1. by Margaret Treanor
24.06.13 1

2. Culture Defined
“Culture is the collective programming of the human mind that
distinguishes the members of one human group from those of
another. Culture in this sense is a system of collectively held values.”
• Geert Hofstede

“Culture is the deeper level of basic assumptions and beliefs that are
shared by members of an organization, that operate unconsciously
and define in a basic ‘taken for granted’ fashion an organization's
view of its self and its environment.”
• Edgar Schein


24.06.13 2

3. Why is Culture Important?

Impacts the way strategic moves are presented

Influences management, decision making, negotiations

Culture makes international business difficult or easy
24.06.13 3

4. Main Features of Culture:

Culture is shared

Culture is intangible

Culture is confirmed by others
24.06.13 4

5. 24.06.13 5

Cultural Etiquette – the manners and behaviours that
are expected in a given situation

Cultural Stereotypes – our beliefs about others, their
attitudes & behaviours

Ethnocentrism – looking at the world from a
perspective shaped by our own culture

Relativism - all cultures are good/ cultural sensitivity

6. Hofstede's Cultural Dimensions
Prof. Gert Hofstede
Born: October 2, 1928, Haarlem, Netherlands
Education: Delft University of Technology,
University of Groningen

Conducted a comprehensive study of how values in the workplace are
influenced by culture.

Analyzed a large data of employee values scores collected by IBM (1967 –
1973)

Developed a model that identifies 4 primary dimensions to assist in
differentiating cultures:

Power/Distance, Uncertainty Avoidance, Individualism, Masculinity

A fifth was added later:

Long-term Orientation
24.06.13 6

7. Hofstede‘s Cultural Dimensions
•Individualism / Collectivism
•Masculinity / Femininity
•Power / Distance
•Uncertainty / Avoidance
•Long-term Orientation
24.06.13 7

8. Individualism /
Collectivsim (IDV)
Individualism

'I' consciousness

Private opinions

Fulfil obligations to self

Penalty applies loss of
self-respect & guilt
Collectivism

'We consciousness

Relationships have priority
over tasks

Fulfil obligations to family,
in-group,society

Penalty implies loss of
'face' and shame
24.06.13 8

9. Masculinity /
Femininity (MAS)Low Masculinity

Quality of life, serving
others

Striving for consensus

Work in order to live

Small and slow are
beautiful

Sympathy for the
unfortunate

Intuition
High Masculinity

Performance, ambition, a
need to excel

Tendancy to polarise

Live in order to work

Big and fast are beautiful

Admiration for the
successful achiever

Decisiveness
24.06.13 9

10. Power / Distance (PDI)
Low Characteristics

Low dependence needs

Inequality minimised

Hierarchy for convenience

Superiors accessible

All should have equal
rights

Change by evolution
High Characteristics

High dependance

Inequality accepted

Hierarchy needed

Superiors often
inaccessible

Power holders have
privileges

Change by revolution
24.06.13 10

11. Uncertainty
Avoidance (UAI)Low Characteristics

Relaxed, less stress

Hard work is not a virtue
per se

Emotions not shown

Conflict and competition
seen as fair play

Acceptance of dissent

Flexibility

Less need for rules
High Characteristics

Anxiety, greater stress

Inner urge to work hard

Showing of emotions
accepted

Conflict is threatening

Need for agreement

Need to avoid failure

Need for laws and rules
24.06.13 11

12. Long-Term
OrientationLow Characteristics

Absolute truth

Conventional/traditional

Concern for stability

Quick results expected
High Characteristics

Many truths

Pragmatic

Acceptance of change

Perseverance
24.06.13 12

13. ‫شكرا‬
Danke
Merci Gracias
Grazie
Dank Je
谢谢спасибо
Dziękuję
Obrigada
Kiitos
k メルシー
Tesekür Ederim
Tessé
Thank You
Mul umescţ
Děkuji
Tack24.06.13 13