Method of Enquiry

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Introduction to Culture

The organizational culture plays a vital role in the success of any organization that assists management to integrate the workforce. Culture refers to set of values, beliefs and assumption that are shared in common among the workforce and the corporation as a whole. The present report is based on Burberry that is a retail corporation which provides a variety of luxurious products to a large number of buyers. It has multiple branded stores across the world and also sells products via third party stores. This report will provide an overview about the impact of organizational culture on growth of Sainsbury. Further, the study will use different methodologies in order to produce valid outcomes.

Literature Review

According to Baer (2004) organizational culture is the effective means to integrate workforce and motivate them towards the upward direction of the company. It assists an organization to increase the attention of customers that aid to speed up in the flow of production (Warner and Joynt, 2012). Further, organizational culture is the only means to define a jointly shared description of an organization; thereby management can be able to increase the overall rate of return of the firm. In addition to this, organizational culture serves as the immune system as it consists of specified rules and regulation on which overall business practices are based (Baer, 2004).


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Berger and Huntington (2012) stated that there are different types of organizational culture, such as collaborative culture, controlled and competitive. Along with that, creative culture is also included, thereby management carries out all business activities in an effectual manner (The Importance of Organizational Culture and What It Is, 2015). Under this, collaborative culture can be adopted in the company in order to manage several kinds of task such as marketing, advertising and financing. It forces employees to work as a team and achieve the targets with specified time span (Vijver, Hemert and Poortinga, 2008). On the other hand controlled culture is adopted in order to control costs and increase the efficiency of the organization. With this, customers get products in affordable prices. Furthermore, retail organizations tend to adopt a competitive culture which motivates them to increase sales turnover. Under this, all employees are guided to achieve their targets within a given time span and also they are properly communicated with prevailing competition. It has a direct impact on performance of the company (Berger and Huntington, 2012). Bird and Stevens (2003) explained that creative culture is another effective means to influence workforce to handle distinctive project. However, main focus is given on coordination among workforce that facilitates to create goodwill of the firm in the marketplace. With this, the company can bring innovation in the present work scenario so as to create a competitive edge in the marketplace (Bird and Stevens, 2003).

Castro, Armario and Ruiz (2004) asserted that corporate culture and growth of the company are related to each other because culture define path for future performance of the business. Also, culture is the way to combine employees in a team and provide them motivation to achieve the specified targets. It leads to keep employees loyal towards management so they can be able to achieve their specified targets on right time (Schein, 2010). With this, management of firm creates healthy competition of among the workforce (Smith, Peterson and Thomas, 2008). It proves to be effective as employees strive to perform their task in the best manner. This, in turn, they earn recognition and appreciation at the workplace. This directs the growth of firm by improving quality of services and speed up in the flow of production (Castro, Armario and Ruiz, 2004). Dellinger and Leech (2007) explained that with the help of organizational culture management of companies provide sense of direction and expectations that help to keep employees on task. This also assists workforce to understand their roles and responsibilities at workplace (Dellinger and Leech, 2007).

According to Diller (2010) there are several instruction of organizational culture, such as dominant organizational characteristics, leadership practices and organizational glue as well as strategy’s emphasis. Along with that,, management practices and success criteria are also the instrument of organizational culture. With this, a company depicts its style of doing business and competing with another corporation that are running at the same level. Here, leadership practices define the way to manage the Employees Corporation achieve its long as well as short term objectives. Owing to this, effective leadership style plays vital role which boosts morale of employees and put them into action (Lowe, 2015). Furthermore, management practices are also important that set path for the future as well as current business activities. In case of inappropriate tyke of management, employees get demotivated and they cannot be able to concentrate on their work. This, in turn, increases the rate of absenteeism in the company which also decreases overall productivity to a great extent (Diller, 2010).

According to Fischer (2009) effective corporate culture defines the organizational glue wherein management builds mutual trust with employees. At this stage, formal rules and regulations are imposed on the firm that forces employees in the work in the same boundary. It is the way which also helps management of the company to define the criteria of success and create competitive edge of the firm in the marketplace (Cameron and Quinn, 2011). Furthermore, set of values and belief of the company assists management to adopt different types of strategies in the direction of growth and success. It strengthens capability of firm to face challenges and meet expectations of customers in an effectual manner. In addition to this, effective culture also provides evidence that the corporation has good management practices such as teamwork, participation and predictability. With this, employee turnover cannot take place and company can keep on moving forward (Fischer, 2009).

