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Cross Cultural Management Strategies Used By Alizee Airlines


Task: The purpose of this assignment is to assess students’ ability to identify the cultural values and dimensions of different cultures and their impact on international business performance. The students should apply this knowledge from the perspective of a consultant, advising the Alizee airlines company how they could mitigate some of the cross-cultural problems to enhance business performance.

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


1. Introduction
Since long time cross cultural management is considered as one of the main aspects of the online business entrepreneurship to find ways for solving the issues related to the business. In addition to this it has been identified that the concept of the cross cultural management is based on decision making of the company. In other words, when a company decides to increase its brand values by the incorporation or the involvement of other countries other than where it is head quartered. Furthermore, this study focuses on the cross cultural management of the Alizee airlines. For elaborating the same the study will highlight cultural differences and similarities between the countries like Malaysia, USA and Brazil. Additionally, the effect of the cultural differences and the similarities of these three countries on the consumer and the non-consumers of the Alizee airline are also defined in this study. Moreover, some steps are mentioned in this study for enhancing the behaviors of the consumers and the non consumers of the airlines. Finally before concluding this study recommendations are mentioned for enhancing the performance of the online marketing business of the airlines.

2. Case study
2.1. Cultural differences and similarities between Malaysia, Brazil and USA Culture in Malaysia
As influenced by the idea of researchers, it can be stated that cultural study under taken by the GLOBE is used for understanding the differences and similarities between different countries (Ahammad et al. 2016). In addition to this, it can be mentioned that this study has been of much help for the leaders and the managers of different companies by providing them with key elements for identifying the cultural difference and similarities within the countries. Moreover, in this study the help of the GLOBE study is taken for determining the differences and similarities between the between the countries like Malaysia, Brazil and USA. It can be sad that as these three countries are located in three different geographical regions, so it is quite obvious that there will be differences in the cultural aspects of all the three countries (Bird & Mendenhall, 2016). It is proved from the references to the context of three different analysts that in the US business culture there are three main important traits mentioned in their business gain and again and those are individualism, efficiency, embracing change and innovation and competitiveness (Bird & Mendenhall, 2016). In addition to this, it is observed from the previous evidence that these values always influence the behavior and etiquette in the workplace. The business culture of Brazil is quite different from that of USA, as according to the Brazilian culture it is always required to negotiate with the companies and not with the individuals (Dietz et al. 2017. It is also analyzed that as Malaysia is multicultural country, so there are different types of culture prevailing in Malaysia. As opined by the researchers, it can be implied that there are Indians and Chinese people present in Malaysia so the business culture in Malaysia is a mix and match of both Indian and Chinese culture. Therefore, it can be stated that there are not much similarities among the cultures of the three countries. Only similarity is the desire of the three countries in excelling whatever business they are doing (Gelfand et al. 2017).

Similarities and differences through Globe’s study

GLOBE Study’s cultural dimensions Analysis




Power Distance


High power distance


Power distance score is 40 (low)


Score is 26 (low)

Uncertainty Avoidance




Humane Orientation





Collectivism I: (Institutional)




Collectivism II: (In-Group)












Gender Egalitarianism




Future Orientation




Performance Orientation




Thoughts of the consumers: As stated by the analysts, some of the consumers often buys tickets for the price or the offers of the online ticketing. In addition to this, some consumers from Brazil mentioned that they preferred the airline and its online ticketing business for the connection that has been established by the company. Furthermore, it is reported by various researchers that consumers form the Malaysia chose this airline on the basis of the reputation and reliability of the airline system and some preferred these airline for the ease of travelling. On the other hand consumer from USA mentioned that they were inclined to travel with Alizee airlines because they of the safety of the airline system and the excellent performance of the airlines (Pudelko, Tenzer & Harzing, 2015).

Thoughts of the non-consumers of the Ailzee airlines: It has been identified that while the non consumer from Brazil of the airlines were interviewed they answer that there were three reason for taking the flight one was the spontaneous decision, second was based on the cost of the tickets and the third reason was the seasonal decisions (Reiche et al. 2016). On the other hand, while the non-consumers from the Malaysia were interviewed, they mentioned some other reasons for taking flights, such as cost, promotion of the company and the destination of their trip. Therefore, it can be assumed that non-consumers from USA takes flight because of the cost and all the available events (Tenhiälä et al. 2016)

2.2. Analysis of cultural similarities and differences effecting consumers and non consumers, for optimizing the online marketing of Alizee airlines
Among all the interviews involving both the consumers and the non-consumers of the airlines from all the three countries, it is quite clear that in spite of many differences, there is one constants similarity among all the answers of the consumers and the non consumers and that is cost. It can be said that airline industry has adopted the cutting edge management of the revenue. Additionally, it has been found that this industry is the only one industry since very long that had made the use of the dynamic inventory pricing. Alizee airlines are also not a exclusion from this process of management. Besides this, it is also found that the cost of the airline tickets of this company which has been the constant similarities among all the consumes and the non-consumers, has incorporated the system of dynamic pricing for reducing their price along with keeping the benefit from the sale of each ticket. It has been observed that by the helps of the dynamic pricing technique and also with the help of the cutting edge management of the revenue system the company named, Alizee airlines can optimizes their business of online ticketing. Furthermore, it can also help the company to attract the non- consumers and thereby increasing the customer base of the company. This will surely have extreme positive effects on the revenue of the company (Thomas & Peterson, 2017).

