Filipino students value competence the most in business leaders whereas Finnish students prefer friendliness

This article sets out to examine cultural differences in perceiving leaders’ visual and non-verbal behavior. It examines and compares how business students at universities in Finland and the Philippines perceive business leaders based on visual cues, drawing on social psychological theories of social categorization, person perception, and the cultural dimensions of leadership and organization. A total of 32 university students of business studies participated in the study. They were presented with eight images of people with different visual expressions and reflected in writing on what kinds of leaders these people would be. The data was analyzed using qualitative content analysis. The findings show that both Finnish and Filipino students had similar perceptions of what kinds of leaders the people in the images might be. However, in terms of leadership preferences, the Finnish students appeared to place more emphasis on the person’s level of communicativeness and friendliness, whereas levels of competence and commitment were emphasized more strongly by Filipino students. The theoretical approach and design of the study may be applied in research on leaders’ visual and nonverbal expressiveness in multicultural organizations.

This research work carries three significant implications.

First, it serves to illuminate the critical role of students’ perceptions regarding tangible aspects of their teachers, including their attire and non-verbal communication. Frequently, educators are unaware of the profound impact their appearance and behavior can have on how students perceive them, potentially influencing how readily students absorb knowledge from them. Recognizing this aspect can lead to more effective teaching strategies and improved student-teacher relationships.

Second, this research highlights the importance of understanding the distinctions and commonalities between two distinct groups of students. In an era marked by increased student mobility, discerning where these groups differ and where they share similarities becomes paramount. This knowledge empowers educators to tailor their teaching approaches to better align with the cultural backgrounds and expectations of their students, fostering a more inclusive and effective learning environment.

Third, the research underscores the significance of collaboration between two universities situated in different parts of the world. This collaboration not only advances academic research but also facilitates cross-cultural learning experiences. As the field of management continues to evolve towards embracing a diverse workforce, such collaborations provide valuable opportunities for both institutions to deepen their understanding of each other cultures and enhance their abilities to effectively manage diverse teams and organizations. In essence, this research opens the door to a wealth of opportunities for mutual growth and enrichment.

Authors: Jari Martikainen (Department of Social Sciences, University of Eastern Finland) and Tiffany A. Tan (School of Management, University of the Philippines Cebu)

Read the full paper: https://www.tandfonline.com/doi/pdf/10.1080/00208825.2023.2238459