Multiple cultures in the workplace

South Africa and the African continent at large host a diversity of cultures that must be accommodated by business as customers, workers or associates. South Africa's recent re-acceptance into the international community has increased the potential number of cultures with which organisations have to cope. Culture affects such diverse matters as motivation, negotiation strategy, training needs and marketing approaches. It is affected mainly by religion, language, region or group, and values. These influences on culture manifest themselves in aspects such as collectivism or individualism, communication context, consciousness of time, interpersonal roles and workplace needs. In order for management and labour to accommodate various cultures in the working environment, information on the many implications of culture is essential.