1. Recap of cultural dimensions theory

2. “Culture is the collective programming of the mind distinguishing the members of one group or category of people from others”

3. Mental programming origins- Hofstede
Partly inherited- personality
Majority MP learned e.g. America mixed gene pool common depicts a collective mental programming
Most likely entirely inherited

4. Cultural dimensions theory
Power distance
society accept and expect that power is distributed unequally
Uncertainty avoidance
future can never be known

5. Cultural dimensions theory
Individualism vs. collectivism
the degree of interdependence a society maintains among its members
Masculinity vs. Femininity
competition, achievement and success- winner

7. Additional dimensions
Pragmatic versus Normative (PRA)
people in the past, as well as today, relate to the fact that so much that happens around us cannot be explained
intermediate score of 51 in this dimension, a dominant preference in British culture cannot be determined

8. Normative strong desire to explain as much as possible
People in such societies have a strong concern with establishing the absolute Truth and a need for personal stability

9. Normative exhibit great respect for social conventions and traditions
small propensity to save for the future and a focus on achieving quick results
propensity An inclination or natural tendency to behave in a particular way

10. USA Example of a normative country
Americans are prone to analyse new information to check whether it is true
doesn’t make most Americans pragmatic
should not be confused with the fact that Americans are very practical, being reflected by the “can-do” attitude
strong ideas about what is “good” and “evil”.

11. issues such as abortion, use of drugs, euthanasia, weapons or the size and rights of the government versus the States and versus citizens.
US is the one of the only “Caucasian” countries in the world where, since the beginning of the 20th century, visiting church has increased
also evident in some post-Soviet republics e.g.Russia
American businesses measure their performance on a short-term basis

13. Pragmatic
In societies with a pragmatic orientation, most people don’t have a need to explain everything
it is impossible to understand fully the complexity of life 

14. Pragmatic
The challenge is not to know the truth but to live a virtuous life
people believe that truth depends very much on situation, context and time.
show an ability to accept contradictions
adapt according to the circumstances
strong propensity (tendency)save & invest, thriftiness and perseverance in achieving results
virtuous Having or showing high moral standards propencity An inclination or natural tendency to behave in a particular way

17. China example China scores 87 in this dimension very pragmatic culture
truth depends very much on situation, context and time
ability to adapt traditions easily to changed conditions
a strong propensity to save and invest, thriftiness, and perseverance in achieving results

18. Additional dimensions
Indulgence versus Restraint (IND)
the extent to which people try to control their desires and impulses, based on the way they were raised
Relatively weak control is called “indulgence” and relatively strong control is called “restraint”
Cultures can, therefore, be described as indulgent or restrained.

19. Indulgence High 69 example
British culture is one that is classified as indulgent
exhibit a willingness to realise their impulses and desires with regard to enjoying life and having fun
possess a positive attitude and have a tendency towards optimism
place a higher degree of importance on leisure time, act as they please and spend money as they wish

21. Poland low 29 example Polish culture is one of restraint
Societies with a low score in this dimension have a tendency to cynicism and pessimism
in contrast to indulgent societies, restrained societies do not put much emphasis on leisure time and control the gratification of their desires
have the perception that their actions are restrained by social norms and feel that indulging themselves is somewhat wrong

22. Trompenaars (1993) Extend work of Hofstede
Intercultural communication in Business environments

23. Universalism vs. Particularism
What is more important, rules (logic & rationality) or relationships (rules less influence)?

24. Neutral vs. emotional Do we display our emotions?
Affective cultures- emotions displayed openly
Neutral cultures- emotions not displayed openly

25. Specific vs. diffuse
How separate we keep our private and working lives
Relationships in and out of work

26. Achievement vs. ascription
Do we have to prove ourselves to receive status or is it given to us?

27. Sequential vs. synchronic
Do we do things one at a time or several things at once?

28. internal vs. external control
Do we control our environment or are we controlled by it?
Individuals attempt to control environment
Individuals accept their environment

29. Critique of trompenaars
Draws to conclusions
flaws in methodology