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17928IBA – CROSS-CULTURAL MANAGEMENTINDIVIDUAL REPORT – TRIMESTER 1, 2020 – INSTRUCTIONS:This individual report is to be completed as an individual assignment. It requires an analysis of theattached Trendsetter Company case study (see page 2). The typewritten, 12 font, double-spacedanalysis in a business report format of 2000-2500 words attracts 50% of the marks for the course (seeCourse Profile for details). The business report must have a title page, executive summary (maximum300 words, excluded from word limit), table of contents (generated in MS Word or other software),business report style numbered headings, numbered pages, in-text references in the required referencestyle, reference list and appendices if needed (both excluded from word limit). Please follow theBusiness Report Guidelines and criteria listed on the Marksheet (both documents are posted inAssessment/Individual Report folder on Course Website).Do not research Trendsetter Company (the name is fictitious). Base your analysis on the providedinformation. The case study information has to be referenced in text and in the reference list (seeAssessment/Individual Report folder on Course Website for reference citation). Your analysis willfocus on the cultural dimensions/orientations and country specifics of the case, which have to bereferenced. Culture-related and country research outside the scope of the textbook is required.The analysis must utilize the MBI framework using Kluckhohn & Strodtbeck model and othersupplementary cultural dimensions to interpret the identified management issues and to justifythe proposed solutions (appropriate dimensions from multiple cultural models are required for ahigher grade). Please note that the ASSIGNED COUNTRY was selected for educational purposesonly, it may not be suitable for this kind of business operations in reality.IMPORTANT: Since this is the only encompassing individual assessment in the course, you need toachieve minimum 45% of the total mark (22.5 points) to be eligible to pass the course. Theassignment will be checked by a text matching software (maximum 10% match is allowed,excluding table of content and reference list).GOAL OF YOUR CASE ANALYSISIt must be addressed in your business report, outlining your analysis of identified management issuesinterpreted by means of cultural dimensions/orientations;a country or culture comparison is not sufficient, nor is discussion about cultural dimensions.IMPORTANT: Apply your analysis to the country you were ASSIGNED. Analysis of a differentcountry, other than your assigned country will accrue 0 marks. If your report shows a high degree ofsimilarity with somebody else’s work, you may be asked to complete an additional assignment.Based on your analysis, propose suitable culture-specific methods to implement TrendsetterCompany’s core competencies and company values in their new factory. Use your culturalmanagement analysis to determine how these competencies, values and principles can be put intopractice by means of suitable management mechanisms, such as organisational structure and/orsystems, team design and/or management practices, that instill the desired problem solving, decisionmaking or motivation. From these, focus in your analysis on 2-3 most critical management issues ofyour choice (determined as priority in your management analysis) and recommend other issues forfuture research in the scope section. Justify by means of your cultural analysis why the recommendedmethods would work in the local situation. Assume that local employees will be managed bysupervisors from Trendsetter Company headquarters in the initial phase.2CASE STUDY: Trendsetter CompanyTrendsetter Company is a well-known European car manufacturer that is making a number ofefforts to embrace cross-cultural management. Its efforts have resulted from its multinationaloperations. This company has currently several production and assembly plants in Europe, Asia andSouth America. Trendsetter Company has managed to carve out a profitable niche market for itself inthe luxury segment of the car-manufacturing industry through technological innovation. Through itsResearch and Development efforts, it has always tried hard to be at the cutting edge. It is the only carmanufacturer that concentrates entirely on premium standards and outstanding quality for all itsbrands. It was the first company to unveil a prototype version of a car with a hydrogen-poweredengine. This is not surprising since the prestige of this company relies on the engine-making abilityof its brilliant engineers and continuous innovation of all employees, which requires crossdepartmental collaboration and active information sharing. Staff in all plants are expected toproactively monitor quality with the aim of further improvement, and to generate innovative ideasfor production, assembly and new product development.The company has to manage an additional challenge to its success in the market. Thischallenge is to evolve and apply a company strategy and values that facilitate its advancement as aglobal corporation. This strategy influences the company’s structure and it plays a vital role in thedecision-making and problem-solving processes. The company ethos finds its expression in theuncompromising pursuit of luxury brands with an unmistakable profile. To achieve its goal, thecompany knows how to deploy its strengths with an efficiency that is unmatched in the internationalautomotive industry. From research and development to sales and marketing, Trendsetter Company iscommitted to the very highest in quality for all its products and a high level of customer service.The main goal of this global strategy, which Trendsetter Company calls ‘glocalisation’, is tofind the right combination of global networking and local policy. Glocalisation revolves around a setof key company values that are followed in principle by all parts of the organisation, althoughimplementation of the values is modified in each plant to suit local preferences. This allowsmanagement teams in individual countries to select organisational structure and/or systems andmanagement practices, such as problem solving, decision making and motivational tools, that aresuitable for the local culture but promote the same company values. The objective is to ensure thatTrendsetter Company can think and act globally but also work within the framework of differentcultures. This is achieved by adhering to the company philosophy and values while putting them intopractice in a culturally acceptable manner.As part of the Trendsetter Company expansion plan, it was decided to establish newoperations (fully owned manufacturing plant) in YOUR ASSIGNED COUNTRY (CHILE)and designthe appropriate organisational structure and systems as well as management practices. You werecontracted as consultant to write a business report that would detail the conducted analysis andrecommendations addressing the question stated on Page 1.END OF EXAMINATION
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