The present report mainly deals with the aspects of cultural diversity as well as the management issues which are formed while considering the cultural diversity. The general business scenario observed in the hospitality and tourism industry is also well explained along with the related areas of motivation and leadership as well. The entire globe is getting reshaped or restructured by the advancements in the field of technology and science as well. These scientific as well as technological developments have also resulted in the reshaping of the processes of business also. The productivity as well as the bottomline of the process of business have also been elevated to a great extent. The attributes like fast pace, potentials, accuracy etc have been enhanced with the introduction of technological advancements, which became reasons for the enhancement in the productivity of the business (Stephanie, 2012).

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To examine the concepts of management of cultural diversity,
motivation and leadership across the culture
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1. INTRODUCTION
1.1 Background of the study:
The present report mainly deals with the aspects of cultural diversity as well as the
management issues which are formed while considering the cultural diversity. The
general business scenario observed in the hospitality and tourism industry is also well
explained along with the related areas of motivation and leadership as well. The entire
globe is getting reshaped or restructured by the advancements in the field of
technology and science as well. These scientific as well as technological developments
have also resulted in the reshaping of the processes of business also. The productivity
as well as the bottomline of the process of business have also been elevated to a great
extent. The attributes like fast pace, potentials, accuracy etc have been enhanced with
the introduction of technological advancements, which became reasons for the
enhancement in the productivity of the business (Stephanie, 2012).
The industry of service which mainly concentrates on the lodging, planning of events,
transportation etc within the industry of tourism, is importantly reflected on the
hospitality industry. The food and accommodation as well are arranged by the
hospitality industry. The tourism as well as the hospitality industry are well related and
inter connected to each other. The growth of one industry would lead to the growth of
the other industry also. The wider segment of the tourism could be regarded as the
business tourism industry, which mainly involves tow prominent segments, which are
business tourism meetings and business tourism events as well. The meeting,
exhibitions, conferences etc are included in the business tourism meetings while the
other segment, business tourism events involve non-event meetings like concerts,
sports events etc (Cox, 2009).
With the advancements in the technology as well as globalization, the rate of growth
of cultural diversity has also occurred to the maximum. The concept of diversity could
be defined as the aspect of having a blend of mixed qualities, in case of humans, the
individuals hailing from different parts of the world who are having different cultures,
coming into contact with each other. The attributes which include age, gender, origin,
class, etc vary from one another in the diversity (Mary and Virginia, 2010).
The concept of diversity in all the aspects are dealt through the development of an
ideology called the diversity management. The ability as well as the talents of the
employees of a firm hailing from different cultures is enhanced through the concept of
the diversity management. These employees are well motivated by making them
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understand the salient features of their own cultural significances. This would
ultimately result in the enhanced productivity of the firm by enhancing the skills of the
employees of the concerned firms. The heterogeneity in the culture, would be the
main focus area which is concentrated by the cultural diversity management (Bernd,
2009).
The phenomenon of convincing and directing an individual towards the aim and goal of
any firm, is reflected by the term, ‘Motivation’. This is a concept which is considered to
be cent percent goal oriented. This is a very important as well as a complicated
concept. The profits and gains of a firm mainly depends upon this concept, which is
required to enhance the performance level of the employees of the concerned firm, by
stimulating them to attain the goals of the firm (Gary, 2010). The motivation could be
categorized into two types, which are internal motivation and external motivation as
well. The concept of leadership also plays an important role in the motivation of the
employees of the firm towards the goals. The importance of the relationships is
maintained in the leadership and the plans are done according to this. The
management takes risks for the sake of its employees and cares these employees much
so that they are always kept in a comfort zone. Highly innovative ideas are created in
the concept of leadership (Andrew, 2012).
1.2 Company Profile
All One Bar is a collection of city and town bars, which could be regarded as the place
where fabulous foods and drinks are available. It is a place where one can have hang
out with the friends. This firm, All Bar One is located throughout London. The firm has
a large number of staffs working for the company. This is one of the fastest growing
firms of the companies of UK.
1.3 Aims of the Research
The main aim is to examine the concepts of management of cultural diversity,
motivation and leadership across the culture.
1.4 Objectives of the Research
The main objectives of the research are:
• To asses the management of the cultural diversity by the managers of All Bar
One.
• To evaluate the leadership ability of the managers of the firm and to examine
the motivation level provided by the managers to the employees of the firm.
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2. REVIEW OF LITERATURE
2.1 Introduction:
The examination and analysis of the previous works related to the current topic, done
by many researchers, are included in this section. The literature works which are
related to the aspects of management of cultural diversity, motivation and the
associated theories, as well as the role of leadership in motivation etc are well detailed
in the present section.
