THE IMPACT OF CULTURAL DIVERSITY IN TEAM PERFORMANCE

SUPERVISOR- DR JAN GSON

COURSE MASTER OF BUSINESS ADMINISTRATION BY UNIVERSITY OF SUNDERLAND

SUBMITTED BY

URVASHI RAJURKAR REGISTRATION NO

099096461

SUBMITION DATE - 19 MAY 2011

The Statement of Originality and Authenticity

I URVASHI RAJURKAR confirm that the dissertation is in my own, and it is the original work which is done by me .The rules and regulation of the university of Sunderland has been followed and applied to the dissertation including the Harvard referencing, and the data which is used if fully referenced accordingly .The referencing list is also presented in the dissertation. The plagiarism is not there, and The copy of the dissertation is kept with me with me until the university publishes the result and if any changes the university would like to suggest me in my dissertation according to the rules and regulation of Sunderland University.

Name: URVASHI RAJURKAR Student ID: 0 9 9 0 9 6 4 6 1 Course: Masters of Business Administration Date: 19-05-2011 Signed: Supervisors signature:------------------------------------- Date:-----------------------

ACKNOWLEDMENT I am very thankful to the God Sai Baba ,and Thankful to my family and friends to encourage and support me for studying in UK and I am also very thankful to my supervisor Dr Jan Gson who has helped me a lot to complete this dissertation and without him it would not be possible to complete this dissertation. I am thankful to the University of Sunderland for giving an

opportunity to me for studying the MBA programme.

Abstract
The research is about the about a the impact of the cultural diversity in a team performance, and in what way this is influencing in the growth and performance of the company and what is the behavioural outcome from the team. The case study on this topic is Primark and the employees of the Primark are very multicultural and the companys customers are also of different ethnicity to co-relate both of them the companys recruiting employees of different cultural background .The research is showing about different aspects and problems when a team is facing while working and how the management and the company supports to this and handles this ethnicity of the employees and how they are encourage and motivated from the management to work ,the questions asked to the manager of Primark regarding how the employees are taken care on based on their ethnicity and how they are co-relating with their business .The main findings of the study is the impact of cultural diversity in a team performance which effects the productivity and the behavioural outcome of the employees ,in addition to this how the ethics of the company is followed ,what is the effect of cultural diversity in their business and what is benefit coming out of it ,and in the international business the significance of the culture and the peoples ethnicity moreover for the companys which they want to expand on other countries has to be aware about the culture and the culturally diverse people.

The key words: Cultural diversity ,team performance ,human resources management , customer service ,multicultural, multi-cultured employees ,cooperating ,unity ,behavioural outcome ,marketing ,business environment ,management .

TABLE OF CONTENTS SECTION

The statement of declaration

PAGE NO

--------------------------------2

Acknowledgement ----------------------------------------------- 3 Abstract ---------------------------------------------------------------4 Chapter 1 introduction ---------------------------------------------5 Research Questions----------------------------------------------------5 Research Aim-----------------------------------------------------------5 Research Objective---------------------------------------------------6

Limitations---------------------------------------------------------------6 Dissertation structure ------------------------------------------------7 Summary ----------------------------------------------------7 Chapter 2 CRITICAL LITRATURE REVIEW STRATEGY OF RESEARCHING THE LITERATURE------------8

Introduction -------------------------------------------------8 Effect of cultural diversity in an organization--------------9

 Managing the cultural diversity-----------------------------9 Why companies have an ethnic mix team------------------10 Performance outcome of ethnic mix team---------------------10

Summary--------------------------------------------------------------11 Chapter 3 Methodology Introduction---------------------------------------------------------11 THE RESEARCH PHILOSOPHY---------------------------------12

Research background --------------------------------------------12

Research Hypotheses ----------------------------------------------13

Research Questions ------------------------------------------------13

Research Aim -------------------------------------------------------14

Research Objectives ---------------------------------------------------14

Research Methodology--------------------------------------------15

Research Purpose ---------------------------------------------------15

Exploratory---------------------------------------------------------16

 Descriptive ---------------------------------------------------------16

Explanatory--------------------------------------------------------17

Prescriptive -----------------------------------------------------------17

Research Approach----------------------------------------18

Qualitative Vs Quantitative --------------------------------------------19

Research Strategy--------------------------------------------------------20

Qualitative sampling ---------------------------------------------------------20

Qualitative Data Handling --------------------------------------------------21

Credibility and Research Findings------------------------------------21

Reliability----------------------------------------------------------------------21

Validity------------------------------------------------------------------------22

 Quality---------------------------------------------------------------------23

Ethical Issues ----------------------------------------24

The Researchers Personal development ------------------------------25

Summary---------------------------------------------------------------------26

Prescriptive ---------------------------------------------------------27

Introduction-------------------------------------------------------28 Conclusion---------------------------------------------------------29 Chapter 5 Conclusion Introduction-----------------------------------------------------------30 Summary of key findings ---------------------------------------------31 Recommdation and implication------------------------------------------32 Future Research ------------------------------------------------------------33

 Summary-------------------------------------------------------------------34 Conclusion-------------------------------------------------------------------35 Appendices-----------------------------------------------------------------36 Appendix 1-------------------------------------------------------------------- 37 Appendix 2-------------------------------------------------------------------38 Appendix 3 -------------------------------------------------------------------39 Appendix 4---------------------------------------------------------------------40 Appendix 5(Copy of Research Proposal) --------------------------------41 Appendix 6 (Approval of research Proposal) --------------------------42

CHAPTER 1-INTRODUCTION

THE IMPACT OF CULTURAL DIVERSITY IN A TEAM PERFORMANCE THE CASE STUDY PRIMARK.
The multicultural employees in any company is a high demand everywhere and every organization is implementing this and the impact of cultural diversity in a team performance for this topic the researcher is using PRIMARK as the case study The chain of retail clothes store in the UK and Europe and the one of the most successful company in UK.This company is known as Pennys in Ireland it has more than 200 branches only in Ireland and the Europe, United Kingdom, and 3600 employees. The first store was opened in 1969 at Dublin and after that the progress is tremendous The Primark is also associated with British foods and Weston family by witting ton investment .This company is very popular because it is a good value for money, and affordable to all class of people at very cheap prices .It sells clothes for all age group starting from women, men, girls, boys and kids. This store is located on every high street

near tube station and bus stop, car parking so that it is very easy for customers to come and shop. The owner of Primark says that it is very inexpensive than other store like Marks and Spencers, Next, H&M and Mr Weston the CEO of the Primark says that the customers want to buy clothes which are trendy and straight from the catwalk style and the Primark will not think of increasing the cost of the clothes and it is expected that the company wants to successful and lead, moreover it has a profit of 20million annually The company has made a lot of profits during recession also and attracted the customers from the expensive stores According to the researcher says that it is very important to buy clothes for wearing which has to be very stylish and trendy, and the companys strategy is that the customers should be satisfied after buying clothes at very reasonable price. As the cost of living in the UK and Europe is very high and considering for an average class people it is very difficult to afford each and every thing, so swart shopping is buying things in budget as well as saving the money. For every company to be successful, the foundation is the employees, and they should co-operate with each other while working because a good teamwork is always appreciated and is in demand in every organization. Since Primark has different type of ethnic customers, so the company believes in having a culturally diversified team to work ,and to serve the customers .If any company has different type of multicultural employees working in it then its image is very good in the market ,this shows that the company welcomes all kind of people in it with relation to this they focus on customer service which is the most important for a retail clothes store ,since having different types of multicultural customers visit the store for this reason Primark selects the employees of different ethnic background and when the customers see this employees of

Primark they feel very comfortable in shopping as the UK,and Europe has a lot of foreign people coming here for various purpose . The Primark employees who are working at till in cash and wrap section or the management, and the staff which does the work of shelving of clothes, customers services and recovery of the store are from the different countries and have their own cultures .The company encourages more and more people from different ethnic background to join them, since they also have a different kind of customer from all over the world. The development in business from other joint projects like merging or an acquisition, and competitive business in the world as because of technology the pace of business is also increased with relation to all this things the main reason of increasing in the ethnicity of people how are involved in the business and moreover for any company to open a breach or establishing a new business there they have to study culture and diversity of people .As Primark gets its raw material for the clothes manufactured from Asian countries to deal with such kind of merchants from foreign countries the company has to focus and work on cultural diversity of people involved in it ,as when you want to expand the business one has to contact different foreign business partners or customers or clients. The managing of the multicultural staff by the management is that they the strategy of the company is main in increasing the business in the market in the international arena, the main focus on creating a harmony at workplace ,for everyone while respecting the cultures of everyone and having a healthy working relationships and encouraging the multiculturalism in an organization . To make sure that the environment of work is peaceful is main reason for the company to be successful in the market, the people how are involved in it and have their own way of thinking or lifestyle and culture. The human recourse management has a big task to unite the employees from different culture while encouraging the employees with rewards.

