Cultural Management and its effects

on productivity in Etisalat
 Table of Contents
1.1 Introduction ............................................................................................................................................ 8
1.2 Etisalat a leading Telecom Company in UAE ............................................................................................... 10
1.3 Etisalat Services Holding ........................................................................................................................... 11
1.4 Global operations of Etisalat ...................................................................................................................... 12
1.5 Strategic business approach in Etisalat ....................................................................................................... 14
2.1 Background of the study ....................................................................................................................... 18
2.2. Diversity in work-force .............................................................................................................................. 21
3.1 Development ............................................................................................................................................ 24
3.2 Workforce Diversity in the organization ....................................................................................................... 25
3.3 Advantages of Diversity at the Work-place .................................................................................................. 27
3.4 Influence of Workforce on Productivity ........................................................................................................ 27
3.5 Confronts of Diversity at the Workplace ...................................................................................................... 28
3.6 Problem statement.................................................................................................................................... 29
3.6.1Research problem .............................................................................................................................. 30
3.7 Objectives of this research ........................................................................................................................ 30
3.7.1 Theoretical Assumptions .................................................................................................................... 31
4.1 Conceptual Structure ................................................................................................................................ 33
4.2 Elaboration of the Conceptual Structure ...................................................................................................... 33
4.2.1 Workforce Diversity and corporate business performance ...................................................................... 33
4.3 Diversity of age ........................................................................................................................................ 36
4.4 Diversity of Gender ................................................................................................................................... 37
4.5 Work Experience Diversity ......................................................................................................................... 38
4.6 Diversity of Culture ................................................................................................................................... 39
4.7 Employee appointment.............................................................................................................................. 40
4.8 Multidimensional Facets of Workforce Diversity on Firm Productivity ............................................................. 40
4.9 Closing Comments ................................................................................................................................... 42
5.1 Research Method ..................................................................................................................................... 45
5.2 Expressive indicators ............................................................................................................................. 45
5.3 Dataset .................................................................................................................................................... 46
6.0 Conclusion ............................................................................................................................................... 49
References: ................................................................................................................................................... 50
1
Appendix A .................................................................................................................................................... 53
Appendix A1 (Glossary) .................................................................................................................................. 56

2
 Declaration

It is declared that this project report has been self-possessed exclusively by myself and that it has not
been submitted, in complete or in chunk, in any former application for a degree. With the exception of
where situations otherwise by references or confession, the work exhibited is completely my own.

Student Name:

ID:

3
 Certificate of Originality

I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it

contains no material previously published or written by another person, no material which to a substantial

extent has been accepted for award of any other diploma at Syscoms College or any other educational

institution except where due acknowledgement is made in the final project.

I also declare that the intellectual content of this project is the product of my own work.

...

Student Name: Supervisor Name:

Student ID

4
 Abstraction
This research report examines the approach various features of work-force diversity explicitly gender, work

experience, age and philosophy can expressively influence the productive activity of organizations with

explicit orientation to telecom company, Etisalat in UAE. Work-force diversity has developed to be an

ethical, communal, and cost-effective factor along with a legal accountability of establishment. The worth of

diversity at the work-place is also turn out to be a key business deliberation of most establishments.

Adjacent and continuous courtesy to the concerns of work-force diversity is significant for the reason that it

can be a main source of reasonable advantage. It can correspondingly be a cause of organizational

struggle directing to underprivileged employee dealings and low operative engagement. Work-force

diversity concerns may also undesirably affect an organizations community standing, attractiveness and

can expressively intimidate the lowest line. The report auxiliary seeks to observe as to whether the

employee appointment moderates the association between workers diversity and administrative

performance. Based on the analysis of sources, this report produces a conceptual model that enlightens

how an incorporation of various work-force diversity features may inspiration the performance of a telecom

organization, known as Etisalat in UAE.

Key Words: Work-force diversity, Workers engagement, Telecom organization, presentation

5
 Acknowledgement

First of all, I would like to be thankful to Allah Almighty who enabled me to

complete this task successfully.

I am thankful to all my teachers who guided me during my studies at this college.

My honest gratitude to my supervisor for his motivation, enthusiasm and his

knowledge. He always helped me during the period of my final project.

I would like to thanks to all my family members and friends who always come to

assist me at the time of need.

6
 Chapter One
Introduction

7
1.1 Introduction
A pioneer telecom organization, Etisalat is the trademark name of the primary telecommunication

organization in the United Arab Emirates. It commenced in 1976 by way of land line phone services

supplier and extended its services during the course of the years to concealment Internet, cellular phone,

networks, cable television network and numerous other facilities.

Telecommunication organizations are accountable for offering the modern technology and facilities in the

arena of vocal sound and data communiqu. Cell phones work at the present time on a machinery called

GSM which stands for Global System for Mobile communication. Etisalat also offer other facilities like

directing messages and documents between clients unfluctuating if they are wandering outdoor the

country.

The topic of this report/project is very interesting because the concept of Information and Communications

Technology (ICT) is a comprehensive alternative expression, a canopy term which comprises of both

Information Technology (IT) and Communications Technology beneath its fold. Truthfully, it is a very broad

term used to mention to the accurately immeasurable areas of systematic studies and procedures used in

the management of telecommunications; media supervision and transmission, intellectual systems, data

management, processing, storing and conduction, network based results in addition to audio pictorial

monitoring processes.

With an emergent market and cumulative competition, provision quality has developed an imperative

means of diversity and track to attain business achievement. To complete the similar, UAE telecom

companies are speedily acclimating to new technological requirements and are fetching more client-

oriented, concentrating on customer requirements quite than product structures. For example, telecom

suppliers have stimulated outside vending connectivity to company customers and now recommend

complete network and safety solutions. UAE telecommunication corporations are becoming progressively

8
concerned with the perception of client-centricity, making a shift from outdated product-oriented attitude to

consumer- oriented culture.

Figure 1

There are numerous key scopes to Information and Communication Technology (ICT) education.

