The Impact Of Cultural Diversity On Individual And Business Performance Considering The Case Of Tesco Store Stratford High Street- London

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The impact of Cultural diversity on individual and business performance considering the case of Tesco Store Stratford High Street- London




Back Ground1

Purpose of Study1

Cultural Diversity2

Hofstede's cultural dimensions theory2

Hofstede's dimensions3

Power distance3



Uncertainty avoidance4

Long-or short-termism4

Aim and Objectives and Approach4


Importance of quality Human Resource6

Current Trends7

Cultural Diversity8


The Research Philosophy9

Research Design9

Ethical Considerations10

Sample size10

Sample technique10


Descriptive statistics11

Time Scale12





Back Ground

In 1919, Tesco Plc was established by Jack Cohen, by utilizing the bonus which he achieved for his services in army during the First World War. Then in 1924, he purchased a tea consignment from the company TE Stock well. He decided to put the initial three alphabets of TE Stock well, and the initials of his name Cohen collectively to name his brand 'TESCO'. In 1929, Cohen opened the very first Tesco store in Edgware, London (Hobman, E. V., & Bordia, P. 2006, 483-507). Originally, Cohen's formulated the strategy of "Piling it high, selling it cheap". Despite the fact that this strategy assisted Tesco in attracting a great amount of consumers, it also assisted Tesco in branding itself as a store for average class consumers and even earned an image as a low-end store. Furthermore, Tesco had small and poorly equipped stores, as well. The only competitive edge Tesco had, were the prices they offer (Bell, S. T. 2007, 595-615).

Purpose of Study

According to Jehn, K. A., & Bezrukova, K. (2004, 703-729), the intention of the research is to understand the impact of Cultural diversity on individual and business performance considering the case of Tesco Store Stratford High Street- London. The research is to revolve around the cultural issues, trying to understand how the store managers in their capacity can reconcile the cultural diversity of individual aspirations with a comprehensive business process. According to Joshi, A., & Roh, H. (2009, 599-627), In addition to this, the research will focus to compare and contrast the theoretical relationships of power structure in a diverse cultural workforce adopting Hofstede's cultural dimensions theory. The research will use the elements of Hofstede's cultural dimensions theory to better understand the diversity elements in Tesco's work force by the use of questionnaires. To be able to conduct a relevant research, it is essential to understand what cultural diversity is, and what Hofstede's cultural dimensions theory is, and what are the six elements.

Cultural Diversity

According to Jehn, K. A., & Mannix, E. A. (2001, 238-251), many companies now span globe and / or outsource certain aspects of your day to day business, which makes it important for cultural diversity at top of each list of companies. Although there is no exact definition of cultural diversity, some say that is how people differ as to affect their organizational experience in terms of performance, motivation, communication and inclusion. Therefore, for companies to compete around world have to deal with cultural diversity within their companies.

Hofstede's cultural dimensions theory

According to Hofstede & Geert, (1984, 55), Hofstede is particularly known for his formulated culture model, which uses a number of identified dimensions ...
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