{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T16:05:16Z","timestamp":1771603516464,"version":"3.50.1"},"reference-count":46,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2010,1,1]],"date-time":"2010-01-01T00:00:00Z","timestamp":1262304000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2010,1,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to assess the extent to which Portuguese companies have incorporated equality\u2010 and diversity\u2010related issues into their management discourse, and examine the prevalent rhetoric on these matters.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>A comprehensive content analysis of the web sites of the 500 largest companies plus the 20 best companies to work for in Portugal, in 2005, according to the ranking of The Great Place to Work<jats:sup>\u00ae<\/jats:sup> Institute Portugal.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The analysis of the web site data shows that equality and diversity rhetoric mirrors, to a large extent, the dominant US discourse and ignores the necessary adaptation to the local context. However, there are significant differences in the adopted rhetoric according to the origin of the ownership control (native vs foreign) and the intended audience (local vs global). Native owned companies with web sites intended to a local audience tend to ignore diversity issues altogether.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The study was limited to a single country's data, and to the discourse rather than actual practices. However, the paper adds to the debate on the globalization of management knowledge stressing the limitations of adopting the \u201cone size fits all\u201d management rhetoric as opposed to developing rhetoric more appropriate and that fits into the local context.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper provides an account of the equality and diversity rhetoric adopted by the most prominent organizations operating in Portugal, suggesting that such rhetoric is mainly for external consumption.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02610151011019237","type":"journal-article","created":{"date-parts":[[2010,2,6]],"date-time":"2010-02-06T07:01:56Z","timestamp":1265439716000},"page":"97-112","source":"Crossref","is-referenced-by-count":18,"title":["Equality and diversity rhetoric: one size fits all? Globalization and the Portuguese context"],"prefix":"10.1108","volume":"29","author":[{"given":"Iris","family":"Barbosa","sequence":"first","affiliation":[]},{"given":"Carlos","family":"Cabral\u2010Cardoso","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022020820374087200_b1","doi-asserted-by":"crossref","unstructured":"Abrahamson, E. (1996), \u201cManagement fashions\u201d, Academy of Management Review, Vol. 21 No. 1, pp. 254\u201065.","DOI":"10.2307\/258636"},{"key":"key2022020820374087200_b2","doi-asserted-by":"crossref","unstructured":"Acker, J. (2006), \u201cInequality regimes: gender, class, and race in organizations\u201d, Gender & Society, Vol. 20 No. 4, pp. 441\u201064.","DOI":"10.1177\/0891243206289499"},{"key":"key2022020820374087200_b3","doi-asserted-by":"crossref","unstructured":"Benschop, Y. and Verloo, M. (2006), \u201cSisyphus' sisters: can gender mainstreaming escape the genderedness of organizations?\u201d, Journal of Gender Studies, Vol. 15 No. 1, pp. 19\u201033.","DOI":"10.1080\/09589230500486884"},{"key":"key2022020820374087200_b4","doi-asserted-by":"crossref","unstructured":"Bowles, M.L. and Coates, G. (1993), \u201cImage and substance: the management of performance as rhetoric or reality?\u201d, Personnel Review, Vol. 22 No. 2, pp. 3\u201021.","DOI":"10.1108\/00483489310028190"},{"key":"key2022020820374087200_b5","doi-asserted-by":"crossref","unstructured":"Brickson, S. (2000), \u201cThe impact of identity orientation on individual and organizational outcomes in demographically diverse settings\u201d, Academy of Management Review, Vol. 25 No. 1, pp. 82\u2010101.","DOI":"10.5465\/amr.2000.2791604"},{"key":"key2022020820374087200_b6","doi-asserted-by":"crossref","unstructured":"Cabral\u2010Cardoso, C. (2006), \u201cPortuguese management between global rhetoric and local reality: the case of human resource management\u201d, Management Research, Vol. 4 No. 3, pp. 193\u2010204.","DOI":"10.2753\/JMR1536-5433040305"},{"key":"key2022020820374087200_b7","unstructured":"Carr\u2010Ruffino, N. (1996), Managing Diversity: People Skills for a Multicultural Workplace, International Thomson Executive Press, Cincinnati, OH."