The major reason for the multicultural employees is about the co-operation in the team, the inter-related culture which is from group of different culture in the environment of the organization. The main characteristic of making an environment of work united and encouraging to the Primark employees and the ethical background of each member so that this reflects from their personality it means how they present themselves at work ,what they expect that they should be treated well with respect .The recognizing of every workforces needs and rewards of Primark employees and evaluating on the views of employees and the strategy of human

resources department on uniting and improving ,encouraging multicultural employees if this is implemented then it is one of the reason to develop the organization. The employees which are not happy and think that they have been ignored because of their ethical background and they would be less hardworking because their work is not up to the mark for the organizations success The Research Questions:The following are the research questions: How the multicultural employees are representing the image of Primark. The customers to Primark would like to see the different type of ethnicity in the Primark employees. The Primark employees are happy to cooperate in a team of members who are all from other cultural background. How the company would like to unite the encourage the Primark employees by motivating them. Having the multicultural employees in Primark benefits in the different type of customers to the company. Research Aim: - To investigate the impact of cultural diversity in teamwork in Primark and how the employees represent themselves being from a different ethical background in the company and are they co-operating in the team work and how the company is

encouraging them in terms of performance and because they have a different type of customers so they want a employees to be multicultural since this helps them to have a business deals with other countries in the world and good customer service given to the customers. Research Objective: - The research is to find out the impact of the cultural diversity in a team performance at Primark. This is the following main objectives of the research. To assess the Primark views on employing a culturally diversified workforce. To critically analyse the team work and the performance of Primark employees. To evaluate the cooperation of culturally diversified employees of Primark. To investigate the encouragement of Primark employees working with other colleagues how have different ethnic background. To interlink the Primarks multicultural employees with the companys idea on integrating the different type of culturally diversified employees for the team performance. Improving the Primarks human resource strategy on creating a good environment for the employees to work with multicultural colleagues. Limitations: The researcher had lack of time to speak to the Primark employees on their views for working in a culturally diversified team. Due to less time to complete this dissertation the research could not go in detail for the research. The researcher has less finance The researcher could not speak to the employees who are working in the head office due to lack of time. Dissertation structure :

Structure of the dissertation the chapter 1 has the introduction about the Primark and the different kind of employees working in it with others how a different ethical background has and the customers .How the company integrates the employees working and creating an environment of uniting them. The demand to have a different type of ethnic employees because this helps for doing the business internationally, the success of Primark and keeping their employees happy and satisfied is the main aim of Primark.

The chapter 2 has the literature review about the topic which explains about the effect of working in a multicultural team which is critically analysed by the researcher ,how a multicultural employees of an organization create environment which is very encouraging to work with and how the employees are given the training to work with culturally diverse employees .

The chapter 3 is about methodology which is selected by the researcher to do the research about the research philosophy, sampling techniques, data collection methods, and the sampling.

The chapter 4 is data analysis and the presentation of it and the questions asked to the manager of Primark and the analysing the data gathered from these two .The data is gathered from the sources used for the research from the researcher.

The chapter5 is the conclusion of the introduction and summary of the research and about the key finding in the whole research ,it has recommdations and implications ,the research what the research would like to in the future

In the appendix the questions asked to the manager of Primark is presented in appendix 1,2,3,4 and The appendix 5 is having the copy of research proposal ,the appendix 6 has the copy of proposal approval from the university of Sunderland.

SUMMARY:The chapter explains the importance of cultural diversity among the Primark employees and how the company supports and encourage the employees from different cultural diversity, and the different type of culturally diverse customer of Primark, the company wants to have cultural diversity among the employees because this helps them for a business deals with other foreign country and this shows a good image in the market and most of the organizations in the world want a culturally diversified workforce.

Chapter 2 Literature Review THE STRATEGY OF RESEARCHING THE LITERATURE The information for the searching of the literature rivew for the topic has to be the latest and valid information, since this takes a lot of time to find the relevant topics for the study.

My literature review would include a discussion of the knowledge about the topic for study, the knowledge which is supported by the research literature with relation to the foundation of study and the organizing of the review with an outline which includes the rationale of the study. The key words which I will use and present, The books which are not less than 10 years old, Journals which are not less than three years old ,

3) British library and online resources of the Sunderland library. Resources from the internet and from the known websites.

The structure of ideas relevant for the critical review, which includes in categories of primary and secondary and territory data, when planning the search it will have a clearly explained objectives and questions ,the latest information which is being used about the topic.(Saunders et al 2007:70)

Defining the impact of cultural diversity in team performance.

Introduction Cultural Diversity: - The presence of different type of ethnic groups, who have their own traditions and values, and there way of living, be it cultural, gender, men and women. The different types of people in the community and the teams in a sector of community. (Bruce et al 2006:10)

The requiting of the employees in an organization, and human resources manager finalising the best employees how are well educated and has got the talent and skill for the job, and they are from the different ethnic background. The number of selected employees must not be of the same ethnic background ,but it has be a mix of different people because the reason for this is that most of the highly successful organization have a team of employees how are from different ethnic background ,this shows the image of the organization that they welcome employees from all over the world to join them ,and this one of the main reason of growth, like different type of people from different ethnic background has got talent and skill, knowledge which is shared and implemented for the organizations success.

Most of the organizations emphasize on multicultural employees and the envoirnment created by them at work. (Konrad 2006:100) The different type of ethnic groups and the people started growing more in numbers at workplace, especially in the United Nations, so them the human resources department was facing this as a challenge and stated training for the other employees who are rom the same from the same ethnic group and others also for how to co-operate with other group members and then later it started expanding all around the world, since culture plays a very important role in our life. The organizations how want to expand their business in other parts of the world want different types of the ethnic employees as a team members ,so that the employees are effective and efficient for their performance .Nowadays coping with multicultural employees has become a challenge for the organizations ,because if the team of employees are multicultural people and they have a customer from other part of the world ,or if they have business deal ,them they have to take their culture into consideration ,then it will be helpful to do the business as well as ,and it will be successful.(Diller 2010:201) The attitude towards culture from the different countries in the world is changing, they are more focusing on how to solve the cultural issues regarding doing the business, be it import export or a business deals contract and the strategy of multiculturiem has been improving since the organizations are working on multicultural management programs which are very innovative to raise the awareness of handling the different types of ethnicity of employees. The environment at work has to be peaceful and progressive for the multi-cultured employees with having any issues regarding the culture. The cooperation of the culture with relation to diversity in an organization and the management how handle different types of work and focus on the staff ,the strategy should take the culture of the employees into the account , so that they should not forget it or pay no attention to it.(Moran et al 2007:228). The organization faces the challenges to handle the cultural diversity is that they have to make sure that the communication is good like without any problems, and in terms of the financial terms everything should go smoothly and to avoid problems within the organizations and to develop the concerned management should plan and implement things to avoid things.(Slocum et al 2007:435)

The effect of cultural diversity in an organization.

