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Greenburger is a well-known Chinese fast-food restaurant chain, which took its original influence from a Western menu and concept. In a bid to buck the obesity trend associated with fast foods and to bring in an Asian flavour they have devised an alternative menu specialising in high quality organic food, such as 100% organic spicy beef burgers, locally farmed asian fruits and vegetables and a vast range of vegetarian goods, based on soya and tofu products. They have a very strong corporate culture and offer extremely efficient service headed up by team leaders. The restaurants have proved extremely successful in China, with flagship branches in Beijing, Shanghai and Hong Kong and an international clientele. As more visitors come through Chinas international cities every year, the Chief Executive has taken the decision to launch a resteraunt in New York, bringing the authentic flavour and experience of Chinese eateries to the USA.
New York already has a China Town, but the CEO wants to differentiate from this and target his branch at time short Manhattan customers with a preference for organic food. As before, the new stores will operate in a very similar way to operations in Beijing with the same product line in order to retain their individuality and unique ethical selling point. One of the general managers at the Beijing office has some experience of studying and working in the USA, but no one has any extensive experience of American culture. Having already identified local suppliers and a good location, the company seek a report with advice and recommendations on how to approach staffing in the USA branch, particularly at management level.
The report should address the following questions:
1. What are the key national cultural differences between the USA and China and how might this impact recruitment & selection practices?
2. What HRM strategy should the organisation adopt? (refer to Perlmutter & Heenans ERPG model).
3. What difficulties might expatriate staff encounter and how would you select and prepare them for an assignment?
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