Comparing cultures with a focus on Hofstedes 5 dimensions model, compared with Hall and Kluckhohn.

Your guide today: Ir. Gijs Dankers

Saxion University Deventer NL (Institute for Marketing & International

Management)

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What is culture
My definition: A reflection of the dominant (shared) needs of a group On each level we should find expressions of these needs Needs originate from: - genetic code - development - circumstances
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The way culture is expressed

Norms, rules, (written, unwritten) Behaviour (confirmation, self expression)

Hofstede

How free are we to express (is also culture)

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Hofstedes approach: the culture onion

Core:values, in other words, how people believe things ought to be, what they hold dear to them. This level is invisible and is manifested through the three other layers: - rituals : such as festivals, ways of paying respect, hanging out trends - icons : persons admired by the society as a whole - symbols : words, artefacts, pictures that carry a special meaning
(mindspace.worldpress.com)

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But now the 5 dimensions to see the differences

Based on research amongst thousands of employees and students
" Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster." Prof. Geert Hofstede, Emeritus Professor, Maastricht University.

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1. Power Distance
that is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.)

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2. Individualism vs collectivism
Individualism: look after yourself Collectivism: people from birth onwards are integrated into strong, cohesive in-groups, often extended families (with uncles, aunts and grandparents) which continue protecting them in exchange for unquestioning loyalty

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3. Masculinity vs femininity
refers to the distribution of roles between the genders. The assertive (..) pole has been called 'masculine' and the modest, caring pole 'feminine'

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4. Uncertainty avoidance
It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations. (Unstructured situations: novel, unknown, surprising, different from usual). Uncertainty avoiding cultures try to minimize the possibility of such situations by strict laws and rules, safety and security measures, and on the philosophical and religious level by a belief in absolute Truth.
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5. Long term vs short term orientation

Values associated with Long Term Orientation are thrift and perseverance; (future) Values associated with Short Term Orientation are respect for tradition, fulfilling social obligations, and protecting one's 'face' (past and present)

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Example

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What can you do with it?

Next slides will give you some examples how to use this 5 dimensions model. Lets comment..

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Power Distance: influence on using media

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Individualism - Collectivism

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Femininity Masculinity

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Scores around the world

http://www.geerthofstede.com/hofstede_dimensions.php

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Belgium vs Netherlands What do you think?

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For Halls and Kluckhohns basic assumptions,

see the next presentations, made by my students from different cultures

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