Case study: BIRKENSHIRE On 7 March 2012, one day before International Women’s Day, all female staff members of Birkenshire Corporation received an email from the HR department about a pink towel gift set given to all female employees of the company in celebration of the day. This act sparked a lively discussion among the female staff about various gender and cultural issues such as the image of professional women and cultural connotations of colours. The decision faced by the management is whether to respond to the issues raised by the staf

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