Marketing Manager Course - Chapter 11

McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
11
Chapter
Managing Employee Diversity
Managing Employee Diversity
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
z
Monitor labor force trends and their implications.
z
Recognize the advantage and challenge of diversity in the
workforce.
z
Resolve the unique problems and issues confronted by
different employee.
z
Capitalize on employee diversity as a source of competitive
advantage.
z
Develop and implement human resource management
programs that best use the talents of a diverse employee
population.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Effective management of diversity is good as
well as necessary for business because
:
z
Changes in technology and competition
make diverse thinking a necessity.
z

Minorities make up a majority of the
labor market in many parts of the
country.
z
To be competitive, firms need to retain
and motivate minority employees.
z
Global expansion and increased global
customers means firms need the help of
executives who can function in different
cultures.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Diversity
z
It describes a wide spectrum differences
between people.
z
Groups of individuals share
characteristics that distinguish them from
other groups.
z
The differences between groups are
smaller than the differences within
groups.
z
Classifying people into group types often
leads to false stereotypes because it
incorrectly assumes that group averages
apply to all individuals in the group.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Skills for Managing
Employee Diversity
Interpersonal
Interpersonal
flexibility
flexibility
skills
skills
H eterogeneous
H eterogeneous
team skills
team skills
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Advantages of Employee Diversity
Market Access
Market Access
International
International
Com petition
Com petition
Multiplicity of
Multiplicity of
Points of View
Points of View
Team
Team
Perform ance
Perform ance
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Challenges of Diversity

Pressures
Pressures
Tow ard
Tow ard
Hom ogenization
Hom ogenization
Low er
Low er
C ohesiveness
C ohesiveness
Interpersonal
Interpersonal
C onflict and
C onflict and
Tension
Tension
Confusing
Confusing
Diversity With
Diversity With
Affirm a tive Action
Affirm a tive Action
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.