Cultural Management

Cultural Management

Cultural Management

Assignment 1 instructions

Using GLOBE Study’s cultural dimensions as a point of reference, identify and discuss the cultural similarities and differences between Brazil, Malaysia and USA illustrated in the case. Using GLOBE Study’s cultural dimensions as a point of reference, critically analyse how cultural similarities and differences could affect combined results for consumers and non-consumers in each of these three countries so that Alizee can optimise online marketing activities which are specific to each. Please give examples to support your analysis. As consultants, your analysis should both explain the major similarities, differences and provide insights into what could have been done to enhance online behaviours of consumers and non-consumers of the Alizee airlines company from Brazil, Malaysia and USA in the cultural perspective.

Clarifications and suggestions:
1.    You may find it helpful to use tables such as that on p. 171 of the textbook in order to compare and contrast the interview responses of consumers and non-consumers across the three countries and make sense of the data.
2.    Please note the last sentence. This implies you should take the role of a consultant to Alizee and your report should take the form of a consultant’s report to the company, not an academic essay. This also implies that additional academic references are not expected or required, although you may find it useful to refer to the GLOBE project website to examine the national cultural dimensions of the three countries in more detail.
3.    No specific report structure is required although your chosen report structure should make it easy to see how your conclusions and recommendations follow from your analysis. As a minimum your report should contain (1) an analysis of the data (2) conclusions you draw from your analysis (3) practical recommendations to the company for enhancing their online marketing in the three countries.
4.    The 2,000 word count excludes appendices and references.

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