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- 1. Lemuel Gerald M. Calmerin 09-0063C Hofstede’s Theory The Five Dimensions of Culture Armed with a large database of cultural statistics, Hofstede analyzed the results and found clear patterns of similarity and difference amid the responses along these five dimensions. Interestingly, his research was done on employees of IBM only, which allowed him to attribute the patterns to national differences in culture, largely eliminating the problem of differences in company culture. The five dimensions are: 1. Power/Distance (PD) – This refers to the degree of inequality that exists – and is accepted – among people with and without power. A high PD score indicates that society accepts an unequal distribution of power and people understand "their place" in the system. Low PD means that power is shared and well dispersed. It also means that society members view themselves as equals. Application: According to Hofstede's model, in a high PD country like Malaysia (104), you would probably send reports only to top management and have closed door meetings where only a select few, powerful leaders were in attendance. Characteristics Tips Centralized Acknowledge a companies. leader's power. Strong Be aware that you hierarchies. may need to go to High PD the top for Large gaps in compensation, answers authority, and respect. Flatter Use teamwork organizations. Involve as many Supervisors and people as possible Low PD employees are in decision considered making. almost as equals. 2. Individualism (IDV) – This refers to the strength of the ties people have to others within the community. A high IDV score indicates a loose connection with people. In countries with a high IDV score there is a lack of interpersonal connection and little sharing of responsibility, beyond family and perhaps a few close friends. A society with a low IDV score would have strong group cohesion, and there would be a large amount of loyalty and respect for members of the group. The group itself is also larger and people take more responsibility for each other's well being. Application: Hofstede's analysis suggests that in the Central American countries of Panama and Guatemala where the IDV scores are very low (11 and 6, respectively), a marketing campaign that
- 2. emphasized benefits to the community or that tied into a popular political movement would likely be understood and well-received. Characteristics Tips High valuation on Acknowledge people's time and accomplishments. their need for Don't ask for too freedom. much personal An enjoyment of information. High IDV challenges, and Encourage debate an expectation of and expression of rewards for hard own ideas. work. Respect for privacy. Emphasis on Show respect for building skills and age and wisdom. becoming masters Suppress feelings of something. and emotions to Low IDV Work for intrinsic work in harmony. rewards. Respect traditions Harmony more and introduce important than change slowly. honesty. 3. Masculinity (MAS) – This refers to how much a society sticks with, and values, traditional male and female roles. High MAS scores are found in countries where men are expected to be tough, to be the provider, to be assertive and to be strong. If women work outside the home, they have separate professions from men. Low MAS scores do not reverse the gender roles. In a low MAS society, the roles are simply blurred. You see women and men working together equally across many professions. Men are allowed to be sensitive and women can work hard for professional success. Application: Japan is highly masculine with a score of 95 whereas Sweden has the lowest measured value (5). According to Hofstede's analysis, if you were to open an office in Japan, you might have greater success if you appointed a male employee to lead the team and had a strong male contingent on the team. In Sweden, on the other hand, you would aim for a team that was balanced in terms of skill rather than gender. Characteristics Tips Men are Be aware that masculine and people may women are expect male and feminine. female roles to be High MAS distinct. There is a well defined Advise men to distinction avoid discussing between men's emotions or
- 3. work and making women's work. emotionally- based decisions or arguments. A woman can do Avoid an "old anything a man boys' club" can do. mentality. Powerful and Ensure job design Low MAS successful women and practices are are admired and not discriminatory respected. to either gender. Treat men and women equally. 4. Uncertainty/Avoidance Index (UAI) – This relates to the degree of anxiety society members feel when in uncertain or unknown situations. High UAI-scoring nations try to avoid ambiguous situations whenever possible. They are governed by rules and order and they seek a collective "truth". Low UAI scores indicate the society enjoys novel events and values differences. There are very few rules and people are encouraged to discover their own truth. Application: Hofstede's Cultural Dimensions imply that when discussing a project with people in Belgium, whose country scored a 94 on the UAI scale, you should investigate the various options and then present a limited number of choices, but have very detailed information available on your contingency and risk plans. (Note that there will be cultural differences between French and Dutch speakers in Belgium!) Characteristics Tips Very formal Be clear and business conduct concise about with lots of rules your expectations and policies. and parameters. Need and expect Plan and prepare, structure. communicate Sense of often and early, nervousness provide detailed High UAI plans and focus spurns high levels of emotion and on the tactical expression. aspects of a job or project. Differences are avoided. Express your emotions through hands gestures and raised voices. Informal business Do not impose Low UAI attitude. rules or structure More concern unnecessarily.
