* One of the two most difficult challenges for Dublin Bus to overcome is communication and norms. For Dublin Bus driver’s, interactions with customers is a regular occurrence and language barriers and differing norms can become a challenge. Communication can affect the way drivers interpret information from the organisation as well as customers thus this can cause internal and external challenges for Dublin Bus and the employees day to day tasks. Norms can often create challenges similarly to communication in that even norms such as simple greetings and mannerisms can differ from culture to culture and what may be considered normal and acceptable to one culture may not be so to another thus there is a risk that customers may be confused and even offended when encountering a new employee who is unfamiliar with Irish culture.