},{"key":"key2022020820374087200_b8","doi-asserted-by":"crossref","unstructured":"Carrington, W.J., McCue, K. and Pierce, B. (2000), \u201cUsing establishment size to measure the impact of title VII and affirmative action\u201d, Journal of Human Resources, Vol. 35 No. 3, pp. 503\u201023.","DOI":"10.2307\/146390"},{"key":"key2022020820374087200_b9","doi-asserted-by":"crossref","unstructured":"Chow, E.N. (2003), \u201cGender matters: studying globalization and social change in the 21st century\u201d, International Sociology, Vol. 18 No. 3, pp. 443\u201060.","DOI":"10.1177\/02685809030183001"},{"key":"key2022020820374087200_b10","doi-asserted-by":"crossref","unstructured":"Cox, T.H. and Blake, S. (1991), \u201cManaging cultural diversity: implications for organizational competitiveness\u201d, Academy of Management Executive, Vol. 5 No. 3, pp. 45\u201056.","DOI":"10.5465\/ame.1991.4274465"},{"key":"key2022020820374087200_b11","doi-asserted-by":"crossref","unstructured":"Cunha, M.P. (2005), \u201cAdopting or adapting? The tension between local and international mindsets in Portuguese management\u201d, Journal of World Business, Vol. 40 No. 2, pp. 188\u2010202.","DOI":"10.1016\/j.jwb.2005.02.004"},{"key":"key2022020820374087200_b12","doi-asserted-by":"crossref","unstructured":"Dass, P. and Parker, B. (1999), \u201cStrategies for managing human resource diversity: from resistance to learning\u201d, Academy of Management Executive, Vol. 13 No. 2, pp. 68\u201080.","DOI":"10.5465\/ame.1999.1899550"},{"key":"key2022020820374087200_b13","unstructured":"Dunford, R. and Palmer, I. (1998), \u201cDiscourse, organization and paradox\u201d, in Grant, D., Keenoy, T. and. Oswick, C. (Eds), Discourse and Organization, Sage, London, pp. 214\u201021."},{"key":"key2022020820374087200_b14","doi-asserted-by":"crossref","unstructured":"Elmes, M. and Connelley, D.L. (1997), \u201cDreams of diversity and the realities of intergroup relations in organizations\u201d, in Prasad, P., Mills, A.J., Elmes, M. and Prasad, A. (Eds), Managing the Organizational Melting Pot: Dilemmas of Workplace Diversity, Sage, Thousand Oaks, CA, pp. 148\u201067.","DOI":"10.4135\/9781452225807.n7"},{"key":"key2022020820374087200_b15","doi-asserted-by":"crossref","unstructured":"Ercek, M. (2006), \u201cHRMization in Turkey: expanding the rhetoric\u2010reality debate in space and time\u201d, International Journal of Human Resource Management, Vol. 17 No. 4, pp. 648\u201072.","DOI":"10.1080\/09585190600581402"},{"key":"key2022020820374087200_b16","unstructured":"Goodman, E.A., Zammuto, R.F. and Gifford, B.D. (2001), \u201cThe competing values framework: understanding the impact of organizational culture on the quality of work life\u201d, Organizational Development Journal, Vol. 19 No. 3, pp. 58\u201068."},{"key":"key2022020820374087200_b17","doi-asserted-by":"crossref","unstructured":"Grant, D., Keenoy, T. and Oswick, C. (1998), \u201cIntroduction: organizational discourse: of diversity, dichotomy and multi\u2010disciplinarity\u201d, in Grant, D., Keenoy, T. and Oswick, C. (Eds), Discourse and Organization, Sage, London, pp. 1\u201013.","DOI":"10.4135\/9781446280270"},{"key":"key2022020820374087200_b18","unstructured":"Great Place to Work\u00ae Institute Portugal (2005), Best Workplaces in Portugal 2005, available at: www.greatplacetowork.pt\/best\/list\u2010pt\u20102005.htm (accessed 10 January 2006)."},{"key":"key2022020820374087200_b19","unstructured":"Grimshaw, D. and Rubery, J. (2001), The Gender Pay Gap: A Research Review. Equal Opportunities Commission, Manchester."