Information and Communication Technology (ICT) is a constantly shifting and multifaceted arena of science

that is why no reservation is there that lots of people discover it mystifying. We always must to be at the

highest with the modern happenings in the arena so that to stay appropriate. Though, in order to be

deliberated effective anywhere nowadays, be it researchers, employment, or even simply to be a

trustworthy citizen, having at minimum some elementary level of facts of Information and Communication

Technology (ICT) and in what way to make practice of it to be supplementary creative, is important, and

regulates how proficient we shall be as share of the contemporary society which depend on Information

and Communication Technology (ICT) for practically the whole thing. This is the reason that digital

knowledge is tremendously important in present world.

The goal of the first chapter is to present the topic. The idea is to acquaint the people with inspiration,

present features of corporate values/culture and its character in enabling employee inspiration in addition to

general well-being in an office atmosphere.

9
1.2 Etisalat a leading Telecom Company in UAE
In United Arab Emirates (UAE), Etisalat is known as one of the worlds foremost telecom groups in incipient

markets. In the market Etisalats present share is more than 132 billion AED (36 billion USD). By means of

stated net returns of AED 51.7 billion and gross profit of AED 8.3 billion during the year of 2015, Etisalat

rampant amongst the highest profitable telecom groups in all over the world. Its extraordinary credit

rankings at AA-/A+/Aa3 reveal the companys robust balance sheet and confirmed long-term

accomplishment (etisalat.com).

Etisalat was founded four decades back in the UAE as the first communications service supplier in the

country. Head office of Etisalat is in Abu Dhabi. A global top-class organization, Etisalat as a telecom

company delivers state-of-the-art solutions and facilities to 163 million customers in 17 countries crossways

the Middle East, Africa and Asia (etisalat.com).

The mission of Etisalat is to deliver a finest in class total client experience nationally and globally, deliver

striking returns to stakeholders while capitalizing in the long tenure future of the corporation, and supporting

financial growth in the whole market where ever it is in operation (etisalat.com).

Ambitious to be the furthermost respected telecom group in developing markets, Etisalat endeavors to

constantly adoptive innovation and provide earliest in market technologies in its operations. This is

demonstrated by its expeditionary experimental of 5G facilities in the UAE, first time in the region, together

with coordinating the progress, plan and placement of future ICT podiums of mobile broadband for 5G. In

the world Abu Dhabi became the first capital to be completely connected and has the maximum speed fiber

optic on the earth (etisalat.com).

All these assorted technological capability has facilitated Etisalat Group apprehension noteworthy market

segment as it enlarges across Asia, Africa and Middle East, utmost remarkably in Egypt, Nigeria and Saudi

10
Arabia, the presentation of state-of-the-art mobile broadband facilities has transformed market changing

aspects and delivered reasonable internet access through mobile connections for the millions of people in

those regions (etisalat.com).

Performance and facilities of Etisalats Group have been extensively recognized by the business. Etisalat

has won a number major award, comprising the respected annual GSMAs Global Mobile Awards during

the last four years (etisalat.com).

1.3 Etisalat Services Holding

As a component of the Etisalat group of companies, Etisalat Services Holding (ESH) was established in

2007 succeeding the approach of unraveling the facilities and diverse support facilities from the central

telephony corporate of Etisalat to enhance the prospective of the separate businesses.

It accomplished financial separation from Etisalat for the period of 2008. The monetary divergence entails

independent economic structures and procedures in each corporate component, therefore permitting

Etisalat Services group to develop, execute and proctor its business policies.

CEO of Etisalat Services Holding, Mr. Ali Al Sharid, supervises the maneuver of eight Business Units that

offer mission precarious telecommunications associated facilities in the UAE, the MENA area and further

than.

E-Facility management (e-FM)

e-Real estate (e-Re)

Etisalat Academy

Ektibar Card Systems

11
 Emirates Data Clearing House (EDCH)

e-Marine

e-Information Services

Tamdeed Projects

1.4 Global operations of Etisalat

Etisalat is the leading telecommunications company in the Middle East and Africa, headquartered in the

UAE.

Thuraya

Mobily - KSA

Etisalat Lanka - Sri Lanka

Maroc Telecom - Morocco

Pakistan Telecommunications Company Limited (PTCL) - Pakistan

Etisalat Misr - Egypt

Etisalat Afghanistan - Afghanistan

Etisalat Nigeria - Nigeria

Mauritel - Mauritania

Sotelma - Mali

Gabon

ONATEL - Burkina Faso

MOOV - Benin

MOOV - Cote Voire

MOOV - Togo

12
 MOOV - Niger

Central African Republic

Etisalat started an attainment procedure in 2004 afterwards it earned its second cell phone license,

establishing the foremost third generation 3G cell phone license delivered in Saudi Arabia. Continuously

since the achievement, it has understanding countless development, putting its procedure as the express

mounting establishment in the flora and fauna with a proportion rise of 3,475 in contributors from 4 million in

2004 to 141 million in 2013 (etisalat.ae).

In provisions of UAEs situation, Etisalat has participated a vital role as the foremost business center in the

county for the period of near to 40 years. Similarly, it is the first innovators of worldwide telecommunication

profession, driving the Emirates into highest rank novelties, continuously being among the actual primary to

turn up with modern technology. For instance, in 2010, it empowered UAE to showcase out of first 5

countries in the world to acknowledge a 3D television facility (etisalat.ae).

Etisalat has established the next invention of linkages for mobile and landline services, installed appropriate

fiber optic cables in the Emirates that can spread the moon from the ground 8 times. The organization is

also in the development of introducing 4G LTE (Fourth generation long-term evolution) system in Saudi

Arabia and UAE. Etisalat at present owns the speediest land line broadband network in the Middle East

that has promptness fast as 30Mbps. Etisalat has also experimented the speedy mobile broadband

facilities crosswise the globe, reaching impressive promptness of equal to 300Mbps (etisalat.ae).