All the employees in an organization work for a goal to achieve, they are the different types of employees and management and the consumers how have numerous requirements, capabilities and different ethnic mix background. For instance, the lack of respect, not understanding the culture of

each other in a team will create problems at work and will affect the business also in drastic way. The background of culture shows what is the perception of a person towards life and what is important to them and how they communicate with each other. Taking into considerations of ethnicity of each staff, the organizations is expecting good behaviours towards other employees among them and build a strong team to focus on the task given. The image of the culture shows the individuals expectations and likes and dislikes, traditions in a workplace, meanwhile how the employees they co-operate, and most of the big organization want that the each employee should be from different ethnic background and they want multicultural environment which helps them in doing good business from the other countries or different types of customers. (Krizan et al 2008:25)

Managing the cultural diversity The mix of ethnic employees at work gives lot of benefits and as well as problems, and if the management is looking after the employees very well, then they it gives financial benefits. The human resources management of the company for selecting the right employees and giving them rewards to the different ethnic staff because of this the company can survive in the competition. Cultural diversity presents lot of opening for synergy, and the team work is synergetic, with comparison to the same culture team, the ethnic mix workforce is more creative meanwhile complete ting the given task successfully, but they may have a slow pace of doing the repetitive work given. The performance of both teams be it same culture team or the ethnic mix team is up to the bench mark, and when the given work target is quite challenging then the ethnic mix team is performing well. The successful team is benefited in both ways with excellent results and focusing for more progress in the future. (Mead 2005:17)

The chances of the ethnic mix team are more progressive when:1) They should give importance to others opinion. 2) Working in a team with unity. 3) Giving importance to each other in the team.

4) The team should be able to solve problems together while considering every ones idea.

The team is innovative when everyone in the team can handle the competition ,and if the given target is difficult ,then the managers support them in all the best possible way, be it motivating or support from the company. The company gives gifts and incentives, appraisal to the team for their performance while motivating them for the further future projects as well. The development of the handling in the ethnicity among the employees is the companys policies and their strategy which is followed and implemented and the aims and objectives are focused and every outcome of it is noticed and any gap like the target is not achieved is again rework at the maximum level ,and the management and the employees being from the other ethnic region ,because this factor effects their personality and their presentation in the company .The aim is the frame work designed and all the aims are focused and the task is completed by the employees of different ethnicity and the human recourse strategy to have a pleasant

atmosphere among the employees while working and following the ethics ,so the type of factors make them happy and satisfied and stay in the company for a long time . (Mead 2005:18) The management does not give attention to the ethnicity of the team members, then that will create a lot of problems like the management cannot make them work properly for the given task. The management have knowledge about the ethnicity and still cannot handle them, and then there is risk of losing the staff with correlation to this problem it very important to have a healthy working relationship in the organization while co-operating with each other.Giveing no attention to the multicultural employees from the management will work, only when the different teams are given different task to complete. All the team members in the organization are relatively associated in some or the other way. (Mead 2005:19) The international business in the world used to be a small topic but now it has a lot of development, previously the sales managers were sent to foreign locations for marketing but today but now employees from different parts of the world are working together for an organization for selling a product for offshore business with other country .The business internationally has connected to the cultures abroad and they must know the changing aspects for cultural diversity and international company should be aware for creating the business strategy for increasing the productivity and the management of the multicultural communication in the company .The effect of cultural diversity is more prominent and the topic of cultural diversity was taken seriously before but now it is very vital for an organizations success. The demand for the multi-cultured team is more today in every company while

the companys competition in the market and the multi-cultured communications has no effect on the local business because the foundation of the local business are very strong .(Alder et al 2008:128). The problem faced by the working class nowadays is the complexity of the culturally diversified situation in their work, the entrepreneurs or the business partners, customers leave their own image of their culture and other people overstress the significance of the change in the culture. The employees who work nicely taking into the attention of the multicultural environment is good ethical exercise. The problems regarding the culture in any organization will affect some or the other way, and The respected to all the multicultural employees is the same ,while the managers also take cultural diversity very seriously for the daily company operations . The to get the best people in the organization ,the strategy in the human resources management ,and the management ,the problem is that suppose if in group all the team member are of the same culture and few are of different culture ,because of this they should not feel lonely and cornered ,mostly some employees may think of leaving the organization because of this reason ,but it totally depend on the managers to handle such type of the problems.

The multi-cultured employees and the ethnic prejudgment of people is partial today in the globalized world and it is very vital to think in a broad minded way to encourage the different types of ethnicity at work ,and be very flexible with others who are from different region.(Corey et al 2010:115) The management how are managing the multicultural employees who work under them ,are

concentrating on how to handle the staff from other ethnic region without making them feel isolated, since the management wants a co-operation and focus on the goal, so they are focusing on cultural diversity management term . Most of the organization has a common aim that is following the regulation and creating a positive environment for all the employees from different ethnic background ,moreover making their best to have financial gains .The multicultural environment will benefit any organization (by giving dissimilar views persons must feel united for the organizations to be develop and win . The management should have the knowledge about various cultures because as they have to manage various staff working under them from different ethnicity and it helps every manager that how to encourage each of the staff and this helps in creating a reputation moreover a healthy working relationship among the employees of the organization , an individual can represent since an individual

represent their way of thinking and living ,the appreciating every staff is also very important the management have to make sure they appreciate their staff ,this helps them to work more effectively and efficiently .The respect and care to every employee is a must and very important ,so this make them feel special and valued ,and specially their culture should be respected by the organization ,like giving them paid holidays for their religious festival ,so that they are satisfied by this and this fact plays a significant role in handling the staff otherwise not giving a paid holidays for their festival be a problem and the staff may think of living the organization ,as the employees give first preference to the cultural .The famous stereotype of appreciating the employees by meeting them personally like one to one at workplace but most of them appreciate before everyone so that this makes other staff feel encouraging and they would also work hard to get appreciate and get special incentives by the company .(Dubrin 2010:409)

Why companies have an ethnic mix team

In a company the recruiting of employees from different cultural backgrounds, and employing workforce who have ethnic mix benefits for the different types of consumers to the company, and its vital for considering staff appraisal and motivation, in the human resources management outline of business profits, maintaining, and growth in human resources, the agenda for companies in hiring, selecting, training, developing process and critically evaluating the cultural diversity and then concentrating on recruitment and motivating the staff to stay and work for the company effectively, the process of training the staff and the human resources management has to be efficient and effective. (William M, 2010:248) The training and growth function help many activities to focus on companys aim, and in any firm they would like to have new activities, it can be said the current issue, the concentration is on two different areas which is specially tough that is the training of cultural diversity and improving the international leaders, the joint aim of these issues is that training staff so that they work

nicely in a team with other colleagues who are from different ethnic mix and values which are different from each other. In companies the training of employees from various cultures for working in a team is the target of management, moreover in organizations, which are competing in the international arena and in future success needs management which perform well in different types of cultural, globally.(Jackson S, et al 2009:304) The significance of handling a team by the management is more in demand in American companies focused on cross-cultural training so that all the employees can co-operate with each other. Thinking of American management was that if diversity may be disturbing to the company and creating uncomfortable within the team, while the staff belong to various ethnic group cannot understand and respect the culture of the other colleges .The cross-cultural training would bring good results in terms healthy working relation among everyone, and now the organizations want to give the cross-cultural training to the employees. (Jackson S, et al 2009:304) Most of the cross cultural training for the employees helps them to understand the culture of others, specially they are created to make them understand that every culture is different from other culture of the colleagues at workplace. The awareness of the cultural training also enables to understand what they think about the stereotypes about others, like how they are treated, the focus is to develop the awareness of the culture of others and their own.(Jackson S et al 2009:304) One of the other ways of the training of cross-cultural training concentrates for specially on improving because it affects the way of people behave at workplace which has to be excellent in company in terms of multiculturalism. The cultural diversity training is created in such a way that so that personal skills of people required in the diversified environment of work which includes the sessions of practice, it is explained in such a way that respecting while equality among the employees. The change in the way of behaving meanwhile improving personal skills would have a healthy working atmosphere. (Jackson S et al 2009:304) The organizations adopted and learnt, only cultural diversity may not be the one to make change, while the company has to handle the diversity successfully, while recruiting cultural diversity is considered ,special attention to the groups which are in minority are involved in the board of members