2.2 Management of cultural diversity:
According to Stefanie (2006), the cultural diversity could be considered as the mixing
or blend of different individuals who hail from different cultural backgrounds. Since,
the concept of cultural diversity is very much complicated, the management of cultural
diversity is also a complex process which needs well attention and focus as well, as per
the conclusions of Jean (2009). As per the statements given by Matthew (2009), there
are chances for the development of strong conflicts as there is a big observable gap
between the cultural backgrounds of the individuals involved. In order to avoid or
prevent these conflicts, a concept of clarity must be compulsorily established.
According to Bernd, respecting one another’s cultural features is the best way to avoid
the issues and conflicts as well. According to Mary and Virginia (2010), the
management practices which one culture would accept would not be easily accepted
as well as appreciated by the other culture. The concept of cultural diversity has
become well complicated which seriously could affect the productivity, when the
business process of a firm is considered, says Cox (2009). Thus, it is very much required
to deal and manage these cultural differences for the maintenance and stabilization of
the productivity of these firms. According to Stephen (2010), the persons dealing with
the management of the cultural diversity should be well known of the merits and
demerits of the concept. They should be capable of motivating the employees in spite
of the cultural differences, suggests Stephen and David (2010). Leadership should be
the basic quality which they supposed to possess in order to increase the productivity
of the firm, which leads to the profits and benefits of the employees as well as the
firms.
2.2 Leadership across cultures:
As stated by Andrew (2012), for the purpose of attainment of the objectives of a firm, a
person should take the responsibility and lead others to attain the goals, and this
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quality is referred to as the leadership. The workplace could be easily affected if it
involves a number of diverse backgrounds. The main quality of the leader is his ability
to direct as well as motivate the employees, irrespective of their cultural background,
to attain the goals of the firm, says Andrew (2009). Diversity has been observed in the
styles of leadership across the globe and several studies have been done on the
relationship between the cultures and leadership, according to Richard et al (2010).
According to the studies performed by Watt and James (2010), the concept of
leadership could be basically classified into two main types, which are Task Oriented
Leadership and People Oriented Leadership as well. The findings suggest that both of
these two types of leadership cultures have got salient features in their own way. Still,
when compared to each other, People Oriented Leadership could be regarded to be
much better than the Task Oriented Leadership, since the former style concentrates on
the provision of direction as well as instructions to the employees, while the latter
focuses on the understanding of the attitudes of the employees, state Watt and James
(2010).
As per the opinions of Neville (2010), there are some theories which clearly explain the
concept of leadership. Among all these, theory XYZ constitutes the most prominent
one. According to theory X, the concept of manager is that all the employees are lazy
and they require punishments to perform well. A manager, who thinks that the
employees do hard works with a feel of responsibility and commitment under the
suitable conditions, is explained by the theory Y. Theory Z explains that the manager
believes in the well performance of the employees through motivation (Bessie et al,
2010). As per the statement given by Brenda (2012), whatever may be the adopted
leadership style, the basic required quality of an ideal leader should be the ability to
motivate the employees to attain the goals of the organization.
2.3 Motivation across cultures:
According to the opinions of Brian (2012), the psychological direction provided to the
employees for the attainment of the goals. As per the conclusions made by Stepahine
(2010), the basic processes of motivation arises from the unsatisfied needs, which
direct towards the goals to satisfy these needs, which results in the final attainment of
the goals. The concept of motivation could vary from place to place, and thus it could
be regarded as culture variant, says Mark (2011). Based on the nature of the
motivation processes, two broad types of theories have been designed, which are
Content theories of Motivation and Process Theories of Motivation as well, finds and
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concludes Lois (2009). The reasons for the motviaiton are explained in the Content
Theories of Motivation, while the Process Theories of Motivation very well explains the
ways or methods by which the motivation processes are implemented, supports Gary
(2010) also. As per the findings of Marina (2011) and Stephanie (2012), various need
theories have been created to explain the process of motivation, which includes
Maslow’s need theory, Herzberg’s Two factor theory of motivation, Achievement
Motivation theory, Expectany theory etc.
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3. RESEARCH METHODOLOGY
3.1 Introduction
The process of ‘Research Methodology’ involves the assessment as well as the analysis
of the problems of the research, according to the findings of Jan and Collin (2010). As
per the conclusions of Anderson (2009), various techniques, approaches, models,
methods, strategies etc are included in the research methodology so as to achieve the
aims and objectives of the research.
