The global village: online cross-cultural communication and HRM
Fujimoto, Yuka, Bahfen, Nasya, Fermelis, Jan and Hartel, Charmine 2007, The global village: online cross-cultural communication and HRM, Cross cultural management, vol. 14, no. 1, pp. 7-22, doi: 10.1108/13527600710718804.
Purpose – The purpose of this paper is to examine relational and task dimension of online communication and the associated emotional experience.
Design/methodology/approach – This paper examines four categories of work outcomes: emotional experiences of work, work attitudes, work dynamics and work behaviours; and links each to the cross-cultural online communication context.
Findings – It was found that diversity-oriented HRM can reduce the cultural fault-lines betweenindividualist and collectivist (IC) cultures, and thereby positively moderate the relationship between cross-cultural online communication and affective, cognitive and behavioural outcomes.
Practical implications – Diversity-oriented HRM can capitalize on an organisation’s cultural diversity and avoid cross-cultural misunderstandings. In a more practical sense, the research purports that combined use of IC HRM practices can produce greater efficiency and effectiveness in online communications worldwide.
Originality/value – The paper provides an insight into the potential implications of increased use of information technology on cross-cultural communication, and human resource management. The significance of diversity-oriented human resource management in managing these implications is also highlighted.
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