increases with assessing cultural differences to understand
background with behaviours and beliefs that effect decision making within the diverse
environment. It helps to focus on employees with different background, skills, needs that widely
used as opportunities to engage company and co-workers.
On the other hand, cultural differences can be defined as various kinds of beliefs,
behaviours, languages, practices and expressions which contain unique experience in the
business. It is important for the business to gain different kinds of ideas and opinion so that they
can easily gain more effectiveness to promote desired level of results at workplace. Successful
strategies can be positively linked to get more progress in organisation with managing diversity.
In the enterprise goals, it assists to share unique ideas and opinion among different people that
helps to several benefits in British Airways (Ang, Rockstuhl and Tan, 2015). Diversity is
difference among people with regard to race, gender, ethnic group, age, etc. There are several
benefits of managing diverse employees at workplace. Organisation focuses on recruiting diverse
workforce from larger pool of applicants. The companies enjoy several benefits with diversity
and cultural differences with new, innovative approaches of working and creative ideas.
Effective communication helps to accomplish organisational goals and manage diverse
workforce. Diversity manifest for great reputation which lead to increase profitability and
opportunities among staff members. Therefore, it is important to the organisation and outside the
enterprise as well (The Shifting Definition of Diversity in the Workplace, 2019). British Airways
is also trying to manage diversity and cultural differences to engage different people in business.
Managing diversity is important which takes awareness of different backgrounds, cultures and
personality traits to manage diversity. It is important for developing engagement of people to
maximise contribution at workplace (Wrench, 2016). In order to develop positive culture in
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company, core values, community, caring, commitment to learning, consistency, etc. elements
included that helps to implement appropriate cultural differences.
Research questions
 In what extent managing diversity and cultural differences cater to accomplish
organisational goals of British Airways?
 How managing diversity and cultural differences is important to accomplish
organisational goals.
 What are the ways or managing diversity and cultural differences which can create
impact on airline industry?
Research aim and objectives
Main objective of present research is to get understanding of managing diversity and
cultural differences towards organisational goals. With respect to increase knowledge and
understanding, well designed aims helps to create appropriate link in research objectives.
Aim: “To analysis managing diversity and cultural differences in the business to accomplish
organisational goals– A Case Study on British Airways”.
Objectives
 To develop understanding towards the concept of managing diversity and cultural
differences in airline industry.
 To identify significance of managing diversity and cultural differences in British
Airways.
 To examine impact of managing diversity and cultural differences on airline industry.
 To assess appropriate ways to manage diversity and cultural differences to accomplish
organisational goals of British Airways.
LITERATURE REVIEW
As per the views of Tung, (2016), managing diversity defined to provide employees with
background, needs and skills sets that widely used and increase opportunities to enhance
engagement of several people. It also helps to produce optimal work environment and best
possible results for the company. On the other hand, Ang, Rockstuhl and Tan, (2015) stated that
recognising and encouraging staff members with own experience, background and culture create
value in the enterprise. Incorporate diverse range of perspectives and talent assists to accomplish
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organisational goals in innovative approach. In order to build diverse workplace, it is essential to
hire people who belong to variety of background.
According to the point of Apfelbaum, Stephens and Reagans, (2016), diversity is one of
an important elements which raises controversy, confusion and tension. When people think of
diversity, there are different elements included in it such as age, ethnicity, ancestry, gender, etc.
Furthermore, diversity is based on geographic location, income, marital status, military
experience, religious, belief, etc. It is important to understand these dimensions as it affects
performance, motivation, success and interaction at workplace. Companies need to emphasis on
importance of diversity that helps to prevent discrimination and promote equality. However,
Kurons, Lyons and Ng, (2015) argued that cultural differences in airline industry determines
with various beliefs, behaviours, languages, practices and expressions considered unique
experience for members with specific ethnicity.
Organisational goals
As per the views of Low, Roberts and Whiting, (2015), managing diversity and cultural
differences helps to accomplish organisational goals with best practices as strategy to prove
positive results will be gain. Successful strategies progress directly with business results. In order
to consider diversity training to staff members, awareness can be increases that helps to make
diverse workplace that accomplish organisational goals easily. In this consideration, it is
essential to communicate different activities which would be beneficial to overcome issues and
problems in respect to accomplish goals. Beside this, Michaels, (2016) generated their views that
workplace diversity is employing diverse workforce that supply with greater variety of solution
for particular problems in services, sourcing and allocation of resources. Skills and experience of
different people assist to considered several services on global basis to make comfortable each
person of the enterprise.
