Basic Cultural Orientations

Beauty ideal

Beauty ideal En dit zijn reclames voor bruinmakende crèmes uit Noord Europa. Aziaten willen witter zijn en Noord-europeanen bruiner. Hebben ze toch één schoonheidsideaal? 4

Six basic cultural orientations Human nature good / bad / mix changeable or not Relation to nature dominant / harmony / dominated Relation with others individualist/collectivist /hierarchical Aim of human activity to do/ to become /to be Time orientation future / present / past Space orientation private/ mixed / public

Om Versailles zo systematisch te kunne bouwen als gewenst, moest een deel van de bergen die je nog op dit plaatje ziet worden afgegraven worden. Het toppunt van de natuur willen beheersen. 6

Zo werd Versailles na de beheersing van de natuur. 7

Geert Hofstede Culture’s Consequences Dit plaatje staat op zijn website. Als je er op klikt kun je lezen wat er in zijn hoofd omgaat.

Culture Hofstede Layers of Culture national regional gender generation social class specific socialisation

Culture Hofstede Cultural Differences are programmed ex. Interpretation of State Regulations Every thing what is not forbidden is allowed  FR Every thing what is not allowed is forbidden  D Many things which are forbidden are allowed if not controlled  B

Dimension Models: Hofstede Power Distance Uncertainty Avoidance Individualism Masculinity Long Term Orientation (later added)

Fons Trompenaars Riding the Waves of Culture

Charles Hampden Turner

Culture Trompenaars Relation orientation Time orientation relationship of individuals to others Time orientation temporal focus of human life Active orientation modality of human activity

What is the nature of people? Good Mixture Evil Changeable Not changeable McGregor: Theory X and Theory Y Theory X: workers are lazy, need constant direction and supervision Theory Y: workers are self-directed, willing to take initiative, to do what has to be done without external control

What is a person's relation to nature? It would be good to try to control natural forces, such as the weather      Nature has to follow its course; we have to accept it and make the most of it

Relationship with nature Dominant Harmony Subjugation ‘Just do it’ ‘Inch’allah’ The role of religion

What is the a person's relationship to other people? Collectivism vs individualism Power distance Particularism vs universalism Neutral vs emotional Achievement vs attribution

Individualism vs collectivism small group independence personality ‘ Western ’ Collectivism we extended family, group interdependence harmony Portugal, Greece, Spain, Africa, Asia, Latin America

Violin lesson in Japan Ook andere straffen…...

Power distance To what extent do we accept that some people have more power than others? High Low hierarchical egalitarian top-down top-down / bottom-up Latin Germanic

Achievement - Ascription Respect is given according to what one has achieved Ascription: Respect is given according to one’s origins

Universalism - Particularism Depending on circumstances, something is good or bad Universalism: What is good or bad is established

Particularism vs Universalism The car and the pedestrian

Neutral vs emotional Expressive Reserved affective ermotional dramatic relationsip-oriented mutual-face Latin American, Arab Reserved instrumental neutral explicit goal-oriented self-face Scandinavian, Dutch, USA

Primary mode of activity Doing vs Being: Masculinity vs femininity: assertiveness vs modesty Uncertainty Avoidance: risk taking vs risk avoiding Achievement vs ascription

Doing vs Being: Decisiveness: ‘Don ’t just stand there, do something!’ vs ‘ Allow things to do themselves’ or ‘It is better to do nothing than to disappoint.’ Quality of thinking (education) and of personal character vs what you do.

Masculinity vs femininity be the best ambition, competition money, performance success, technology Italy, Germany, UK, Belgium, USA Femininity don ’t be different sympathy for the weak solidarity, caring environment Scandinavian countries, The Netherlands, Africa

Uncertainty Avoidance Strong UA uncertainty = threat the unknown = danger, risk averse distrust, stress Greece, Latin countries, German speaking countries, Finland Weak UA uncertainty = normal the unknown = interesting risk taking, ‘ open ’ relax, ‘ cool ’ Scandinavian, Anglo-Saxon, Dutch

How do people see space? Personal space: proximity Public and private space: territory Specific vs diffuse relationship

Public private space private public public private

Specific vs Diffuse private public public private

Figuur 2. 14 (Kees bovemnste twee rondjes Figuur 2.14 (Kees bovemnste twee rondjes!) Specifieke relatie (uit Trompenars 1993:92) Figuur 2.15 (Kees onderste twee rondjes Diffuse relatie (uit Trompenaars 1993:92)

Relationship-focus vs deal-focus Relationship-focus: intricate networks of personal contacts deal with family, friends, individuals and groups known to them, who can be trusted want to know their prospective business partners before talking business with them majority of world ’s markets: Arab world most of Africa Latin America Asia/pacific region

