This document discusses theories of motivation across cultures. It first outlines Hofstede's cultural dimensions and how they impact motivation differently across cultures. For example, people in individualistic cultures are motivated by individual advancement while collective cultures value group goals. It then examines several content theories of motivation and how they apply cross-culturally, including Maslow's hierarchy of needs. While the hierarchy outlines universal human needs, the document notes the needs are prioritized differently and satisfied via varying means depending on one's culture. Overall, the key message is that theories of motivation must be understood in a cultural context as what motivates workers varies significantly around the world.

1. KMB IB05 (Cross Cultural Management)
Motivating Across Cultures (UNIT 4)
Part 2 of 4
1Dr. Parul Agarwal,ABESEC, AKTU, Lucknow

2. Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 2

3. The Universalist Assumption of
Motivation
• The process is universal
• Culture influences the specific content and
goals pursued
• Motivation differs across cultures
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 3

4. What do workers around the world want
from work?
Country What Workers Consider Important
US Money; personal recognition; promotion
Japan Respect and Power; group harmony
Latin America Family considerations; respect; job status; good personal life
China Extrinsic Rewards; harmony; group affiliation; loyalty from supervisor
Africa Respect; rewards should take needs into account
Russia Extrinsic rewards; loyalty from supervisor
India Extrinsic rewards; good relations with supervisor
Sweden Autonomy
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 4

5. Hofstede’s Dimensions and Their Impact on
Motivation …1
Power Distance In high-power distance cultures, the relationship between subordinates and
their boss is a motivating factor.
In low-power distance cultures, people are more motivated by teamwork and
relations with their peers.
Individualism In highly individualistic countries, people are motivated by opportunities for
individual advancement and autonomy.
In collective cultures, motivation works through appeals to group goals and
support.
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 5

6. Hofstede’s Dimensions and Impact on
Motivation …2
Masculinity In masculine cultures, employees are comfortable with traditional division of work and
roles. Money is an important motivator.
In feminine cultures, people are more flexible about roles. Quality of work life is an
important motivator.
Uncertainty avoidance People in strong uncertainty avoidance cultures are motivated by job security.
People with weak uncertainty avoidance cultures are motivated by risky opportunities,
variety, and fast-track advancement.
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 6

7. Influence of National Culture on Sources of
Motivation
Culture may influence:
• Individual self-concept incorporating personal
needs, beliefs, and values
• Societal norms of work ethics and achievement
• Environmental factors including education, legal
systems, and levels of prosperity
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 7

8. Theories of Motivation
A) Content Theories of Motivation and Culture
1. The Maslow’s Hierarchy-of-Needs Theory
2. Herzberg’s Two Factor Theory
3. McClelland’s Theory of Learned Needs
B) Process Theories of Motivation
1. Adam’s Equity Theory
2. Locke and Latham’s Goal-Setting Theory
3. Victor Vroom’s Expectancy Theory
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 8

9. A) Content Theories of Motivation and Culture
1. The Maslow’s Hierarchy-of-Needs Theory
2. Herzberg’s Two Factor Theory
3. McClelland’s Theory of Learned Needs
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 9

10. 1. The Maslow’s Hierarchy-of-Needs
Theory
Maslow’s theory rests on a number of basic
assumptions:
Lower-level needs must be satisfied before
higher level needs become motivators
A need that is satisfied no longer serves as a
motivator
There are more ways to satisfy higher-level
than there are ways to satisfy lower-level
needs
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 10

11. Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 11

12. Maslow’s Hierarchy of Needs- Application Across
Cultures
• Level 1: Physiological Needs
The way needs are satisfied are different across cultures - Norms for eating,
drinking, sex, sleep, and rest are different across cultures
• Level 2 : Security Needs
In collectivist countries, the family is very important in providing security
needs. In poor countries, the security need is often the most important
• Level 3: Affiliation Needs
In relationship-oriented cultures, diffuse cultures and collectivist cultures,
affiliation needs are very strong. Affiliation needs are not as strong in task-
oriented, specific cultures
• Level 4: Self-esteem
The way people gain self-esteem is different across cultures.
• Level 5 – Self Actualization
In Western cultures, “doing” helps to achieve self-actualization; in traditional
Eastern cultures “being” helps to do so.
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 12

13. Effect of Job Categories on Motivation
Job categories are an effective way of examining how different levels
of workers are motivated by different needs. A survey by Hofstede
in more than 50 countries, where employees were asked to rank
work goals found that:
• The top 4 goals ranked by professionals corresponded to higher
levels of Maslow’s needs
• The top 4 goals ranked by clerks corresponded to middle levels of
Maslow’s needs
• The top 4 goals ranked by unskilled workers corresponded to lower
levels of Maslow’s needs
Thus, based on Hofstede’s findings, managers could :
• give extrinsic rewards to Unskilled and lower level workers
regardless of national culture
• Create a challenging work environment for higher and middle
level workers
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 13

14. International Findings on Maslow’s Theory
• Maslow-type needs are important across the world
• However, the importance accorded to each need varies
• The ways in which needs are satisfied vary across cultures
• Some researchers have suggested modifying Maslow’s
“Western oriented” hierarchy by reranking the needs
• Asian cultures emphasize the needs of society
 Chinese hierarchy of needs might have four levels ranked
from lowest to highest:
 Belonging (social)
 Physiological
 Safety
 Self-actualization (in the service of society)
Dr. Parul Agarwal,ABESEC, AKTU, Lucknow 14