Impact of managing diversity and cultural differences
According to the views of Tung, (2016), managing diversity and cultural differences
promotes creativity to gain better solution to all problems. It contains more effective ways to
operate functioning in business. Managing diversity is challenge within the organisation because
of multicultural working environment. Due to different multicultural working environment, it
can be stated that cultural values differences ascertained so that all people treat with dignity.
Hence, success of the organisation depends on ability to manage effectiveness at workplace. On
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the other hand, Apfelbaum, Stephens and Reagans, (2016) stated that culture can be defined as
set of values, practices, traditions and belief which can be share in a group. Interaction between
different members who belong to different background is one of the major issues which impact
on organisational goals. As a result, it is essential to meet properly and supporting with
concerned traditional values.
As per the points of Flaherty, (2015), diversity is important perspectives to attain
company's objectives that valuing individual differences for developing human resources
policies. It is essential in and outside the business to create broader employee base. Diversity is
generally referring with differences among people on the basis of race, colour, gender, religion,
age, sexual orientation, etc. For instance, British Airways can enhance communication that
fostering and understanding individual culture with increase smooth work to attain competitive
advantages. Composing diverse workforce become necessity which helps to focus on creativity
at workplace. Innovative, flexible and vibrant activities helps to promote services of airline
industry to gain more profits and revenue.
Managing diversity and cultural differences on airline industry
As per the views of Ang, Rockstuhl and Tan, (2015), many airlines businesses expand
their operations with implement diversity and cultural differences. Diversity strategies difficult to
implement. Diversity programmes likely to set up which is perceived to perform right thing that
reflect on true commitment which creating in the work environment to fosters goals and
objectives. British Airways especially address with more aspects of management style, hierarchy
and culture. Companies are also underestimated with time and efforts which required to
implement successful strategy. Instead of working towards integrating diversity, several
activities promoted. Beside this, Stahl and Tung, (2015) generated their views that to be
effective, goals must be serve to accomplish needs of the business and employees as well. In the
business, it can be contributed directly for short- and long-term strategies. For staff members,
goals must be clear and objective so that it is easily understandable in quick manner. Managing
diversity to accomplish business objectives is strategy which goes and valuing with individual
differences for development of human resource policies.
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METHODOLOGY
The study focuses on airline industry for managing diversity and cultural differences.
British airways are international airlines group which provides different kinds of services in
different areas of the world. Study divided into primary and secondary data that are collected
with reasonable sources. Secondary information will be gathered and deriving from reports,
articles, newspapers, press releases, promotional material, etc. Main source is to collect
appropriate information is primary data which will be collected through questionnaire with the
help of survey. It is the most appropriate method that helps to obtain relevant information with
using qualitative approach. In this regard, exploratory research design has been chosen which
will provide in-depth information. Research questions implement different business regarding
workplace diversity and cultural differences among employees (Stone and Deadrick, 2015).
Sample is taken from working employees and they are interviewed to implement
managing diversity in the business environment. Hence, it is important managing diversity and
cultural differences in airline industry to accomplish organisational goals. Several numbers of
managers in British Airways determines their experience that assists to accomplish
organisational goals with managing diversity. Hence, sample target group will be identify impact
of managing diversity and cultural differences. With respect to concrete sample size, it can be
stated that 10 managers have been selected for survey.
Moreover, planned research also taken in the study which is beneficial to find and
determine appropriate results from analysis to accomplish positive results. Whole study relies on
practical information with providing recommendations. As a result, areas of improvements need
to be present to accomplish aim and objectives of the present study (Steers and Sánchez‐Runde,
2017).
Data analysis techniques
There are several data analysis techniques are employed and obtain with appropriate level
of information. It considers from different research that are predominant. It is the best aspect for
deriving data with implementation of survey that is conducted to find effectiveness. Theoretical
approaches also implemented that helps to improve positive results (Tjosvold, 2017).
