Title: A Case Study of the Impact of Cross-Cultural Management on Alibaba’s Overseas Business Performance
Author: Zeng Qinghui
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.1941-1952) Proceedings PDF
Abstract
In an increasingly globalized business environment, managing cultural differences effectively is essential for multinational corporations like Alibaba to succeed in international markets. Grounded in Hofstede’s cultural dimensions theory, this study explored the impact of cross-cultural management practices on Alibaba’s overseas business performance, focusing on three key areas: cross-cultural communication, management style, and cultural adaptation. The objective of the research was to examine the relationship between these cross-cultural management practices and Alibaba’s performance in its international operations.
A quantitative research method was employed, using a stratified random sampling technique to select a representative sample of 400 respondents from Alibaba’s international employees and business partners. Data were collected through a structured questionnaire and analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The analysis aimed to test three hypotheses related to the influence of cross-cultural communication, management style, and cultural adaptation on business performance.
The findings revealed a significant positive relationship between all three independent variables and Alibaba’s overseas business performance. Cross-cultural communication showed the strongest impact, followed by cultural adaptation and management style. Effective communication across cultural boundaries and tailored management practices were found to be critical in enhancing operational efficiency and employee engagement, while adapting business practices to local cultural norms significantly improved market competitiveness.
In conclusion, the study confirms that cross-cultural management practices play a crucial role in driving Alibaba’s success in international markets. To further improve performance, the study recommends that Alibaba invest in communication training, adopt flexible management styles, and deepen its cultural adaptation efforts. These strategies will help Alibaba navigate the complexities of diverse global markets and achieve sustained growth. Future research should explore longitudinal effects, the role of digital transformation, and industry-specific differences in cross-cultural management practices.
Keywords: cross-cultural communication, management style, cultural adaptation, Hofstede’s cultural dimensions theory
A Case Study of the Impact of Cross-Cultural Management on Alibaba’s Overseas Business Performance /
6317195483 Zeng Qinghui 2567 (2024) A Case Study of the Impact of Cross-Cultural Management on Alibaba’s Overseas Business Performance สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University