Men are still cast as the macho breadwinners and women in a caring, supportive role. This gender conditioning has become part of the company culture and tends to perpetuate the stereotype. Seeks to re‐form this conditioning and reinject the “softer” side of men, just as in a different way female gender conditioning must also be re‐formed. Concludes that equality of opportunity may be thus achieved, with equal benefits for both men and women.
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