Development of the Productivity

s the development of the productivity and the acceleration of world economic integration, people's minds are further emancipated and their sense of freedom is stronger. Due to the fact, increasing numbers of women are involved in the work forces to fight for their freedom and rights compared with the past. For instance, in the UK, the economic activity rate for women has reached 75 percent in 2006, while it only accounted for 56% in the year 1971(IES, 1995). At the same time, company's position requirements for female employees become more urgent and pressing. A research shows that women are more skillful at communication and recognize the natural needs of customers because of their personality (Rizzo & Mendez, 1990). However, as it is known, gender discrimination exists a long time, and this phenomenon is especially common. How to balance the rights of female employees and the profits of the company becomes a critical issue for the company managers. Company's virtue and culture are the core heritage of the enterprise. Based on this fact, culture management is extremely important and intensive. This paper mainly focuses on the HRM topic--culture management, to analyse this particular theory and its practical effects.

As it is known to all, HRM is one of the core elements for the sake of a company's development and expansion. According to Armstrong（2006）, Human Resource Management (HRM, HR) is the management of an organisation's employees . Thus, culture management is a part of HRM management and focuses specially on the field of organisations' cultural. There are varied definitions of organisational culture in the history. One of the most famous definitions is picked up by Schein, he said organisational culture is "the deeper level of basic assumptions and beliefs that are shared by members of an organisation, that operate unconsciously, and that define in a basic 'taken- for-granted' fashion an organisation's view of itself and its environment." (Schein, 1992). As male and female born to be different in characteristics, sexual-cultural diversities and conflicts are potentially strongest obstacles for the companies. Hofstede's cultural dimension theory made a well explanation of culture diversities. Four main parts mentioned in this module are power distance, individualism/collectivism, uncertainty avoidance and femininity/masculinity (Hofstede , 1984). This paper takes advantage of femininity/masculinity module in particular to emphases the importance of noticing the existence of culture diversity and provides the proper solutions which weaken the cultural barrier to some extent. According to Hofstede (1984), masculinity /femininity are the values for which placed on traditionally male or female values. Based on this theory, in so-called "masculine" cultures, people value competitiveness, assertiveness, ambition and accumulation of wealth, and material