LEAD 504 Inclusive Excellence In the Leadership Role – Assignment 5 of 6 1
John R. Sardelli – [email protected]
Understanding and Managing Diversity
Review of Section 5 of 6
John R. Sardelli
November 8, 2012
LEAD 504
Dr. Jeffery Rinehart
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John R. Sardelli – [email protected]
Section five explores managing diversity, ethical, legal, communication and marketing
issues. It provides an in-depth analysis on ethical and legal implications of managing diversity.
It explores communication issues in the workplace and also the impact of diversity on customer
behavior. Lastly, it covers the difference between Canadian and U.S. diversity laws.
The section begins with ethics of workplace diversity. Economic arguments for diversity
are mostly based on the connection between diversity and desired business outcomes. The
connection of a workforce with a wide array of customers is the most significant (Harvey and
Allard, 2012). This market driven argument for diversity has recently become very important in
the global business environment. The more diverse the workforce the better the ability for
organizations to communicate with different cultures and create deeper, long lasting
relationships. This also allows organizations to recruit employees from a wider, deeper talent
pool (Harvey and Allard, 2012). This type of organizational leadership is noted by some
scholars as being nontraditional and is a positive in creating an acceptance for ambiguity.
Western organizations believe that innovation comes from the middle of the firm and may be
seen as a dying vestige of a imperialist way of thinking (Harvey and Allard, 2012). “Prahalad
and Lieberthal conclude that “over time.. as multinationals develop products better suited to
emerging markets, they are finding that those markets are becoming an important source of
innovation (Harvey and Allard, 2012).”
Categories of ethical theories are broken into deontology (faith), teleology (Hope) and
caring (Charity). Emmanuel Kant’s categorical imperative, which dictates “act only on that
maxim by which you can at the same time will that it should become a universal law (Harvey
and Allard, 2012).” Kant’s categorical imperative is well known as “Do unto others as you
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would have them do unto you.” Deontological theories are built on duties, rules and obligations
that lay outside the person. Religion is commonly associated with deontological and an example
of this is the Ten Commandments (Harvey and Allard, 2012).
The second category of ethical approaches is teleological. This category of ethical
approach addresses “the good that comes from a focus on the ends achieved by contemplated
action.” The approach holds the decisions are right or good if they produce goodness as a
outcome. This means that teleological approaches are action based (Harvey and Allard, 2012).
Utilitarianism is the greatest good for the greatest number people. A business example of this is
cost-benefit analysis where benefit is weight by cost (Harvey and Allard, 2012).” When looking
at organizations one would think that ethical systems and diversity are not supported by
utilitarianism. Ethical decisions are results of the greater good, not the bottom line.
Teleological theories in a particularistic context would be theories that apply to the differences
between people and considers the ends are outcomes in order to judge the ethical nature of a
decision. Utilitarian justification is justified in Affirmative Action legislation. The desired
outcome was thought to outweigh of what some people understand to be unfair processes
(individual, particular decisions) (Harvey and Allard, 2012).
The third and final category of our ethical framework addresses caring. This is not like
deontology and teleology but a non-rational, emotional claim. Examples of this type of category
on a universal side are religious situations and philanthropy. These two belief systems are
centered on love for humanity, i.e. love for individuals that are part of humanity (Harvey and
Allard, 2012). Caring ethics basis for diversity in workplace can be seen in Pope John Paul’s
belief the “the evil of our times consists in the first place in a kind of degradation, indeed in a
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pulverization, of fundamental uniqueness of each person (Harvey and Allard, 2012).” He argues
that the fundamental error of socialism is anthropological (Harvey and Allard, 2012). He further
notes that it tried to reduce humans for less than they are. Two examples of this concept are the
Nazi movement and Marxists. This argument is caring based. Caring leads to powerful
emotional connections among people. It may be difficult for an organization CEO to care about
all 25,000 of his employees, but if caring in interwoven into woven in to a organizations culture
employees may perceive the notion that they are cared for without the physical aspect being
present. A diversity claim offered by ethics of caring may be stated as if a organization values
diversity in their organization it is because they value every individual and their dignity and their
right to contribute to be a part of their organization (Harvey and Allard, 2012).
