1. Workplace Generations in Latin America: An Examination of Value Similarities and Differences

2. Global Culture and Entrepreneurship Research Group (GCERG) Julia Teahen Baker College Regina A. Greenwood Nova Southeastern University Terrell G. Manyak Nova Southeastern University Bahaudin Mujtaba Nova Southeastern University Arnel Onesimo O. Uy De La Salle University Philippines Shaista E. Khilji George Washington University Jaime Ruiz-Gutierrez University of Los Andes, Colombia Miguel R. Olivas-Lujan Clarion University Dora M. Luk City University of Hong Kong, China Neusa Maria Bastos Santos Pontificia University Catholica de Sao Paulo Sergio Madero Tec de Monterrey Mark Woodhull Schreiner University Sankalp Chaturvedi Imperial College, London, UK Silvia Ines Monserrat Lluna Universidad Nacional del Centro Silvia Paraskevi T. Christoforou City University of Hong Kong, China William Teeple Embry Riddle Aeronautical Univ. Edward F. Murphy, Jr. Embry Riddle Aeronautical University

3. Rationale for the Research Managers must understand the multigenerational workplace: awareness of the different values, attitudes and behavior of each generation improves the ability to attract and retain employees across generations. We see widespread attention for generational differences in the US; few studies have explored generational differences in Latin America We ask: Are the values of the Latin American generations different?

4. Our Research Value similarities and differences between Baby Boomers, Generation X and Generation Y members in Argentina, Brazil, Colombia, Honduras, and Mexico. Focused on individual values across the generations and countries Is there more similarity or more difference between generations in these countries?

5. Literature Review Determining Generations Baby Boomers Generation X (Gen X) Generations Y (Gen Y or Millennials) Latin American Culture Values Research

6. Literature Review Generations: groups of individuals who were born and raised during the same period of time in the same social and historical environment (Mannheim, 1953) The collective memories of a generation lead to a set of common beliefs, values and expectations that are unique to that generation (Patota, Schwartz and Schwartz, 2007: 2) –Baby Boomers: born 1946 -1964 –Generation X: born 1965 – 1979 (Strauss and Howe, 2000; Egri and Ralston, 2004 ) –Generation Y: born 1980 – present (Eisner, 2005 )

7. Literature Review Baby Boomers: born 1946 -1964 highly value accomplishment, capability, self-control and loyalty. Grew up under pre-democratic or authoritarian leaders in Argentina and Brazil; in Colombia and Mexico they grew up under narco-terrorism Generation X: born 1965 – 1979 highly value freedom, capability, courage and logic Grew up during the beginnings of democracy and narco-terrorism Generation Y: born 1980 – present Entrepreneurial, answer-seeking behaviors, sense of personal responsibility, need for feedback, dissatisfaction with entry-level jobs and tendency to change jobs frequently Grew up under democracy and less narco-terrorism

8. Literature Review Latin American Culture = Familism and Collectivism “a group tends to share an entire worldview, manifesting a coherent and distinctive pattern of values across a wide range of topics” (Inglehart & Carballo, 1997,p. 34). Cultural similarities: high power distance, collectivism and a masculine orientation. (Hofstede, 2001) Between Latin American nations, “heterogeneity is the only possible generalization” (Maxfield, 2004, p.249).

9. Literature Review Value Research Values are the gut-level beliefs that people use to ascertain what is right and wrong, good and bad, normal and abnormal. Individuals assimilate values not only during the first 20 years of life, but throughout their lives because of changes in society and in the environment (Kluckhohn, 1951; Rokeach,1979). A personal value system is “a relatively permanent perceptual framework which shapes and influences the general nature of an individual’s behavior” ( England, 1967: 54).

10. Literature Review Values are a primary underlying factor that determines attitudes and behavior Behavioral Model based on the work of Kluckhohn, 1951; Milton Rokeach 1973; Connor and Becker 2003) Socialization ValuesAttitudesBehaviors

11. "their theoretical arguments are based mainly on Rokeach's (1973, 1986) considerations of human nature, motivation, and personality" (Grunert & Scherhorn, 1990: 98). Terminal values- those 18 values which are so fundamental that they express the desirable goals or ends of society. Instrumental values- those 18 values which are secondary because they are merely the means by which more fundamental values (terminal or core values) are realized.

12. Social Terminal ValuesPersonal Terminal Values World at PeaceComfortable Life World of BeautyAn exciting life EqualityAccomplishment Family SecurityHealth FreedomInner harmony Mature lovePleasure National securitySalvation Social recognitionSelf-respect True friendshipWisdom Moral Instrumental ValuesCompetence Instrumental Values BroadmindedAmbitious ForgivingCapable HelpfulClean HonestCourage LovingImaginative LoyalIndependent ObedientIntellectual PoliteLogical ResponsibleSelf-controlled Rokeach, 1973

14. H1: There are significant differences in the terminal values held by Baby Boomers, Generation X and Generation Y. Baby Boomers will place higher importance on accomplishment, equality, world peace, family security, freedom, health, and national security, Generation X on mature love, and salvation, and Generation Y on true friendship, comfortable life, exciting life, pleasure social recognition, and self-respect. H2: There are significant differences in the instrumental values held by Baby Boomers, Generation X and Generation Y. Generation Y will place higher importance on ambition and independent, and intellectual, Generation X on forgiving, capable, polite, and responsible, and Baby Boomers on capable, courageous, helpful, honest, logical, and loyal.

