Ethnocentric And Ethnocentric Approach
Greenway Hotels are national chains of hotel based on United Kingdom (UK) with more than 60 hotels across the country. After acquiring the hotel chain in Germany, they decided to rebrand a part of the Greenway Hotels Group. However, the organization has never owned hotels outside UK before, they do not know whether they should apply ethnocentric approach or adopt other strategies for hotel chains in Germany so they come seeking advises from our consultants.
As a role of consultant, after meeting with Greenway Hotels Group, the ethnocentric approach is not a best-fit for newly brand in Germany. At first point, none of existing manager in UK speaks German fluently so how can they communicate with their employees. Second point is, they only got 4 weeks to finish the whole reconstruction and start operation – yes, it is impossible because from UK to Germany and settle down is only a month, they might not get used to the culture and tradition here. Therefore, instead of using ethnocentric, they should consider polycentric approach is the best way right now. In short, polycentric is “when in Rome, do as Roman do”, Germans know what Germans do. Who would make the best manager of operations in Germany? Indeed, Germans.
I am going to prove why polycentric approach is much better than ethnocentric in this case by giving some outstanding evidences. English speaking is no used at all in Germany. Certainly, UK Greenway does not know about that. Statistically, in Germany, 95% population
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