The appraisal ,hiring ,improvement ,and giving promotion to staff who are from different cultural background ,and this is proving in improvement at working atmosphere .The different people from different cultural is given promotion ,that would be an efficient staff for the organization.(Jackson S et al 2009:305). The study of the multiculturalism and the management, about its discussion towards behaving in organizations which deals with business, which involves way of approach and dealing with problems specially in cultural context, and the staffs behaviour should be positive which gives a good image, moreover when dealing with consumers and the staff has to be friendly with each other, its observed that is neglected, while in terms of global ethics in multicultural environment. (Jones et al, 2008:101) In the team of cross-cultural teams, the knowledge of the employees in work place, the situation in which cultural diversity is develops and it may reduce in teamwork performance. There are three perceptions about employees of multicultural that persons respect the cultural values of others in a team, and profits of multi-culture staff in a team, these aspects are there to analyse the perception of the research, it shows a new scope to research and people associated with cultural diversity. In the organizations who are multination have a good work environment and its a place where different employees work together from different cultural background, there are various types of organizations in world, and they encourage multicultural employees ,so they have healthy working environment, The requirement to have different type of workforce is to have an

acquisition of international company or merger with other organization and having different types of customers, it is also business partnership. The co-operative projects, especially the requirement is that the confidence in them for business projects is the achievement in future. (Morrison, 2006:195) The preference and demand for the different types of multicultural employees is that they have variety of talent and ideas which is implemented for the organizations development .The result of the impact of cultural diversity in team performance can be excellent or may be not successful because it totally depends on the team member how they behave with each other like do they value the ideas of other colleagues and first of all is that every one respect the culture of every member.( Earley et al 2005:40)

An individual from a culturally diversified team learns a lot of things from other colleagues, since it is life time experience being a part of integrated team .All the members of the team when working together, and each one of them gives a different ideas and way of working and if this combined together than the outcome is successful. A team member working in a team cultivates two identity, that is the individuals own culture and internationally influenced one while working with other foreign collages .(Ang et al 2008:179)

The performance outcome of ethnic mix team. The things happening in an organization has a relation with the teams performance, the team is of different kind of people working for a same goal for an organization. When the team is working together, how they behave with colleges from other country while working together, are they cooperating with each other or they have problems within them. It totally depends how the team has a lot of different people from other ethnic background, and how they take influence of different types of ethnicity.(Hopkins 2009:106) The team are divided into different types based on ethical outlook: Same ethical group

This group has people from the same ethical background, they have common opinions and similar ethical beliefs, but this fact does not mean that the group will have good outcomes from their work, the result of the work may depend on the people how dynamic and hardworking they are. The same kind of thinking in a group can have dumb judgment which is not that responsive.(Hopkins 2009:106) Rare ethical group

This group has hardly few members from other country, the member of the group how is all only one from other member and it is totally depends on the team also how they behave like are they co-operative with the minority team member, they should not feel neglected from others, like the majority team members decision, should be in favour of all the members.(Hopkins 2009:107)

Bicultural ethical group

This group has two different type of ethical members, mostly this group is there in a international companys, In this case external relations strong by the culture of the country in which the company is operated.(Hopkins 2009:107) Multi-ethnic group.

This groups member are from all over the world, and this group is the highly successful than others and it totally depends on the team members like hard working they are and this group is trained from the human resources department for the cultural awareness, so that they know how to co-operate with each other while working together.(Hopkins 2009:107) The most significant part of any global company is that the problems regarding the employees how are from different ethnicity, and about these people that how is the behaved outcome from them and others how are working together like the

communication between the staff and the management .The international firms which have the business related deals from one country to the other depends how they communicate with each other and are they considering their culture while doing business, and it they do not then there is the danger of not succeeding in the business relations and the mergers and acquisitions among them may not be a successful. In the international business this problems has been observed by the management gurus, and if a company wants to open a branch in a foreign location then they have to study their culture and as well as considering the culture they have to create their strategy and hire people who are local so that it make things easier, or otherwise the business may not be successful. (Brakman et al 2006:352) There are few different way of behavioural outcomes from the employees that is when they are talking like if they are talking nicely with each other with respect ,after this when they are doing any actions ,the way of seeing ,the way of wearing clothes and it totally depends on the organization like what type of environment they are having ,the ethics all these influence to the way of the employees and the management for their way of

treating others at work .The way communicating among the employees who have a multicultural environment and these is a reflection from their personality ,background ,and there lifestyle and all these factors in people show their perception towards life. The assessments of the ethnic diversified team in a company, the connection between the employees and the company is like a strong bond of mutual understanding and trust, and it is one of the factors in developing the company. The accomplishment of the given target and satisfying the higher management should be the first priority .The culture in a company is created by the employees and past of the company and its ethics, every employee is different in terms of qualification and the work experience ,ethnicity . The qualities of the team members are excellent and it will more and more get sharpen while working in a ethical diversified team. It is not necessary that if the team is of different ethnic member, the effect of its will be adverse but the most vital fact is that the team members should have a construct a strong bond among the limitations to culture, so this type of the team will survive even in difficult time and achieve their target of the company. The situation of the value of assuring is that first of all the peaceful environment at work among all the ethnic employees how are immigrated from other countries, the organization will make special programmes and training to encourage them and make feel comfortable in a different environment and they make sure that they are treated very good to the employees that the training they will have should contain that how to cope with different cultures and empathising with other colleges, and the organizations should conduct workshop and programmes to unite the employees from the different cultures .This type things will help the employees for the communication and behaving ,cooperating and the comparison among the different cultures in the world should be removed .(Halverson et al 2008:7) The process of training and learning at work be it work shops or training on specific task, the environment of multicultural employees in an organization for them there are lot of growth prospects that they can be sent to other branches in the world of the same company, so this enhances them to sharpen their skills and they will have a different experience of the foreign country visit ,and if an representative from a company goes to another country regarding the collaboration of business ,this make them to exchange of knowledge and culture ,and if an organization wants to expand their business they have

to contact other business countries without limiting the boundaries . The facilities of this of kind will make the employees loyal and stay in the organization for a long time , this type of training sessions are very vital so that it make the employees easier for them for communication and if culture of every one is not valued in an organization then it will create lot of problems SUMMARY: - The literature review is about the current literature for the topic of impact on cultural diversity in a team performance, and the presentation of the literature review has been critically analysed by the researcher, how every organization plans and implement different type of strategy of cultural diversity among employees to make their employees happy and satisfied so that every employee should stay for long time in an organization.

CHAPTERT 3 METHODOLOGY INTRODUCTION The main motive of this chapter is to present different type of research methodologies which are found during the research by the researcher, and to select the research method. The evidence of empirical which will be used on the present study. The analysing of the impact of cultural diversity in a team performance and the search of the dissertation will be the critically finding the ways of how a team performance and culturally diverse members .The present study show how the company is taking measures to handle the cultural diversity among the employees, the primary data is collected from the higher officials of the company like the manager and then after the collection of the primary data collection from the interview and where how the management deals with background . THE RESEARCH PHILOSOPHY The research Philosophy is related to Positivism ,and Phenomenology, realism and all these has got significant role in the research. The Positivism is focus on gaining the relevant and valid study, and the positivism which is analytical in addition to these and it dominates before the philosophy which is positive employees working under them how have different ethnic

and holds strongly to the created ideas in the Practical, and for relating these the researcher when doing the research achieves the goal on its own by researching on the sources ,and by observations ,taking the relevant and valid information. The Realism is about the practical researcher, the facts of the research which is culture ,planning and implementation, company . The researcher selected the positive

THE BACKGROUND OF THE RESEARCH THE RESEARCH HYPOTHIES The impact of cultural diversity in a team performance and the research is using the case study on Primark, since the Primark has culturally diverse employees so this helps them to serve customers who are different ethically. After using the research implications from the research methodologies, so this helps the company Primark to overcome the problems facing from handling the cultural diversity. THE RESEARCH QUESTIONS How the multicultural employees are represent the image of Primark? The customers to Primark would like to see the different type of ethnicity in the Primark employees? The Primark employees are happy to cooperate in a team of members who are all from other cultural background? How the company would like to unite the encourage the Primark employees by motivating them?