- 4. with long term Minimize your strategy than emotional what is happening response by being on a daily basis. calm and Accepting of contemplating change and risk. situations before speaking. Express curiosity when you discover differences. 5. Long Term Orientation (LTO) – This refers to how much society values long-standing – as opposed to short term – traditions and values. This is the fifth dimension that Hofstede added in the 1990s after finding that Asian countries with a strong link to Confucian philosophy acted differently from western cultures. In countries with a high LTO score, delivering on social obligations and avoiding "loss of face" are considered very important. Application: According to Hofstede's analysis, people in the United States and United Kingdom have low LTO scores. This suggests that you can pretty much expect anything in this culture in terms of creative expression and novel ideas. The model implies that people in the US and UK don't value tradition as much as many others, and are therefore likely to be willing to help you execute the most innovative plans as long as they get to participate fully. (This may be surprising to people in the UK, with its associations of tradition!) Characteristics Tips Family is the basis Show respect for of society. traditions. Parents and men Do not display have more extravagance or authority than act frivolously. young people and Reward women. perseverance, High LTO Strong work ethic. loyalty, and High value placed commitment. on education and Avoid doing training. anything that would cause another to "lose face". Promotion of Expect to live by equality. the same High creativity, standards and Low LTO rules you create. individualism. Treat others as Be respectful of you would like to others.
- 5. be treated. Do not hesitate to Self-actualization introduce is sought. necessary changes. Define Cultural Differences and choose and compare different countries. Cultural differences Cultural differences are the variations in the way of life, beliefs, traditions and laws between different countries, religions, societies and people Cultural Comparisons Aspect Mexico Canada/USA Family Family is the first priority. Family is usually second to work. Children are celebrated and Children often minimally parented; sheltered. are independent. Wife fulfills domestic role. Wife often fulfills dual roles. Mobility is limited. Mobility quite common. Religion Long Roman Catholic tradition. Mixed religions. Fatalistic outlook. "As God wills." "Master of own life" outlook. Education Memorization. Analytical approach. Emphasis on theoretical. Emphasis on the practical. Rigid, broad curriculum. Narrow, in-depth specialization. Nationalism Very nationalistic. (U.S.)Very patriotic. Proud of long history and Proud of "American way of life." traditions. Assumes everyone shares his/her Reluctant to settle outside materialistic values. Mexico. (Canadian) Less than U.S.. Often has more " World" view. Difficulty separating work and Separates work from Personal personal relationships. emotions/personal relationships. Sensitivity Sensitive to differences of Sensitivity seen as weakness. opinion. Tough business front. Fears loss of face, especially Has difficulty with subtlety. publicly. Shuns confrontation.
- 6. Etiquette "Old world" formality. Formality often sacrificed for Etiquette and manners seen as efficiency. measure of breeding. "Let's get to the point" approach. Personal Dress and grooming are status Appearance is secondary to Appearance symbols. performance. Status Title and position more important Money is main status measure and than money in eyes of society. is reward for achievement. Aesthetics Aesthetic side of life is important No time for "useless frills". even at work. Ethics Truth is tempered by need for Direct Yes/No answers given and diplomacy. expected. Truth is a relative concept. Truth seen as absolute value.