“CONFLICT MANAGEMENT AND INTERCULTURAL COMMUNICATION CHALLENGES WITHIN TEAM: A CASE STUDY OF THE BANDUNG STARTUP FASHION BRAND TERRA”

• Main Author: Abygail Timisela, Ivan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80759
• Institution: Institut Teknologi Bandung

In the contemporary landscape of global business, multicultural teams have become not only commonplace but essential for fostering innovation and competitiveness. However, alongside the benefits of cultural diversity come challenges, particularly in the realms of communication and conflict resolution. This study delves into the intricate cultural dynamics and conflict resolution strategies within the management team of Terra, a burgeoning fashion startup located in Bandung. The team comprises three primary stakeholders: Brian Hans (Finance), Alwi Zaid Dingri (Creative Content for Social Media and Public Relations), and Cornelio Stevan Putra (Product Design), each contributing unique cultural backgrounds and conflict resolution styles. Drawing upon the theoretical frameworks of Greer and Dannals' (2017) Intragroup Conflict model, The Lewis Model of Culture (1990), and the DISC analysis, this research seeks to illuminate the nuances of cultural differences and their impact on conflict resolution within the Terra management team. The findings unveil a rich tapestry of cultural diversity, with Brian Hans exhibiting a Linear-Active personality, characterized by a task-oriented focus and a propensity to prioritize professional obligations over personal matters. Conversely, Alwi Zaid and Cornelio exemplify Reactive personalities, emphasizing interpersonal relationships and maintaining a fluid boundary between personal and professional life. Incorporating the DISC analysis into the study provides additional insights into the team's dynamics. Brian's dominant personality traits align with the 'D' (Dominance) style, indicative of assertiveness and a results-driven approach. In contrast, Alwi Zaid and Cornelio's emphasis on interpersonal connections resonates with the 'I' (Influence) style, highlighting their sociability and peopleoriented nature. Recognizing these distinct behavioral tendencies is crucial for understanding how individuals within the team perceive and navigate conflicts. Understanding the interplay between cultural backgrounds, personality traits, and conflict resolution strategies is vital for fostering cohesion and productivity within multicultural teams. Therefore, this study proposes a comprehensive implementation plan tailored to Terra's management team. The plan encompasses a multifaceted approach, including cultural sensitivity training, regular teambuilding exercises, and the establishment of clear communication channels. Additionally, leveraging insights from the DISC analysis, the plan integrates personalized conflict resolution strategies that resonate with each team member's behavioral preferences. By embracing cultural diversity and harnessing the strengths of individual personality styles, Terra can transform potential conflicts into opportunities for growth and collaboration. Furthermore, by fostering a culture of inclusivity and mutual respect, the organization can cultivate a dynamic team environment conducive to innovation and success. This research contributes to the broader discourse on multicultural team dynamics and conflict resolution strategies by offering a nuanced exploration of the Terra management team's experiences. By integrating multiple theoretical frameworks and practical insights, it provides a comprehensive roadmap for organizations navigating similar challenges in today's increasingly globalized marketplace. Ultimately, by embracing cultural diversity and leveraging the unique strengths of each team member, organizations like Terra can position themselves for sustained growth and competitiveness in the ever-evolving business landscape. The cultural differences within Terra's management team have the potential to cause conflicts due to miscommunication. Brian Hans, characterized by a LinearActive cultural personality, separates work from personal life, appearing more assertive in the professional sphere. In contrast, Alwi and Cornelio, with Reactive personalities, maintain consistency in their demeanor across both contexts, rooted in the belief that friendship underpins their business. This misalignment in communication styles can lead to conflict within Terra's management dynamics.