SEU Management Marriott Case Study
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CHAPTER 9
Personality and Cultural Values
291
9.4 Consider the profile of the United States on Hofstede’s cultural values, as shown in Table
9-3. Do you personally feel like you fit the U.S. profile, or do your values differ in some
respects? If you served as an expatriate, meaning you were working in another country,
which cultural value differences would be most difficult for you to deal with?
9.5 If you owned your own business and had a problem with employee theft, would you use an
integrity test? Why or why not?
Case: Marriott
At one point, Marriott’s personality assessment was supplied by Kronos—a human resource
software company. Kronos became a larger presence in the personality assessment arena after
acquiring Unicru—a firm that specialized in such tests. Kronos/Unicru has supplied personality
assessments for a number of companies other than Marriott, including Best Buy, CVS, Walmart,
and Kroger. Its assessment appears to measure four of the Big Five dimensions, including the
agreeableness and conscientiousness facets that Marriott emphasizes most. Below are some
sample items from the assessment, based on reports of those who have experienced it. All items
use a Strongly Disagree to Strongly Agree response scale.
•
•
•
•
You do things carefully so that you don’t make mistakes. (conscientiousness)
You are a friendly person. (agreeableness)
You show it when you are in a bad mood. (neuroticism)
You chat with people you don’t know. (extraversion)
An assessment developer at a competing firm, Development Dimensions International,
s ummarizes such tools this way: “You might find yourself in a job incompatible to your
personality type and values . . . The more honest you are with these types of tests, the better off
you are in the long run.”* Of course, that viewpoint is less salient to the people who are trying
to land jobs, especially in competitive sectors or difficult economic times. Admits a CEO of
another assessment administrator, “If a candidate fails the test, the companies often won’t take
the time to interview them.”*
Is Marriott right to focus on agreeableness and conscientiousness, regardless of who it
partners with in creating the assessment? Research that occurs in the hotel industry suggests
that it is. One study, published in the International Journal of Hospitality Management, assessed
the Big Five for almost 200 employees in multiple hotel chains in the state of Washington.
The f indings of the study showed that agreeable and conscientious employees were more
self-confident about their job performance, with those dimensions having stronger effects than
the other three members of the Big Five. It seems likely that such self-confidence would be
critical to Marriott employees, especially as they rose up the ranks of the company.
9.1 Can you think of other jobs in Marriott where Big Five dimensions other than agreeableness
and conscientiousness would be vital?
9.2 If you applied for a job that involved a personality assessment, would you be honest in your
responses or would you exaggerate your answers to appear more desirable? Why?
9.3 What other approaches might companies use to assess personality during hiring, other than
an interview or assessment? What strengths and weaknesses might those other approaches
have?
*Source: Forbes Media LLC.
Sources: L. Gallagher, “Why Employees Love Staying at Marriott,” Fortune, March 5, 2015; R. Cohen, “Pass This Test,
then We’ll Talk,” Forbes, June 25, 2008; M. Pallen, “Unicru Answer Key—Read This, Get Hired,” http://toughnickel.com/
finding-job/unicru, accessed May 13, 2019; H. J. Kim, K. H. Shin, and W. T. Umbreit, “Hotel Job Burnout: The Role of
Personality Characteristics,” International Journal of Hospitality Management, 26 (2007), pp. 421–434.
coL61557_ch09_261-301.indd
291
12/10/19 03:45 PM
Final PDF to printer
292
CHAPTER 9
Personality and Cultural Values
Exercise: Guessing Personality Profiles
The purpose of this exercise is to explore how noticeable the Big Five personality dimensions are
among classmates. This exercise uses groups, so your instructor will either assign you to a group
or ask you to create your own group. The exercise has the following steps:
9.1 Individually, complete the Big Five measure found in the OB Assessments box in the chapter.
9.2 Write your scores on a small white piece of paper, in the following format: C =, A =, N =,
O =, E =. Try to disguise your handwriting to make it as plain and generic as possible. Fold
your piece of paper so that others cannot see your scores.
