How is the cultural difference in Masculinity/Femininity reflected in this case?

The IKEA Way in the United States Case description: From the mid-1970s to the early 190s IKEA opened a series of franchised stores in Canada, developing during this time is logistics capabilities and demonstrating that its European range could sell in America's backyard. It finally entered the U.S. market in 1985. Up until the late 1980s IKEA enjoyed a honeymoon of sorts. The American public was attracted by the novelty of Scandinavian style and IKEA's unique merchandising, which resembles in many ways a European village marketplace. IKEA got its success in U.S. through changing the design of many household products according to American consumers' preferences. However, his does not mean everything goes smoothly. Corporate management and HR Development are the unresolved issues. From an American perspective, Swedish managers don't show emotion in the workplace. "Praise is given for looking calm in all situations. Also, tend not to set themselves apart, and self-promotion is frowned upon. They don't like drum beating or cheerleading in a culture where both are common ways of motivating workers." "The biggest conflicts here stem from the Americans who need to know who's in charge. People expect their managers to tell them what to do here. "However, at IKEA the manger's role is more subtle and they tend to have a long-term approach to management. "It takes longer to do things our way but we want to train people to know how to do things the right way. "since there are few written procedures, the golden rule for managers is to help people understand why things are done in a particular way. This can be viewed as indecision by American employees new to IKEA who are more used to rules and procedures spelled out clearly and mangers who take responsibility for quick decision making. American employees perceive IKEA as being more employees-oriented than average American employers. IKEA attracts and selects people who value security, job enrichment, and benefits which are more generous than typical America employers (like five weeks of paid holiday)