},{"key":"key2022020820374087200_b20","doi-asserted-by":"crossref","unstructured":"Guest, D. (1990), \u201cHuman resource management and the American dream\u201d, Journal of Management Studies, Vol. 27 No. 4, pp. 377\u201097.","DOI":"10.1111\/j.1467-6486.1990.tb00253.x"},{"key":"key2022020820374087200_b21","doi-asserted-by":"crossref","unstructured":"Hamilton, P.M. (2001), \u201cRhetoric and employment relations\u201d, British Journal of Industrial Relations, Vol. 39 No. 3, pp. 433\u201049.","DOI":"10.1111\/1467-8543.00208"},{"key":"key2022020820374087200_b22","unstructured":"Hearn, J., Metcalfe, B.D. and Piekkari, R. (2006), \u201cGender and international human resource management\u201d, in Stahl, G.K. and Bj\u00f6rkman, I. (Eds), Handbook of Research in International Human Resource Management, Edward Elgar Publishing, Cheltenham, pp. 502\u201022."},{"key":"key2022020820374087200_b23","doi-asserted-by":"crossref","unstructured":"Hill, N.L. and White, C. (2000), \u201cPublic relations practitioners' perception of the World Wide Web as a communication tool\u201d, Public Relations Review, Vol. 26 No. 1, pp. 31\u201051.","DOI":"10.1016\/S0363-8111(00)00029-1"},{"key":"key2022020820374087200_b24","unstructured":"Hofstede, G. (1991), Cultures and Organizations: Software of the Mind, McGraw\u2010Hill, London."},{"key":"key2022020820374087200_b25","doi-asserted-by":"crossref","unstructured":"Jesu\u00edno, J.C. (2002), \u201cLatin Europe cluster: From south to north\u201d, Journal of World Business, Vol. 37 No. 1, pp. 81\u20109.","DOI":"10.1016\/S1090-9516(01)00076-1"},{"key":"key2022020820374087200_b26","doi-asserted-by":"crossref","unstructured":"Keenoy, T. (1990), \u201cHuman resource management: rhetoric, reality and contradiction\u201d, International Journal of Human Resource Management, Vol. 1 No. 3, pp. 363\u201084.","DOI":"10.1080\/09585199000000055"},{"key":"key2022020820374087200_b27","unstructured":"Kirton, G. and Greene, A.M. (2005), The Dynamics of Managing Diversity: A Critical Text, 2nd ed., Butterworth\u2010Heinemann, Oxford."},{"key":"key2022020820374087200_b28","doi-asserted-by":"crossref","unstructured":"Levin, L.A. and Mattis, M. (2006), \u201cCorporate and academic responses to gender diversity\u201d, Equal Opportunities International, Vol. 25 No. 1, pp. 60\u201070.","DOI":"10.1108\/02610150610645977"},{"key":"key2022020820374087200_b29","doi-asserted-by":"crossref","unstructured":"Liff, S. (1997), \u201cTwo routes to managing diversity: individual differences or social group characteristics\u201d, Employee Relations, Vol. 19 No. 1, pp. 11\u201026.","DOI":"10.1108\/01425459710163552"},{"key":"key2022020820374087200_b30","doi-asserted-by":"crossref","unstructured":"Liff, S. and Wajcman, J. (1996), \u201cSameness' and \u2018difference\u2019 revisited: which way forward for equal opportunity initiatives?\u201d, Journal of Management Studies, Vol. 33 No. 1, pp. 79\u201094.","DOI":"10.1111\/j.1467-6486.1996.tb00799.x"},{"key":"key2022020820374087200_b31","doi-asserted-by":"crossref","unstructured":"Lindio\u2010McGovern, L. (2003), \u201cLabor export in the context of globalization: the experience of Filipino domestic workers in Rome\u201d, International Sociology, Vol. 18 No. 3, pp. 513\u201034.","DOI":"10.1177\/02685809030183004"},{"key":"key2022020820374087200_b32","doi-asserted-by":"crossref","unstructured":"Litvin, D.R. (1997), \u201cThe discourse of diversity: from biology to management\u201d, Organization, Vol. 4 No. 2, pp. 187\u2010209.","DOI":"10.1177\/135050849742003"},{"key":"key2022020820374087200_b33","doi-asserted-by":"crossref","unstructured":"Lorbiecki, A. (2001), \u201cChanging views on diversity management: the rise of the learning perspective and the need to recognize social and political contradictions\u201d, Management Learning, Vol. 32 No. 3, pp. 345\u201061.","DOI":"10.1177\/1350507601323004"},{"key":"key2022020820374087200_b34","unstructured":"Marshak, R.J. (1998), \u201cA Discourse on discourse: redeeming the meaning of talk\u201d, in Grant, D., Keenoy, T. and Oswick, C. (Eds), Discourse and Organization, Sage, London, pp. 15\u201030."},{"key":"key2022020820374087200_b35","doi-asserted-by":"crossref","unstructured":"Milliken, F.J. and Martins, L.L. (1996), \u201cSearching for common threads: understanding the multiple effects of diversity in organizational groups\u201d, Academy of Management Review, Vol. 21 No. 2, pp. 402\u201033.","DOI":"10.5465\/amr.1996.9605060217"},{"key":"key2022020820374087200_b36","unstructured":"Rees, T. (1998), Mainstreaming Equality in the European Union, Routledge, London."