Mary Grace G.

Payla
DBA 355: International Business
Case Title: Birkenshire Corporation: The Pink Towels

Overview of the Case

On March 7, 2012, one day before International Women's Day, all female employees
of Birkenshire Corporation were sent an email from the HR department. The female
employees will receive a pink towel gift for the occasion. This move triggered a
heated debate among the female staff concerning many gender issues and cultural
traditions, such as societal standards for professional women and color implications.
Case Questions:

1. How should the management of Birkenshire interpret the situation?

The management of Birkenshire should interpret both Gender Issues and

Cultural Conflict in the workplace. Gender disparity issues from the general science-
based information that the role of women associates with soft features, household
chores works only, and the like. The Chinese employees do not perceive the gift of
pink towels as discriminatory, while Non-Chinese employees do. Staff E posits that
this is a cultural conflict and has no gender connotations; staff E stated, based on her
observation and experience, that towels which has high regard in China and as
material appreciation, which expresses recognition for their work. Nevertheless, the
gift provided was mostly appreciated by certain workforce members.

2. How should Birkenshire respond to the staff?

Some employees perceived the Pink Towels gift as highly regarded and
appreciated, while others considered it discriminatory and considered the gift
stereotypical. Birkenshire Management should take a proactive step to ensure clear
and transparent communication to the employees clarifying the purpose of giving and
even apologizing for their mistakes insensitively. The management, specifically the
Human Resource Office, must establish an environment of awareness regarding
gender bias and stereotypes. There is a need to consider the needs and cultures of
the different employees who belong to diverse cultural backgrounds.
3. Recommend a future plan for Birkenshire in dealing with related issues.
Human resource office and top management provide plans such as:
1. Issue an Apology Letter to any member who may have offended on the Pink
Towels as a gift.
2. Orientation and Engage: before starting with their work regarding Cultural and
Gender Awareness to avoid conflict and insensitivity.
3. Human Resource Managers must carefully study their employee's profiles,
specifically their culture.
4. Accommodate different cultural requirements to combat gender issues in the
workplace through development and training initiatives.
5. Encourage change in employee behavior to create a conducive, collaborative, and
open environment irrespective of gender and develop a working relationship between
men and women.
6. Promote sensitivity to the provision of gifts to minimize gender issues and cultural
conflict.
7. As mentioned above, provide high support from the top management on the
recommendation to address the issues.