9.3 In your group, mix up the pieces of paper. Begin by having one group member choose a
piece of paper, reading the CANOE scores aloud. The group should then try to come to consensus on which member the scores belong to, given the norms for the various dimensions
(C = 14, A = 16, N = 10, O = 15, E = 13). Keep in mind that group members may wind
up reading their own pieces of paper aloud in some cases. Once the group guesses which
member the paper belongs to, they should place the paper in front of that member.
9.4 Moving clockwise, the next group member should choose one of the remaining pieces of
paper, continuing as before. The process repeats until all the pieces of paper have been
assigned to a member. Members can be assigned only one piece of paper, and no switching
is permitted once an assignment has been made.
9.5 Group members should then announce whether the piece of paper assigned to them was in
fact their set of scores. If the assignment was incorrect, they should find their actual piece of
paper and describe the differences in the scores.
9.6 Class discussion (whether in groups or as a class) should center on the following topics:
How accurate were the guesses? Were the guesses more accurate in groups that knew one
another well than in groups with less familiarity? Which personality dimensions were relied
upon most heavily when making assignment decisions? What is it that makes those dimensions more immediately observable?
Endnotes
9.1 Funder, D.C.
“Personality.” Annual
Review of Psychology
52 (2001), pp.
197–221; Hogan,
R.T. “Personality
and Personality
Measurement.”
Handbook of Industrial
and Organizational
Psychology, Vol. 2, ed.
M.D. Dunnette and
L.M. Hough. Palo
Alto, CA: Consulting
Psychologists Press,
1991, pp. 873–919.
coL61557_ch09_261-301.indd
292
9.2 Hogan, “Personality
and Personality
Measurement.”
9.3 Ibid.; Fleeson, W.,
and P. Gallagher.
“The Implications of
Big Five Standing for
the Distribution of
Trait Manifestation
in Behavior: Fifteen
Experience-Sampling
Studies and a MetaAnalysis.” Journal of
Personality and Social
Psychology 97 (2009),
pp. 1097–1114.
9.4 Rokeach, M. The
Nature of Human
Values. New York:
The Free Press, 1973;
Steers, R.M., and
C.J. Sanchez-Runde.
“Culture, Motivation,
and Work Behavior.”
In Blackwell Handbook
of Cross-Cultural
Management, ed. M.J.
Gannon and K.L.
Newman. Malden, MA:
Blackwell, 2002, pp.
190–213.
12/10/19 03:45 PM
Case: MARRIOTT
Please read the case “MARRIOT” from Chapter 9 “PERSONALITY AND CULTURAL
VALUES” Page: – 292 given in your textbook – Organizational behaviour: Improving
performance and commitment in the workplace (7th ed). by Colquitt, J. A., LePine, J. A.,
& Wesson, M. J. (2021) and Answer the following Questions:
Assignment Question(s):
Part:-1
1. Can you think of other jobs in Marriott where Big Five dimensions other than
agreeableness and conscientiousness would be vital? (Min words 150-200)
2. If you applied for a job that involved a personality assessment, would you be honest in
your responses or would you exaggerate your answers to appear more desirable? Why?
(Min words 150-200)
3. What other approaches might companies use to assess personality during hiring, other
than an interview or assessment? What strengths and weaknesses might those other
approaches have? (Min words 150-200)
Important Note: – Support your submission with course material concepts, principles, and
theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Part:-2
Discussion questions: Please read Chapter 9 “PERSONALITY AND CULTURAL
VALUES” carefully and then give your answers on the basis of your understanding.
4. Assume that you applied for a job and were asked to take a personality test, like the
one offered by Kronos. How would you react? Would you view the organization with
which you were applying in a more or less favorable light? Why? ( (Min words 200-300)
5. If you owned your own business and had a problem with employee theft, would you
use an integrity test? Why or why not? (Min words 150-200)
Important Note: – Support your submission with course material concepts, principles, and
theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Answers
1. Answer2. Answer3. Answer4. Answer5. Answer-
Purchase answer to see full
attachment
CHAPTER 9
Personality and Cultural Values
291
9.4 Consider the profile of the United States on Hofstede’s cultural values, as shown in Table
9-3. Do you personally feel like you fit the U.S. profile, or do your values differ in some
respects? If you served as an expatriate, meaning you were working in another country,
which cultural value differences would be most difficult for you to deal with?
