Values- are related to the norms of a culture and are very important to a group of people.

 They identity what should be judged as good or bad;

 Flying the national flag on a holiday is a norm, but it reflects the value of patriotism,
 Wearing dark clothing at a funeral in some cultures- they reflect the values of respect and
support of friends and family;

Hofstede’s Iceberg Model

 G. H –research- a culture mental programming- common for groups of people
 Upbringing is very important
 Culture is learned-not inherited
 Different models of culture- anthropology, sociology and psychology-iceberg model-
visible and hidden values;
 External – explicity learned, conscious, easily changed, objective knowledge (see, hear,
touch)
 Internal- implicity learned, unconscious, difficult to change, subjective(beliefs, values,
thouth patterns, myths);

2. Hofstede’s Iceberg Model (onion model)

1. Values 2. Rituals 3.Herous, stories 4. Symbols (Practices)

Examples of culture values :

 Family
 Job
 Money
 Religion
 Senioty
 Individualism
 Hierarchy
 Punctuality
 Obedience
 Others?

Comparison of values- History

Native Americans:

 Sincerity/Honesty;
 Sensibility;
 Sacrifice for others
 Giving/ Generosity
 Tranquility
  Obedience/Submission

Europeans:
 Competition
 Appereance
 Toughness
 Prudence
 Economy
 Domination/Power

Culture Dimensions
1. Individualism x collectivism(Asian countries)- orientation toward work
2. Monochrony(time is important and measurable) x polychrony(time is very
flexible, not punctual) – time attitudes
3. Masculinity x femininity- gender roles
4. High power distance x low power distance- distribution of power in
business(differences between ceo and staff, the way people address to each other