Essays on Cross-Cultural Management - GLOBE Case Study

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The paper 'Cross-Cultural Management - GLOBE" is a perfect example of a management case study. Cultural dimensions have an impact on consumer purchase behaviour in different countries. GLOBE study for the cultural values for Brazil, Malaysia and the USA and how they enhance online behaviours of consumers and non-consumers of the Alizee airlines shows the impact of cultural differences on the market. The study shows that GLOBE project is an important tool in understanding the social, personal and psychological components of citizens in a given country (Hofstede, 2006). It also shows that when customers approach Alizee online services, they do so in cultural constructs basis which does not necessarily follow the GLOBE results.

Alizee has been able to successfully launch online channels in USA, Brazil and Malaysia. Due to competition in the industry, Alizee has been constantly looking for ways to connect with their customers. The study by Alizee aims at knowing the cultural similarities and differences and how they affect the buying behaviour for the Alizee services through their online channels in USA, Brazil and Malaysia. This can help Alizee in optimising their online marketing activities specific to each country (Chhokar, Brodbeck & House, 2013).

This assessment analysis and gives recommendations on the cross-cultural case study of Alizee Airlines using the GLOBE study cultural dimensions as the point of reference. The report identified and discusses cultural similarities and differences between Brazil, Malaysia and USA illustrated in the case. Using the GLOBE study, the report critically analyses how cultural similarities and differences could affect combined results for consumers and non-consumers in each of these three countries so that Alizee can optimize online marketing activities which are specific to each.

Examples are used to support the analysis. 4. GLOBE Study’ s cultural dimensions analysis GLOBE program (Global Leadership and Organizational Behaviour Effectiveness) is a research that was carried out in 61 nations focusing on culture and leadership. The national cultures were examined and based on the nine dimensions which are; performance orientation, future orientation, assertiveness, power distance, humane orientation, institutional collectivism, in-group collectivism, uncertainty avoidance, and gender egalitarianism. Through global research, six global leadership cultures have been identified and discussed (Chhokar, Brodbeck & House, 2013). Significance of GLOBE Study’ s cultural dimensions Globe study on cultural dimensions is significant in analysing the three chosen cultures and how they impact the online behaviours of consumers and non-consumers of the Alizee airlines.

Through the use of GLOBE research, it becomes possible to gain more insight into the culture. Insight is gained on the cultural differences in the three countries and how they have an impact on the online purchasing behaviour for Alizee customers (Park & Jun 2003). The research is important in the decision-making process. The cultural similarities and differences identified can be used to the advantage by Alizee when optimising their marketing activities in the three countries.

The GLOBE research provides vital data that can be used in determining the role of culture in decision making (Chhokar, Brodbeck & House, 2013). The results also are an important source of knowledge on how to improve connections with the customers.



Chhokar, J. S., Brodbeck, F. C., & House, R. J. (Eds.). (2013). Culture and leadership across the world: The GLOBE book of in-depth studies of 25 societies. Routledge.

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House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., & Gupta, V. (Eds.). (2004). Culture, leadership, and organizations: The GLOBE study of 62 societies. Sage publications.

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Javidan, M., Dorfman, P. W., De Luque, M. S., & House, R. J. (2006). In the eye of the beholder: Cross cultural lessons in leadership from Project GLOBE. The academy of management perspectives, 20(1), 67-90.

Park, C., & Jun, J. K. (2003). A cross-cultural comparison of Internet buying behavior: Effects of Internet usage, perceived risks, and innovativeness. International Marketing Review, 20(5), 534-553.

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