9.5 If you owned your own business and had a problem with employee theft, would you use an
integrity test? Why or why not?
Case: Marriott
At one point, Marriott’s personality assessment was supplied by Kronos—a human resource
software company. Kronos became a larger presence in the personality assessment arena after
acquiring Unicru—a firm that specialized in such tests. Kronos/Unicru has supplied personality
assessments for a number of companies other than Marriott, including Best Buy, CVS, Walmart,
and Kroger. Its assessment appears to measure four of the Big Five dimensions, including the
agreeableness and conscientiousness facets that Marriott emphasizes most. Below are some
sample items from the assessment, based on reports of those who have experienced it. All items
use a Strongly Disagree to Strongly Agree response scale.
•
•
•
•
You do things carefully so that you don’t make mistakes. (conscientiousness)
You are a friendly person. (agreeableness)
You show it when you are in a bad mood. (neuroticism)
You chat with people you don’t know. (extraversion)
An assessment developer at a competing firm, Development Dimensions International,
s ummarizes such tools this way: “You might find yourself in a job incompatible to your
personality type and values . . . The more honest you are with these types of tests, the better off
you are in the long run.”* Of course, that viewpoint is less salient to the people who are trying
to land jobs, especially in competitive sectors or difficult economic times. Admits a CEO of
another assessment administrator, “If a candidate fails the test, the companies often won’t take
the time to interview them.”*
Is Marriott right to focus on agreeableness and conscientiousness, regardless of who it
partners with in creating the assessment? Research that occurs in the hotel industry suggests
that it is. One study, published in the International Journal of Hospitality Management, assessed
the Big Five for almost 200 employees in multiple hotel chains in the state of Washington.
The f indings of the study showed that agreeable and conscientious employees were more
self-confident about their job performance, with those dimensions having stronger effects than
the other three members of the Big Five. It seems likely that such self-confidence would be
critical to Marriott employees, especially as they rose up the ranks of the company.
9.1 Can you think of other jobs in Marriott where Big Five dimensions other than agreeableness
and conscientiousness would be vital?
9.2 If you applied for a job that involved a personality assessment, would you be honest in your
responses or would you exaggerate your answers to appear more desirable? Why?
9.3 What other approaches might companies use to assess personality during hiring, other than
an interview or assessment? What strengths and weaknesses might those other approaches
have?
*Source: Forbes Media LLC.
Sources: L. Gallagher, “Why Employees Love Staying at Marriott,” Fortune, March 5, 2015; R. Cohen, “Pass This Test,
then We’ll Talk,” Forbes, June 25, 2008; M. Pallen, “Unicru Answer Key—Read This, Get Hired,” http://toughnickel.com/
finding-job/unicru, accessed May 13, 2019; H. J. Kim, K. H. Shin, and W. T. Umbreit, “Hotel Job Burnout: The Role of
Personality Characteristics,” International Journal of Hospitality Management, 26 (2007), pp. 421–434.
coL61557_ch09_261-301.indd
291
12/10/19 03:45 PM
Final PDF to printer
292
CHAPTER 9
Personality and Cultural Values
Exercise: Guessing Personality Profiles
The purpose of this exercise is to explore how noticeable the Big Five personality dimensions are
among classmates. This exercise uses groups, so your instructor will either assign you to a group
or ask you to create your own group. The exercise has the following steps:
9.1 Individually, complete the Big Five measure found in the OB Assessments box in the chapter.
9.2 Write your scores on a small white piece of paper, in the following format: C =, A =, N =,
O =, E =. Try to disguise your handwriting to make it as plain and generic as possible. Fold
your piece of paper so that others cannot see your scores.