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Data reliability and validity
With respect to conduct research, qualitative methods applied in form of survey with
sampled managers of British Airways. Qualitative approaches considered as unreliable when
data collected subjective and culturally biased. Furthermore, it has been ensured that data are
collected from authentic sources so that these are reliable and validate. Hence, interview is taken
with reliable information that is expected to accomplish goals and objectives of research
(Wrench, 2016).
Research ethical issues
The present study mainly based on qualitative approach in which data collection
conducted in the form of survey. Hence, it is essential to consider positive work within airline
industry that includes related information and facilities for managing diversity and cultural
differences to accomplish organisational goals. Hence, researcher need to make sure that
research is conducted with compliance to code of ethics with protecting confidentiality of
information provides by sampled participants. Consent form is also important which will be
filled to reduce ethical issues in the research (Greene and Kirton, 2015).
RESEARCH PROJECT PLAN
The present research project will be completed in duration of 7 months. This work will be
started on 25th January that completed on 20th August 2019. In the present table, different
activities according to time frame has been set which need to collect theoretical data and
information:
Task Duration Start data Finish date
Meeting for discussing
proposal
2 days 25th January 2019 26th January 2019
Literature review 4 months 27th January 2019 27th May 2019
Survey design 1 week 28th May 2019 28th May 2019
Supervisor meeting
regarding results and
approaches
2 days 29th May 2019 31st May 2019
Data collection 4 weeks 1st June 2019 29th June 2019
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Data analysis 2 weeks 30th June 2019 14th July 2019
Final dissertation 1 month 15th July 2019 15th August 2019
Meeting with
supervisor regarding
completeness and
quality
2 days 16th August 2019 17th August 2019
Final submission 1 days 18th August 2019 18th August 2019
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REFERENCES
Books and Journals
Ang, S., Rockstuhl, T. and Tan, M.L., 2015. Cultural intelligence and competencies.
International encyclopedia of social and behavioral sciences. 2. pp.433-439.
Apfelbaum, E.P., Stephens, N.M. and Reagans, R.E., 2016. Beyond one-size-fits-all: Tailoring
diversity approaches to the representation of social groups. Journal of personality and
social psychology. 111(4). p.547.
Flaherty, J.E., 2015. The effects of cultural intelligence on team member acceptance and
integration in multinational teams. In Handbook of cultural intelligence (pp. 210-223).
Routledge.
Greene, A.M. and Kirton, G., 2015. The dynamics of managing diversity: A critical approach.
Routledge.
Kuron, L.K., Lyons, S.T. and Ng, E.S., 2015. Millennials’ work values: differences across the
school to work transition. Personnel Review. 44(6). pp.991-1009.
Low, D.C., Roberts, H. and Whiting, R.H., 2015. Board gender diversity and firm performance:
Empirical evidence from Hong Kong, South Korea, Malaysia and Singapore. Pacific-
Basin Finance Journal. 35. pp.381-401.
Michaels, W.B., 2016. The trouble with diversity: How we learned to love identity and ignore
inequality. Macmillan.
Stahl, G.K. and Tung, R.L., 2015. Towards a more balanced treatment of culture in international
business studies: The need for positive cross-cultural scholarship. Journal of
International Business Studies. 46(4). pp.391-414.
Steers, R.M. and Sánchez‐Runde, C.J., 2017. Culture, motivation, and work behavior. The
Blackwell Handbook of Cross‐Cultural Management. pp.190-216.
Stone, D.L. and Deadrick, D.L., 2015. Challenges and opportunities affecting the future of
human resource management. Human Resource Management Review. 25(2). pp.139-
145.
Tjosvold, D., 2017. Cross-cultural management: foundations and future. Routledge.
Tung, R.L., 2016. New perspectives on human resource management in a global context. Journal
of World Business. 51(1). pp.142-152.
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Wrench, J., 2016. Diversity management and discrimination: Immigrants and ethnic minorities
in the EU. Routledge.
Online
The Shifting Definition of Diversity in the Workplace. 2019. [Online] Available through:
<https://www.peoplescout.com/getting-right-understanding-managing-diversity-in-
workplace/>.
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