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How does the global microfinance industry determine its targeting strategy across cultures with differing gender values?
Institution:1. Department of Organization Sciences, Free University, Amsterdam, the Netherlands;2. School of Business, College of Management Academic Studies, Israel;3. ESSEC Business School and THEMA, France;4. Fox School of Business, Temple University, USA;1. KU Leuven, Faculty of Economics and Business, Korte Nieuwstraat 33, 2000 Antwerpen, Belgium;2. Changeroo.com, Rotterdam, Netherlands;1. School of Economics and Management, Beijing Jiao Tong University, 100044, Beijing, China;2. Henley Business School, University of Reading, RG6 6UD, Reading, United Kingdom;3. Jacobs University Bremen gGmbH, Management and Economics, Campus Ring 1, 28759, Bremen, Germany;4. University of Agder, Norway;1. Aalto University, School of Business, Department of Management Studies, Runeberginkatu, 14-16, FI-00100, Helsinki, Finland;2. IESE Business School, University of Navarra, Department of Managing People in Organizations, Ave. Pearson, 21, 08034, Barcelona, Spain;1. Professor of Strategy and International Marketing, School of Business and Law, University of Agder, Service Box 422, N-4604, Kristiansand, Norway;2. Professor of International Business and Development, School of Business and Law, University of Agder, Service Box 422, N-4604, Kristiansand, Norway;3. Charles Hostler Professor of Global Business, San Diego State University, Fowler College of Business, 5500 Campanile Drive, San Diego, CA 92182, USA;4. Professor of International Business and Finance, School of Business and Law, University of Agder, Service Box 422, N-4604, Kristiansand, Norway
Abstract:In this paper we empirically investigate the role of culture in determining the gender-targeting strategy of microfinance institutions (MFIs). We use female/male grammatical distinctions in language as the manifestation of culturally-inherited gender values. Our findings indicate that grammatical gender distinctions have a significant effect on the targeting strategy of MFIs. Specifically, MFIs target women in cultures where they are most likely to experience financial discrimination. This suggests that MFIs adapt to disparate discriminatory cultures in a way that serves their core mission of outreaching financially-excluded women, particularly where such strategy is most needed.
Keywords:Culture  Gender-targeting strategy  Gender-discrimination  Gender marking in language  The global microfinance industry
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