Having the multicultural employees in Primark benefits in the different type of customers to the company?

THE AIM OF RESEARCH The research aim to find out the impact of cultural diversity in teamwork in Primark and

how the employees represent themselves being from a different ethical background in the company and are they co-operating in the team work and how the company is encouraging them in terms of performance and because they have a different type of customers so they want a employees to be multicultural since this helps them to have a business deals with other countries in the world and good customer service given to the customers. THE RESEARCH OBJECTIVE To assess the Primark views on employing a culturally diversified workforce. To critically analyse the team work and the performance of Primark employees. To evaluate the cooperation of culturally diversified employees of Primark. To investigate the encouragement of Primark employees working with other colleagues how have different ethnic background. To interlink the Primarks multicultural employees with the companys idea on integrating the different type of culturally diversified employees for the team performance. Improving the Primarks human resource strategy on creating a good environment for the employees to work with multicultural colleagues.

THE RESEARCH DESIGN AND RESEACH METHODOLOGY The Creswell, (2003) states that the way of analysing the data and to assume widely while getting the in-depth in the study for collection of data is the research design, and Robson

(2002) in his way that the questions of research in project is the research design and it is related with ideas that the research will develop while completing the project, and it helps the research in many ways like how to do things in precise manner with proper guidance.

The Hussey and Collis (2009) support to this that it is are the first stage for the research design for knowing the pattern of research which shows the frame work and this guides to do the research and the ideas ,philosophy of individuals and information of data. The Creswell (2003) the methodology of research is very wide than research design, the full steps of research that includes a framework of doing the research. Creswell (2009)The defining and using the research methodology is very significant work of the researcher and the research methodology captures the very special in the procedure of the research because it explains the detail study of the certain research, and the strategy ,process ,how to check the growth and the development of research and its principle ,when doing the research shows that the researcher will do a meaning full work to support this the research methodology shows the most important way of doing the research and guides the research to complete it by following all the learning outcomes. The methodology of research shows detail guidance and procedures to complete the research, and the different type of tools of research and the strategy of research this will used for doing the research. The Sekaran ( 2003) says that the methodology the it is a pattern of collected ideas and assuming the current information for the research and which is correct and relevant ,and this also plays a significant role and the methodology is the process and if the research is following this when doing the research then it will be successful research with relation to this the methodology of research and every research is new ideas and the research questions in connection to this the created for specific objectives and returning to the design of research since the strategy while the collection of data which is used in the research ,the questions of research so the objective of research is fulfilled .The connection between the methodology of research and the design of research with relation to this the methodology of research is very wide than the design of research. THE PURPOSE OF RESEARCH The Collis and Hussey( 2009)The research is explained in many ways and the explanation the research is on the what is the main aim of the research which is explored and descriptive ,explanatory and prescriptive .There should be the connectivity in the objective of research and questions of the research ,the researcher should be following this type of strategy

THE EXPLORATORY The research of the exploratory is done when for the research and for this there is less studies is there to use so this type is useful when there is investigation is helpful when the research questions or objectives ,hypotheses is ignored stated by the Collins and Hussey (2009). Explanatory or analytical research is the extension or continuation of descriptive research, in this kind of research the researcher should further go deep, explaining and analysing why or how the problem or issue is happening rather than just merely describing the characteristics of the problem (Collis and Hussey, 2002) True to its name explanatory research aims to understand the nature of the problem by identifying and measuring relations among the various variables that affect the problem. The recent research question is about how the organization handles culturally diverse among their employees This type of research questions is very interesting to do the research on it. THE PRISCRIPTIVE This type of research is at forward one for doing the research, and the description is more clearly and answers to the problem and it help in the research to simplifying the research in precise manner like following a certain model to solve the problem THE RESEARCH APPROACH In the research approach Creswell (2003) states that the research is extremely important it is very helpful for the researcher that every approach of the research is an advantage And moreover the research approach is created by the research and the limitation for the researcher completing and fulfilling the requirements. The qualitative verses the quantitative for the research is covered by the approach of research in addition the inductive verses the deductive states Hair et al (2003) These are extremely different from each other, so different type of research approach is necessary for doing the research by the researcher

THE DEDUCTIVE APPROACH VERSES INDUCTIVE

The deductive approach is that the theory and concept of the study and the its construction from observations from experimenting like a specific example from different examples states Collis and Hussey (2009) The inductive research is about practical examples and the study of theory which experimental based on the observations and the deductive research approach is top-down method and the inductive research is bottom up method In this research done by the researcher is the inductive approach of research so because of this it is easy for analysing the view by interviews and the relevant literature and its review and the impact of cultural diversity in team performance in companies ,so for this inductive research is appropriate ,and not opposing the deductive approach . THE QUALITATIVE VERSUS THE QUATITATIVE APPROACH The qualitative approach is from the sciences which are physical and the tools For analysing the data design in such a way that the objective of the research is sure, and the research done in this way is almost come as same, as the result is considered after framing the result .this kind of quantitative approach most of the management gurus think that this it is the disagreement among the people it is explained by the diagrams and charts. The interviews for which the secondary data is used to explain and present which should be managed as stated by (Saunders et al 2007) .Moreover the qualitative research wants a proof for a certain ideas but quantitative research wants to examine the ideas . THE RESEARCH STRATEGY The selection of the research strategy is done after different things which affect the process of research there are two research strategy one is fixed design of strategy and other one is the flexible research strategy in this there are certain guidelines to follow while doing the collection of data mostly the approach in quantitative one and the changes can be made flexibly stated by Robson (2002). The flexible research is done in this research to present more information and present the recent idea but not flexible in all terms so that it can be moulded There is three strategy of research which relates to the question while doing research which is case study, survey and the experimental and it totally depends on the research that what

type can be used or all of them can be used that what the research can demand or what is required stated by Robson( 2002).

THE QUALITY SAMPLING Denzin and Lincoln,2003 ,state that This type of quality sampling is different from the sampling regarding the quantitative research, that the size of the sample, and the samples which are selected instead of the random so the sample size has to full fill the aim of the research rather that the statistics The size of the samples should accommodate the profit of the research and get the best outcome from the study which is used for doing the research. THE COLLECTION OF QUALITATIVE DATA (Cooper and Schindler,2005 ) state that The researcher is required to recognize the what type of data is going to be used for the research and the collection of data should be done carefully and then present it and if the data is collected more than the required then it create the confusion this is stated by Ghauri and Grounhaug (2005) In this research the primary and secondary data is used from the books and relevant valid web sites.

THE QUALITATIVE DATA HANDLING This is the research which is qualitative and which has different type of methods like the interview and the transcribing, coding, the analysing of data THE INTERVIEW STRATEGY The conducting of interview for an individual show that how a person is capable of doing the job or about the success in there carrier and the interview are our part of life ,where ever if we are applying for a job we have to give the interview or a researcher has to conduct the interview for the purpose of the study and interviewing the higher officials THE TRANSCRIBLING

The transcribing is significant in the interview and this tend for getting proper information about the subject THE CODEING It is very vital for the researcher the coding so this s helping the researcher for analysing the data in detail and this makes the researcher to manage the more data which categorised so this helps the researcher to help for getting the data valuable for the research THE CREDIBILITY AND QUALITY OF RESEARCH FINDINGS The main aim of collection of data is findings of the research so the data collected for this which is valid and before presenting it the data should be a good data. THE RLIABILITY The research is the trusted when some researcher after doing the research is having similar result and the same way of doing the study THE VALIDITY The research is only valid when it shows the main aim of the research and the research is validated after the examining of the finding on different scenario. The recent research and so any part of the research which is not valid then the research is not that appreciated THE QUALITY The research when is going to be presented should be reviewed so that it is up-to-date and there are no mistakes and the has to be in continuous until the aim is achieved, if this is followed that the research is good.

