Analytical Report For Superdrug’s International Business Development Manager

Brief Overview of the Scenario

The development of business Internationally takes place with thetrade processes , direct foreign investment,  of capital,  advancement of technology in undeveloped countries and migration. To get thedevelopment of global business that is sustainable, the manager of development needs to find outprocess of societies and culture adaptations within which they would conduct and operate the business. With the economy globalization, the cultures and societiescontinue, and countries become integrated with the  exchange networks, development of international business and strategic global management carries on to evolve. The manger must attain the complete knowledge of the country that they are working on subjects like ethics, practices, and standards (Thomas and Peterson 2017). The Development manager needs to understand the history, economy, laws, culture, trade patterns and business practices of the nation that is target. Thisinvolves at the same time a broader perceptive of the common challenges to any worldwideoperations that includes risk mitigation,international contracts, global travel and others.

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The international businessdevelopment and industry establishment in the industry strategic global management is a commercial field that isspecialized and penetrates the markets that are existing and innovatesthe same by new commodity introduction to businesses,non-profit organizations, individuals and government agency.

In the given case the Senior International Business Development Manager who has appointed newly at Lush, a UK cosmetic retailer, who has no previous business development experience outside the country.Have been joined in Lush, shehas the responsibility of expanding Lush’s opportunities in the market, and is planning to establish a new international research and development centre in Japan.  This would enable Lush to develop products targeting Japanese consumers in cooperation with Japanese universities (Mach and Baruch 2015). The discussion deals with the various analyses that is to be made by her in order to establish the business globally.

As Berry (2015) has said Culture is the knowledge acquiredof thefor the process ofinterpretation of the social behavior and experiences. It is vital to find out that culture helps to acquire knowledge of the people in their ability to communicate as well as interact with each other within the society. In the place of culture there are different thoughts and values, many businesses face a difficulty of adjusting. The evolution of culture takes place within each of the society and its characteristics distinguish with its people. Firstly, it captures the techniques in which the members of the society dwell upon like thefood habit, the way they dress up and lifestyle. Secondly, it represents the technique in which the individuals react toward each other and with other parties. Thirdly, it shows thevariety of valuesand beliefs of members and the mechanism in which they perceive the meaning of life

The Cross-cultural management is an issue that is important and possesses a vital impact on the success of operations of international business. According to Karin et al. (2014) management of international business is not differentiable from the pattern of cultural behaviors of the nations  as representation of culture is in terms of shared as well as pervasive norms, thoughts, values and symbols which would escort the regular life of different groups. In the given case the International managerneeds to choose, decide and adjust the various business strategies as per the variety of cultures of the nations (Bird and Mendenhall 2016). The strategies that were used by them previouslyfor business management was to handle workforce that is culturally diverse, provides insufficient solution  as well as this will be unable to resolve the diversity issue of cross cultural during this globalization era.  

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Part A

As per French (2015) the concept of diversity cultural can be said to be as the “differences in race, ethnicity, language, nationality, religion, and sexual orientation are represented within a community. A community is said to be culturally diverse if its residents include members of different groups. The community can be a country, region or city. Cultural diversity has become a hot-button issue when applied to the workplace”.

In the management of the Culturally Diverse Workforce, When the Senior International Business Development Manager at Lush, a UK cosmetic retailer attempts to extend its business geographically to multiple countries; there is a tendency to establish as a culturally diverse association. However, the greatest challenge which will be considered by International Business Development Manager at Lush at that point will mix representatives from various social foundations (Vertamo, 2014). At the point when representatives from at least two different cultures connect with each other all the time, it comes about into multiculturalism. The business extending into another country needs to change their styles of authority, correspondence designs as well asvarious practices to adjust with the host country style that is Japan in the present case (Jiang, Gollan and Brooks 2015). At times the representative from the parent nation that is UK in the present case is considered as a third nation. These two classifications of representatives are known as expatriates, since they have a place with different nations. The business needs the combination of cultures of these representatives so that more prominent profitability is guaranteed.

