1. Introduction:
One of the many outcomes of globalization is the migration of individuals across boundaries in search of employment, opportunities and a sustainable quality of life. ‘Travel’ has become more accessible to the population on account of the diplomatic and political alliances which have removed the political barriers between nations. South Africa too has witnessed an influx of individuals from different nations, religions, cultures and ethnicity adding to the diversity of the present population. The present base of the minority ethnic employees in SA has infused in a significant shift in culture and employeeism. This diversity in the ethnic and cultural fabric – similar to any other form of societal change evolves an unfamiliar …show more content…
Solomon et al (2006) describes liminality a passing zone which ‘suspends’ the employee culturally, individually and religiously between the two states i.e. his familiar world and the new marketplace, for a certain time period. Post immigration, the ethnic employee needs to do away with his past preferences and adopt the new roles and responsibilities. This state of suspension and the establishment of new roles is what designated as ‘role destabilization’ for the …show more content…
Managers should understand that ‘role destabilization’ often finds incongruence and inconsistency with the inherent character of the employee leading to anxiety and conflicts. In a changed market place, the employees are forced to choose from the available set of options, which they are not comfortable with. For the Marketing think-heads, role destabilization means that the employee hailing from an ethnic minority segment is faced with a strange situation. The employee must learn the new roles, but in the light of their inherent values, ideologies and cultural upbringing, this becomes very difficult. For instance, the Indians from a ‘Brahmin’ upbringing find it very difficult to find food items which falls inline with their religious ‘non-vegetarian’ food habits (Blackwell, Miniard & Engel, 2001). Such a set of employees must seek out ways and means to address their buying necessities to a socially acceptable way. The managers must understand and realize the ‘range’ of roles that the employee from an ethnic minor community can abide with. During the promotions, the products or the services should fit into that role in an accurate and positive manner. The managers therefore have a great opportunity to shape the communication vehicle as per the role-enactment and the choice of products within that
One of the many outcomes of globalization is the migration of individuals across boundaries in search of employment, opportunities and a sustainable quality of life. ‘Travel’ has become more accessible to the population on account of the diplomatic and political alliances which have removed the political barriers between nations. South Africa too has witnessed an influx of individuals from different nations, religions, cultures and ethnicity adding to the diversity of the present population. The present base of the minority ethnic employees in SA has infused in a significant shift in culture and employeeism. This diversity in the ethnic and cultural fabric – similar to any other form of societal change evolves an unfamiliar …show more content…
Solomon et al (2006) describes liminality a passing zone which ‘suspends’ the employee culturally, individually and religiously between the two states i.e. his familiar world and the new marketplace, for a certain time period. Post immigration, the ethnic employee needs to do away with his past preferences and adopt the new roles and responsibilities. This state of suspension and the establishment of new roles is what designated as ‘role destabilization’ for the …show more content…
Managers should understand that ‘role destabilization’ often finds incongruence and inconsistency with the inherent character of the employee leading to anxiety and conflicts. In a changed market place, the employees are forced to choose from the available set of options, which they are not comfortable with. For the Marketing think-heads, role destabilization means that the employee hailing from an ethnic minority segment is faced with a strange situation. The employee must learn the new roles, but in the light of their inherent values, ideologies and cultural upbringing, this becomes very difficult. For instance, the Indians from a ‘Brahmin’ upbringing find it very difficult to find food items which falls inline with their religious ‘non-vegetarian’ food habits (Blackwell, Miniard & Engel, 2001). Such a set of employees must seek out ways and means to address their buying necessities to a socially acceptable way. The managers must understand and realize the ‘range’ of roles that the employee from an ethnic minor community can abide with. During the promotions, the products or the services should fit into that role in an accurate and positive manner. The managers therefore have a great opportunity to shape the communication vehicle as per the role-enactment and the choice of products within that