2.3. Enhancing the behaviors of the consumers and the non consumers
Evidence suggests that as the company is operating its business in different regions of the world, therefore it is the duty of the company to look after the cultural belief of the company. Besides this, it can be stated that the cultural aspect of the country has a lot of effect on the thought processes of each individual (Stahl et al. 2017). This will in turn enhance the behavior of the consumer and the non-consumers. Based on the cultural factors, it is the duty of the company to have an in depth knowledge of the society, from which their customer belongs. This will help the company named Alizee airlines to have a over view of the region and keep the price and give some offers according the financial status of the regions in which it wishes to operates its business. Apart from these two factors taking into account, the occupation of the consumers is one of the factors that can helps in enhancing the behaviors of the consumers and the non-consumers. Therefore, based on the past evidence, it can be evaluated that these are the factors that are to be taken into account by the company named Alizee airlines for enhancing the behavior of the consumers and the non consumers (Thomas & Peterson, 2017).

2.4. Recommendation for enhancing performance of online marketing business in cultural perspective
The airline company Alizee airlines, can enhance the performance of the online marketing in cultural perspective in many ways. This section of the study will focus on some of the most important steps or rather recommendation for improving and enhancing performance of the online marketing (Pudelko, Tenzer & Harzing, 2015).

  • It is the duty of the company to have all types of skilled employees for handling customers from different parts of the world. From the idea of researchers, it can be mentioned that it is very important for the company to have the idea of the cultural diversity of the different countries in which it is making its business and it is adapted by USA (Stahl et al. 2017).
  • It is the responsibility of the company to outsource the strategy of digital marketing. This will help the company to reach to more people and expand their business in the larger section of the society. It can also be said that this would help the company to enhance their online marketing business in Brazil, Malaysia and USA.
  • It can be stated that subscribing to digital websites is one of the best ways to have in –depth knowledge of the cultural diversity of different countries. Apart from this, it is also proved that this will help in enhancing online marketing of the company as well as the having idea about the cultural diversity of the different countries. This approach is adapted especially by Malaysia (Stahl et al. 2017).
  • Last but not the least it is very important to provide the customers with their desired quality comfort, smoothness of the journey and this in turn will help all the three countries, Brazil, Malaysia, USA to impact positively on their clients and in addition to this will also enhance their ticket buying decision.

3. Conclusion
After analyzing the entire study it can be concluded that this study is based on the management of the cross cultural issues. The airline of concern is well known for all the services and the performances that it has been doing for a long time now. However, interviewing different individuals from different parts of the country have made this clear that some of them prefer online tickets from performance and safety. While some other individual prefer taking flights for saving time and along with this, it has also been found that non consumers of the airline prefer taking flights for reducing time. Some of the non consumers have also mentioned that it is their spontaneous decision that made them select taking flights for their trips. However, among all the differences, cost was the only factor that was constant. Therefore, the dynamic pricing factor has made this easier for the company to attract more customers. Additional to this, it can also be concluded that the company, for enhancing their online marketing system, through which they would increase the customer base, can take the recommendations, mentioned in previous section. Cross cultural management assignments are being prepared by our online management assignment help experts from top universities which let us to provide you a reliable assignment help online service.

Ahammad, M. F., Tarba, S. Y., Liu, Y., & Glaister, K. W. (2016). Knowledge transfer and cross-border acquisition performance: The impact of cultural distance and employee retention. International business review, 25(1), 66-75.

Bird, A., & Mendenhall, M. E. (2016). From cross-cultural management to global leadership: Evolution and adaptation. Journal of World Business, 51(1), 115-126.

Calvin, J. R., Beale, R. L., & Moore, K. (2017). Acculturation and Allied Contributing Factors That Further Advance Cross-Cultural Management Learning and Education: A Conceptual Approach. Journal of Organizational Culture, Communications and Conflict, 21(2), 1-11.

Dietz, J., Fitzsimmons, S. R., Aycan, Z., Francesco, A. M., Jonsen, K., Osland, J., ... & Boyacigiller, N. A. (2017). Cross-cultural management education rebooted: creating positive value through scientific mindfulness. Cross Cultural & Strategic Management, 24(1), 125-151.

Gelfand, M. J., Aycan, Z., Erez, M., & Leung, K. (2017). Cross-cultural industrial organizational psychology and organizational behavior: A hundred-year journey. Journal of Applied Psychology, 102(3), 514.

Lamb, P., Hsu, S. W., & Lemanski, M. (2019). A Threshold Concept and Capability Approach to the Cross-Cultural Contextualization of Western Management Education. Journal of Management Education, 1052562919851826.

Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.

Pudelko, M., Tenzer, H., & Harzing, A. W. (2015). Cross-cultural management and language studies within international business research: past and present paradigms and suggestions for future research.

Reiche, B. S., Stahl, G. K., Mendenhall, M. E., & Oddou, G. R. (Eds.). (2016). Readings and cases in international human resource management. Taylor & Francis.

Stahl, G. K., Miska, C., Lee, H. J., & De Luque, M. S. (2017). The upside of cultural differences: Towards a more balanced treatment of culture in cross-cultural management research. Cross Cultural & Strategic Management, 24(1), 2-12.

Tenhiälä, A., Giluk, T. L., Kepes, S., Simón, C., Oh, I. S., & Kim, S. (2016). The Research?Practice gap in human resource management: A Cross?Cultural study. Human Resource Management, 55(2), 179-200.

Thomas, D. C., & Peterson, M. F. (2017). Cross-cultural management: Essential concepts. Sage Publications.


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