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Cultural Continuums
Geert Hofstede
“Software of the Mind”
(1980-1991)
– Individualism
– Masculinity
– Power Distance
– Uncertainty Avoidance
http://www.geert-hofstede.com/
3 4
Making Cultural Generalizations
Collectivism Individualism
5 6
King Olav tries to pay…
7 Percentage of respondents that feel
that it is important for a boss to act
and look like a boss
Individualism
Low High
• “We” identity “I” identity •
• Interdependence Self-sufficiency, •
Independence
• Loyalty Individual “rights” •
• Indirect communication Honesty and directness •
valued
• Honour and shame Guilt •
Am I more important than the group?
Gender Distinction (‘Masculinity’)
Low High
• Men & Women can Men – tough, aggressive •
share facts,feelings, Women – sensitive, caring
and roles
• Social skills, modesty Success, money, things, •
and solidarity and competition
• Sympathy for weak Sympathy for the strong •
• Average is normal Above average is normal! •
How different are men and women?
Power Distance
Low High
• Parents, teachers, Parents, teachers, •
leaders treated as leaders respected and
equals obeyed
• Rejects status symbols Special privileges & •
status symbols
• Decentralisation Centralisation •
• Initiative expected Obedience expected •
How special is it to be a leader?
8
Uncertainty Avoidance
Low High
• Different is curious Different is dangerous! •
• Rules should be few Need rules •
• Tolerance of innovation, Conformity, •
New is good! Suppression of new
ideas
• Teacher can say: Teacher knows •
“I don’t know” everything
Are “new” & “different” good?
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Uncertainty Avoidance Organisation
Should a manager have precise
answers to subordinates’ questions?

78%
66%
53%
38% 44% 46%
23% 28%
17% 18%

Yes:
NETH USA DEN GB CH BEL GER FRA ITA JAP

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How do the Arabs Score? Comparison of 6 Countries
Continuum Score /10
0 1 2 3 4 5 6 7 8 9 10
– Power Distance: 8
Power Distance

– Uncertainty 7 Uncertainty Avoidance

Avoidance:
Individualism
– Individualism: 4
Masculinity

– Masculinity: 5 (7?)
Australia / NZ Scandinavia USA
Arabic Korea Brazil

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Comparison of 6 Countries
0 1 2 3 4 5 6 7 8 9 10

Power Distance

Uncertainty Avoidance

Individualism

Masculinity

Australia / NZ Scandinavia USA

Arabic Korea Brazil