},{"key":"key2022020820374087200_b37","doi-asserted-by":"crossref","unstructured":"Rosenzweig, P.M. (2006), \u201cThe dual logics behind international human resource management: Pressures for global integration and local responsiveness\u201d, in Stahl, G.K. and Bj\u00f6rkman, I. (Eds), Handbook of Research in International Human Resource Management, Edward Elgar Publishing, Cheltenham, pp. 36\u201048.","DOI":"10.4337\/9781845428235.00008"},{"key":"key2022020820374087200_b38","unstructured":"Simons, G.F. (2002), EuroDiversity: A Business Guide to Managing Difference, Butterworth\u2010Heinemann, Boston, MA."},{"key":"key2022020820374087200_b39","doi-asserted-by":"crossref","unstructured":"Storey, J. and Sisson, K. (1990), \u201cLimits to transformation: human resource management in the British context\u201d, Industrial Relations Journal, Vol. 21 No. 1, pp. 60\u20105.","DOI":"10.1111\/j.1468-2338.1990.tb00087.x"},{"key":"key2022020820374087200_b40","unstructured":"Thomas, D.A. and Ely, R.J. (1996), \u201cMaking differences matter: a new paradigm for managing diversity\u201d, Harvard Business Review, Vol. 74 No. 5, pp. 79\u201090."},{"key":"key2022020820374087200_b41","doi-asserted-by":"crossref","unstructured":"Tomkiewicz, J., Bass, K., Adeyemi\u2010Bello, T. and Voicys, C. (2002), \u201cDemographics and diversity: graduates of an historically black university confront a growing Hispanic presence\u201d, Equal Opportunities International, Vol. 21 No. 3, pp. 12\u201020.","DOI":"10.1108\/02610150210787127"},{"key":"key2022020820374087200_b42","doi-asserted-by":"crossref","unstructured":"Tsui, A.S., Egan, T.D. and O'Reilly, C.A. III. (1992), \u201cBeing different: relational demography and organizational attachment\u201d, Administrative Science Quarterly, Vol. 37 No. 4, pp. 549\u201079.","DOI":"10.2307\/2393472"},{"key":"key2022020820374087200_b43","doi-asserted-by":"crossref","unstructured":"Verloo, M. (2006), \u201cMultiple inequalities, intersectionality and the European Union\u201d, European Journal of Women's Studies, Vol. 13 No. 3, pp. 211\u201028.","DOI":"10.1177\/1350506806065753"},{"key":"key2022020820374087200_b44","doi-asserted-by":"crossref","unstructured":"Wahl, A. and H\u00f6\u00f6k, P. (2007), \u201cChanges in working with gender equality in management in Sweden\u201d, Equal Opportunities International, Vol. 26 No. 5, pp. 435\u201048.","DOI":"10.1108\/02610150710756649"},{"key":"key2022020820374087200_b45","doi-asserted-by":"crossref","unstructured":"Walby, S. (2004), \u201cThe European Union and gender equality: emergent varieties of gender regime\u201d, Social Politics, Vol. 11 No. 1, pp. 4\u201029.","DOI":"10.1093\/sp\/jxh024"},{"key":"key2022020820374087200_b46","doi-asserted-by":"crossref","unstructured":"Watson, T.J. (1995), \u201cIn search of HRM: beyond the rhetoric and reality distinction or the case of the dog that didn't bark\u201d, Personnel Review, Vol. 24 No. 4, pp. 6\u201016.","DOI":"10.1108\/00483489510091756"}],"container-title":["Equality, Diversity and Inclusion: An International Journal"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/02610151011019237","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02610151011019237\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02610151011019237\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,25]],"date-time":"2025-07-25T00:05:50Z","timestamp":1753401950000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/edi\/article\/29\/1\/97-112\/113973"}},"subtitle":[],"editor":[{"given":"Beverly","family":"Dawn Metcalfe","sequence":"first","affiliation":[]}],"short-title":[],"issued":{"date-parts":[[2010,1,1]]},"references-count":46,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2010,1,1]]}},"alternative-id":["10.1108\/02610151011019237"],"URL":"https:\/\/doi.org\/10.1108\/02610151011019237","relation":{},"ISSN":["2040-7149"],"issn-type":[{"value":"2040-7149","type":"print"}],"subject":[],"published":{"date-parts":[[2010,1,1]]}}}