9.3 In your group, mix up the pieces of paper. Begin by having one group member choose a
piece of paper, reading the CANOE scores aloud. The group should then try to come to consensus on which member the scores belong to, given the norms for the various dimensions
(C = 14, A = 16, N = 10, O = 15, E = 13). Keep in mind that group members may wind
up reading their own pieces of paper aloud in some cases. Once the group guesses which
member the paper belongs to, they should place the paper in front of that member.
9.4 Moving clockwise, the next group member should choose one of the remaining pieces of
paper, continuing as before. The process repeats until all the pieces of paper have been
assigned to a member. Members can be assigned only one piece of paper, and no switching
is permitted once an assignment has been made.
9.5 Group members should then announce whether the piece of paper assigned to them was in
fact their set of scores. If the assignment was incorrect, they should find their actual piece of
paper and describe the differences in the scores.
9.6 Class discussion (whether in groups or as a class) should center on the following topics:
How accurate were the guesses? Were the guesses more accurate in groups that knew one
another well than in groups with less familiarity? Which personality dimensions were relied
upon most heavily when making assignment decisions? What is it that makes those dimensions more immediately observable?
Endnotes
9.1 Funder, D.C.
“Personality.” Annual
Review of Psychology
52 (2001), pp.
197–221; Hogan,
R.T. “Personality
and Personality
Measurement.”
Handbook of Industrial
and Organizational
Psychology, Vol. 2, ed.
M.D. Dunnette and
L.M. Hough. Palo
Alto, CA: Consulting
Psychologists Press,
1991, pp. 873–919.
coL61557_ch09_261-301.indd
292
9.2 Hogan, “Personality
and Personality
Measurement.”
9.3 Ibid.; Fleeson, W.,
and P. Gallagher.
“The Implications of
Big Five Standing for
the Distribution of
Trait Manifestation
in Behavior: Fifteen
Experience-Sampling
Studies and a MetaAnalysis.” Journal of
Personality and Social
Psychology 97 (2009),
pp. 1097–1114.
9.4 Rokeach, M. The
Nature of Human
Values. New York:
The Free Press, 1973;
Steers, R.M., and
C.J. Sanchez-Runde.
“Culture, Motivation,
and Work Behavior.”
In Blackwell Handbook
of Cross-Cultural
Management, ed. M.J.
Gannon and K.L.
Newman. Malden, MA:
Blackwell, 2002, pp.
190–213.
12/10/19 03:45 PM
Case: MARRIOTT
Please read the case “MARRIOT” from Chapter 9 “PERSONALITY AND CULTURAL
VALUES” Page: – 292 given in your textbook – Organizational behaviour: Improving
performance and commitment in the workplace (7th ed). by Colquitt, J. A., LePine, J. A.,
& Wesson, M. J. (2021) and Answer the following Questions:
Assignment Question(s):
Part:-1
1. Can you think of other jobs in Marriott where Big Five dimensions other than
agreeableness and conscientiousness would be vital? (Min words 150-200)
2. If you applied for a job that involved a personality assessment, would you be honest in
your responses or would you exaggerate your answers to appear more desirable? Why?
(Min words 150-200)
3. What other approaches might companies use to assess personality during hiring, other
than an interview or assessment? What strengths and weaknesses might those other
approaches have? (Min words 150-200)
Important Note: – Support your submission with course material concepts, principles, and
theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Part:-2
Discussion questions: Please read Chapter 9 “PERSONALITY AND CULTURAL
VALUES” carefully and then give your answers on the basis of your understanding.
4. Assume that you applied for a job and were asked to take a personality test, like the
one offered by Kronos. How would you react? Would you view the organization with
which you were applying in a more or less favorable light? Why? ( (Min words 200-300)
5. If you owned your own business and had a problem with employee theft, would you
use an integrity test? Why or why not? (Min words 150-200)
Important Note: – Support your submission with course material concepts, principles, and
theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Answers
1. Answer2. Answer3. Answer4. Answer5. Answer-
Purchase answer to see full
attachment
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