3.2 Research Method
According to the statements of Anderson (2009), there is a definite set of steps and
procedures which could be employed to make the research work end in success. There
are two main types of research method, which are explained below:
a) Quantitative Research Methods:
This is the data which is mainly expressed in arithmetical format and this needs to be
transformed into the readable text format. The quantitative data are generally
collected from the persons who are directly or indirectly related to the study, says
Wayne et al (2011).
b) Qualitative Research Method:
According to Wayne et al (2011), the feelings and views of the common people are
generally expressed in this type of research method.
The quantitative type of research method is applied in the present research by the
researcher. The data are collected from the staffs of All Bar One. The questionnaire is
used to collect the required information for the completion of the research work.
3.3 Methods of Data Collection
The selection of the proper way to collect the data is very crucial and it mainly depends
on the nature of the research work. There are two main type of data which are primary
data as well as secondary data.
a) Primary data collection:
According to the perceptions of Boone and Kurtz (2011), the data which is being
collected for the first time and which is fresh, is referred to as primary data. This type
of data is collected directly from the people.
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b) Secondary data collection:
Boone and Kurtz (2011) states that the data which is collected from different sources
(including journals, magazines, articles etc), is termed to be the secondary data.
Primary data would be the preferred data type used for the present research. The
required information is collected from the employees of the chain of bars, All bar one.
3.4 Research Strategy:
As per the opinions of Jackson (2010), the fundamentals of the research methodology
would be the research strategy. Depending upon the type as well as features of the
research, the research strategy is selected. Out of the many types of research
strategies (including case study, survey study, interviews, etc), the researcher prefers
the survey strategy as the apt research strategy for the present research. Since a large
group of individuals form as a source of information, survey study strategy would be
the appropriate one.
3.5 Research ethics:
While carrying out a research, the researchers are supposed to follow certain rules and
ethics. The author of the present research also follows the ethics of the research
strictly. The confidentiality of the information as well as the privacy of the employees
who participated in the survey analysis is well maintained by the researcher.
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4. DATA ANALYSIS
4.1 Introduction
The information collected for the successful completion of the research work, is well
analyzed in this section of the study. The validation of the data is also done in this
section of the research. The researcher uses the data which collected at the time of the
research, which is termed to be the primary data. The initial step of the data analysis
was the design of a questionnaire which contained important queries which were
related to the aspects of management ability, leadership as well as motivation. The
employees of ‘All Bar One’ were subjected to the survey analysis using this
questionnaire.
4.1 Analysis of the primary data:
The researcher managed to collect the primary data from the workers (15 workers) of
‘All Bar One’. These employees included 5 employees each from three countries (to
study cultural diversity and the countries were selected randomly) who were analyzed
using this questionnaire.
Q1) Could you please mention the age group to which you belong to?
The first question asked to them were to mention the age group in which they
belonged. This was asked since the dimension ‘age’ is an important demographic
factor. The results for this question are illustrated in the graph given below:
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AGE GROUP
76%
24%
25-50
50-70
(as created by the author in August 2012)
Out of the 15 employees who were subjected to the analysis of survey, 76% of them
belonged to the age group of 25-50 and the remaining 24% of them belonged to the
age group of 50-70.
Q2) Out of the three important dimensions of culture, which one do you consider as
the most important?
The employees of ‘All Bar One’ were given three options of important dimensions of
culture (age, religion, gender), and they expressed different opinions which are shown
below:
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IMPORTANT DIMENSION
24%
36%
40% Age
Religion
Cultural orientation
(as created by the author in August 2012)
The percentage of the employees who considered the gender or the sexual orientation
to the most important, was 40%, while 36% of the selected employees considered
religion to be the most important cultural dimension. The aspect of ‘age’ was
considered to very significant by the remaining 24% of the employees.
Q3) Could you please mention your level of education?
The 5 employees each from three different countries, had different levels of education.
The researcher analyzed the result for this query and has represented the obtained
data in the following graph.
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EDUCATIONAL LEVEL
50%
30%
20%
Italy France
Nigeria
(as created by the author in August 2012)
This graph illustrates the level of education each of the employee of ‘All Bar One’ had.
The individual analysis was done by the researcher. Out of the total 5 employees
hailing from Italy, 5% of them were highly educated, 30% of the total 5 employees of
France was educated and only 20% of the employees coming from Nigeria was fairly
educated. This query was asked by the researcher as the dimension ‘education level’ is
an important dimension of the cultural diversity.
Q4) How do you evaluate the motivation given by the managers?
The graph shown below represents the opinions of the employees of the firm, when
they were asked about the motivation given by the managers of the firm. 80% of the
totally analyzed staff were completely satisfied with the level of motivation provided
by the managers, while 15% of them were just satisfied and they expressed that there
should be some improvement, while the remaining 5% of the employees completely
considered the motivation level provided by the managers to be very poor.
