intercultural understanding using hofstede

by Margaret Treanor

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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

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Why is Culture Important?

Impacts the way strategic moves are presented

Influences management, decision making, negotiations

Culture makes international business difficult or easy

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Main Features of Culture:

Culture is shared

Culture is intangible

Culture is confirmed by others

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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

Hofstede's Cultural Dimensions

Prof. Gert HofstedeBorn: October 2, 1928, Haarlem, NetherlandsEducation: 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

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Hofstede‘s Cultural Dimensions

•Individualism / Collectivism

•Masculinity / Femininity

•Power / Distance

•Uncertainty / Avoidance

•Long-term Orientation

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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

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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 MasculinityPerformance, ambition, a need to excel

Tendancy to polarise

Live in order to work

Big and fast are beautiful

Admiration for the successful achiever

Decisiveness

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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

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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

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Long-Term Orientation

Low Characteristics

Absolute truth

Conventional/traditional

Concern for stability

Quick results expected

High Characteristics

Many truths

Pragmatic

Acceptance of change

Perseverance

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شكر ا

DankeMerci Gracias

GrazieDank Je

谢谢 спасибоD

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k メルシーTesekür Ederim

Tessé

Thank YouMulţumesc

DěkujiT

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