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Ruth Brnnvall

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Expose what stereotypes, prejudice and racist
assumptions may exist in cross-cultural organisations
Examine how prejudice may influence us in how we
relate to peers and to followers
(Briefly) look at how culture effects leader behaviour
Discuss the connection between effective leadership
and diversity management

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We all have prejudice but how do we know which
ones?
Test part of on-going research at Harvard
https://implicit.harvard.edu/implicit/Study?tid=-1

Note the result of your test

When you have finished the test do the next exercise!

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- The IAT you did used two groups of social categories:
European Americans, African Americans
- On top of your head, what various types of people do
you think society categorizes into groups (i.e. based on
race, ethnicity, gender, occupation, ability, age etc)
Try to list at least 8 groups! One group per post-it note.
Theory of natural categories (Rosch, 1978)

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Competence
Warmth
Status
Competition

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The first impression mechanism ! helping the brain to quickly
decide on and categorize information
First, the brain makes a primary categorisation. Most often sex,
age, race. Then, secondary categorisation physical attributes,
work related attributes, religious and political affiliations
Social categories are stored in different memory structures;
race is stored in a different part of the memory compared to a
persons occupation or sex.

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Stereotypes can be negative as well as positive.
However, positive stereotyping on one dimension will most
often be consistent with a negative stereotype in the other
direction

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Beware that sterotypes may influence how you
categorise your peers and your followers!
The five follower styles independent thinking and active
engagement

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When I am moved out of my normal social and cultural context,
my identity will most likely be based on:
my ethnic origin (literature talks about race but do remember the
human race cannot be split biologically into different races!)

my socio-economic status

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These processes are also part of judging who is in, who is out;
which groups do we like, which ones present a threat
In the work place competition is more or less always present
Two groups are exempt from these demands but also the
benefits of being recognised as part of a team;
o Secretarlal/ clerical workers and other low paid employees
o Temporary staff / contracted people
Kunda, 1995

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They gave out turkeys today, but
only to the employees

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.Heck, I dont need a f*%&(
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one for myself!

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Eeeh..? Ok, Ill tell
my chauffeur that.

Good night, sir! Careful. It is

slippery out there.

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Boy. A chauffeur and a

turkey! Some guys have it all.

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There is no point translating the manual, they speak so many different
local languages.
They really do not want to learn. I wish sometimes we were in Cote
dIvore instead.
- They are so damn grateful. Some users are willing to help us for free.
- So how do you involve them in the innovation process?
- We did a focus group when we started (2 years ago). I have been an
immigrant in the US, so I know what these people need when you are
new in a country.

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