gender role orientation dimension relates to societal goals and the 326 D.A. Ralston et al. / Journal of World Business 40 (2005) 321–337 appropriate means for their attainment. In masculine societies, the primary concern is with material success that is attained through assertiveness and a competitive lack of concern for others. In feminine societies, the primary concern is with the non-material quality of life that is enhanced through the development of cooperative and egalitarian interpersonal relationships.