Researching Study On 'breadtalk' Essay

933 words - 4 pages

1. CSR definition and CSR in BreadTalk

Corporate social responsibility (CSR) is the obligation of organisations to behave in ethical and moral ways (Wood et al 2010). In contemporary society, when the enterprises are making the profits, as well as, they are expected to do some contributions to feed back the society. But why should the companies become a fan of the CSR? Mr Koh Juan Kiat explained that adopting CSR brings intangible benefits such as a good reputation for the company, high morale among employees and improved performance and attracts investors. Employees will also take greater pride in their company and this will affect productivity (Tay 2009). A enterpise, which has the ...view middle of the document...

The significance of cultural differences in BreadTalk and the Australian culture

When George Bush gave Chinese Premier Li Peng a gift of cowboy boots embroidered with the American and Chinese flags, was it an appropriate gift? The answer is no, because in China, the soles of the feet are considered to be the lowliest part of the body and gifts of footwear was a significant miss on the part of administration protocol experts (Hummel 2009). Above example presents that the cultural differences will influence the relationship among multiple organizations, and the companies must deal with the cultural problems if they enter the international market. As a international company, Breadtalk has successfully built in 17 countries, such as China, India, Korea, Singapore, etc (Business Overview). These places have their own unique cultures and if the BreadTalk don't understand these differences, the company cannot run well. Therefore, solving the cultural problems become the essential topics for BreadTalk's mangers.

According to above, if BreadTalk expands to Australia, BreadTalk's managers should be clear about the business culture in Australia. Geert Hofstede, a Dutch scholar and consultant, has identified five dimensions of national culture - power-distance, uncertainty avoidance, individualism-collectivism, masculinity-femininity and long-term-short-term orientation (Wood et al 2010). Understanding these five dimensions can offer significant suggestions for the companies to expand oversea businesses.

In Australia, the culture of individualism is conspicuous. The Individualism index for Australia is 90 which is the second highest score among all the countries. This figure indicates that, in Australia society, people are only concerned about themselves and their direct family and pay more attentions to the individual efforts than the collective corporation (Hofstede). Aiming at this situation, BreadTalk mangers...

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