Examining Talent Management Strategies for Cultural Change at Burberry

This research project investigates the effectiveness of talent management strategies within Burberry as a lever for cultural change. It explores the basic concepts of cultural change and talent management, examining talent management's role in balancing cultural modifications within the organization. The study uses a deductive approach and quantitative research methodologies, employing surveys with close-ended questions to gather data. Findings are presented through frequency distribution tables and data presentation, followed by a discussion of data interpretation. The research concludes with recommendations for Burberry, emphasizing the importance of measuring current cultural values, communicating effectively, ensuring employee participation, and fostering a positive work environment. The study highlights talent management's significance in improving employee productivity, engagement, and overall organizational performance during cultural shifts.

Research project
(To examine the effectiveness of talent management
strategies used within an organisation as a lever for
cultural change. A study on Burberry)

Table of Contents
CHAPTER ONE: INTRODUCTION..............................................................................................4
1.1 Research Aim and Rationale.................................................................................................4
1.2 Research Questions...............................................................................................................4
1.3 Research Objectives..............................................................................................................4
1.4 Significance of the Research.................................................................................................5
CHAPTER TWO: LITERATURE REVIEW..................................................................................6
Introduction of Literature Review...............................................................................................6
Basic concepts of cultural change and talent management within an organisation....................6
Role of talent management in balancing cultural change in Burberry........................................7
Effectiveness of talent management strategies used within Burberry as a lever of cultural
change.........................................................................................................................................7
Conclusion of Literature Review................................................................................................8
CHAPTER THREE: RESEARCH METHODOLOGY..................................................................9
3.1 Research Approach...............................................................................................................9
3.2 Research Strategy..................................................................................................................9
3.3 Research Methodology..........................................................................................................9
3.4 Research Tools....................................................................................................................10
3.5 Sampling.............................................................................................................................10
3.5.1 Identifying Population and Research Site...................................................................10
3.5.2 Sampling Strategy.......................................................................................................10
3.6 Time horizon.......................................................................................................................11
3.7 Data Analysis......................................................................................................................11
CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION).........................12
Frequency distribution table......................................................................................................12
Data presentation.......................................................................................................................14
CHAPTER FIVE: DISCUSSION (DATA INTERPRETATION)................................................22
CHAPTER SIX: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................25
Conclusion.................................................................................................................................25

Recommendation.......................................................................................................................25
REFERENCES .............................................................................................................................27
APPENDIX....................................................................................................................................28
Questionnaire............................................................................................................................28

CHAPTER ONE: INTRODUCTION
1.1 Research Aim and Rationale
The major aim of this research is to examine the effectiveness of talent management practices
utilised in an organisation as a lever for cultural change. A study on Burberry.
The major rationale of this research is to examine the effectiveness of talent management
strategies within an organisation and their impact over cultural change. This is analysed that in
current time talent management is regarded as significant aspect which is used within every
organisation in order to attain objectives of their business (Reilly, 2018). This is seen that talent
management is used within organisation so that to acquire skills and proficiency of their
employees and in the same manner businesses may develop as in comparison of competitors. In
order to select this topic within research, researcher had personal and professional perspective. In
the context of personal perspective researcher is able to enhance various skills such as analytical
skills, research skills, communications skills and many other so that the same can be used within
future works (Woodside, 2017). On the other hand in context of occupational group perspective
this research will lead into finishing coming researches in appropriate and profitable mode as
researcher is able to gather experience out of this research.
1.2 Research Questions
 What is the major concepts of cultural change and talent management within a business?
 What is the function of talent management in balancing cultural modification in
Burberry?
 What is the effectiveness of talent management schemes used within Burberry as a lever
of cultural change?
1.3 Research Objectives
 To understand major concepts of cultural change and talent management within a
business.
 To discern function of talent management in balancing cultural modification in Burberry?
 To investigate effectiveness of talent management schemes used within Burberry as a
lever of cultural change?

1.4 Significance of the Research
The purpose of research is to examine the talent management strategies which must be used by
Burberry as a lever for cultural change. There are various talent management strategies which
must be implemented by organisation as a lever of cultural change are measuring current cultural
values, communicating effectively, ensuring employee's participation and making staff happier at
workplace. Talent management in Burberry plays a significant role in improving the productivity
and performance of employees within Organisation they mainly focus on hiring and retaining the
top talent so that they can contribute in success of business. The main role of talent management
within cultural change is to overcome the barriers, consider different cultural communication
style and encourage the staff to adapt different culture. Employees generally faces many problem
while adapting different culture people in workplace (Ford, 2017). But, it is the responsibility of
talent management team to overcome the issues and challenges faced by employees in
organisation. The talent manager of company ensures that the productivity and performance of
staff must be enhanced by offering them training and development opportunities. Through
training and development program, company can improve the skills, competencies, abilities and
capabilities of employees due to which they perform better in company. Talent management also
ensures that employee engagement and their experience must be enhanced so that they can focus
on accomplishing their target and work with proper dedication. It is the responsibility of talent
manager to take timely feedbacks from employees in order to make changes and fulfil their need.

