Introduction Globalization has played an important role in forcing company to create their own subsidiary around the world. Sending managers of headquarter is a common thing to deal with immediate business problems, transfer their knowledge to local employees and develop international leadership skills. However, managers struggle with Masculinity versus Femininity dimension which was searched by Hofstede. Research Background According to Hofstede’s theory, high masculinity index means that people focus on competition, achievement and success.
They live for work but have strong family values. They prefer to get more money and materialistic reward. However, Hofstede(1983) reveal that in low masculinity society(femininity), people are more caring for their quality of life. When some problems happened, they prefer to negotiation and communication to deal with it. Therefore, combining cross-cultural management skills with Hofstede’s Masculinity index is effective to help an expatriate motivate local employees and give feedback. Analysis
Based on Hofstede’s masculinity theory, when expatriate is from low masculinity country to high masculinity country, expatriate could design the rule of management on the basis of the high masculinity index. For example, Mexico is a high masculinity country, if expatriate comes from South Korea to manager Mexican employees, he has to focus on their culture and custom. Due to Mexican emphasize on career achievement and materialistic things, expatriate could provide more materialistic reward such as salary.
In addition, expatriate could encourage employee to provide different opinion base on the transparent process of performance management (Nohria et al,2008), this means that company provide a free and competitive environment to stimulate employee to create innovative ideas. Furthermore, Mexican have strong family values, expatriate could set holiday date according to Mexican custom and they could spend more time on family members, which could improve their loyalty and efficiency during working hours.
When expatriate provides feedback to Mexican employees, he has to pay attention on the attitude and strategy. Mexican employees need to maintain emotions (Hofstede,1980). Expatriate could provide private feedback by managing a one by one meeting, this is beneficial to maintain employee emotion and feelings. Private meeting also facilitates employees to say what they really think. and provide more positive feedback to encourage them to make great program.
Recommendation Misunderstanding and cultural shock are major problems of multicultural working environment, which would have an adverse impact on working efficiency. Therefore, company should train HR and expatriate to follow the right way to manage employees, achieving greatest profit. Thus, there are four approaches to create a harmony working environment in high masculinity country. First of all, expatriate could implement materialistic reward policy, if you contribute to your idea and effort to a program, and this program succeed. you will acquire bonus.
Secondly, competitive environment is an effective way to motivate employee create new ideas. Thirdly, according to local custom to arrange the date of holiday, which would improve employee loyalty, regarding it help them balance their work and life. Finally, private meeting is the best way of providing feedback. When expatriate understands the different dimensions in diverse culture, following these key strategies, they would find it easy to manage well, and ensure working efficiency, bring the greatest benefit for company.