Hindrances and Challenges to inter cultural adaptations

There are various obstructions to social adjustments, some of them are Parochialism, where the worldwide operations of extending business leads to situation whose adopted framework of socializing is similar to the  framework in which the company is situated. The entirely new framework of socializing manipulates the reactions of people reactions that are incorporated (Jyoti and Kour 2015). The representatives presented on other country show  a practice assortment that is constantly consistent with their nation as well as the people of the nation. Thus the perception of the key contrast among the several societies and their particulars might be neglected (Hauff and Richter 2015). Regardless they have a propensity to infer that the consequence of those discrepancies is insignificant. A workforce portion can be on an average “individualistic”, which suggests that they give more worthy prominence on their requirements as well as wellbeing. However, individualism refers to the notion that  their action essentially  needs to be directed by the belief , ? “look out for themselves before being concerned about others Ethnocentrism which is another potential hindrance to simple adjustment to another culture”. This happens when persons are persuaded in order to trust the fact that their country circumstances to be the finest. It is such a disposition which is popular as the basis of self-reference  or ethnocentrism (Babatunde and Low 2015). In spite of the fact that such type of reasoning is regular which interferes along with comprehending “human behavior” within dissimilar cultures as well as acquiring competence from the nearby representatives. Therefore to synchronize both the foreign as well as neighborhood context of socializing worldwide workforces need comprehension in the social context of nearby conditions. However, in spite of  this understanding, they must then sufficiently useful  in ordeto integrate the network of eagerness of the minimum two societies that are incorporated.

Hindrances and Challenges to inter cultural adaptations

Keeping the end goal in mind in order to anticipate adjustment measure which could be needed while a business moves to some other nation, it is extremely beneficial in order to comprehend comprehend the cultural separation among two or more than two nations. It is the amount of difference between any two social systems, and this may range from minimal to substantial. Irrespective of the social separation measures, it have a strong impact on the reaction of the individuals to business (Ramsey, and Lorenz 2016). A worker normally has a tendency to be ethnocentric to some extent and in order to judge conditions in some other nation as the country measures of their country indicate. Provided the social separation is exceptional, the above mentioned challenges would be amplified.

Then comes, Cultural shock that arises when the business enter another country, which is the weakness and confusion caused by experiencing an alternate culture (Holden and Vaiman 2015). They might not know acceptable behavior, may fear losing face and fearlessness, or may turn out to be emotionally disturbed. Many people decide to separate themselves from the world and many of them have the propensity to return by taking whatever transport is available. It is actually a universal phenomenon happening everywhere. It is seen to be happening in even very advanced countries (Reiche et al. 2016). A few causes behind the cultural shock that causes such situations are listed-

  • Management philosophies and ideas that are different
  • The difference of Language
  • Different“food, dress, driving patterns, availability of goods”.
  • Principles of work as well as attitudes and view about productivity
  • Living away from the friends and the family
  • An currency system that is totally different.

Disregarding the need of requirement for representatives moving to business abroad to get to know the local nature as well as be versatile, they arrive in a frequent manner without any preparation. Their determination is based on the execution of their activity in a regular manner in nation of origin. On account of their convictions in terms of ethnocentric, individualistic and parochial, individualistic, the individual may not be aware regarding the method which they will toil with profiles whose predictable thoughts are not quite similar as their own system of beliefs (GulistanYunlu and Clapp-Smith 2014). They might not nderstand the colloquial language as well as they might have a bit of eagerness for becoming a portion of their social community.  In the similar manner, the might have been elected in view of their specified information by their employer. However the social comprehension is vital to stay away from the mistakes or disputes which can be troublesome for the company. There are numerousstages that the company of Lush can endeavor to avert cultural shock and decrease the consequence of other interferences that are chronicledbeforehand. Some of these are:

Careful Selection: Workers can be chosen most of whom are low in “ethnocentrism” and other with troublesome qualities (Vaiman and Holden 2015). The longing to come acrossdifferent culture and stay in a differentnation may equally be an indispensable quality worth assessing. Obtaining the knowledgeand theapproach of workers toward the given task also can be significant; to guarantee that there is robustupkeep for working in a different nation.

Tasks that are compatible: The settling down in a new country will be easier for the employees when the first task assigned to them is easier for them to handle, on the off chance that they are moved to such a place which have similarities like their own.  

