ISSN – PRINT:2756-4495 | ONLINE: 2756-4487
Volume 05, Issue 01 – 2025
David Fashusi Adegoke a Silva Opuala-Charlesb
a-b Garden City Premier Business School, Plot 13 Herbert Macaulay Street, Old G.R.A, Port Harcourt, Rivers State, Nigeria
This study investigates the impact of masculinity culture on business performance within the context of Nigerian organizations. Masculinity culture, defined by traits like assertiveness, competitiveness, and material success, plays a significant role in shaping business practices and performance in many parts of the world. Drawing on Hofstede’s Cultural Dimensions Theory, the study explores how societal values emphasizing competitiveness and assertiveness influence organizational outcomes. The research employs a mixed-methods approach, combining quantitative data from surveys with qualitative insights from interviews to provide a comprehensive analysis of the interplay between masculinity culture and various dimensions of business performance. The study reveals that masculinity culture significantly affects business performance, leadership style, and employee relations in Nigerian firms. The data indicates a prevalent emphasis on competitive and achievement-oriented values, which correlates with high ratings of business performance and a mix of transactional and transformational leadership styles. Employee relations are generally positive despite the high-pressure work environment. Based on the findings, the study recommends several strategies to enhance organizational performance while addressing the challenges associated with masculinity culture. These include promoting work-life balance, encouraging inclusive leadership, enhancing employee support programs, implementing regular performance reviews, fostering a collaborative culture, and investing in training and development.
Keywords: Masculinity culture, business performance, Nigeria, gender roles, leadership styles, cultural influence, organizational behavior
Volume 01, Issue 02
Volume 01, Issue 01