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The ESCP Europe-L’Oréal Professorship in Creativity Marketing has launched a research project based on a large-scale, cross-cultural online survey of participants’ happiness at work.

Led by the Professorship’s co-director, ESCP Europe Professor Benjamin Voyer, and carried out with the help of ESCP Europe professors Charlotte Gaston Breton and Minas Kastanakis, as well as ESCP Europe post-doctoral student Jérémy E. Lemoine, Project Pegasus is currently surveying 2,640 individuals from 12 countries across the world (Australia, Brazil, China, France, Germany, India, Nigeria, Russia, South Africa, Sweden, the United Arab Emirates and the United States of America) on personality, leadership, well-being and emotions, among other aspects.

Cross-cultural diferences

Cross-cultural differences will be presented during the International Association for Cross-Cultural Psychology’s 2018 International Congress, which will take place in Guelph (Ontario, Canada) between the 1st and the 5th of July. Entitled "Leadership, work motivation and general happiness. A 12-country explorative study", the presentation will explore cultural differences in the relationships between leadership based on the social identity approach to leadership, individual perception of the work environment (perception of supervisor fairness, psychological contract, work motivation, job performance) and general happiness.

A new approach to ledership

"Since 2000, a new model of leadership based on Henri Tajfel and John Turner’s Social Identity Theory has emerged, explains Benjamin Voyer. This approach to leadership, which has been confirmed in multiple studies, argues that the effectiveness of a leader depends on their capacity to represent their group. Moreover, three others dimensions of the leader identity have been identified by Alexander Haslam, Stephen Reicher and Michael Platow: identity entrepreneurship (creating a group identity), identity advancement (acting for the group) and identity impresarioship (embedding group identity)".