Pre-flight Training: there are few companies which attempt in order to hurry fine-tuning towards a host country by urging workers to gain the knowledge of local dialect and speech. They provide teaching programs before the operations. It frequentlycomprisesalignment to the topics like topography, culture,practices, and atmosphere of politics in which the personnel will operate.

Getting oriented and adjusting with the new country:The person gets further acquainted and adjusted with the new situation if the people already settled there of the same nationality gets personal with him or her, this may comprisesupport with transportation,accommodation, and stay. Thus it can be said that it is beneficial if someone will be appointed in order to guide or mentor so that the change can take place with an ease.

Capacity of the company of Lush to attract, hold, and motivate the individuals from various socio national backgrounds, can prompt sensible advantage in “cost structures” and through keep up of the most imperative greatness of Human Resource. Additional exploiting on the potential focal points of social assortment in work gatherings, organization may pick up an “upper hand” in difficulty in resolving, creativity as well as elastic alteration to change. Workforce that is Multi-social is turning into the standard. With a specific end goal to accomplish authoritative objectives and maintain a strategic distance from potential dangers, the directors ought to be socially touchy and advance innovativeness and inspiration through initiative that is adaptable.

The research and development centre of lush outside the the boundary of uk in japan, can be said to be a very progressive step. This research and development investment may raise several questions around its effects both for commercial and state competitiveness. Particularly, the research and development manager need to point both interior as well as environment as discussed in the topic. It is the objective of this report to add to a better elaborate opinion on these interior and outside research and development administration requirements (Gelfand, et al. 2017). Most study has adopted the viewpoint of firms and as such research and development organizations as independent units. However, many firms are entrenched in systems surrounding a company’s associations with other organizations both within and on the exterior. Such systems are progressively significant providing a research and development centers, for example, with important evidence on new skills and technological knowhow. Such research and development system arrangements, internal as well as external, nevertheless, can establish a “competitive advantage” for the research and development subsidiary and for the research and development organization ascomplete if the resultant research and development organizationrequirements are metconsequently.Moreover, the connection amongst the two is seen as vital cosmopolitan favourable position. In this discussion the focus is made on external environment. More specifically, exterior research and development systemsdenote to the research and development site’s associations with peripheral parties in the regional framework, specifically“research institutions, other firms”, and the administration.Outside research and development organize connectiondenotes to the research and development site’s associations with outside accomplices in the neighbourhood nations, universities, different firms both regional and foreign, and the administration.

The Growing organizations challenge a number of problems. As a tradegrows, variedmatters and problems demand various solutions, what functioned in the previous year earlier may presently be not the finestmethod (Hur, Kang and Kim 2015). Quite often, avoidable mistakes convert what could have been a very successful and productive business into a failed one. Observing and winningover the normal predicamentsconnected with expansion is important for the trade of Lush is to move ahead, grow and flourish. Crucially, the manager of Lush needs to ensure the steps that are taken at present does not create supplementaryglitches for the forthcoming days. Effective leadership will enable the extension of Lush in Japan making the most of the prospects, generating sustainable progress for the forthcoming days.

The possible problems in the relationship between the new research and development centre and its external network in Japan in case of the company of Lush are as follows:

To cope up with the market

The research on the market is not something that Lush does as a one-off when it launched. Circumstances of Business transformation persistently, so the market research for the business of lush should be consistent also. Otherwise there can be a danger tosettle down on business selections in view of obsolete statistics, which can  cause a business to failure. The more success will be there, more rival companies will notice as well as react on the business operations (Adler and Graham 2017). An offer that is leading today in the market and popular among the clients or the customers may not remain the same after a few months. Actuallyfaithfulconsumers can be swift in findingsubstitutecontractors who deliveranimprovedarrangement. Comprehending where the items are in the lifespans of the clients can enable Lush work to out how to maximise completeproductivity in the new Japanese environment. At the same time, Lush needs to put resources into development to fabricate build a source of new, lucrativeproduces to market. From various obtained data sources Lush may discover find out useful insights into market conditions and trends. Lush must analyse what the customers need, how they carry on and which of the marketing methods work best. Furthermore, the providers and other business associates can become animperative “source of market information” (Abdallah and Alnamri 2015). Lush may encourage the workers in Japan in order to share their beliefs and thoughts regarding the industry and the client. Thus it will be apt to assert that appropriate IT frameworks will make it easy in order to share as well evaluate the core evidence, for instance, clients’ preferences and attitude towards purchasing.