The organizations technological capability has facilitated it to encapsulate a big share of the business in

the market, spreading through the editing-Editing region. In its neighbors countries, in GCC and after that

In Egypt, it has caught more marketplaces where the market underlying forces have been transformed by

13
opening of reasonable Internet connection and broadband facilities which are all-encompassing of mobile

television and visual communication. Etisalat has got appreciation as the greatest experienced

comprehensive supplier a number of times in the previous three successive years along with the best

inclusive operator in the middle east a number of times since 2006. For its very well operation, the

organization has also gained several tributes for providing of the top customer services, superlative CSR

platform and excellent trademark among others. The administration team of the corporation is well

distinguished with Eissa Al Suwaidi, chairman of the organization in the group of such ideal and great

influential business organizations in UAE.

1.5 Strategic business approach in Etisalat

The organization faces numerous matters and challenges, needing proper application and preparation of

strategies. A number of these challenges contain conflicting processes of reaction to changes.

It has articulated two major policies to share out with the procedure of variation adaptation.

The concentration of the organization in the field of telecoms favors upsurge in communiqu

between the workforces and administration. The organizations divergence makes practice of

strategies associations with worldwide suppliers helping them enlarge to worldwide markets.

The administration changed its administrative structure from classified authority to application of

place of work teams.

The organization has been implementing new technologies in addition to executing them in the

place of work for determinations of cumulative its level of competence and aptitude. The executives

of the organization look onward to changing strategic bearing with the determination of including

vicissitudes in management methodologies that can authorize them to develop to new kingdoms

through sketching target arcades with predilections and requests.

14
 The organization in addition has developed all-inclusive HRM management approach which allows

them to upsurge their productivity, communication, group building and output.

The organization additionally has encompassed strategies concerning adjustment of electronically

e-marketing tactics that influence to worldwide markets.

Moreover, it has enhanced the synchronization of employee collaboration, communication and

administration by improvement streamlined approaches.

(Al Ansari, M. S. O. (2009).

Etisalat has also joined with a number of non-governmental and governmental groups for the reasons of

accumulative approachability level to healthiness and edification over and done with the use of technology

meanwhile it is dedicated to business social accountability principles. The organization in addition has been

reinforcing individuals with exceptional requirements, serving in constructing its standing. Such as, in 2010,

Etisalat acquired shortlisted such as the front-runner to Global Mobile Awards due its facilities of graphical

center which practices 3G technologies and symbol language to support those reduced with audible range.

Likewise, the organization was presented for the impressive contest in 2012 for needing created/designed

a worthwhile application that allowed financial connections.

For instance a regional frontrunner in providing of information that is atmosphere responsive and

transmission solutions, the organization has founded a number of unconventional green equipment. All of

such technologies comprise elegant constructing technologies with the newest being substitute power

placement inside their networks areas and practice of Device to Device solutions. The approaches of the

organization guarantee that it follows to the uppermost international values with its countrywide network of

fiber optic probable to lesser the utilization of power by an estimated 70% and carbon emanation by an

estimated 80% (etisalat.ae).

15
Most of time, Etisalat has founded its execution and invention strategies on four fundamental components.

These components are:

Transformation management,

Practical leadership,

Organizational culture and

Workforce/Personnel management

The organization additionally has reformed to deviations in their business processes, plans, assertiveness

and responsibilities by implementing to change management, which enables conversion of the

organization.

The prosperous growth of the organization is attributable to the aforementioned standards, apparition and

operation. Its task is out spreading peoples scope through expansion of advanced systems that facilitate

development and knowledge in the people for example like a whole and within public. The task is in line

with the organizations vision which is sighted the world grasp people irrespective of whether they are

imperfect by remoteness. Obviously, the organization has circumstances its standards which comprise: of

dynamism, enablement and sincerity. Similarly, it looks onward to considering a globe where the influence

of the people is improves by technology (etisalat.ae).

16
 Chapter Two

Literature Review

17
The purpose of this chapter of this research report is to present/introduce the theme. The determination is

to make clear the reader with inspiration, existing aspects of business culture and its character in

simplifying employee enthusiasm as well as whole well-being in an office atmosphere.

2.1 Background of the study

Business ethnicity itself has a noteworthy character in providing a structure where inspirational factors

function. Besides inspiration, business culture simplifies such decisive aspects of structural life as harmony

among workforces and inclusive well-being. In wide-ranging, business culture can be perceived as the

entire sum of all desirable structural activities that direct at satisfying its determination.

For the determination of this research a choice was made to precedent a cross-national study in the interior

the telecommunication industry, like Etisalat in UAE. The motives that encouraged our excellent were the

early entrance of state-of-the-art motivational performs in the field if information technology and the

presence of a link between modernization in technology and improvement in administration. The high-

quality of a cross cultural learning is based on individual and environmental reasons.

Moreover, personal involvements and circumstances let me recognize several cultural dissimilarities among

the employees of the organization and they reinforce my impression that these variances could influence

supervision in the organization.

The critical point in inspiring employees is that deprived of stimulation, workers become incompetent and

expensive. Therefore, managers demand to find appropriate tools that stimulate their assistants and

appropriate the present business culture. These days, the old-fashioned motivational rehearses for

instance money and upgrades have been found insufficient.

Though, innovative exercises have not been extensively accepted despite the fact their achievement has

been showed by numerous studies. The unwillingness of managers to agree to take innovative procedures

and use in corresponding with old-style motivational rehearses might be for the reason of the following

Leading, unconventional practices and their influence are not very well known to the executives.

18
Furthermore, the present corporate philosophy does not backing the use of groundbreaking practices.

Thirdly, the ordinary confrontation to change, which infers that in many occasions people, are frightened of

new equipment and consequently new motivational applies do not originate about.

