The global village: online cross-cultural communication and HRM

doi:10.1108/13527600710718804

Document Information:
Title:	The global village: online cross-cultural communication and HRM
Author(s):	Yuka Fujimoto, (Bowater School of Management and Marketing, Faculty of Business and Law, Deakin University, Burwood, Australia), Nasya Bahfen, (Bowater School of Management and Marketing, Faculty of Business and Law, Deakin University, Burwood, Australia), Jan Fermelis, (Bowater School of Management and Marketing, Faculty of Business and Law, Deakin University, Burwood, Australia), Charmine E.J. Härtel, (Department of Management, Faculty of Business and Economics, Monash University, Clayton, Australia)
Citation:	Yuka Fujimoto, Nasya Bahfen, Jan Fermelis, Charmine E.J. Härtel, (2007) "The global village: online cross-cultural communication and HRM", Cross Cultural Management: An International Journal, Vol. 14 Iss: 1, pp.7 - 22
Keywords:	Collectivism, Cross-cultural management, Human resource management, Individual behaviour, Internet
Article type:	Conceptual paper
DOI:	10.1108/13527600710718804 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	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 between individualist 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.