Harnessing subcultural identity to optimize workplace rewards: Evidence from Russia

• There often are value differences across subcultures within the same nation. • Cultural values differ across Western, Heartland and Muslim subcultures in Russia. • There are differences between subcultures in preferences for workplace rewards. • Managers should adapt human resource policies to respond to these differences. How cultural values differ across countries has attracted a lot of research attention. However, growing evidence suggests that cultural values vary within borders, along the lines of subcultures. This paper explores cultural value differences and similarities among subcultures in Russia, and whether the values underlying these subcultures are reflected on unique preferences for workplace rewards. Our findings from a sample of 959 employees across three subcultures in Russia highlight significant differences in work values and in preference for specific rewards, suggesting the need to further study and understand subcultures within nation states, especially in large countries with a rich and complex socio-political history.