The culture of Burberry in Brazil Essay Example | Topics and Well Written Essays - 2500 words

The culture of Burberry in Brazil - Essay Example The company has established a brand vision by which all employees and managers are expected to adopt, which is to inspire, protect and explore in a creative and somewhat decentralised organisational model. Burberry follows the dimensions associated with transformational leadership, which involves building a shared vision, opening effective lines of communications between different power players and subordinates, and role modelling the most desired behaviours (Fairholm 2009). Burberry needs to stay focused and dedicated to its wealthy traditionalism in British fashion retail in order to build consistency in brand values, therefore executives, mid-level managers and lower-level service employees must work cooperatively to achieve mission and support a rich British brand. Britain is Burberry and the corporate culture must reflect these values to effectively service its target consumers that value this element of high fashion and national pride. Burberry has been able to support a consis tent brand by building systems and practices in human resources that provide employees with the set of cohesive business values necessary to achieve market share against competition. Burberry also attempts to make relationship connections with the digital generation which is evident in the presence of interactive electronic mirrors in the sales environment that illustrate a historical depiction of Burberry’s past as an iconic British brand. Internally, in order to effectively service the more modernised customer, the organisation must break down age-old autocratic leadership and engage more effectively with a generation of service workers that carry the same values of the... This paper dwell upon national and business culture in Brazil. The Brazilian culture is quite different from British culture which could cause problems with developing a cohesive internal culture that shares the same brand values of Burberry. In the United Kingdom, which is highly individualistic, it is commonplace for managers and executives to work cooperatively throughout the business model. In fact, in the individualist culture, it is an expectation, therefore the corporate culture at Burberry fits interpersonal needs of employees and managers. The Brazilian culture is very collectivist, which involves personal characteristics that favour group membership and building personal identity that comes from group opinion and values. Brazilian society is born into a social hierarchy that believes in the integrity of family members where loyalty to the familial group is demanded. Brazilian culture is also very tolerant of separation between authority figures in the organisation and lower -level employees. Known as power distance, this characteristic of the Brazilian culture tolerates and expects inequality between executives and service employees.