THE ETHICAL ISSUES The ethics has to followed in the correct manner, for the interviews conducted and the questionnaire so the issues regarding the ethics is very important and to and the people who are filling the questionnaire are confidential while there has to the perfect communication when the interview is conducted, and it will be confidential as the protection of an identity of

an individual, and it is not necessary that the views gathered from it is assessed but for the it provides the research states Collis and Hussey (2009).

THE SUMMARY This research in methodological approach shows how to do the research as it is very significant while doing the research, the way of current framework in methodological way of approach and the researcher has used this methodology in doing the research which is valid and current with the information gathered for the research doing within time and following the different requirement of the methodology for the objective of the research.

THE RESEARCHERS PERSONAL DEVELOPMENT The researcher has worked in the field of outsourcing company in the field of call centre as an telesales agent for 3 years and then team leader for 1 year in the call centre handling a team member of 20,so this has developed the skill of leadership and sharpening the skills of communication ,and has a bachelor degree in English literature ,diploma in IT, post graduate diploma in management studies ,and now the researcher is in the final stage of MBA ,so this has been a dream for the research to study in the management studies in UK . The researcher also worked in the Primark as customer service staff for 2 years ,and after working in Primark the researcher had beautiful experience here in London and serving different types of foreign customers ,so this has made the researcher understand the UK customers after serving them .After coming to London to study the researcher has developed a lot of quality specially when studying the MBA,and this has given lot of personality development because the researcher now has is interested to develop a carrier

in the management field ,especially as a human resources manager ,this was found very helpful to develop the communication skill and knowledge of the management and from my supervisor Dr Jan Gson has been very helpful for guiding me in doing the dissertation and I am very thankful to him . .After making the dissertation the researcher has is confident and satisfied by studying the MBA and this dissertation a my work of interest in the management .The researcher also worked as team member among the culturally diverse colleagues so this has develop the skill of cooperating with other colleagues and The researcher has worked in the field of outsourcing company in the field of call centre as an telesales agent and then team leader in the call centre handling a team member of 20,so this has developed the skill of leadership and sharpening the skills of communication ,and has a bachelor degree in English literature ,diploma in IT, post graduate diploma in management studies ,and now the researcher is in the final stage of MBA ,so this has been a dream for the research to study in the UK .After coming to London to study the researcher has developed a lot of quality specially when studying the MBA,and this has given lot of personality development because the researcher now has is interested to develop a carrier in the management field ,especially as a human resources manager ,this was found very helpful to develop the communication skill and knowledge of the management and from my supervisor Dr Jan Gson has been very helpful for guiding me in doing the dissertation .After making the dissertation the researcher has the confident and satisfied by studying the MBA and this dissertation a my work of interest in the management .The researcher also worked as team member among the culturally diverse colleagues so this has develop the skill of cooperating with other colleagues and

understood the skill of management that how people are working together coming from different cultural background with cooperation for achieving a goal .This type of skills are very useful in our life to develop in our carrier path.

CHAPTER 4 THE DATA ANALYSIS INTRODUCTION The chapter is about the data gathered from the research questions and the interview from the manager of Primark and the researcher gathered the data and information of the study

by doing it critically. The response of the manager to the interview questions and the important data which is collected, and the opinion on the topic of cultural diversity in a team performance . (Saunders et al 2007) state that the qualitative analysing of the data it has different ways to do which is the data display and by presenting through drawing, data reduction. The data in the qualitative this needs by explaining graphs, the numbers and through statistics and charts .The data which has been gathered from the observation, questionnaires, and interviews so the research which is qualitative shows the researcher a chance of doing the research in new and different ways. How the multicultural employees are representing the image of Primark.

The employees of Primark from the different cultural background, as they represent themselves from what type of culture they are from and and their values, they are a part of the team moreover the co-operating with other employees, and their behavioural outcome .The customers to the Primark are also different type of foreigners .The

Primark when recruiting the employees there human resources resource strategy is that the employees in a team should be multicultural so each employees has a different cultural background these is related with their business also because they have a different type of customers from different cultural background and moreover its very effective for them to merge or the acquisition with other company. The Primark has suppliers from different countries so to deal with them they need the managers how are also from different ethnic background and these make them easy to handle the employees. We can have a look at the questions no 1, 2, 3, 4, in the appendix 1 The question no 1 says that Why Primark require ethnic background? The Primark has different type of customers so they want to hire different ethnic employees. I The question no 2 says that What are the things you focus to sell in your store? The Primark is selling the clothes for all age group. the employees from the different

The question no 3 says that what are your responsibilities as a store manager? To look after the management, selles and achieve the target.

The question no 4 says that what is the success of the company Primark in the market? The success is that the customers love to shop in Primark, as it very cheap and good quality. Analysing Finally the cultural diversity in an organization plays an important role ,the organization ethics where every employees follow and the reason for hiring the different cultural diversity among the employees is that they have different types of customers ,to co-relate this the management has managed to do this and the company is highly successful and Lastly to merge and go for an acquisition the Primark wants to expand their business internationally respecting the culture . 2. The customers of Primark would like to see the different type of ethnicity in the

Primark employees? a) The Primark have different type of customers visiting the store every day and shopping so they would like see our employees in different ethnicity, these is very important in term of our marketing strategy .As we are selling clothes for all age group in very cheap prices our customers are happy from our customers service from our multicultural employees and our first strategy of Primark is to make the customers and happy and satisfied. We can have a look at appendix 2 the question no5, 6,7,8. The question no 5 says that what is the difficulty you face while handling the store? A) When the Primark has a lot of customers then there is short of staff. The question no 6 says that What is your opinion on the future growth of Primark? The Primark is one of the fastest developing stores, and they should also open store in other countries also.

The question no 7 says that what is target you have is it achieved. The target is given from the head office to sell the clothes in the store

The question no 8 says that what is the human resource policy in recruiting the staff from different ethnicity? To attract the all types of customers the Primark wants different type of employees from different ethnic background to give good customer service.

Analysing The customers of Primark would like to see different of employees which relate to them in terms of culture and understand there need and serve in terms of good customer service .

3.

The Primark employees are happy to cooperate in a team of members who are

all from other cultural background.? A) The team members in a company have to cooperate for the progress, if not the company collapse, The Primark employees are given training for the cultural diversity before working in the store so these helps them to co-operate with other employees and helps to serve the customers to give the best customer service as the customer service is the most important for a retail store to impress the employees so that they come again We can have a look at appendix 3, the question no 9, 10, 11, 12. The question no 9 says that Are you happy with your job in Primark? A) The manager says that he is happy to work in Primark because of the companys good human resources policies. The question no 10 says that How do you manage to handle the different ethnic employees and what are problems you face?

A) The employees are given training for to handle different type of ethnicity. The question no 11 says that The company is giving a holiday to the employees? A) Of course the Primark gives paid holidays .

The question no 12 says that What do you think of team work? To achieve Success any company must have a good team.

Analysing The employees of Primark are very much satisfied and happy to work there since good employees are very important for a companys progress. 4. How the company would like to unite and the encourage the Primark employees

by motivating them? a) The Primark focus on the employees to make them happy and motivate them to remain in the store by giving them appraisals, promotion, and the incentives, 250 of free shopping to the employees who work outstandingly so these type of human resources policies make them satisfied and motivated to work harder ,all these employees are well monitored by the managers and from the CCTV it is observed that how is work of employees and the customer service and the rewards and motivation are the very dynamic tools to encourage the employees .The Primark employees are happy and satisfied so they will work more hard for the companys success ,and its a correlation between the employees and the company polices to make satisfied .

We can have a look at 13,14,15,16 The question no 13 says that How is the company planning to expand in future? A) Yes the company is planning to open other stores in every high street. The question no 14 says that What is market competition you are facing from your competitor?