The economic business arguments for diversity are premised on the resource-based view
of a firm and are all pragmatic meaning they are concerned with “what works best” to meet
business goals. Pragmatism can help us better understand ethical claims to workplace diversity
in terms of “if it works do it” and “if it works it must be true.”
The section moves into discussing the differences between the U.S. and Canadian
employment laws. It also introduces policies toward workplace diversity in Canada. Canada is a
nation very similar to the United States of American. It also presents the concept of employment
equity and employer policies leading to attainment of employment equity (Harvey and Allard,
2012).
There are many differences between Canada and the United States that go back to the
American Revolution. Americans thought during the American Revolution Canada would join
in on fighting Against the King, but Canada stayed loyal to the King becoming independent in
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1867. Another key difference is that the Canadian government has less power than the U.S.
Government especially when employee regulation occurs (Harvey and Allard, 2012). In
Canadian industries the Canadian government can only regulate employment regulation in
industries that are regulated by the government. All other industries are regulated by laws of the
providence they reside in. If a U.S company like Mc Donald’s has locations in Canada they are
exempt from U.S federal regulation and must abide by providence law. In 1986 Canadian
Employment Equity Act was created to persuade and embarrass companies who do not promote
facilities that promote diversity. In 1995 Canada added $50,000 fines to organizations that did
not create diversity friendly organizations. It has been reviled that Canada rarely imposes this
action (Harvey and Allard, 2012).
There are four protected groups in Canada. The four groups that are targets for
affirmative action are women, aboriginal peoples, peoples with disabilities and visible minorities.
Visible minorities account for Blacks, Asian, Arab, and Pacific Islanders. This population
comprises of 16% of Canadian citizens. It is noted that lesbians and gays are not a protected
group or are French-speaking Canadians, ¼ of all Canadian citizens use French as their first
language. There are glitches in the implementation of employment equity. An employee cannot
be identified as a minority group unless they identify themselves as one in a employee
questionnaire. For some they do not do this because they are trying to “blend in” (Harvey and
Allard, 2012).
There are many companies that implement employee equity in Canada. Employment
equity when properly implemented can go beyond the number of women and minority groups in
employment. The point of employee equity is to create a workplace where all people from all
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different back groups and work together and feel comfortable. WestJet a Canadian Airline
makes it employees feel valued and family friendly by allowing employees to move to the front
of the line when acquiring airline tickets and traveling on their airline. Another Canadian
company is TELUS and telephone Company created a program in telecommuting in as many
jobs as possible (Harvey and Allard, 2012).
Canada is divided into ten providences and three territories which have more power than
the U.S. state governments, each of the ten providences and three territories has its own human
rights laws forbidding discrimination. Although they all have laws that discriminate against
discrimination they do not have laws that require proactive measures of affirmative action.
Frequently a policy in the United States of America about human resource policy will be illegal
in Canada (Harvey and Allard, 2012).
The next topic in section 5 examines how the media fosters and reflects cultural
stereotypes and values. It also examines discrimination patterns in the media. Today cultures
enrich each other through expanded communication. They accomplish this by print and
electronic media as well as travel, trade, and migration (Harvey and Allard, 2012). It is clear that
media passes culture down to new generations and convey new comers. Media becomes shapers
of culture by informing cultures of other cultures practices and also separates cultures from other
culture groups and from the mainstream (Harvey and Allard, 2012).
Electronic media examples like TV and radio are staples in developed countries. In 2010
it was reported that 55% of all Americans had three or more television sets in their households
(Harvey and Allard, 2012).Internet, email, cell phones and text messaging provides additional
means for cultural contact. Also, video-conferencing, social media like twitter, face book,
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foursquare, you tube has diminished the impact of traditional broadcast and general interest
media. Print and Entertainment media play an important role in transmitting culture in low
context cultures such as the U.S. where messages are derived from mostly words. Films and
videos are far-reaching conveyers of culture (Harvey and Allard, 2012).