CHAPTER TWO: LITERATURE REVIEW
Introduction of Literature Review
Literature review is a process used by researcher for collecting secondary information
from different sources (Tjosvold and Leung, 2017). These sources are Journals, peer review
articles, books, magazines, etc. The main goals of literature review is to understand the existing
research and also debate related to particular topic by presenting the knowledge in the form of
written report.
Basic concepts of cultural change and talent management within an organisation
According to Thiriku and Were (2016), cultural change determines intrinsic and extrinsic
factors that leads to change in cultural pattern of social group. It generally occurs from many
sources but mostly it comes from getting contacted with culture, internal adjustments and
inventions of culture. The three main factors of cultural change are contact, technology evolution
and geographical and ecological factor. It is a long term process which helps in improving basic
aspects of society's cultural traits. Culture generality get affected by different forces encouraging
change and forces resiting change. The few forces which are related to culture are natural
events, social structures, perpetuation of cultural ideas and activities within current structure.
Cultural change is important within organisation as it helps in increasing morale, improving
productivity and reducing high turnover. It helps in increasing value of people within Burberry
as employees become more knowledgeable, develop greater leadership capacity and helps in
acquiring new skills. Talent management determines the ways through which company can
attract, select and retain the workers. The process of talent management generally includes
identifying vacant job position, hire right candidate, develop skills and retain candidate in order
to accomplish organisational goal and objectives. Few benefits of talent management are
providing better on boarding experience, improve performance management, improve employee
experience and give more opportunities for training and reskilling. The few talent management
strategies which must be used by Burberry are standardising talent review, giving feedback and
reviews, providing career development, tracking the performance and establishing organisational
goals and objectives.

Role of talent management in balancing cultural change in Burberry
As per the opinion of Marinescu , Toma and Constantin (2016), talent management plays
an important role while balancing the cultural change in Burberry. Talent management focuses
on attracting and retaining the top talent that can contribute their best efforts in improving the
performance and efficiency of business. In order to balance the cultural change, talent
management focuses on identifying the problem, evaluating what workings, identifying what
missing, envision of new culture, set goals for cultural change, determine metrics to monitor and
evaluate the culture as it changes. The role of talent management in balancing cultural changes in
Burberry are:
Overcoming language and cultural barriers is one of the role which is played by talent
manager of Burberry. It is important to handle the language barriers between multicultural team
by identifying the common language.
Organise cross cultural training is another role which are played by talent manager in
Burberry. By organising cross cultural training manager focuses on improving workplace
happiness and morale. The main purpose of training is to overcome the cultural challenges by
improving social skills, minimising cultural barriers and avoiding stereotypes.
Consider different cultural communication styles is also a role which is played by
talent management team in Burberry. They mainly focus on adapting different cultural
communication style in order to understand the diverse communication and speak to employees
according to their own style.
Effectiveness of talent management strategies used within Burberry as a lever of cultural change
As per the viewpoint of Borg and et. al., (2020), there are various talent management
strategies that can be used by Burberry as a lever of cultural change. The cultural change
generally requires intentional and active leadership. The effectiveness of talent management
strategies which must be used within Burberry in order to lever cultural change are:
Measuring current cultural values is one of the effectiveness of talent management
strategies which can be used by Burberry while levering cultural change. It is important for the
talent manager to measure the current cultural values within Organisation by allowing good ideas
of knowing how much change is needed and also track cultural change more precisely over time.
Communicate effectively is another effectiveness of talent management strategies which
must be used within company as a lever of cultural change. It is important for talent manager of

Burberry to communicate effectively with their employees about asking what values they feel
important and how they implement in order to reduce resistance of change.
Ensuring employee's participation is also a talent management strategies which helps
to lever cultural change within Burberry. The Cultural change cannot be succeed without the
involvement of employees throughput the organisation. It is necessary for the talent manager of
Burberry to encourage their staff to participate and give their ideas, reactions and solutions top
concept.
Make employee's Happier at work is other talent management strategies which can
help to lever cultural change. Organisation generally requires the need for cultural change in
workplace in order to make work more entertaining and help employees to stay positive and
happy while implementing cultural change in Burberry.
Conclusion of Literature Review
It is being concluded from the above information that cultural change plays an important
role within Organisation. The cultural change in company helps in improving the performance
and enhancing the morale level of employees due to which they contribute their productive
outcomes in accomplishing the goals and objectives.