A) Right now we are one of the top retailers . The question no 15 says that How do you overcome the market competition? By our marketing strategy for the customers that we believe in value for money and our Prices are more cheaper than our competitors.

The question no 16 says that What is major concern of different type of ethnic employees which is associated with the companys work ? The most important is the business of the company and our employees ,both of this very much related ,since the employees have to understand the company goal to achieve it . Analysing The company Primark gives them diversity training and motivate them by giving rewards, like the incentives and appraisal so these makes them happy and satisfied, and they want to remain in the company. 5. Having the multicultural employees in Primark benefits in the different type of

customers to the company? A) The multicultural employees in Primark benefit in many ways to the company, the Primark has suppliers from different countries and to deal with they need employees from the different ethnic background to deal with them. The customers to Primark are from different countries so some customers who cannot speak English are guided by the employees speaking in the same language help them to buy clothes, this is one of the business strategy that the company applies and it is very successful in it . We can have look at appendix 4 at question no, 17,18,19,20. The question no 17 says that What are wrong assumptions of the staff regarding the cultural aspect within the employees. These type of issues are very rare but Initially we give them training for it.

The question no 18 says that what is special quality in a manager to cope up with the cultural diversity employees? The manager should have the leadership skills to manage and unite the employees. The question no 19 says that How is the company Primark managing with the management of different type of ethnicity? A) To manage the employees from the different type of ethnicity we conduct

programs and training for it The question no 20 says that what is the effect of the cultural diversity on the group of members within the Primark? This makes them to co-operate with each other without problems.

Analysing The Primarks main aim is that they want good and efficient employees to attract the customers and satisfy them by good customer service ,and the manager should have the leadership skills to take responsibility.

SUMMARY The chapter 4 is about, the data, which is collected and analysed, there is a cocorrelation between the questions in the appendix 1, 2, 3, 4.and the research questions in the chapter 1. The questions which was asked to the store manager of Primark, the data gathered from it and the importance of having a different type of ethnic employees in the Primark plays a important role in the marketing of Primark .The data is secondary and primary, the sources which were used to do the research by the researcher .The emphasis is to have a good employees to relate with the marketing strategy of the company.

CHAPTER 5

The chapter is last chapter of the research, it is having the complete summary of the research .The impact of cultural diversity in a team performance has a great image on the organization and how they respond to it. The company Primark how they handle cultural diversity. The future plans for the research and the recommdations for the growth and development of the building a strong team in an organization and it is very vital to provide the proposals and the recommdations for the Primark to improve the strategy for the improvement and the practice of human resources ,specially motivating employees and building a strong team and the ethnicity of employees which differ to every employee and uniting them to overcome the problems while working in a team, the chapter has is having the summary to the research.

THE SUMMARY OF THE KEY FINDINGS The aim of the research is to about finding out the effect of different type of ethnic employees is working in a team so what is the impact ,now every organizations wants a team of employees which are dynamic ,intelligent ,and hardworking , valuing every one s culture ,co-operating in a team with other colleagues .The organization and the employees are very much co-related with each other ,and the employees are foundation of the organization ,in addition to these having a good employees is very vital for the growth and stability , and according to the literature review it is critically analysed and then presented by the researcher. The case study used in the chapter 1 is Primark for this topic and there is lot of co-relation between the companys customers and the hiring policy of the human resources management is that there strategy is that they have a different diverse customers which a different cultures, so that the employees assist them in buying clothes and specially for the non-English speaking customers. The researcher view is that the team work is the most important and the employees in a team how they behave with each other, and do they values each

others culture because this is effecting when they serve customers moreover the customers buy clothes which is trendy and reasonable .The image of the Primark in the market is that this company is selling the clothes straight from the catwalk style, they sell clothes for all age group in very cheap prises than other stores. The management which manage the employees have to be aware of the

different type of ethnicity so that its convenient for them to handle the employees without any problem, there may be some issues regarding the employees misbehaviour or not giving respect to the culture of other colleague so to deal with such issues the managers also have to undergo training for the cultural diversity and need to apply the strategy of human resources management to the employees and even the employees have to undergo the training like how to cooperate in a team while working so these helps to avoid the issues regarding the ethnicity. The performance outcome from the team members is that, that they are given a specific target to achieve and the team members have to plan and work on it ,there are different types of teams like in some teams only few members are of different cultures like the minority and the majority is the same culture ,and in some group the team members are of different ethnicity. The main problem is that is there any favarism among employees of same culture or is there any discrimination ,and such kind of issues create problems like the employees may not like to work in a company where people dont care for them and they neglected by other employees .

Most of the organization wants to hire employees of different diversity, this is the most important in terms of every aspect like expanding the business to other countries like a merger or an acquisition, different types of customers, and most of the company go for it without limiting and hiring the employees from different ethnic background.

RECOMMENDATION AND THE IMPLICATIONS

The focus is on the uniting the different cultures together of the employees and this is also related with the business of the organization since there is a co-relation between them ,and the Primark gives the training but they should also give the appreciation and incentives to the employees which are behave well ,so these make them to behave and the behavioural outcome is always good . The Primark has to focus more on the customer service in all terms because the store is always full of customers and the employees are less so every customers dont get the good service to due to less available staff so Primark should hire more employees to do the customer service. There is always a very long que at till so they can do some special arrangements for some customers to serve quickly without waiting in the long que ,for customers like the old ,pregnant lady. specially for those

FUTURE RESEARCH The researcher because of less time given to complete this research was not able to take the interviews of the employees of the main branch, and the recommendation is that collecting the data from the main branch of Primark for this research. The researcher wishes to take the interview of the customers of the Primark and collect the data from this for future research. The future research is that the researcher would like to do research on different types of the companys, so these can give more data collection and a good data collection for the research The researcher has compared the co-relation between the employees of Primark and the customers and the future interest is to do research on the satisfaction of the Primark employees like are they happy and satisfied by working in Primarks multicultural employees.

SUMMARY The research is of total 5 chapters, and the first chapter is about the introduction which includes a brief introduction of the case study on Primark for the topic in the literature review, the introduction is having the research aim, the objectives and the limitations, the research questions. The chapter 2 is having the literature review for the topic and it is critically analysed from the current sources by the research since the effect of working with multicultural people an individual can learn a lot of things and skill like co-operating in a team and the value for the other ethnics region ,the experience is totally different if anyone is working in a team of members how are different culturally and learns a lot of skills. The chapter 3 is about the methodology and it has the research strategy ,ethical issues ,the critical analysis ,the research approach which is going to be used in the research ,as it very important to follow the methodology when the researcher is investigating to do the research .The researcher was unable to take the interview of the customers due to lack of time and money. The chapter 4 is about the data analyses, and there is a co-relation between the data analysis of research questions and the questions asked to the managers, and these questions are well explained based on their ability. The chapter 5 is the last chapter which is having the introduction, and conclusion of all the chapters, the research for the future .

CONCLUTION The research aim regarding the culturally diversity in the team and its effects and the interlink between the employees and the business of the Primark ,both depend on each other very much ,this is also associated to the Primark customers .The main aim of the retail business is attracting the customers and using the marketing strategy to create an image and the sells target . The researcher view is that the cultural diversity is the current topic in the management where all the organizations wants to focus on it to improve, as the all the developing the countries have people migrating to them and because of this they have multicultural environment, the management gurus also express their view that is a company wants to expand the business they have to study the culture of that countries for doing the business and if they are having different type of ethnic employees so this will help to know the cultures of the other countries to do the business and this will help the company to be successful meanwhile it one of the factor of the successful in the market competition . The research co-related the customers and the employees that both they have different type of ethnicity and the location of the store is in the UK and Europe so these countries have people migrating from all over the world and that is creating an environment which is multicultural and London is having the people living in it are from different countries these is creating the good environment .All these factors affect our life and the company which run the business, so the employees which are selected from the Primark has to be extremely good as the employees are the foundation of the successful business .The Primark is combining both the human resources management s strategy and the marketing strategy to help the business for the profit and the company is highly successful for this reason they are hiring the employees which are ethnically different from each other as they have customers from different countries. The reasonable prices and the good quality clothes which are trendy for all the age groups in addition to they provide good customer service. The researcher is also an employee in the Primark and the data and information gathered is the valid from the primary and secondary and other sources for the research.

