The art of selling corporate culture: Management and human resources in Australian construction companies operating in Malaysia

Human resource (HR) practices are increasingly concerned with adding value through increased skills, autonomy and contribution. Whilst useful in some cultural and industry contexts, there is potential for incompatibility with other norms, especially those outside western culture or the manufacturing industry mainstream. Australian construction companies in Malaysia use the language of normative HR, but they are challenged by the differing cultural norms of Asia. It is concluded that HR policies and corporate culture are used as marketing devices not solely as management strategy.