Future planning

The arrangement which seemed well and good for the previous year fir lush in UK may not be favourable in the new environment of the research and development centre in Japan. The Economic situations continually change, so the manager of Lush has to revise and apprise the business strategy. As the company develops, policy are required to be advanced to ensemble the transformed situations. For example, the concentration might be going in order to transform from endearing fresh customers to constructing lucrative associations as well as capitalizing growth with current consumers. The business connection that are already existing often possess more significant potential for the purpose of benefit and might likewise provide increased earning but the revenue limitations may be lesser, which do not have the surety of sustainability. Meanwhile, the business if Lush must be attentive to openings that are new (Vogel et al. 2015). There remain clear risks in order to depend entirely on the customer base that are existing. Expanding the consumer base increases those risks. However, other planned options are there for example, the methods of franchising or the method of outsourcing which might give improved growing occasions may give improvedexpansionpossibilities. It’s vital not to admitthat the present accomplishmentssuggests that Lush will consequently be able to take advantage of the opportunities in the new environment. Each of the major moves needs a proper plan. The research and development centre must therefore make a proper SWOT and PESTEL analysis on the new environment of Japan.

Managing cash flow and other financial factors

Quality control over cash flow control is extremely essential business irrespective of its size and types. For a business which is developing like Lush Especially in the new business environment in Japan, it is crucial to analyse the   cash constraints which can be the biggest factor that could limit the growth and overtrading can be fatal (Adekola  andSergi 2016). By making the quality use of must be a core component while business planning as well as evaluating new openings. With restricted assets, Lush may need to leave behind promising opportunities that would mean starving the new research and development centre in Japan with lack of essential funding. Every element of working capital must be controlled with a careful manner in order to promote the free cash flow more. Credit administration in a powerful manner as well as tight control over the past due obligations are something of basic importance. The new research and development centre of lush in Japan therefore needs to reflect levitation of funding as opposed to “trade debts”. Fair “stock control as well as viable supplier management” may lead to a problem that needs periodic clearing up. Planning ahead would encourage financing needs as well as would organize appropriate funding. For developing business like Lush, a key decision remains as to whether to allow investors outside the firm in order to give the equity that is required in order to accelerate further expansion.

Right System in Japan

All the companies around the world deal with vast amount of information that mainlydeal with money records, talks with consumers and clients, the interests and the demands of the employees and the requirements of the management (Chen 2014). There is a lot to screen, apart from that to utilize and use properly, notwithstanding the precise models. Responsibilities as well as activities might be allocated as the business of Lush grows further, however without adequate solid administration information frameworks, successful supervision is not possible. The higher the business develops it becomes hard in order to assure that the shared information as well as various dimensions collaborate sufficiently. Preparing the accurategroundwork is a primary building block of serving the extension if the business in Japan to progress. The informality that might work with one or two employees and a handful of customers simply isn’t practical in a growing business. There is a requirement of legitimate agreements, open“terms and conditions”, compelling work techniques and so on. The developing business of Lush may discover that established standards of management is one of the most useful ways of implementing most effective practices in business (Primecz, Mahadevan and Romani 2016). Control over the Quality frameworks might be a vital factor towards motivating upgrades as well as influencing superior clients on whom the business can depend. Investment in the appropriate systems will be an asset that would be paying off both long term as well as short term.

The variety of Skills and Attitudes

The Business manager of Lush in order to establish a research and development centre in japan needs a proper training to learn the skills and attitudes that would enable a leading growth. In order to develop the business of Lush, the manager has to have to figure out how to designate the varieties of skills and attitudes of the various human resources appropriately, trusting theadministrative team and withdrawing fromregular everyday control of all the problems (Pudelko, Tenzer and Harzing 2014). This is very modest in order to overwhelm imagination as well as inspiration with excessive interference. Since businesses tend to be extremely unpredictable, there is a requirement in order to build up the skills of management and figure out how to prioritize the extremely vital operations in the business of Lush. With the growth if the business, there is need to take the help of the various outside stakeholders in the new business environment in Japan. The management of Lush needs to responsibility for the specific parts to diverseprofessionals, or assign a director who is non-executive to toughenthe board. As a part if managing the opportunities there must be a delegation of a particular individual for the supervision.