According to Grunewald and Baron (2002) the main reason behind the poor performance of the company is corporate culture wherein management is not able to integrate workforce. On the other hand, success of the company is also depending on the corporate culture wherein management support workforce with active efforts. It can be critically evaluated that, all employees possess different set pattern and culture that can create barriers while working in a team. Owing to this, organization respect diversity of culture that exists among the workforce. This motivates employees and put them into action. Also, it facilitates to corporation to expand at global level with the help of merger and acquisition. Further, he explained that, organizational culture is one of the most imperative ways to improve performance of company by motivating employees (Importance of Organization Culture, 2015). However, culture doesn’t guarantee for success of a firm but a company with a strong culture tends to create a competitive edge in the marketplace. With this, management creates commitment among employees and communicates all the procedure among them. Hereby, well informed and committed employees tend to contribute towards the success of the firm (Grunewald and Baron, 2002).

Hogan (2012) stated that, corporations with strong culture can easily implement its unique strategies on time to time so as to maintain profitable situation of firm for longer span of time. As it keeps employees controlled and motivated thereby they can easily complete their task in an effectual manner. Further, culture affects strategic performance of the company which forces management to determine future success of the firm. It leads to increase productivity as well as profitability for longer span of time. In addition to this, strong organizational culture has effective control over its internal as well as external environment which helps to retain customers (Hogan, 2012).

Choosing Research Questions

The research questions for the current report will be formulated as follows-

  • What is the importance of organizational culture?
  • What is the importance between organizational culture and growth of the company?
  • What are the different ways to strengthen organizational culture in order to ensure long run growth of the company?

Further, pilot study will be conducted on small sample that assist researchers to derive valid conclusion for the collected data. In this regards, quantitative method will be used wherein data will be analyzed on the basis of thematic analysis. It helps to examine the importance of organizational culture for long run growth of corporation. This leads to reach at the end result of study and develop alternative solution for the prevailing business issue.

Data collection method

It is the most important part of research wherein scholar put efforts to collect large amount of data in accordance with research aim as well as objectives. For the current research on impact of organizational culture in growth of Sainsbury, both primary and secondary data will be used. In this primary data are collected from respondents on the basis of questionnaire (Howell, 2013). In addition to this, set of questions consists of close ended questions thereby scholars can quickly provide information on impact of organization culture on growth of company. The formulated questionnaire will be rotated among customers by the help of online survey so as to save cost as well as time (Bruce, 2009). On the other hand, secondary will be collected from already available sources such as journals, books as well as online blog. It enables researchers to create pool of huge information in the support of research aim.

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Process of research

The research process will go in structured manner wherein effective process are used to collect data. The report will begin with brief overview of company and then data collection process will take place. It proves to be effective to reach at the aim of the study. Furthermore, effective tools to conduct research such as interpretivism philosophy, inductive approach will be used. Also, descriptive research design will be used to collect and analyze collected data. After the introduction process, secondary data will be collected (Franklin, 2012). The methodology is followed by literature review which help to make use of appropriate research tools. After that, pilot study will be conducted along with data analysis. At last, conclusion and reflection will be written which provides information related to results of overall research.


Sampling refers to process of selecting the small group of population for data collection process. It represent overall population and assists scholars to reach at the aim of the study. For the current study on impact of organizational culture on growth of Sainsbury, purposive sampling will be used. The reason behind selection of purposive sampling to conduct study with specific purpose wherein employees have clear idea about the same. This leads to interact with employees for collection of primary data (Bhattacharyya, 2009). This in turn help to fulfill research objectives in an effectual manner. Furthermore, for this research, 30 employees are selected who will provided questionnaire. It assist scholars to develop alternative solutions for the study and aid to reach at the aim of the same.

Validity and reliability

It is the most important past o research methodology that provides evidence that current study is complied with proper validity and reliability. Here, validity will be ensured by collecting relevant data. Further all methods used in the report are appropriate in the light of research aim that aid to derive valid conclusion for collected study (Mok, Sparks and Kadampully, 2013). Further, entire research will be conducted by keeping in mind research objectives as well as research questions.

Similarly, reliability will also be ensured by the help of collecting accurate facts and figures. It facilitate to reduce inconsistencies and provides right information on the basis of research questions. On the other hand, authentic secondary sources will used in order to determine validity as well as reliability of the study.

