1. Cultural Dimensions Theory

2. Theory of National Culture
Common Cultural Issues
Inkeles & Levinson, 1954
Relationship to Authority
Conception of Self
Relationship of Individual to Society
Conception of Masculinity and Femininity
Modes of Conflict Resolution
Used to form theoretical foundation of factors for internal IBM study of values of employees in many countries.
Additional work develops additional dimensions.

3. Culture People’s behavior determined by: Human Nature - Universal
Hofstede “Cultural Dimensions” Theory
People’s behavior determined by:
Human Nature - Universal
Personality - Individual
Culture - Local
View of the world
Habits of action
Emotional response
Assess by measuring values through surveys

4. Cultural Dimensions Theory
Business researchers more likely to use Hofstede “Cultural Dimensions” which looks at 6 dimensions of national culture.
Power Distance (PDI)- Society’s comfort with inequality or preference for hierarchy.
Individualism versus Collectivism (IDV) Preference for Self-sufficiency vs. Group loyalties.
Link

5. Cont.
Masculinity versus Femininity (MAS) Assertiveness & Competition vs. Nurturing & Cooperation.
Uncertainty Avoidance (UAI) s ‘threatened by uncertainty and ambiguity and try to avoid these situations’
Link

6. Long-Term Orientation (LTO) Present vs. Future
Normative vs. Pragmatic: Tradition vs. Planning for Change
Indulgence vs. Restraint: Gratifying needs vs. Exercising restraint.

7. Care with National Culture
Avoid stereotypes – Whatever the truth of national cultural tendencies, individual character and human nature important too.
Avoid lazy thinking – Culture imperfectly understood, tempting to attribute everything not understood to cultural differences.

8. Country Comparison
Link

9. Link

10. Culture and Business Implications for Human Resources Management.
Potential for Competitive Advantages
Implications for Human Resources Management.
Implications for Marketing
Implications for Accounting

11. Setting Job Targets Masculinity vs. Femininity
Link
Set unilaterally,
Subject to Renegotiation
Set by Consensus,
No Renegotiation
No Renegotiation, Accept Consequences
Nordic
Masculinity vs. Femininity
France, Italy
US,UK
High Power Distance vs. Low Power Distance

12. Assessment & Management
Link
Direct Feedback perceived as rude, Talent management loyalty/paternalism based
Frank, direct, immediate feedback
Individual assessment, performance based
Latin America
Individualism Vs. Collective
US,UK
High Power Distance vs. Low Power Distance

13. Culture and Branding Successful Brands associations:
Link
Successful Brands associations:
In high PDI cultures, “Prestige,”;
in high UA cultures, “Trustworthy,”;
Individualistic cultures: brands associate with abstract concepts, individual products emphasized.
Collectivist cultures: brands associate with concrete people, corporate identities emphasize.