How cultural differences impacts on performance of an organization: A case study of Etihad Airways

Culture can be categorized as the rules, regulations, ideology, values and the pattern of behavior and belief of a particular individual. Furthermore, it can be said that Culture is the formation of sense through which individual understands and guide their experiences and actions. As any organization consists of the workforce belonging to different religions, colors, age groups and several other diversities thus, the Cultural concern can highly persuade on the success of any organization or the company. More often researchers exhibit that it is the adhesive of any company or the firm or any organization which acts as a controller or the guide by which the directions are provided to its subsequent unit to reach its goal or the milestone. Various cultural related concerns are very visible and proved as the widespread trouble all around the globe. The cultural interests can develop in several unidentified and different ways depending on the location and dimensions of that organization. These cultural concerns often occur even due to the nature and the attitudes of the workforce constituting in an organization.

According to many scholars, research personals, and different organizations, there are several distinct people from widely spread backgrounds working together under one roof for the betterment and in the interest of the same ruling organization. Therefore cross culture is a major concerned issue in any group of company. Thus, maturing a cross-cultural competence enhances the people's outlook or the perspective towards their work and the fellow workers. This steadily has an effect on the performance of the organization's output. Also, controlling this matter advised that the major cultural issues that are responsible for the cross culture in any organization are communication, age, and gender.

Etihad Airways is the nationwide hauler of the UAE and is considered among one of the largest airlines in the world. The Royal Decree established this company in the month of July 2003 which came into operations in the month of November of the same year. The company consequently emerged to be constituted as the largest carriers all over the globe with about 8,000 employees' workforce who belongs to almost 120 different countries. Etihad is positioned in the capital city (Abu Dhabi) of United Arab Emirates. The airlines progressed steadily to outreach the total of 6.3 million travelers in the year 2009 with their returns over passing $ 2.3 billion within the same financial year. The chief services that offered by the airlines are the provision of commercial flight services. Also, the airline also offers Etihad Holiday Packages and a global contact centre.

In almost all associations, the concern regarding the issue of employee motivation that drives them to work more dedicatedly in favor of the organization comes into the picture from time to time. This motivation is generally in respect of the crucial role that the workforce plays in the insight of organizational strategies. As the Etihad Airways has the human resource cap of 8,000 employees, it is majorly anticipated that the organization should be diverting a substantial level of concentration to the yield of their workforce and consequently their level of inspiration and enthusiasm through motivation. It helps in reaching to the satisfaction of the employees, and it can be easily understood that with the increasing perks and meeting to satisfaction level for doing any job, it automatically imparts great motivation for performing the tasks.

Etihad Airlines has successfully set an example to depict an optimistic culture foremost in regards to the various cultural differences; in addition to this, organization's management can encourage by promoting and sharing of objectives and success among his entire workforce. As all the employees work together as a composite unit or a family, the organization can spend its energy and resources on the needs of the entire organization as a single entity to support its competition from the external market. Despite this vast diversity in the group among the culture, Etihad managed to form a robust organizational skills culture and employees through individual training programs constituting all the vital and crucial skills that are indispensable for the satisfaction of clients and maintaining the image of the brand as it is.

Thus it can be concluded that the cross culture unity among the employees is highly desirable in any organization. The presence of the harmony can lead to the development of the team without any wastage of the resources and without any diversion from the overall aim of establishing the company's brand image and taking the concerned group on the heights