3.6 Assessing Cultures Techniques

A framework developed by Geert Hofstede serves as a valuable framework for understanding differences between national cultures.

Individualism versus Collectivism

Hofstede studied individualism versus collectivism. Individualism is the degree to which people in a country prefer to act as individuals rather than as members of groups.

Collectivism is characterized by a social framework in which people prefer to act as members of groups and expect others in groups of which they are a part (such as a family or an organization) to look after them and to protect them.

Power Distance

Power distance is another cultural dimension, which describes the extent to which a society accepts the fact that power in institutions and organizations is distributed unequally.

Uncertainty avoidance

Uncertainty avoidance describes a cultural measure of the degree to which people tolerate risk and unconventional behavior.

3.6 Assessing Cultures Techniques

Achievement versus Nurturing

Hofstede identified the dimension of achievement versus nurturing. Achievement is the degree to which values such as assertiveness, the acquisition of money and material goods, and competition prevail.

Nurturing emphasizes sensitivity in relationships and concern for the welfare of others.

Long-term and short-term orientation

People in countries having long-term orientation cultures look to the future and value thrift and persistence.

Short-term orientation values the past and present and emphasizes a respect for tradition and social obligations.