In the organization, the significance of cultural variances and variety has an influence on the employees in

a cumulative worldwide business domain. Cosmopolitan organizations, for example Dell, IBM and many

others do not inevitably collect the greater part of revenue and incomes from their own country but from

overseas countries because of less cost inducements and by means of a globalization policy. Whereas the

inclusive tactic influences the employees, the formers compactness and movements shake the working

dealings due to alterations obligation by the wandering group. Caused by the adjustment disputes, the

workers in Europe are fewer chances to move in expectation of work and profession opportunities related

to the workers in USA. It reflects that the prospect price of relocation in Europe is more than in USA. In

addition it reflects that business culture underlying forces have fewer impacts associated to state

philosophies in Europe. It is very important to understanding traditional differences and variety at the place

of work that sound effects the business communiqu as it is understandable statistic because utmost

civilizations are factually diverse, and many establishments and persons collect and assemble their

properties to break terrestrial and traditional limits (Maham, R., 2013).

Multinational workforce is a complicated phenomenon to accomplish in the organization. The administration

of employees diversity as an instrument to intensify organizational efficiency cannot be emphasized,

especially with existing changes far-reaching through the world. It is discussed that administrations that

worth assortment will absolutely improve accomplishment and have an imminent in this energetic universal

labor market (Henry, O., & Evans, A. J. (2007).

The diversity in workforce management has come to be an essential matter for both public and private

establishments. Its significance has mostly been fetched about by the easy movement of labor because of

19
worldwide movement of people and the struggle for human rights by some specific sectional groups who

think exception from the service division. The diversity of workforce occurred mostly to additional the

obtainability identical chances in the place of work. This identical opportunity viewpoint is intended at

guaranteeing that establishments make the furthermost out of the transformation from a unlike workforce

somewhat than trailing aptitude which might support the business company to be well well-organized and

operative. The increased flexibility and communication of people from different backgrounds as outcome of

enhanced economic and administrative systems and the acknowledgement of human privileges by all

states has put record establishments under stressed to encirclement diversity at the place of work. The

diversity fetches with it the different background that requires be cherishing, sophisticating and escalating

as means of cumulative administrative usefulness in this economical world (Henry, O., & Evans, A. J,

2007).

Such as we move in the twenty first century, a new era of history, an important change is happening in the

flora and fauna economy. The global world is shifting towards a sphere where the trade and ventures are

plummeting, obstacles cross the border, perceiver gap is decrease because of developments in

conveyance and communications technology in brief we can approximately imagine that bit by bit the world

is flattering a global community in the result of globalization. In such mutually dependent worldwide

economy, for example a man from USA may use to drive a car designed in some European country like

Germany; it was assembled in another country south America, its spare parts finished in USA and Japan

that was produced from rubber imported from Malaysia and Korea.

20
2.2. Diversity in work-force
To live in such kind of merciless economical world the companies have to employ an operational and

competent labor force that can manage this type of competitive situation. Employing differentiated

workforce is a great quintessence for each organization. At present scenario the companies that

engagement excellence and competitive labor force irrespective of their age, arrogance, language,

masculinity, faith, status can only contend at the market. The department of human resource plays an

imperative role and asset for any business company. Wealth and physical means, for them, cannot

progress competence or subsidize to an augmented rate of reappearance on stock. According to the above

proclamation, the scholar has organized the following model.

Figure 2 (Diversity in Workforce)

Since long time of schmooze about diversity in the work-place, however there is extensive debate and

misperception around what essentially establishes work-force diversity. Work-force diversity is in general

21
observed as recognizing, appreciative, accommodating, esteeming, and rejoicing modifications among the

people with admiration to age, division, culture, gender, corporeal and mental capability, nation, sexual

coordination, unworldly preparation, and public succor status. Diversity brings up to a assortment of people

who fetch a variation of backgrounds, perceptions, values, and assistances as possessions to the

collections and organizations with which they interrelate (Simons & Rowland, 2011).

The impression of systematic management by Frederick Taylor in the beginning of twentieth century and

created the modern conception of organizational functioning. It comprises of organizational execution or

actual manufacture. Produce the results to the business or restrained in contradiction of the objectives and

purposes. This is considered as one of the greatest research division of the adaptable field. The controlling

perception academic presentation is very common.

22
 Chapter Three

Development

23
3.1 Development
Nowadays our worlds growing globalization needs more communication among people from different

backgrounds. Individuals cannot live and operate in an inward-looking atmosphere; they are today part of a

global economy contending within a international framework. Therefore, commercial and non-profit

organizations require to be converted more differentiated to continue modest. Exploiting and take

advantage of on work-place diversity is very significant subject for the management.

The Administrators and managers require recognizing the ways in which the place of work is shifting and

developing. Handling diversity is a noteworthy organizational experiment, so managerial expertise must

acclimatize to provide lodgings a multiethnic work atmosphere.

Diversity might be demarcated as acknowledging, sympathetic, accommodating, and appreciating

differences among the people with esteem to class, nation, background, gender, incapacities and age.

Figure 3.1

24
Business organizations need to hold diversity and explore for methods to become comprehensive

establishments since diversity has the prospective to produce countless work production and economical

compensations. It is believed that diversity is a priceless competitive resource. Dealing diversity is a vital

element of operative people management in the work-place.

The demographic variations (women at the work-place, administrative restructuring, and identical opening

legislation) will involve organizations to analyze their management performances and improve new and

inspired methodologies to managing people. Optimistic changes will upsurge work presentation and

consumer facility.

The amount of twofold-earnings families and lonely working mothers has transformed the subtleties of the

work-place. A deviation in the family building means that there are smaller numbers of customary family

characters. Significant variations in the work-place have happened due to rationalizing and subcontracting,

which has significantly exaggerated human resource management. The Globalization and new modern

equipment have transformed work-place performs, and in attendance has been a development toward

extensive working times. Commonly speaking, organizational rearrangement typically results in less people

carrying out additional work.

Variations in central and state equal opening regulations have made discernment in the work-place

prohibited. These commandments specify the privileges and accountabilities of both acquaintances

(workers) and companies in the work-place and grasp both parties responsible.

