Family Motivation and Employee Creativity: Moderating Impact of Country Culture Individualism

Abstract

This study applies individualism in national cultural orientation as a moderating factor to examine the relationship between worker creativity and family motivation. Based on the self-determination theory, hypothesis was developed that family motivation has a favorable influence on employee creativity, while country culture (individualism) negatively moderating aforementioned relationship. Survey based methodology is adapted and data of 394 employees from various organizations in Pakistan is collected. The data is analyzed by using SPSS-21. According to findings, family motivation is favorably associated with employee innovation, and nation culture has a negative moderating effect on this association. Particularly, family motivation has a lesser effect on employee innovation in individualistic societies than in collectivistic ones. This study adds to the current literature of work concerning employee creativity by emphasizing the importance of societal and cultural variables in shaping it. The findings have implications for managers seeking to foster employee innovation in a variety of cultural contexts. Organizations can encourage employee creativity and innovation by creating a family-friendly environment which respects the families of workers and distinct cultural backgrounds.