engleski

Personal and cultural values as a determinant of future work and consuming behavior of an individual

Values are hypothetical constructs valuable in analysis of human behavior. Being learned through socialization process values are prone to social influence. Values have important role in motivational framework and they are recognizable through goals that person considers important and strives to attain in life. Better understanding of the process values have on motivation may be beneficial to increase goal commitment. Except to human resource managers study of values gives also valuable insights to marketing and sales specialists considering consumer behavior while through values observed in working environment including social interaction, social status, material rewards preference, and self-fulfillment they can learn about consumption patterns. The importance of work in the life of an individual forms a set of attitudes and beliefs that are responsible for the selection of goals in corporate and private surroundings. Despite globalization challenge there are cultural differences in meaning of work across different societies and different times implicating different inputs for organizational strategies. The purpose of this paper is to analyze cultural differences and similarities in working values between Croatian and Chinese senior business students. Living in a collectivistic society forms another pattern of values than does living in an individualistic society having impact on developing organizational strategy as well as some implication on marketing strategy.

work values; cultural differences; Croatia and China; sales; consumer behavior

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