CHAPTER THREE: RESEARCH METHODOLOGY
Research methodology is regarded as significant aspect which is used within research in
order to develop research process in significant manner. This chapter is related with gathering
appropriate knowledge so that researcher may execute the process for attaining research
objectives.
3.1 Research Approach
Research approach defined as the process that is to be used within research in for
developing the overall research process in successful manner. Research approach is divided in
two types such as inductive and deductive. Using research approach overall research objectives
can be attained by researcher and in the same manner reliable and related information can also be
gathered within research (Volkova and et. al., 2018). Under this investigation deductive approach
is used in which appropriate information can be gathered and at the same time in overall manner
objectives can be attained. With the help of deductive approach practical solution can be utilised
under research and at the same time numerical information can be gathered and acquired in
prominent manner.
3.2 Research Strategy
Research strategy is regarded as that research methodology that is associated with
accumulating reliable and related information within research. There are various research
strategies such as grounded theory, archival theory and many others. Under the current research
report survey method is used so that researcher may get assistance in order to acquire research
objectives. By using research strategy numeric data can be gathered and aligned with research
objective. Under the current research questionnaire is used in which close-ended questions are
being asked. Using such strategies researcher may try to develop their research process and at the
same time in overall dimensions research process can be executed.
3.3 Research Methodology
Research methodology is regarded as the process in which researcher tries to gather
appropriate information in systematic manner so that to acquire overall research results.
Research methodology assist the researcher for gathering authentic and reliable information so
that in overall terms research objectives can be attained (Bruun and Evans, 2018). Research
methodology is bifurcated into two types such as quantitative and qualitative. In the recent

research quantitative research methodologies are used so that duration of project can be
minimised. As the researcher is not willing to develop in-depth information so qualitative
research methodologies are used.
3.4 Research Tools
Research tools are regarded as such methods that are used in order to aid research, there
are various tools which are used. Data collection is regarded as one of the major research tool
which assists the researcher to gather appropriate information. This is required for researcher that
to select significant and related research methodology so that such information can be used
which leads into developing research in primal manner. There are two types of data collection
such as primary and secondary that can be used by researcher for acquiring prominence within
investigation (Hoddy, 2019). Under the current research, primary and secondary both the tools
are used for data collection. In context of primary tools of data collection questionnaire is used
and at the same time in terms of secondary tools information is gathered using various journals,
articles and books are used.
3.5 Sampling
Sampling is defined as the process in which samples are acquired by researcher for
acquiring overall research benefits. Sampling is the process which is related with selecting
samples within overall population so that process of analysis can be accessed easily. This is one
of the crucial process in which significant respondents are selected. There are two methods
within sampling such as such as probabilistic and non-probability sampling. This research is
using probabilistic sampling which provides equal opportunities of selection is given. Under the
research 40 respondent are selected so that research objectives can be attained.
3.5.1 Identifying Population and Research Site
Under the current research, 40 respondents are chosen in order to develop the research
and using probabilistic sampling respondents are taken out.
3.5.2 Sampling Strategy
With the help of probabilistic sampling researcher has taken out responses from
population and in the same manner equal opportunities can be given to every respondents.

3.6 Time horizon
Time-horizon is defined as the period taken by researcher for finishing the overall
research. With the help of appropriate time-horizon delays can be avoided within research. Time
horizons is categorised into two types which are longitudinal and cross-sectional. This research is
undertaking cross-sectional time horizon so that to acquire overall research research results.
3.7 Data Analysis
Data analysis is regarded as the procedure in which evaluation is executed in appropriate
manner so that objectives within research can be attained. This is categorised into various types
such frequency distribution table and thematic analysis. Within this research frequency
distribution table is used by the researcher so that research objectives can be attained.

CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION)
Frequency distribution table
Q.1. According to your experience, does Burberry use talent
management strategies at their workplace?
Frequency
a) Yes 35
b) No 5
Q.2. What is the major role of talent establishment within an
organisation?
Frequency
a) Talent retention 15
b) Talent acquisition 15
c) Cultural management 10
Q.3. According to your perception, does talent management help in
managing cultural change within organisation?
Frequency
a) Yes 20
b) No 10
c) Neutral 10
Q.4. What is the basic concept of cultural change within organisation? Frequency
a) Inclusion of various cultured people 10
b) Emergence of different skilled people 15
c) Standardising talent review 15
Q.5. What is the role of talent management within cultural change in
Burberry?
Frequency
a) Overcoming language and cultural barriers 10
b) Organise cross cultural training 10
c) Consider different cultural communication styles 10