3.2 Workforce Diversity in the organization

The concept of workforce diversity contains multi features and it will continue to grow and progress in

different industries, particularly the industry of telecommunication moving on the way to hire the workforce

from worldwide market place and locally available labor force. It is contended that it has directed to a

observation that work-force variety turn into unavoidable and important for defensible organizational

modernization. This confidence drives company managers to squeeze and understand the perception of

25
work-place assortment, its obstacles, and assistance. Moreover, work-force assortment is progressively

documented and operated as one of the precise and significant, if not the greatest worthy, organizational

possessions in respects to whether the objective of the business company is to be an owner of optimal, to

deliver outstanding customer service, to uphold a reasonable control or to convert to state-of-the-art. Some

business companies that be going to be effective must have a borderless opinion and an original obligation

to confirm that work-force diversity is fragment of its everyday business measures (Childs, 2005).

Partial empirical exploration confirmed that diversity administration can certainly improve administrative

outcomes. This research report attempts to link that hole and contend that the upcoming success of any

business depend on on the capability to cope a diverse frame of capacity that can carry state-of-the-art

ideas, viewpoints and opinions to their exertion. The contest and difficulties faced as a consequence of

integrating work-place diversity underneath one crown can be twisted into a planned organizational

strength if establishments are capable to make the most of on this tender pot of assorted abilities. With the

combination of capacities of different cultural circumstances, manhood, ages, and regimes, the

organization can retort to business prospects more swiftly and artistically, particularly in the global zone that

must be very significant organizational objectives to be achieved.

Moreover, it is recommended that organizations must encirclement diversity in their labor force and effort

towards attaining it by generating beliefs where transformation can flourish, relatively than working merely

for legislatures and integration. More prominently, if the organizational atmosphere does not backing

diversity approximately, organizations hazard trailing talent to contestants. It is found that permissible to

effectively accomplish place of work diversity, the Manager from Human Resource desires to sustain a

cross national compassion capability by shifting his/her management attitude from an ethnocentric

interpretation (our approach is the finest method to organize the stuffs) to a ethnically relative perception is

26
let us take the excellent of a Diversity of methods. This change in attitude has to be deep-seated in the

organization elegance of Human Resource department in their elementary management tasks (Chan,

2009).

3.3 Advantages of Diversity at the Work-place

Diversity is helpful to both companions and employers. Even though coworkers are mutually dependent in

the workplace, with regard to individual dissimilarities can upsurge production. In the work-place diversity

can decrease lawsuits and escalation marketing prospects, recruitment, ingenuity and professional image.

In the period when suppleness and imagination are keys to effectiveness, diversity is significant for a

business organizations success. Similarly, the magnitudes cost of time and capital must not be

disregarded.

3.4 Influence of Workforce on Productivity

Every one individual is diverse from other person for the reason that of their diverse religion, instructive

circumstantial to which they link, the age and the awareness. When diverse types of persons in relations of

intelligent, perception, age group come concurrently to work at the similar station then certainly a condition

might come where such these diverse types of persons may not come to an agreement at the similar point.

At this point, of period it is going to disturb the personal relationship among the persons. The scholar has

reserved some features, which are a chunk of assortment among employees they are oldness, masculinity,

caste, understanding, professional requirement and the workers coming from numerous terrestrial states.

On the base of all these statement, the scholar has arranged the following prototypical.

27
 Figure 3.3

The whole world is becoming very close like a global village, this globalization, denationalization and

substantial we can see the variation at our place of work as well, during the old days where the individuals

of similar age group, matching specialized qualification, alike experience and identical religion derived

together to carry out their tasks in an establishment. But nowadays women are also employed in the

equivalent proportion with men. Consequently the investigator is concentrating over these perilous aspects

of expanded work-force that have emotional impact the working of workforces.

Another characteristic that affects the working environment is the medium of language. Individuals may

communicate through diverse languages at work-place for the reason that of different environmental area

from where they come. Because of this people may face some difficulties. The workers coming from

numerous geographic areas with their diverse attitude create inconsistency among the workforces. Gender

perception is likewise a most important problem at the working place.

3.5 Confronts of Diversity at the Workplace

There are contests to handling a diverse work people. Handling diversity is supplementary than simply

recognizing variances in individuals. It includes recognizing the worth of differences, battling discrimination,

and endorsing inclusiveness. Administrators may also be face up to with damages in personnel and work

production in arrears to prejudgment and perception, over and above complaints and lawful actions in

28
contradiction of the association. Negative arrogances and performances can be obstacles to organizational

diversity for the reason that they can damage working associations and damage confidence and work

efficiency.

The central idea in stirring workforces is that without inspiration, workforces become unproductive and

expensive. Thus, administrators are required to find appropriate tools that stimulate their assistants and

suitable the existing business culture. At the present time, the old-style of motivational rehearses for

instance cash and promotion has been established insufficient.

Though, innovative rehearses have not been extensively implemented despite the fact that their

achievement has been demonstrated by numerous studies. The disinclination of managers to consent

state-of-the-art measures and apply in corresponding with old-fashioned motivational rehearses might be

for the reason the following motives.

Leading, alternative rehearses and their impressions are not very well understood to the managers.

In addition, the present corporate philosophy does not provision the application of advanced

practices.

Thirdly, the ordinary confrontation to change, which point toward that in many occurrences people,

are frightened of new stuffs and consequently new motivational rehearses do not originate about.

These substances produce the preliminary point of this research and head us to inquire the following

research queries.

3.6 Problem statement

To comprehend the effects of work-force diversity on the progress of organization, for example

organizational operational performance, worker gratification, and volunteer worker throughput, is very

important for the sustainability of the organization (Sungjoo and Rainey, 2010).

The term work-force is stated as the prospect for the organization to turn into more creative, to grasp the

previously untouched markets and as a whole to accomplish and maintain a economical advantage.