The finishing of this research has given a current and valid information regarding the effect of the different type of team member working in a team and what are positive and negative ,behavioural outcomes ,the variety of customers visiting the Primark has given them an idea to have a different types of employees to serve them as the customer service is the first priority of any retail business which are totally depend on the customers so there aim is to impress and attract the customers by these ideas ,and build a strong and hardworking team to accomplish the given target.

APPENDIX 1 Interview to the store manager of Primark, London, 20 April 2011. Why Primark require the employees from the different ethnic background?

We have different type of customers visiting the store ,like from all the ethnic background ,so to attract the customer and if they see that the store has different kind of ethnic employees so they feel comfortable in shopping ,especially for the

customers how cant speak English ,to support this we have employees speaking different languages to the customers ,and this will help us to increase our selling of clothes

What are the things you focus to sell in your store? We are selling the clothes for all kind of age group, and especially we are selling the designer clothes which are straight from the catwalk trend.

What are your responsibilities as a store manager? I have to target from the head office for selling this many clothes in a month ,this is my sells target and I have to deal with the warehouse for supplying the clothes and managing the employees ,and giving them target for the work and making sure that the customer is satisfied and happy from our company and service.

What is the success of the company Primark in the market? We are very happy that our company Primark is highly successful and the customers love our store and are also satisfied because the strategy of selling is that we believe value for money like prices are very reasonable, so the customers are happy.

APPENDIX 2

What is the difficulty you face while handling the store? When the sells are more in our store than and we get a lot of customers so there is short of staff to handle it and managers also.

What is your opinion on the future growth of Primark? As I am happy to say that we are one of the fastest developing company and we are opening a store on every high street.

What is target you have is it achieved. The company have always achieved more than the fixed target.

What is the human resource policy in recruiting the staff from different ethnicity?

As the store is located in London and it has a, multicultural people, so we want culturally diverse employees working in a team and this will have a good image in the market.

APPENDIX 3

9 ) Are you happy with your job in Primark? Yes I am happy with my job in Primark, since I worked very hard to a store manager, and I am working with Primark since 15 years.

How do you manage to handle the different ethnic employees and what are problems you face?

We give the training to the employees for cultural diversity and this helps them to understand to co-operate with other staff. The problems we facing is that we have to always monitor the employees from the cctv to make sure they are working.

The company is giving a holiday to the employees? Yes of course, the employees are given paid holidays as well as holidays on the religious festivals.

What do you think of team work? I believe in team work and no company will be successful without a good team of hard working employees. The team work is very vital to achieve the task successfully.

How is the company planning to expand in future? We plan everything accordingly before we open a branch like estimated by our marketing team on their selling strategy.

What is market competition you are facing from your competitor?

A) Our competitors like M&S, NEXT, PEACOCK, MATALAN; these are very expensive clothes store where all the rich people shop, but our marketing strategy is that save money

while doing the shopping ,which is value for money, and we have lot of customers than our competitors have ,because UK is very expensive to live.

How do you overcome the market competition? We overcome the market competition by selling the clothes which are cheap, treandy,and good quality.

APPENDIX 4 What is major concern of different type of ethnic employees which is associated with the companys work . The most important is the business of the company and our employees ,both of this very much related ,since the employees have to understand the company goal to achieve it . What are wrong assumptions of the staff regarding the cultural aspect within the employees? This issue is very rarely happening in the company, for this reason we are trying our level best to unite the employees, and we want the unity in them

and so to overcome these problems we are giving the training for the cultural diversity before we requite them . What is special quality in a manager to cope up with the cultural diversity employees? The manager in a company has to understand and forecast the future ,and the manager has to manage the employees be it from any ethnicity so the manager should have the leadership quality to manage everything How is the company Primark managing with the management of different type of ethnicity? To manage the employees from the different type of ethnicity we conduct programs and training for it What is the effect of the cultural diversity on the group of members within the Primark? The team of employees working in a group has different type of employees how have a cultural background of their own ,so when they are working together and co-operating with each other nicely then these things should not affect them.

APPENDIX 5

REFERENCES: Alder N, Gunderson A,2008,Creating cultural synergy In:,Acuria, M(ed) International dimensions of organizational behaviour ,Graphic world Inc ,Ohio USA,pp-128 Ang Dyne L,2008,Handbook of Cultural Intelligence ,Thorey,Measurement and applications ,1st edition ,M E Sharpe Inc,New York ,USA. Brakman S, Garretson H,Marrewijk C,Witteloostuijn A,2006,Nations and Firms in the Global Economy,1st edition,Cambrige University Press, New York ,USA. Creswell, J.W(2009) Research Design, 3rd edition, Sage publications, UK Corey M,Callanan P,2010,Issues and ethics in Helping professionals ,Eighth Edition, Glyph International,CA,USA. Collis, J & Hussey, R (2009) Business Research: A Practical Guide for Undergraduate & Postgraduate Students, 3rd edition, Palgrave Macmillan,USA . Cooper, D.R and Schindler, P.S(2009) Business Research Methods, 10th edition, McGraw Hill Publications, USA Driskill G ,Brenton A,2011,Organization Culture, A Cultural analysis workbook,2nd edition ,SAGE Publications Ltd,USA. Debono S, 2008, Managing cultural diversity,4th ,edition Meyer & Meyer Ltd, Netherlands. Dubrin A,2010,Essencials of Management,9th edition,Pre Media Global ,Ohio,USA

Earley S, Gardner H, 2005, Internal Dynamic And Cultural Intelligence In Multinational Team,In: Change J,Hitt M (ed), Managing Multinational Teams Global Perpectives,Elsevier Ltd Oxford ,UK,pp-40. Hopkins B, 2009, Cultural Differences And Improving Performance,1st edition ,Gower Publishing Limited,Surrey,England.

Halverson C, Trimzi S, 2008, Effective Multicultural Teams Theory and Practice, 3rd edition, Springer, New York, USA. Slocum J,Helriegel D 2007 Organizational Behavioural,11th edition,Lachina Publishing Services, Ohio USA. Sekaran, U and Bougie, R( 2007) Research Methods for Business: A skill building Approach, 5th edition, John Wiley and Sons, UK Konrad A, 2006, Cases In Gender And Diversity In Organization, First Edition, Sage Publication Inc, CA, USA. Morrison J, 2006, international Business Environment, Palgrave Macmillan, 2nd edition, New York Mead R,2005 ,International management and culture,In editior?International Management Cross-cultural Managment,Blackwall Publishing,OxfordUK,PP17-19 Moran R, Harris P and Moran S (2007) Managing Cultural Differences; Global Leadership Strategies for the 21st Century (7th edn) Elsevier pp-228

Saunders, Lewis, P, Thornhill, A, 2007, The research Methods for business students, Prints hall, Fourth Edition, Italy. Thyer B,Myers L 2006 cultural diversity and social work pratices,In Bruce A Thyer ,Cultural Diversity and Social Work Pracrices,Chales C Thomas,Illinoise USA pp.10 William M,Huhhes R,Kapoor J , 2010, Business 10th edition ,2nd edition, Macmillan Publishing Solutions,USA. Jackson E, Schuler Werner S ,2009,Manageing Human Resources,10e,10th edition,Icc Macmillan,Ohio,USA.

Krizan A ,Merrier P ,Logan P, Williams K (2008),Multicultural and global communication, In Calhoun WJ(ed) Business Communication,7th edition, N Mardquardt ,Canada. Robson ,C (2002) Real World Research,2nd edition, Blackwell Publishing, UK.

WEB REFERENCES: www.primark.co.uk assessed on 4-5-11 www.gaudian.co.uk assessed on 4-5-11 www.finacemarkets.co.uk assessed on 5-5-11