Challenge to withstand change

Contentmentmay be a vital risk for a developing business likeLush in Japan. The assumption that the external environment will be same as that it was in UK is quite unwise fir the management if Lush. Regularly going back and changing the various strategies for triumph can help Lush to recollect the fluctuatingfinancialcircumstances and the requirement to respond to them in the new environment in Japan (López-Duarte, Vidal-Suárez and González-Díaz 2015). An current strategy aids to recognise what action that is needed in order to withstand the business that is changed as well as the way which will function, for instance:

  • Shifting towards dealers who are capable of develop with the business as well as encounter the fresh requiremnets. As the business grows further, the quality of prediction as well as the quality of unwavering can be more critical in manner than basically obtaining the minimum offer:
  • Negotiating deals in terms of paper works again to analyse the volume that is expanded.
  • Training as well as developing according to the change in needs.
  • To make sure that the business is up to date with the new technologies.

Experiments for late-industrializing economies in enticing more and greater-level research and development actions are double. To start with, slow industrializing economies want to create adequate local expertise, on account of Japan particularly in the resent topic. At present, there is a lack of abnormal state inquire about staff (Brannen 2015). For the improvement of basic HR, a development, expansion and upgrading of the university system is necessary as well. Another threat denotes to upgrading of the research and development subsidiary in technological terms. If research and development subsidiary reach an advanced stage of complexity of technology, their interior system connection can be augmented and they can be professed as serious actors also in the internal research and development organization. The japan administration has been active in the up gradation of the technological competences of the research and development affiliates by reassuring partnerships with government-owned establishments and exploration test sites and backing business research and development teaching in the internal research and development organization. The research and development subsidiaries themselves may likewise need to apply diverse techniques for mechanical redesigning keeping in mind the end goal to build their inner system linkage and be viewed as vital accomplices.

Crisis and other challenges

The new set up in Japan in case of Lush may run in a crisis mode. Consistently there are new challenges which critically need settling as well as regulation invests a huge amount of their inputs investigating. Since the extension of the business would develops, this approach basically does not work. When a transient emergency dire in a constant manner, it might not enforce any difference to a considerable extent since several things will be in process. It may not make any difference so much as different things you could be doing. Contributing the time moderating a disturbed customer may help secure that one connection – yet concentrating instead on enrolling the right representation of sales could build the model of considerable new contracts for quite a long time. Since the business creates, moreover it ought to be cognizant towards new challenges as well as requirements. For instance, if the business might be logically in peril except if there is a confirmation that the scholarly is appropriately ensured and truly anchored. If there is the focus on solitary advertising efforts, there is a requirement to give more benefits to build up the brand (Calabrese et al. 2014). An effective approach must be taken in order to build an effective management team of lush, leading employees and building the new business strategy to suite in the new environment. Instead of treating each problem as a one-off, there has to be development of structures and systems that make it stress-free to handle in the forthcoming days.

The present economy has gone worldwide. More organizations are working together abroad, and innovation has quickened this pattern. Cross-cultural management, in any case, cannot be just be adapted in a short term, or from a manual. It takes understanding, training and a pledge to succeed.

Culture is such a thing which gives a shape to a person’s conduct as well as recognition for the entire world of business. Little gatherings consisting work associates as well as family would make standards, ceremonies, legends, even images, and because of these practices in social life. In this way, it winds up crucial for a man to get some answers concerning the social differentiations winning in the overall population. In the present time of multinational affiliations prospering by and large at quick pace, it gives scope for all to find a few solutions concerning unmistakable social orders existing (Steyaert and Janssens 2015). Right when people participate, they begin from various nationalities, feelings, values, conviction frameworks, tongues. The level of this paper is to hurls light on multifaceted complexities that are surveyed when the UK based association of Lush is meaning to set up an innovative work center in Japan. It is unbelievably fundamental for a worldwide head of Lush to get some answers concerning the social differences winning in the overall population and to know how to gauge the social complexities among his laborers.

