This document provides an extensive literature review on cross-cultural management. It begins by defining cross-cultural management and its importance for companies operating globally. It then examines cross-cultural management's impact on internal company culture and externally with customers and markets. The document also explores how cross-cultural factors influence human resource management. Throughout, it emphasizes the need for managers to understand cultural diversity and differences to avoid misunderstandings and improve performance. Overall, the document argues that mastering cross-cultural management skills is essential for companies to succeed in today's interconnected global business environment.

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CROSS CULTURAL MANAGEMENT
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Introduction
In most cases, when it comes to the process of management, the
importance of ensuring that as a manager one considers all the
cultural diversities that are there is very important. Many
managers have always been having issues when it comes to
management in cases where they end up having issues with
ensuring that all their employees or people that they are
managing are considered. It is therefore for this reason that
understanding cross-cultural management has been considered
to a topic that is very important as specifically to managers.
Cross cultural management can be basically be described as the
study of management and this is done in a cross-cultural
context. This therefore specifically involves understanding and
studying the influence that the societal culture has on managers

2. and the different management practices. Cross cultural
management also focuses on understanding and studying the
cultural orientations of organizational members and individual
managers. As a manager or even a member of any institution,
understanding this is specifically very crucial as it does
determine the effectiveness that one will have in an institution
or an organization specifically with the knowledge that people
who one does interact with on a daily basis are different and the
need to ensure that one gets the best perspective of
understanding them is one thing that is very important (Tietze,
2021).
This paper will therefore carry out an extensive research on
cross cultural management and how the same can be used for
the benefit of managers and ensuring that they not only become
better when it comes to management but that they also perform
better in the different roles that they do play in their respective
areas of business. This paper will specifically look at this from
the perspective of understanding how to conduct a business
from a cross cultural operation perspective in countries or
nations that do have different cultural variations. The paper will
use examples of companies and specifically Starbucks company
in the process of understanding how cross cultural management
abilities can be used in the process of making things to be better
in terms of performance and effectiveness.
As businesses have been growing and the need to reach out to
larger market shares in the business, the importance of
managers to have skills that are considered to be cross cultural
has been something that is very important. The need for
managers to have cross cultural management capabilities has
been something that is very important and that does determine
the effectiveness and performance of an organization in terms of
taking an advantage of the fact that the world has changed and
the interconnectedness between countries and companies has
been very huge (Dudinv et al., 2019). It is important to note that
at an individual level, the values of individuals as well as their
understanding and reactions to cultural contexts is usually

3. different as people differ from with different people in different
places. It is therefore very important for a manager who is
seeking to reach out to a global market to understand these
diversities and know how exactly each of differences are to be
handled and understanding them is the first step that would help
in the process of figuring this.
As a manager therefore one must first have the desire to grow
and at the same time have the need to generate more revenue as
it is only this that will help managers to develop the desire to
have cross cultural management abilities. For example in a
company such as Starbucks the need to have managers that do
have abilities when it comes to cross cultural management is
very important, the company in this case is functioning at a
global level and therefore the employees that the company has
as well as the customers are all diverse (Osland et al., 2018).
Dealing with them and at the same time ensuring that they do
get the needed growth and revenue requires that the managers
do have the abilities that are needed when it comes to cross
cultural management.
As a company therefore or as even managers, the need to ensure
that the employees of company culture are evaluated in this case
is very important in any case if the employees or the managers
are to be effective. In today’s fast-paced business environment,
cross-cultural management is must-have ability for managers
and especially the ones who are seeking to operate in business
that are already having customers globally or ones which are
desiring to expound their boundaries to the global market
(Dudinv et al., 2019). Both internally and externally, it may be
broken down into these two subcategories. Internally, cultural
divergences are a result of the many backgrounds and
perspectives represented within the company’s workforce. In
order to create a cohesive work atmosphere that encourages
teamwork among culturally diverse personnel, managers must
address these individuals’ differing values.
Whether operating locally or internationally, it is always
important to ensure that as a leader the cultural differences in

4. terms of values and beliefs and identified and understood to
ensure that any form of misunderstanding that might rise as a
result of the people in this case not understanding the values
and the cultural differences that are there is avoided as much as
possible. As the majority of workers are locals, each regional
office has its own culture and set of systems tailored to the
needs of the many offices throughout the globe. From an
external perspective, cultural management may be seen in how
local clients are approached or marketing strategies ar e
localized when a firm first enters a new market (Romani et al.,
2018). It is important to understand that new markets are always
hard to deal with and the need to ensure that every aspect of the
market is understood especially from the cultural perspecti ve is
very important. This is specifically what Starbucks company has
been doing for the recent years, before getting to any market, a
research should be done that will help in understanding the
culture of the said market and ensuring that every aspect of the
said market is understood (Henao et al., 2021). This helps in
avoiding any form of misunderstandings that might end up
arising from the said process and therefore this will help in
ensuring that as a company the right things are done that would
help in ensuring that the company penetrates easily to the said
location by basically understanding the culture of the said
company and avoiding anything that might be done that might
affect the effectiveness and the penetration of their business in
the said location in any way.
Cross cultural management does not only look at the company’s,
employees and customers cultural differences in terms of values
and beliefs only, it is also important for the company or
managers to look and analyze how organizations and companies
in different countries and specifically the ones in which the
company is interested in do compete for global markets and how
specifically this works for their advantage (Romani et al.,
2018). By doing this, it will play a very significant role in the
process of ensuring that the company and the managers know
exactly what to do and what to avoid in any issue that can be