29
But some experts argued that work-force diversity makes conflict and vagueness in the work-force as

administration, on normal, is not capable in the chastisement of such diversity management. Consequently,

the executives do not identify how to successfully preparation diversity. Staffs still tale choices to disruption

the directions with their performance when it derives to diversity. Another point of view of an expert is said

that, the diversity inside the work-place can arouse an assortment of sentiments as some sight diversity as

to some degree to be allocated relatively to a tool to be rummage-sale to progress the organization.

Despite the fact, many will approve that the outcomes of diversity sensible organization increase value to

the worker and business, however research assessing diversity as the reason of emerging methods of

interferences does not happen (Kochan et al., 2003).

3.6.1Research problem
What is the effect of corporate cross cultural management on the productivity of an organization?

For this purpose, Etisalat telecom has been chosen to examine its cross cultural management and its

business progress in the field of broad band and mobile services.

3.7 Objectives of this research

The researchs objective is to observe why specific motivational exercises are implemented at the

workplace atmospheres in question and the managers are responsive of inventive practices in the

organization very well and what advantages they have. The subsequent objective is to differentiate if

cultural proportions have emotional impact on managers adoption of used motivational apparatuses.

The objective of this section is to deliberate the optimal of theme, present predeterminations and scientific

methodology that build a part of the report. Moreover, the following segments will arrange for an

understanding to the operated methodology and the procedure of gathering theories for the hypothetical

structure.

The intention why motivation and cross business cultural is chosen as topics to be planned sits in our

attention, as assessors in management, in how to cope with individuals in a telecom organizational

30
environment. For more distinctive the way of rational those individuals have their practice of making definite

accomplishments and the burden placed on each activity is set up to be captivating issues. Inspiration as

such is a great concept to understand and it differs from person to person. Consequently this study will not

be bright to transform the empathetic of inspiration but it will definitely try to make available some

stimulating diagnostic points with regards to business culture. Such approach explains the other theme of

the report, namely organizational culture. Inspiration itself does not stance such an attractive topic but when

it is positioned into a positive context, business culture for example, its attraction upsurges.

The choice to make a cross-cultural study was further facilitated by the fact that it is considered by having a

proportional nature.

3.7.1 Theoretical Assumptions

Most of the people who have some type of business information have an impression what business culture

and inspiration stance for. Therefore, both of these themes might be accustomed but their factual

implication is not so obvious. For instance, individuals do not constantly understand their motivational

features and how values have prejudiced them. In case for an individual to recognize what inspires him/her,

individual has to understand the standards set on numerous substances. Association, institute, position,

wealth or family represents models of ideas that are measured important. Though, it demands a procedure

of assessment before individual is capable to understand, accomplish and regulate inspiration.

31
 Chapter Four

Model

(Further Development)

32
4.1 Conceptual Structure
The preceding considerations about the numerous features of the theoretical structure are essential in the

description of our conceptual paradigm. Intention of this chapter is to provide a model, which is required in

to building and controlling the experiential research.

4.2 Elaboration of the Conceptual Structure

Though the attention of this research report is to create the effects of workers diversity on corporate

operation, a collection of superfluous variables that are not connected to the reason of the study may

concern the dependent variable. It is acknowledged that these features/aspects are to be expected to effect

the association of dependent and the independent variables. All such issues comprise but are not

incomplete to stable size, fix Age, and marketing approach surrounded by others. All these superfluous

variables would be featured as the mistake term e of the regression prototypical in a research state.

4.2.1 Workforce Diversity and corporate business performance

It has been researched and proposed that maintaining a pro-diversity work environment can effectively

provide a firm with a strong competitive advantage (Clarke & Iles, 2000). Given the age of globalization and

knowledge economy, business organizations will be successful only to the extent that they are able to

embrace and encourage diversity by ensuring that their workplace is significantly diverse and that their

diverse workforce is respected, appreciated and valued (Okoro & Washington, 2012).The underlying

premise is that heterogeneous groups are more likely to be creative, productive, or effective in attainment

of organizational goals as opposed to homogeneous groups (Milken & Martins, 1996). The demographic

changes occurring in most countries present an urgent challenge for many organizations (Kunze et al,

2013). These changes imply that organizations that had a largely homogeneous workforce with respect to

age have to consider a pressing question and concerns on the consequences of age diversity on the

companys overall performance. For organizations to make informed decisions, regarding the use of scarce

resources to improve performance, they must be able to compare the effects of different potential

33
initiatives. Currently, the case of diversity is enjoying high profile in organizational debate partly due to

changes in workforce demographics (Armstrong, Flood, Liu, Guthrie & Mkamwa, 2010).

Since 1996, American corporations are learning how to leverage on cultural diversity for enhanced

competitive advantage. They view workforce diversity as one of the initiatives for increasing organizational

effectiveness. Some experts explained that the diversity of organizational members can be sources of

competitive advantage helping an organization provide customers with better goods and services (Jones et

al, 2011)

Redman & Wilkinson,(2006) also affirmed that effective diversity management contributes to best use of

human resource; flexible workforce to aid re structuring; workforce representative of the local community;

improved corporate image with potential employees and customers; attracting ethical investors; managers

can integrate equality into corporate objectives and new business ideas from a diverse workforce. (Nishii,

Gotte & Raver, 2007) found that the demographic diversity of senior management teams is positively

associated with demographic diversity of work forces at large and those forms that adopted diversity

initiatives outperformed those that did not. Diversity recognizes the fact that the human race is

characterized by differences in gender, ethnic origin, age, religion, lifestyle, and physical abilities. (Simons

& Rowland, 2011) argue that diversity and diverse interpretation of viewpoints into organizations are

pertinent in a world of shifting demographic patterns and work practices.