T.V and Radio reaches 114 million U.S households and the average American views 151
hours for television per week. Studies show that younger persons are better educated and more
affluent in all cultures that use most electronic media. Technology is not only for the young.
37.6 of all Americans over the age of 62 use the World Wide Web. Social media has been
utilized in business. 79% of all Fortune 500 companies use social media like twitter and face
book. Newspapers and magazines are also important media outlets. In 2009 911 U.S. news
papers reported a combined 46,164,000 circulations (Harvey and Allard, 2012).
The media transmits stereotypes. Businessmen are portrayed in a negative way twice as
often as other occupations. They also commit 40% of murders and other crimes compared to
other occupation employees. Public officials are the worst negative image the media creates and
public officials commit twice as many crimes as other occupations. Law enforcement officials
and public school teachers have positive images and are rarely portrayed as government
representatives. Arab-Americans are portrayed as billionaires or bombers. Italian-Americans
are portrayed as criminals as 1 in 6 commit crimes and have low paying jobs. Latino-American
are labeled as living in poverty and portrayed as criminals.
The section moves onto improving interpersonal communication in today’s diverse place.
It highlights understanding the elements of the communication process and how it is affected by
cultural differences. It also focuses on identifying elements of communication styles such as
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differences in power distances, degree of tolerance of uncertainty, non-verbal communication,
tendencies towards directness, and differences in time orientation (Harvey and Allard, 2012).
The communication model follows a basic model, cultural differences can complicate the
process and contribute to misunderstandings in the workplace. All communication be it verbal
or non verbal involves a sender who encodes messages that he transmits to a receiver who
decodes the message and supply’s the sender feedback. Effective communication in the
workplace can be confusing and challenging. First, one needs to accept that the communication
style that we are familiar with often becomes the unconscious norms against which we judge
others communication styles. Second, in communication changes there is a tendency to
categorize individuals as being representatives as their own culture (Harvey and Allard, 2012).
This means when you communicate with a person his appearance, accent, color, and name may
create inaccurate conclusions and judgments. Third, people have many social identities and
some are more salient or more important influences than others. An example would be an
African American woman may develop a communication style more influenced by her status as
women (Harvey and Allard, 2012).
The last topic of this section is changing consumer markets. The goal of the section is to
increase awareness of effects of population and demographic change. It also covers an overview
of the market place of the future and explores the nature and trends of major minority markets.
The emerging market place in 2020 will be extremely different than the market place today.
In 1995 Bennett noted that minority market niches were “Of sufficient size o be
profitable while at the same time are of less interest to major competitors (Harvey and Allard,
2012).” Today these minority niches are becoming major markets as their buying power and
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their share on U.S markets are increasing fast. It is also noted multicultural and female owned
business are blooming which creates more buying power and these lifestyles are becoming more
affluent (Harvey and Allard, 2012).
The Asian market in American is reaching a very high point. Their economic clout in
many urban markets is creating a situation where businesses are increasing paying attention to
their needs. It is noted that Asian Americans originate from three reigns (Northeast Asians,
Southeast Asians, and South Asians) (Harvey and Allard, 2012). Each reign is very diverse. It is
noted that Asian Americans use country of origin i.e. Korean or Vietnamese. Only the Japanese
use Japanese American. Asian American Market Segments are broken into three categories.
Traditionalists are older and strongly identify themselves with the original culture, use their
primary language and rarely care about status. The “established” segment consists of older more
conservative, well educated professionals with high incomes and do not rely on their original
culture and will pay a premium for quality products. The last market segment of Asian
Americans is known as “living for the moment.”
This class is younger with moderate
identification with their original culture. They tend to be bilingual, materialistic. They also tend
to impulse ship and are concerned with quality and status (Harvey and Allard, 2012).