Detail of question development

The questionnaire is the effective means to collect primary data wherein close ended questions will be added. It assists researcher to collect large amount of information in order to fulfill research objectives (Saunders, 2003). Further, overall questionnaire is made on the basis of research aim and objectives. Also, simple language will be used in order to clarify all the questions in the mind of respondents. On the other hand, all questions will be made in the simple form that will be based on multiple options. It proves to be effective to provide suggestions to organization to increase its growth for long run.

Data analysis method

It is another most important part of any research wherein collected are analyzed in an effectual manner. For the current research, quantitative technique will be used for analyzing data. Under this, researcher make use of frequency distribution that contain detail of each respondents. Further, thematic analysis will be used wherein themes will be prepared for each questions. Along with that, each theme will contain frequency table as well as diagram that so as to provide clear explanation. The reason behind selection of quantitative analysis is to provide justification of collected data with the help of tabular and graphical manner (Johnson and Christensen, 2008). In addition to this, thematic analysis will be helpful for readers to understand the importance of corporate culture in Sainsbury and its contribution towards growth of firm.


The data analysis part provides detail information related corporate culture and its overall impact on growth of company. It has been found that, corporate culture is the means to ensure long run growth of company in the marketplace. It is because with the help of corporate culture, management of company management its workforce in an effectual manner and assists them to make efforts in the direction of growth and success. It has also been found that company offers opportunity to its employees for sharing their idea in the managerial decision making process. It facilitates to boosts their morale and make them able to achieve their targets within specified time span. Furthermore, strong corporate culture facilitate to invite diversity that existing among workforce. It leads to retain them for longer span of time that aid to reduced the additional cost of company. This in turn increases overall rate of return and meet demand of buyers in an effectual manner.

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According to data analysis, it has been found that some of the employees are not controlled effectively due to poor span of control. it generate need of effective span pf control thereby workforce can be easily managed (Huczynski and Buchanan, 2003). Also, company should provide training to all employees so as to increase their expertise and create competitive edge of the firm. Other than this, management should treat all employees equally while providing opportunities to share ideas in the managerial decision. Furthermore, management of Sainsbury should update its reward policies on time to time thereby they can be work with zeal and enthusiasm (Sandhu and Suppiah, 2011).


The conducted pilot study is helpful to save time as well as resources of scholar because it provide evidence that formulated research questions are appropriate. It is also the effective way to examine the effectiveness of future study and its competencies to meet the aim of the research. However, pilot study is applied on small sample hence the results may be illusory. Also, primary study is done on the sample basis or for checking that increase additional cost as well as time of researcher.

The completed report, helps me to develop my strong base in context of organizational culture and its impact on long run growth of company. Also, by this report, I came to know about importance of corporate culture in managing employees and increasing their expertise in order to create competitive edge of the firm. This in turn assists me to carry out dissertation in specified form and derive valid conclusion form the same. With this learning, I will be able to complete dissertation as it assists me to collect both primary as well as secondary data in an effectual manner. However, in dissertation I will take large sample size which represent overall population in an accurate manner. Other than this, during competing dissertation I will do in-depth study in order to fulfill objectives and aim of the study effectively.


  • Berger, L. P. and Huntington, P. S., 2012. Many Globalizations: Cultural Diversity in the Contemporary World. Oxford University Press.
  • Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
  • Bird, A. and Stevens, M. J., 2003. Toward an emergent global culture and the effects of globalization on obsolescing national cultures. Journal of International Management. 9(4).pp.395–407.
  • Bruce L., B., 2009. Qualitative Research Methods for the Social Sciences. Seventh Edition. Boston MA: Pearson Education Inc.
  • Cameron, K. S. and Quinn, R. E., 2011. Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons.
  • Castro, B. C., Armario, M. E. and Ruiz, M. D., 2004. The influence of employee organizational citizenship behavior on customer loyalty. International Journal of Service Industry Management. 15(1). pp.27 – 53.
  • Dellinger, A. B. and Leech, N. L., 2007. Toward a Unified Validation Framework in Mixed Methods Research. Journal of Mixed Methods Research. 1(4). pp. 309–332.
  • Diller, J., 2010. Cultural Diversity: A Primer for the Human Services. 4th Ed. Cengage Learning.
  • Fischer, R., 2009. Where is Culture in Cross-Cultural Research?: An Outline of a Multilevel Research Process for Measuring Culture as a Shared Meaning System. International Journal. of Cross Cultural Management. (9). 25-48.
  • Franklin, M. I., 2012. Understanding Research: Coping with the Quantitative-Qualitative Divide. London and New York: Routledge.
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