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Culture in Business
Introduction
The ability of a business venture to succeed in its operations in the current diversified environment is depended on its capacity to mainstream the concept of culture in its operations. Since culture incorporates the interplay of various factors pertaining to vocation, language, philosophy, geography and the social aspects pertaining to biological traits of an individual, they directly influence not only values but also the attitudes that are assumed by given individual. A sustainable business venture that is characterized by public approval and consistent performance with respect to profitability certainly incorporates all these concerns in its operations.
It is widely agreed that culture plays an integral role in connecting individuals as well as defining their unique identities. Thus through cultural competitiveness and sensitivity, corporate entities have the ability to initiate and maintain viable relationships in the market. This paper provides an explicit analysis of Australian Woolworth’s limited Company in light of its culture. In particular, it details how the company incorporates the component of biological traits related to culture in manufacturing, distributing and promoting its products to consumers.
Woolworths Limited ventures in extensive retailing in Australia as well as New Zealand. Currently, it is rated the larges food retailer, take away liquor retailer and hotel as well as Poker Machine operator in Australia. Notably, its operations have diverse implications on the welfare of the consumers. It is for this reason that it embeds the concepts of age, race, gender, sexual orientation as well as ethnicity in its consumer directed operations. With respect to age, the company sources it employees from the mature age bracket. In his research, Schein (2009) indicted that this age bracket in Australia is the most underutilized. Further, the company uses a friendly job application process that is reflective of the unique needs of this population (Grant, 2010).
With respect to promotion of products, the company employs strategies that are friendly and acceptable across all ages. During manufacturing of liquor, Penrith (2006) indicates that the company includes vital information regarding the implication of consumption to persons in all age groups. This is also adopted for other products such as cloths and general merchandise. This ensures that decisions undertaken are objective and based on informed thought. Most importantly, their facilities and services in stores and supermarkets address the holistic needs of persons form diverse age groups.
Seemingly, the extensive nature of the company implies that it serves a multi racial population across the country. Likewise, the company ensures that the needs of this population are addressed accordingly. In this regard, alternative information in various languages regarding the use of their product is provided for. In this regard, Schein (2004) appreciates that language differences are characteristic of racial diversity. Furthermore, employment opportunities tend to be open to person from different races. According to Taylor (2005), qualifications and competence, rather than racial orientation is included in the recruitment criteria. Likewise, the company addresses aspects relating to gender in different ways.
To begin with, Block (2009) ascertains that its work force comprises of a significant 55% of women. This ensures that particular concerns of female clients are incorporated in the decision making process. Further, the company undertakes frequent market researches to determine emerging concerns of different genders. Promotion strategies such as advertising refrain from capturing the female gender as being normative. In essence, Geetz (1997) and Kotter (1992) contend that the aspect of gender equality during the distribution and promotion of products is given priority. Also, promotion strategies that the company adopts are reflective of the language and values that are assumed by specific genders. A classic illustration of this pertains to the elimination of an aggressive tone and offensive terms when promoting products used by women (Martin, 2001).
With regard to ethnicity, Australian consumer base is multi ethnic in nature due to immigration. Current practices that seek to address relative concerns include the company’s respect and appreciation of persons from different ethnicities. This is apparent in its workforce that comprises of multiethnic individuals (Cameron & Quinn, 2005; Peterson, 2004). Besides ensuring that the languages employed in promotion and explanation of use of products reflects these, the company has taken practical measures to support various ethnic initiatives. For example, Company data according to Harvard Business Press (2002) shows that the company supports different Catholic learning institutions in the regions that they are located.
By integrating the code of respect for persons of all ethnicities in its company values, Woolworths has succeeded in implementing this aspect in the conduct of its employees. Also, the ethnic needs of the diverse consumer base have been addressed by the company through providing a wide range of products. In this regard, Usunier and Lee (2005) cite that different ethnicities consume varied types of food and related products. For example, the Muslims do not eat pork and Catholics do not eat meat during the period of lent of their religious calendar. The company addresses these concerns by providing respective ethnic groups with a wide range of alternatives products at affordable competitive prices.
Also worth acknowledging is the fact that the Australian client base is characterized by different health needs. The International Business Publications (2004) ascertains that it constitutes the disabled, the deaf and those affected with terminal illnesses. Woolworths has also taken different measures to provide for the needs of these populations. For instance, part of its employees has learnt sign language and can communicate with the deaf with ease (North & Toews, 1998). Moreover, they offer guides services within their stores to help the blind and other disabled personalities. Most importantly, they provide a wide range of products for this segment of the population. Equally important has been the ability of the company to cater for the needs of the gay, lesbians, trans-gendered and bisexual personalities. This according to Thomas and Inkson (2004) is reflected in their attitudes during interaction with these individuals.
Conclusion
Culture is an important aspect that sustainable business ventures incorporate in their operations. As it has come out form the study, Woolworths has successfully incorporated relative concerns in its operations. Indeed, aspects of gender, age, race, health, ethnicity and sexual orientation have been accorded utmost priority. Promotion strategies such as advertising are not only effective but also culturally sensitive. By providing a wide range of products, Woolworths ensures that it offers the client a variety of products and services from which they can choose from. This cultural competitiveness can be used to explain why the company is successful and very stable.
References
Block, R. (2009). Corporate Australia: Histories in Sound in the Oral History Collection in the State Library of New South Wales. The Oral Association of Australia Journal, 31, 21-29.
Cameron, K. & Quinn, R. (2005). Diagnosing and Changing Organizational Culture: Based on Competing Values Framework. San Francisco: Jossey Bass.
Geetz, C. (1997). The Interpretation of Cultures. New York: Basic Books.
Grant, R. (2010). Contemporary Strategy Analysis: Text & Cases. London: John Wiley & Sons.
Harvard Business Press. (2002). Harvard Business Review on Culture and Change. Harvard: Harvard Business Press.
International Business Publications (2004). Australia Business Intelligent Report. London: International Business Publications
Kotter, J. (1992). Corporate Culture and Performance. New York: The Free Press.
Martin, J. (2001). Organizational Culture: Mapping the Terrain. New York: Sage Publications.
North, P. & Toews, B. (1998). Succeed in Business: Australia. Singapore: Graphic Arts Center Publishing Company.
Penrith, D. (2006). Starting a Business in Australia. USA: Vacation
Peterson, B. (2004). Cultural Intelligence: A Guide to Working with People from other Cultures. USA: Intercultural Press.
Schein, E. (2004). Organizational Culture and Leadership. San Francisco: Jossey Bass.
Schein, E. (2009). The Corporate Culture Survival Guide. San Francisco: Jossey Bass.
Taylor, C. (2005). Walking the Talk. USA: Random House Business Books.
Thomas, D. & Inkson, K. (2004). Cultural Intelligence: People Skills for Global Business. San Francisco: Berrett-Koehler Publishers.
Usunier, J. & Lee, J. (2005). Marketing Across Cultures. London: Prentice Hall.