34
Independent Variables Moderating Variables Dependent Variables

Figure 4.1a (Conceptual Model)

35
 Figure 4.1b (Conceptual Model)

4.3 Diversity of age

Not like other types of equivalence for instance nation and gender, discernment of age as a strategy issue

has only started to develop for last twenty years. Some experts have claimed that the business instance for

this kind of diversity may too be operated to palisade claim in contradiction of employing older workers, at

the rate of greater employment expenses. Diversity, intellectuals have contended that age-assorted work-

forces show a host of diverse knowledge, standards, and favorites. Their perceptions, including their

psychological prototypes are different. Therefore as a group, they have a greater pond of information and a

greater problem resolving toolbox foremost to better-quality firm performance. The experts have perceived

that fresher executives are more expected to have joined school in an additional diverse atmosphere, or

functioned with marginal groups at some opinion during their professions. Medicinal, psychosomatic and

financial research has also revealed that workers of diverse age groups vary in skills, approaches and

aptitudes and that these opposing physiognomies have diverse effects on production.

36
New employees are well-thought-out to be stretchers and can represent an approach of more variation

willingness as contrasting to elder employees. The elder workers can also be reflected as pools of

knowledge booming the recognized memory of a business thus permitting effective transmission of

skillfulness. Furthermore, progression planning turns out to be more operative in age diverse

establishments. Modernization has converted one of the important stratagems of the company for

achievement reasonable advantage, growing market segment, and cumulative general corporate operation

Different age workforces show a host of diverse knowledge, standards, perceptions, elucidations, and

favorites that are requisites for revolution. Furthermore, young executives are more probable to have

countless learning competencies, are more newly sophisticated, and therefore are more to be expected to

be additional hazard-attractive, supple, and inventive. A collection of fresh and old associates of workers

with diverse knowledge pools can consequently intensification revolution as related to having consistent

workers (Gelner & Veen 2013).

4.4 Diversity of Gender

Nowadays the number of both genders, male and female is increased in all kind of business organization at

the work-place. This issue has caught the attention of both scholars and experts and a specific question

that occurred is whether this gender configuration in the organizations employees will have emotional

impact on an individual, cluster or administrative level functions and production (Gupta, 2013).

Due to express conservational changes, many kingdoms are shifting to adapt the growing diverse labor

force in their business corporation. A number of researchers examining workers diversity have observed

that gender diversity in the meeting room can confidently shake secure performance though; some other

reports have described conflicting findings of a harmful affiliation between females in boards and corporate

performance. It is described no straight relationship between male and female diversity and business

performance. A number of researchers have contended that great levels of male and female diversity are a

37
cause of economic advantage. Built on collected works, we debate that a well-balanced gender

configuration of workers may help generate cooperation leading to optimistic association consequences.

The gender diversity is related with possessions that can deliver a stable with a continual competitive

benefit. These possessions contain market understanding, imagination, revolution and better-quality

problem resolving capabilities.

Males and Females differentiations may deliver insights into the diverse needs of man and woman

customers. The experts have more argued that male and female may also have dissimilar reasoning

abilities. A grouping of different perceptive capabilities in a gender diverse squad may improve general

team consistency, imagination, and invention leading to enhanced administrative performance.

4.5 Work Experience Diversity

It has been observed that work experience is a good tool to measure the standard/quality of work than age.

A classification of works into five work-related groupings exposed a diminishing consequence for

professional type. Discoveries also displayed that age and practice reveal non-linear interactions with

operation. Skilled workers usually are observed as dependable, faithful, and enthusiastic. They are too

observed as having a robust work moral belief, solid presentation record, in line for to having years of

working associated understanding. Work involvement can also have a constructive influence on ones value

structure, problem solving competences, emotional aptitude, leading to better-quality individual efficiency

and general administrative performance.

Some studies have revealed that the span of work involvement is positively connected to work

presentation. Such understanding involves the improvement of well-practiced work abilities. Experts have

also contended that qualified workers can create faster work connected conclusions, sort out the problems

swiftly, which advance to a more pleased customers and amplified market share.

38
The experts have further contended that as employees carry on serving in their establishments, they are

probably to gain more capability owing to their acquaintance concerning to different work atmosphere. They

can consequently control work experiments with more self-assurance and make quicker decisions involving

to customer grievances.

4.6 Diversity of Culture

Variances in cultural physiognomies can forecast team grooves which can additional be inferred as an

improvement of having ethnologically different opinions for a team, consequential in increased delinquent

unraveling and team presentation. Numerous private companies have also demonstrated this kind of

assortment, even though a decent number, particularly the multi-nationals and folks that have implemented

effectiveness as a worth hire chastely on merit.

Whereas there have been an important figure of experiments that have discovered the consequence of

diversity at single and team level, there is slight theoretical direction and a insufficiency of experimental

findings regarding the hypothetically beneficial influence of corporate-level social diversity on structural

consequences.

Investigators have perceived that diversity on social framework can effect organizational collaborations,

innovative-ness, and usefulness in implementation of scientific programs. Social diversity can more

influence relational changing aspects within an association. Interpersonal blockades entrenched in cultural

alterations may obstruct the movement of facts on a company wide basis. Cultural standards and

rehearses may further inspiration the fashion in which anthropological resource programs are applied

(Gomez-Mejia & Palich, 2015).

39
4.7 Employee appointment

Several researchers have recommended that employee appointment levels must be well-thought-out in

imperative to completely recognize the multifaceted workforce diversity presentation relationship. The

engagement of employees is a psychosomatic state that empowers employees to represent themselves

substantially, rationally and emotionally throughout the role presentation. A psychological existence model

suggests that inter-group associations have emotional impact the framework at work, thus persuading

personal rendezvous of workforces. Several structural variables like company support have been measured

as forecasters of employee assignation.

A diverse environment is further likely to stimulate workgroup consistency and organizational obligation or

appointment. They found that sectional and mainstream groups will practice greater supplement with their

administrations if a countless degree of employees diversity be present. Definitely, more worker affection

to an organization is unambiguous in organizations that promote multiculturalism. The experts have more

argued that assortment can affect the companys operation through numerous types of arbitrating variables.

4.8 Multidimensional Facets of Workforce Diversity on Firm Productivity

It has been reviewed that simple dynamics of a collaborating effect of multidimensional features of labor

force diversity on company productivity. The dynamic forces are a expression of in what way each diversity

component could stimulus and make an involvement to organizations business performance. The

application of each diversity component to organization performance however be contingent on industry of

the organization, organization strategy, geographical position, global location, economy, legitimate and

political atmosphere under which the organization functions.

