The impact of individualism-collectivism orientation and communal orientation on employees’ attitudes toward intercultural communication The case of Chinese employees in an MNC

Abstract

This study explored relationships between an individualism-collectivism orientation as well as communal orientation and the perceptions of Chinese employees (n = 20) from an MNC of intercultural communication. On the basis of previous research, we hypothesised that this group of employees would display a tendency to focus their attention on the actions, knowledge and needs of their co-workers. To verify this hypothesis, the employees were surveyed in a Chinese subsidiary of a European top manufacturing company. We administered Individualism and Collectivism Scale, Communal Orientation Scale and an original questionnaire survey collecting data about participants’ opinions of cultural diversity, communication problems, and stereotypes in intercultural interactions. A correlation analysis showed that although collectivists expressed positive attitudes to cultural diversity, they accentuated a need for respecting their own cultural values. Both collectivists and communally-oriented employees were not emotionally involved in communication with co-workers from other cultures. Whilst collectivism was moderately associated with focusing on norms at a workplace, communal orientation was proven to be related to maintaining and regulating relationships within a professional group.