Black/African American profile shows that the median household income of African
Americans is growing 60% faster than whites. In 1997 there were 259,000 African American
households with incomes over 100K. It is also noted that their internet usage is growing at a
rapid pace and are becoming more educated (Harvey and Allard, 2012). There are four
Black/African market segments. The first segment is “contended”. This group is “mature and
content with life, follows, not leaders, not status conscious (Harvey and Allard, 2012).” The next
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group is “upwardly mobile.” This group is labeled as active, status-conscious professionals who
are financially secure and optimistic about the future (Harvey and Allard, 2012). The third
market segment of African Americans is “living for the moment” who are young, socially active
and carefree. The last market segment of African Americans is known as “living day to day.”
This group is has low education and income and are very price conscious. They are also very
pessimistic about the future (Harvey and Allard, 2012).
Hispanics are categorized as an ethnic minority rather than a racial group. They are the
fastest growing minority group in the United States. Mexican Americans comprise of 64% of the
Hispanic population and are concentrated in the southwest and California. Puerto Ricans make
up about 10% of the Hispanic group and are mainly found in New York and New Jersey. Lastly
Cubans account for 26% of the Hispanic population and are found in Florida (Harvey and Allard,
2012). There are three Market segments for Hispanics. The first segment is known as “Firstgeneration adults.” They were born outside of the U.S, have low incomes and lack education.
They speak Spanish and have traditional values. The second segment is “second-generation
adults.” 19% of this group was born in the United State, have higher incomes and are more
educated than first generation Hispanics and a bilingual with English as their primary language;
they are less likely to embrace traditional values (Harvey and Allard, 2012). The third market
segment is “third generation adults.” They have the highest education and income of all three
segments and identify themselves as American and use English as their first language (Harvey
and Allard, 2012)..
Mature Americans are classified as Americans that are 55 years or older. It has been
show than this group is becoming more technology savvy and spends over 7 billion dollars
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online per year. There are four Market Segments of this group. The first group is the healthy
indulger. This is the baby boomer age. They tend to be active, like convenience, personal
service and high tech home appliances, it is noted they like cruises and group travel. The second
group is known as the “ailing outgoes.” This group is comprised with people that have health
problems. Their key market is retirement communities and assisted living. The third group is
known as the healthy hermits. This group comprises of individuals that are healthy but
withdrawn. The will pay a premium for well-known brands and are more of a “do it yourselfer”
(Harvey and Allard, 2012). The last group is is the “frail recluses.” This group tends to stay at
home. They utilize home and lawn care services, health testing equipment and emergency
response systems (Harvey and Allard, 2012).
The second to last group discussed is LGBT. In 2008 it is reported that there are 16
million LGBT adults (18 years old or more) living in the United States. Their communities are
created with different sub group’s i.e. the gay community, the bisexual community, etc. It is
noted they are tech-savvy and only about half of the LGBT community read LGBT media. It is
noted that 82% of LGBT consumers are more likely to buy from LGBT friendly companies.
They are extremely loyal to brands as they seek out companies that cater to them. It is also noted
that firms are creating ads to cater to the LGBT market. It is also noted that gay men and women
switch brands if they find out the company is perceived harmful to the LGBT community
(Harvey and Allard, 2012).
The last group discussed in the section is American Women. Currently 51.4 percent of
the U.S population is women (Harvey and Allard, 2012).
By 2014 59.7 percent of the U.S
population will be comprised of women. IT is also noted that 1 out of 11 people that own a
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business are women (Harvey and Allard, 2012). It is also shown that women work more outside
of the home as they did in the past and feel pressured for time. There are four markets segments
for women. The first is the “Traditional housewife.” They are generally married, stay at home
and are family centered. The seek satisfaction from home and family maintenance. The second
group is the “trapped house wife.” They are married, stay home and do not like household
chores. The market segment of women is the “trapped working women.” She works because of
economic necessity and gets no satisfaction from employment. The last market segment for
women is the “career working women.” “She prefers to work and derives satisfaction from
employment (Harvey and Allard, 2012).” They feel generally content but feel pressured for
time. It is noted that women move around all four groups and do not remain in one market
segment (Harvey and Allard, 2012).
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Reference
Harvey, C., & Allard, M. J. (2013). Understanding and managing diversity. (5th ed. ed.). Upper
Saddle River: Prentice Hall.