Giordano must become more culturally sensitive in evolving its operation strategy in the future. In the current environment of rapid globalization, cross-cultural understanding should become the intrinsic part of organizational culture. It must also be incorporated into its business strategy so that it can efficiently exploit the needs of a new market. Up till now, Giordano has used similar operational and market strategy for all its outlets in Asia Pacific region. But if it intends to expand its business beyond Asia, it must understand the socio-cultural compulsions of new markets and incorporate them into its operations. It would help it to correctly interpret the changing demands of the new market and meet them by producing goods which can satisfy the needs of people. Apart from fashion, Giordano also must ensure that it maintains its excellent customer service through training and development of its workforce. Cross-cultural understanding would help it to attract new customers and earn their loyalty. At the same time, it should also strive to use local resources and help the local economy by employing local people. This would greatly enhance credibility amongst the various stakeholders and customers of the region or new market. Most importantly, it should decentralize its operations so that country-specific stores can respond promptly to local challenges efficiently and timely. Giordanos expansion into new territories.
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