15. H3: Argentina and Brazil will possess High Personal and High Moral Value Orientation types and Colombia and Mexico will possess High Personal and High Competence value Orientation types. H4: Honduras will possess similar value orientations to Colombia and Mexico, which our previous research found might be in a northern cone of Latin American countries.

16. Methodology Part of a much larger study of values, attitudes and behaviors for which data was gathered between 2004 and 20012. Used the Rokeach Value Survey (RVS) (1983)

17. "their theoretical arguments are based mainly on Rokeach's (1973, 1986) considerations of human nature, motivation, and personality" (Grunert & Scherhorn, 1990: 98). Test-retest reliability for Terminal Values: –.51 to.88; median.69 Test-retest reliability for Instrumental Values: –.45 to.70; median.61 Rokeach found values and attitudes to be significantly correlated: The values people hold can explain their attitudes and their behaviors.

18. Generations in Latin America n=4,031

19. Analysis for statistical significance using the Kruskal-Wallis one-way ANOVA median test Since the Kruskal-Wallis ANOVA only shows differences between the samples, we used regression analysis to explore the impact of culture, sex, education and occupation on generations. Values were explored with a Kruskal-Wallis one-way ANOVA median test with generations as the independent variables and values and value orientation types as the dependent variables

20. Eight Tables reporting findings: 1: Kruskal-Wallis ANOVA, and Multivariate regression analysis for cross-cultural and generation differences 2: Generation differences in Latin American Values 3 Cross-Cultural Terminal and Instrumental Value Orientations Latin American Countries 4 Cross-Cultural Value Orientation Type Classifications 5 Cross-Cultural Terminal and Instrumental Value Orientations Latin American Countries 6 Cross-Cultural Value Orientation Type Classifications 7 Cross Cultural Generation Differences In Value Orientations 8 Cross-Cultural Generation Differences in Value Orientation Type Classifications

21. Hypotheses H1: There are significant differences in the terminal values held by Baby Boomers, Generation X and Generation Y. Baby Boomers will place higher importance on accomplishment, equality, world peace, family security, freedom, health, and national security, Generation X on mature love, and salvation, and Generation Y on true friendship, comfortable life, exciting life, pleasure social recognition, and self- respect. Yes:(16/18 terminal values) H2: There are significant differences in the instrumental values held by Baby Boomers, Generation X and Generation Y. Generation Y will place higher importance on ambition and independent, and intellectual, Generation X on forgiving, capable, polite, and responsible, and Baby Boomers on capable, courageous, helpful, honest, logical, and loyal. Yes (10/18 instrumental values)

22. H3: Argentina and Brazil will possess High Personal and High Moral Value Orientation types and Colombia and Mexico will possess High Personal and High Competence value Orientation types. Yes H4: Honduras will possess similar value orientations to Colombia and Mexico, which our previous research found might be in a northern cone of Latin American countries. Yes

23. Interesting Findings More generational differences existed at the value level Between generations in Latin America: Baby Boomers will place higher importance on accomplishment, equality, world peace, family security, freedom, health, and national security Generation X place higher priority on mature love and salvation, forgiving, capable, polite, and responsible Generation Y more highly valued true friendship, comfortable life, exciting life, pleasure social recognition, and self-respect,

24. Interesting Findings Convergence: Baby Boomers, Generation X and Generation Y in Latin America are all motivated to enjoy prosperity (a comfortable life), be free from sickness (health), have self-esteem (self-respect), and take care of their families (family security), and They believe in being sincere and truthful (honest) and dependable and reliable (responsible).

25. Cross-Cultural Generation Differences in Value Orientation Type Classifications

28. Interesting Findings Our research confirms earlier research: Argentina and Brazil are high personal and high moral value orientation types (Individualism tempered with social concerns) Colombia, Honduras and Mexico are high personal and high competence value orientation types (individualism and individualism).

29. Concluding Remarks Generational value similarities do exist but not in the countries studied here; within the countries we examined, the value orientation types were the same across generations within countries. Thus, no “generation gap” exists in the Latin American countries studied. Differences did exist between countries, however.

30. Concluding Remarks Only by understanding the similarities and differences in values and attitudes across the generations will practitioners and HR managers be able to create programs to meet the differing motivation needs of each generation in order to recruit, retain, and promote them (Crumpacker and Crumpacker, 2007) Recognizing group values and value orientation types (values underlie attitudes and behavior) can be most helpful in managing the generation gaps in the workplace.

31. Limitations & Further Research Convenience samples – unequal age groups Narrow geographic area of study Why are the value orientation types in Argentina and Brazil are more similar to the US while those in Colombia, Honduras and Mexico are dissimilar to the US? Studies in other countries and outside the major cities of these countries Longitudinal studies, cross-cultural studies, and studies with a larger variety of populations are suggested

32. QUESTIONS?

33. Generation differences in Latin American Values