1. Understanding Global Cultures
“America”

4. Four Generic Types of Cultures
Vertical Individualism / Market Pricing Cultures
Ch. 13 American Football
Ch. 14 The Traditional British House

5. Fig. 1.2. Four Generic Types of Cultures (p. 15)
POWER DISTANCE
INDIVIDUALISM COLLECTIVISM
Low
(horizontal)
High
(vertical)
Equality
Matching
(interval)
Community Sharing
(nominal)
Market
Pricing
(ratio)
Authority Ranking
(ordinal)

6. Four Generic Types of Cultures
Vertical Individualism / Market Pricing Cultures
market pricing
found in the United States and other market-dominated nations

7. Four Generic Types of Cultures
Vertical Individualism / Market Pricing Cultures
although individualism is emphasized, so, too, is the free market
inequality resulting from the operation of the free market is deemed acceptable
there is equality of opportunity and a level playing field
but not equality of outcomes

8. Four Generic Types of Cultures
Vertical Individualism / Market Pricing Cultures
ethics revolves around the operation of a free market

9. Cultural Metaphors
Unit of analysis in the book = the nation or national culture
Other “units of analysis” may include:
one person (e.g., Paul Buffalo)
the family (e.g., Strodtbeck)
the community
a region
a culture

10. Culture Counts
and it counts quit a bit

11. Geert Hofstede (1991)
IBM study demonstrated that national culture explained 50% of the differences in attitudes in IBM’s 53 countries (p. 5)