Investigating the Role of Cultural Awareness in A Multicultural Business Environment: A Case Study Based on Turkish and British Markets

Abstract

This research aims to understand the role of cultural awareness in a multicultural business environment with an attempt to explore the key factors that boost effectivity and prevent the failure of businesses in cross-cultural circumstances. Defining the mutual approach and understanding levels of expatriates operating abroad is a crucial factor for an accurate business strategy and management planning. For the purpose of this study, 24 managers were interviewed (10 non-Turkish managers who run British companies in Turkey and 14 non-British managers who run Turkish companies in the UK). A predefined questionnaire was used to conduct interviews with open-ended questions designed to research cultural awareness indicators, derived from the analysed literature, and cumulated under the 4 main spheres: 1) multiple perspective abilities, 2) culture reading skills, 3) intercultural communication development and 4) adapting cultural flexibility. The main focus is to investigate how adaptation strategies may differ in the business environment depending on the specific cultural background of the subjects. The answers of the study's participants were analysed through the indicators defining cultural awareness and therefore lead to conclusions related to the understanding and coping with a cross-cultural context in the business environment, aspects of cultural adaptation, as well as linked strategies of management. Results show that companies tend to rely on their managers' knowledge and professional background in coping with issues related to a multicultural environment. Furthermore, most entities follow home-country practices on the host country market or prefer the use of one-size-for-all strategies while attempting to adapt their operations locally.