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MOTIVATION BY MANAGERS
80%
15%
5%
Excellent
Satisfactory
Poor
(as created by the author in August 2012)
Q5) Kindly mention the percentage of both intrinsic motivation as well as extrinsic
motivation that you experience.
Intrinsic Motivation Extrinsic Motivation
Italy 50% 50%
France 60% 40%
Nigeria 45% 55%
The above given table represents the percentage of motivation that each individual
(hailing from three different countries) experience while working in the firm. The
employees from Italy consider that the intrinsic motivation and extrinsic motivation
are equal and constitute 50% each. While, the employees from France considers 60% is
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constituted by the intrinsic motivation and the remaining 40% only constitutes the
extrinsic motivation. Finally, the Nigerian employees consider the percent of intrinsic
motivation and extrinsic motivation as 45% and 55% respectively.
Q6) Are you satisfied with the leadership ability of the managers of the firm?
LEADERSHIP OF MANAGERS
80%
20%
Yes
No
(as created by the author in August 2012)
The opinions of the employees when they were asked about the leadership ability of
the managers, are represented in the above shown diagram. 80% of the totally
analyzed employees were satisfied with the leadership ability of the managers of the
firm. But, the remaining 20% were not at all satisfied with the ability of the managers.
Q7) How would you assess the ability of your managers to solve an issue (based on
cultural differences)?
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ABILITY TO SOLVE CONFLICTS
60%20%
20%
Excellent
Satisfactory
Poor
(as created by the author in August 2012)
Out of the total 15 employees who were subjected to the analysis of survey and asked
this question, they all came up with different answers. An excellent opinion was put
forward by the 60% of the total employees, while a satisfactory opinion was expressed
by 20% of the employees. The remaining 20% were not at all satisfied with the issue
solving capacity of the leaders or managers.
Q8) Are you satisfied with the security of your employment?
The responses shown by the employees of ‘All Bar One’ are given in the diagram shown
below. 70% of the total employees were satisfied with the security of their present
employment, while the remaining 30% were not satisfied with the current job security
and they had anxiety about the future.
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EMPLOYMENT SECURITY
70%
30%
Yes
No
(as created by the author in August 2012)
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5. CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
This section includes the achievement of the goals of the research, after analyzing the
obtained data. The main aim of the present research is to examine the concepts of
management of cultural diversity, motivation and leadership across the culture, and
how are they related to each other. The All Bar One firm is taken for the case study.
The primary data required for the study was obtained from the employees of the firm.
The employees selected for the analysis belonged to three randomly selected
countries, Italy, France and Nigeria.
The goals of the research work were attained by the assistance of the collected data.
At the end of the study, collaboration, compilation as well as the assessment of the
findings was done by the researcher.
Objective 1: To asses the management of the cultural diversity by the managers of All
Bar One.
The employees of the firm, ‘All Bar One’ were from different cultural background.
There were differences in the age group, country, gender, level of education etc. That
is, the cultural diversity was well observed in the firm. Even though the management of
the cultural diversity was little complicated, the managers of the firm tried to given
equal opportunities to all the individuals in spite of the differences in their cultural
backgrounds. The motivation level was also given in the same level, but since there is a
difference in their perceptions, difference in the perceptions of motivation was also
observed by the researcher.
Objective 2 : To evaluate the leadership ability of the managers and to examine the
motivation level provided by the managers to the employees of the firm.
The leadership ability of the managers of All Bar One was also confirmed through the
study. An ideal leader should be the one who is capable of leading the people towards
a specific goal in spite of the differences in any aspect. According to the employees of
the firm, even though these managers direct them towards the achievement of the
goals of the firm, they could not be considered as the exact leaders as they were not
having the ability to solve the issues or conflicts which arise as a result of the cultural
diversity. But, the majority of the employees were satisfied with the motivation
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provided by these managers. Since there is a cultural difference among them, the level
of perception of motivation was different for all of them. Most of the employees were
not satisfied with the employment security.
5.2 Recommendations:
After the research work, the author suggests certain recommendations which would
be useful for the betterment of the prevailing situations of the firm. Some of the
recommendations suggested by him are:
a) Securing the employment: Since some of the employees were much anxious
about the future as they were not sure about the longevity of their job, it would
be much better if the firm makes some measures to secure the employment of
these employees.
b) Enhancing the leadership ability: It would be better if some training classes
were given to the managers so that they could get an idea how to behave when
a conflict due to the cultural diversity arises. These also could lighten the
situations.
c) Provision of the motivational level according to the employees: Since there is
a difference in the cultural backgrounds of the employees, the motivation
which is being provided would be accepted by some of them and would be
rejected by some other. So, it is always better to provide the motivation
according to their needs and requirements.
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