5. experienced due to the company avoiding to consider and look
at issues that do surround the fact that a company has avoided
considering the cultural differences that are there in a
community or country.
In as much as it is important to look at this from a company’s it
is crucial to know that the examination of cross-cultural factors
in human management. It is essential to note that Diversity is
becoming more common in the workplace. Many individuals
from varied ethnic, cultural, and geographic origins make this
possible (Koc, 2020). It might be difficult to manage a staff like
this. Consequently, HR managers should be prepared to assess
and investigate the particular difficulties that arise from
diversity as these usually do have a very significant impact on
not only the performance of the company in terms of growth and
revenue generation but also this will always have a very
significant impact on the market that the company will be able
to reach out to in a given market and this will in the process
affect its sales too and the harmony that will be there between
the employees and the management at large which plays a very
significant role when it comes to the performance of the
company.
Conclusion
Cross cultural management in the current business environment
is something that should always be considered as being very
crucial and central in the process of making things work out in a
company. In the example given above of Starbucks company,
much of its success has been greatly been attributed to the fact
that cross cultural management is one of the abilities that most
if not all of its managers are required to have for their
performance to be high. Cross cultural management in this case
as it has been discussed in the paper does not only focus on the
employees and the company (internally), but also the paper
looks at this from an external perspective and that is knowing
how other companies and organizations do compete from in the
market and understanding this is part of understanding the
important thing that should be considered in a given market by

6. the managers and employees for the company to gain a
competitive advantage.
References
Dudin, M. N., Pogrebinskaya, E. A., Sidorenko, V. N., Sukhova,
E. I., Zubenko, N. Y., & Shishalova, J. S. (2019). Cross-cultural
management in the system of harmonization of interests in the
multi-confessional educational environment. European Journal
of Science and Theology, 15(3), 191-199.
http://www.ejst.tuiasi.ro/Files/76/17_Dudin%20et%20al.pdf
Henao, D., Gregory, C., & Dixon, Y. (2021). Impact of
Diversity and Inclusion Education on Team Member
Engagement. Journal of Best Practices in Health Professions
Diversity, 14(1), 14-24.
https://www.jstor.org/stable/27097333?casa_token=OkIPHq8HJ
VcAAAAA:cp-foeSx7kePQ4er_uG8bHN-
pYRy0gCJkpCO2S4knVE_jQ5PwMDbaMh_VnP2Ywbv-
v4VrQeCBCImUrw-qpbBtVkQEtNGzf37-xh-
83wUS82VUlxxL49_6A
Koc, E. (2020). Cross-cultural aspects of tourism and
hospitality: A services marketing and management perspective.
Routledge.
https://www.taylorfrancis.com/books/mono/10.4324/978100301
8193/cross-cultural-aspects-tourism-hospitality-erdogan-koc
Osland, J. S., Li, M., Petrone, M., & Mendenhall, M. E. (2018).
Global leadership development in the university setting and
future directions for advancing global leadership research.
In Advances in global leadership. Emerald Publishing Limited.
https://www.emerald.com/insight/content/doi/10.1108/S1535-
120320180000011010/full/html
Romani, L., Barmeyer, C., Primecz, H., & Pilhofer, K. (2018).
Cross-cultural management studies: state of the field in the four
research paradigms. International Studies of Management &
Organization, 48(3), 247-263.
https://www.tandfonline.com/doi/abs/10.1080/00208825.2018.1
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7. Tietze, S. (2021). Cross-cultural management revisited: A
qualitative approach.
https://link.springer.com/article/10.1057/s41267-021-00442-1
Final Paper: Research Paper, Part II
Instructions
Your final research paper will be based on the topic of your
choice selected in Week 2. You may include the readings
assigned in this class to supplement your research.
Final Research Paper:
Write an 8-10-page research paper (excluding the title and
reference pages) on the topic of your research topic choice
selected in Week 2. By this time, you should have submitted
your first 5 pages for grading and feedback. Once you receive
feedback, make revisions accordingly and combine with the last
five pages of your paper.
Overall Feedback from Research Paper, Part I
Some suggestions:
I liked the use of SWOT to assess the cross-cultural readiness of
Starbucks. In section IV consider adding subcategories
identifying specific cross-cultural actions to be taken, e.g.,
training on language and meaning, conducting social
interactions, understanding culture-specific beliefs and values,
etc.
In addition, there should be some type of control step or
feedback loop on the recommendations, i.e., assessing
effectiveness, etc. Which criteria could be used?
Also, references should be mapped to sections of the outline.
Good first cut at the outline!