Cross-Cultural Management At Unilever

Abstract

This article aims to analyze the importance of cross-cultural management as a key strategy in achieving success for the multinational company Unilever. With operations involving various diverse cultural backgrounds, it is important for companies to understand and manage cultural differences affecting decision-making, communication, strategy and team performance in the work environment. This research method uses a qualitative approach by analyzing the cultural dimensions theory of Geert Hofstede, an expert in the field of cultural studies who developed cultural dimensions that can help companies to better understand the values and norms that influence individual behavior in the workplace. Hofstede's theory identified six dimensions of cultural values that were analyzed, namely power distance, individualism-collectivism, uncertainty avoidance, masculinity-femininity, short-term-long-term, and indulgence-restraint. The results show that the application of Hofstede's theory to Unilever is proven to increase the effectiveness of cross-cultural communication and strengthen relationships between teams, which in turn supports company performance. Through a better understanding of cultural dimensions, Unilever's success in creating an inclusive work environment and increasing its competitiveness in the global market is highly integrated. This study provides insights for other multinational companies regarding the importance of cross-cultural management in achieving multinational organizational success and utilizing Hofstede's theory in their managerial strategies.