The current workforce is contrasting and multi-social. As far back with regards to the approach of globalization, the portals of the countries over the globe were opened for exchange and wander. This incited more fundamental change in the zones of save, publicizing, mechanical enhancements, and so on. It overall laid an effect on individuals, i.e., HR. As individuals in the connection are the first to encounter when any change happens, it was an epic effect of globalization on HR wherever all through the world. This offered growth to the general open to take in different new practices and techniques of finishing the assignment. In case of Lush’s expansion of business task in Japan, and foundation of research and development focus, it can be normal that people start from various establishments, conventions, feelings, tongues. Thus there can be undeniable quality for understanding what cross culture is for the chief as she needs to oversee diverse people in the affiliation that start from different social orders, so it wind up hard to grasp the multi-social condition and its favorable circumstances and inconveniences.

Multifaceted administration if lavish is inspecting human conduct inside associations from a worldwide perspective. Cross-administration depicts authoritative countries and social orders; considers progressive lead transversely finished countries and social orders; and attempts to perceive how to upgrade the participation of bosses, co– workers, clients, chairmen, suppliers and association together assistants from around the world (Vaiman and Holden 2015). Thusly here, the trough of Lush can experience to a great degree troublesome circumstance for overseeing and managing his subordinates who are from various societies and has an alternate lifestyle. There develops need to comprehend and pick up learning on various societies. It makes laborers know each other’s’ social orders and tongues. This aides, thusly, in keeping the workers coordinated in the association so they participate with each other in accomplishing the objectives of the association.

As the director needs to comprehend the well-ordered estimations and complexities which is the assistance in getting the philosophies to receive the systems and keep the decent variety under control. Following are the strategies which help Lush with conquering the hindrances of diverse contrasts

Good knowledge of culture in Japan:

The essential method perceives and yielding the nearness of differentiations amongst UK and Japan. These contrasts must be named, depicted, clarified and comprehended. Acknowledgment of the way of life of an accomplice is thought to be the primary state of shared understanding and great participation.

Respect forthe Japanese culture:

Profound respect of an abroad culture implies above all else concurring their differences without any choice. It isn’t possible to guarantee that a specific culture is additional consistent, “better” than an alternate culture. Social orders are uncommon and for their people they address perfect to manage life conditions in conditions they have been taking in for a long time.

Helpful steps in the relationship to a foreign culture:

The accompanying strategy of the recommended method should be the push to find general game plan, shared understanding and change of the bewildered and asking for technique of acting in different social conditions (Chen, 2014). These strong steps for no circumstance infer that the participating accessories should surrender their social establishment.

Ignore the cultural differences:

In this methodology, a phase comes where the chief slights the refinements in culture. It later winds up immaterial as the administrators and agents would have a not too bad cognizance about each other’s’ social orders and practices as earlier they would make sense of how to respect the lifestyle. The heads of Lush would feel in this sort of method that “our way is the main path” as it is moreover practices in parochial kind of affiliations. The numbness of decent variety blocks compelling organization of social complexities and moreover obstructs the probability of restricting negative impacts and growing constructive outcomes of arranged assortment.

Management of differences:

This system is received by synergistic associations. These associations perceive the effects of social contrasts that prompt the two points of interest and weaknesses. The administrator of Lush must trust that “our way and their method for accepting and overseeing vary, yet nor is better than other”. Along these lines the chief can restrain potential issues by managing the impacts of social contrasts.

Since the concept of globalization is being expended across the whole world, employees will be found with social contrasts undoubtedly.  It tends to be imperative for a supervisor in order to nature. It must be noted that these challenges emerges out from the social contrasts. handle serious issues that are of complex emerging out of the social contrasts. The manager and representatives in Lush must regard to alternate societies winning in the employees. This will encourage them to end the barriers and work collaboratively which additionally prompts accomplish the company goals easily (Primecz, Mahadevan and Romani 2016). 


Cross cultural capability would enable the manager to associate with their foreign counterparts. Prepared supervisors validate the importance of a deepcultural learning and dialect in global business. The manager of Lush can achieve successful diverse association by keeping aoutlook that is receptive, being curious, and not racing to decisions about others’ practices. Administrators who are experienced get pertinent facts, skills as well as knowledge in order to avoid unacceptable or offensive attitude during interaction with foreign cultures


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