40
 Figure 4.2 (Cross cultural Communication Model)

41
4.9 Closing Comments

Several diversity academics have contended that, diversity enables organizational presentation when it is

accomplished in productive and incorporative ways. In this era of science and technology, fresh employees

can be additional creative, absorb faster and can compel improvement in an organization as matched with

adult employees controlling to extraordinary organization presentation more thus in the capacity of

technological inventions. Because of their unlike means of socialization and experience, they can

effortlessly adopt change that energies innovation and business performance. The age of workers may also

affect their standard of promise and appointment with the organization. Some employees impending their

departure age may instinctively commence to extricate with the officialdoms they work for as they start to

arrange for their departure. They might continuously inattentive themselves from working place or reach

late at their work-place. Longstanding employees may also devote more time visit to doctors because of

age associated sicknesses as contrasting to younger personals. This in spirit could disturb their separable

offerings on their work presentation and consequently may disturb the general productivity of the

organization. Furthermore, in our view is that diverse genders of employees are awarded with diverse

competences that can work collectively to stimulate optimistic organizational consequences. Diverse

gender in the working group can also be a cause of pleasant-sounding relations and promising arrogances

within a business organization. It can further work to stimulate influence of different vantage point and

philosophies thus ornamental team presentation.

Gender variances in a business company have in the previous been observed only on their expression

importance of a worker being whichever a male or a female without much contemplation of their strong

point, faintness or other characteristic competences. We correspondingly view skilled workers as being

more conscious for the corporation and well proficient with the functioning atmosphere therefore being

capable to recognize and accomplish business jeopardy more efficiently. A grouping of employees strained

42
from diverse philosophies could also carry to organization assorted experiences, approaches, perceptions,

attitudes to work and diverse levels of obligation to work, thus manipulating the overall presentation of their

corporation. Where there are professed intensity of perception on the base of values, team presentation

may be unpleasantly exaggerated. It may supplementary impact their level of appointment with the

organization and afterward the stage of organizational presentation.

Figure 4.3 (Interactive Relationships)

43
 Chapter Five

Dataset & Analysis

44
5.1 Research Method

The foremost purpose of this research study is to examine the effect of work-force assortment/diversity on

productivity in Telecom. The directed organization is the Etisalat Telecommunication industry in UAE. The

required population is the employees, who have been working in Etisalat at all levels of administration and

lower level as well. In this research, sampling border is immaterial, thus non likelihood approach is used in

choosing the sample. We gained a experiment size of 30 to epitomize the directed population. The

examination apparatus used is a self-managed questionnaire which mandatory respondents to proceeds

the accountability to take and answer the queries. The questionnaires were circulated straight to the

workers and it required just 10 to 15 minutes for every person to accomplish it. The scheme of the

questionnaire was divided into different sections, such as Units A, B, and C correspondingly. Unit A

gathered the employees demographic information which comprises of items for example gender, age,

education background job status in the organization. Second unit B comprised of three self-governing

variables which are to control the special effects of workforce diversity in the direction of production. Each

variable contained 5 to 9 questions to be replied by the employees. Unit C contained of 10 queries that

asked about modernization. The whole number of questions was 31.

5.2 Expressive indicators

Expressive indicators are used to define the elementary characteristics of the data in a research. They

make available simple synopses about the model and the procedures. Descriptive indicators are the

subject of quantitatively labelling the foremost structures of a pool of data or the quantifiable explanation

itself. Expressive statistics are illustrious from inferential figures (inductive figures), in that expressive

statistics goal to encapsulate a model, relatively than practice the data to study about the inhabitants that

the illustration of data is supposed to exemplify. This usually indicates that expressive statistics, contrasting

inferential figures, are not established on the source of probability concept.

45
Some procedures that are frequently used to explain a data set are procedures of significant tendency and

actions of inconsistency or scattering. Procedures of central propensity contain mean, median and mode,

whereas procedures of variability contain the standard deviation / variance, the lowest and extreme

standards of such variables, kurtosis and skewness.

5.3 Dataset

Table 1 (Frequency)

Table 2 (Expressive Statistics)

Table 3 (Model)

46
 Table 4 (Model Summary)

Table 5 (Expressive statistics)

Table 6 (Mean Values)

47
 Chapter Six

Conclusion

48
6.0 Conclusion

Subsequently critically investigative the literature and numerous research articles from several authors

associated with work-force diversity and its effect on productivity of a telecom business in UAE, it has been

observed that: An organizations most important objective is to generate revenue and to improve its

productivity, no disbelief that practically all the authors are proverb that engaging diversified work-force is

the very quintessence in present scenario but to accomplish such a expanded work-force is a great contest

for the management. Appointment of diversified work-force will absolutely leads to enhanced productivity,

but may demonstrate to catastrophe if not be able to manage it properly for the reason that not only the

administration but workers are also sentiment some issues for example language problem (that is tolerable

and is not owing to opinions of the employees), arrogance clashes, and change in discernments, which is

straight connected to human conduct which eventually affects the production of the organization.

After bearing in mind all the outcomes in the research it develops a obligation for the investigators to

recommend, the ways to grip the inadequacies set up throughout the survey. It is actually a big problem of

apprehension for all HR specialists as one hand we express that we must take in new tendencies in HR

policies However, this issue is successfully managed and control in Telecom industry (Etisalat) by

implementing numerous strategies like:

Heartening the usage of common language in the organization for all employees

By leading numerous motivational and mentorship plans

By tending the means of communication open inside the organization

By cheering and boosting employee contribution

Additional one must accept the reality; it is not the subject of beliefs in reality it is the issue of excellence.

Consequently, for cultivating productivity, excellence has to be sustained and not dropped out.

49
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 Appendix A

Questionnaire

53
54
55
 Appendix A1 (Glossary)

56