Over the last decade, organisations have started to change the way they do business.
Every day more and more companies are trying to cover different markets and
establish their brand globally. In the current business environment, cultural diversity
is rapidly becoming a day to day reality for more and more managers. Many scholars
like Hofstede, Lewis, Parker, Rouse & Rouse etc. have founded that presence of
culturally diverse workforce brings up two fold impacts on an organisation. If
managed efficiently, it could do wonders and mismanagement of cultural diversity
might result in failure. The research undertaken as part of this project may help to
develop a management style in order to improve the overall results of an organisation.
The purpose of this dissertation is to answer the question of how to manage the
multicultural sales teams in interdependent environment to get competitive advantage.
In order to answer this question, research was undertaken to analyse various factors
that influence the team performance both positively and negatively. The other
objective of this research is to identify the key factors and competencies that will
increase participation, energy and productivity in multicultural teams. Once these
objectives were met, researcher proposed the optimum management style and
required factors for managing culturally diverse teams. The population selected for
this research project is made up of managers and employees from multicultural teams
employed in well known Retail Sector Company in Ireland.
In short, the results from the questionnaire showed that cultural diversity can have
both positive and negative impact on team performance and ultimately on
The reader(s) would be able to understand the fundamentals of cultural diversity
management in an organisation at the time finding some interesting but important
aspects cultural diversity invites in an organisation.
The researcher concludes with quite interesting conclusion and some special