Relationship-focus vs deal-focus Deal-focus: task-oriented open to doing business with strangers direct contact with potential buyers small part of the world: northern Europe North America Australia New Zealand

RELATIONSHIP-FOCUSED DEAL-FOCUSED CULTURES Nordic and Germanic Europe North-America Australia and New-Zealand MODERATELY DEAL-FOCUSED Great Britain South Africa Latin Europe Central and Eastern Europe Chile, southern Brazil, northern Mexico Hong Kong, Singapore RELATIONSHIP-FOCUSED The Arab World Most of Africa, Latin America and Asia

Deal first Rapport first Western India, China Initial approach DF: direct contact, brochures, letter, phone, meeting RF: indirect contact, trade shows, official trade mission, trusted intermediary The indirect approach third-party introduction high-status person Pulling «guanxi »: useful connections

DF and RF DF RF getting down to business contract: written agreement getting to know each other: talk, food, drink, golf building trust and rapport develop a personal relationship bureaucratic inertia importance of face-to-face contact contract can be renegotiated

How do people see time? Monochrony vs polychrony Past, present, future Short and long term orientation

Monochrony - Polychony Polychronic simultaneous activities circular renewable relationships interruptions exchanging punctuality relative lack of patience Monochronic one thing at the time linear use scarce resource programme, ‘ money ’ do not disturb property defined punctuality extreme slow, systematic

Short and long term orientation Adapt traditions Status obligations within limits Economical, thrifty Perseverance Search for Virtue Short term Hold on to traditions Status obligations, Overspending Wish for fast results Wish to possess Truth

The stabilizing of Culture Patterns (Geert Hofstede 2001:12) Outside influences Forces of nature Forces of man Trade, conquest Scientific discovery Consequences Structure and functioning of institutions: Family patterns Role differentiation Social stratification Socialization emphases Education Religion Political structure Legislation Architecture Theory development Origins Ecological factors: Geographic Economic Demographic Genetic/hygienic Historical Technological Urbanization Societal norms Value systems of major proups of population Volgens Hofstede vinden cultuurveranderingen dus alleen plaats door behoorlijke ingrepen van buitenaf: klimaatveranderingen MAI!), Oorlog en overmeestering (WO 2, Zuid-Afrika, IJzeren gordijn), havens die droog komen te liggen (Brugge) en de economische gevolgen daarvan, belangrijke vondsten (Gas en olie) en ontdekkingen. Dat heeft effect op wat onder origins staat (daar beginnen Lustig en Koester) en dat op de normen in de maatschappij en dat weer op tal van zaken als familiestructuur, structuur van organisaties, wetgeving. Aan de andere kan bestendigen die gevolgen (wetgeving, familiestructuur, erfrecht, organisatie ziekenzorg) weer de normen in de maatschappij en die weer de Origins. Aardgas in Nederland. Kon ontdekt worden door wetenschappelijke ontwikkelingen en doordat Amerika *Marshall-hulp!) zich meer met ons bemoeide na WO 2 (zonder WO2 was dat misschien minder geweest). Dat leidde tot rijkdom-->Versterking individualisme--> Studiebeurzen -->Door een studiebeurs kun je onafhankelijker zijn van je ouders--> Verandering in norm in society: je bent een individu, zelfstandig-->Verandering in bouwen-- meer individualistisch, maar er worden ook meer eisen aan je gesteld. Vgl uitspraak Chruchill: We build our houses and our houses build us. Reinforcement

  Country PDI IDV MAS UAI LTO Arab World 80 38 52 68  Belgium 65 75 54 94  China 80 20 66 30 118 Czech Republic 57 58 57 74 13 Denmark 18 74 16 23  East Africa 64 27 41 52 25 Estonia 40 60 30 60  Finland 33 63 26 59 France 68 71 43 86  Germany 35 67 66 65 31 Hong Kong 68 25 57 29 96 Hungary 46 80 88 82 50 India 77 48 56 40 61 Iran 58 41 43 59  Ireland 28 70 68 35  Israel 13 54 47 81  Italy 50 76 70 75 Japan 54 46 95 92 80 Netherlands 38 80 14 53 44 Norway 31 69 8 50 20 Russia 93 39 36 95  Singapore 74 20 48 8 48 Slovakia 104 52 110 51 38 Spain 57 51 42 86  Sweden 31 71 5 29 33 Thailand 64 20 34 64 56 United Kingdom 35 89 66 35 25 United States 40 91 62 46 29

Rules of International Business In International Business, the seller is expected to adapt to the buyer In International Business, the visitor is expected to observe local customs