Intercultural communication І 2023-2024

Kenyan and Congolese on Hofstede’s Dimensions

Natasha Wambui and Arthur Birate Kabanza

Research the cultural dimensions of your own culture.

You can work in pairs for this assignment if you have a classmate who is from the same
culture as you OR with a Belgian student.

Use reliable sources and gather information. Quote or paraphrase your sources. Summarize
your findings for each dimension. When you speak from your own experience, please say
so. When applicable, you may add images or link to video’s. These can be supplements to
what you write but should not replace it. Discuss each dimension in 300 words or more.

Make the assignment according to the schedule. The date on the left is the date you can
start working on that part of the assignment in class. Please, do not work ahead of schedule.

2ACS02 2ACS01 Assignment Deadline

1. Power Distance Index

2. Individualism Milestone 1
Mo 23/10 Fr 27/10 7. Proxemics & haptics Deadline 12/11, 23:59
8. Bibliography

3. Masculinity
4. Uncertainty Avoidance Index Milestone 2
Mo 13/11 Fr 17/11 7. Proxemics & haptics Deadline 20/11, 12:00
8. Bibliography

5. Long Term Orientation

6. Indulgence
7. Proxemics & haptics Milestone 3
Mo 20/11 Fr 24/11 8. Bibliography Deadline 04/12, 10:00
9. Case Analysis
10. Reflection

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1. Power Distance Index

Possible subjects: signifiers of power or respect, most valued kind of power, social mobility,
decisions made, management styles, historical origins, application to minority out-groups,
politics and scandals, achievement or ascription, corporate image, expressing
disagreement… Discuss in 300 words or more. APA style references. Bibliography in part 8.

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From where we come from we have different ways on how power distance is addressed. The Kenyan culture has very similar characte
Congolese culture. Below we will cover the different ways power distance is practiced.

In light of limited available information on the topic, we offer our insights into power distance within Kenyan and Congolese cultures,
our firsthand experiences of being born and raised in these regions. Our perspective is rooted in the shared practices that shape the
power distance in both cultures. The following discussion delves into the various manifestations of power distance as observed in
backgrounds. Power in the Government

Kenyan perliament 1

In both our cultures we have observed that the men who are part of the government have more power than women. Social mobility for w
government is almost impossible. In the Kenyan culture expressing disagreement with the government is never welcomed so people ten
in the form of comedy and hope the citizens will understand the message with humour.

chief rituaal 1

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The kind of power in both our cultures that is most valued is when someone has a role in the community for example being a king o
people have the most power and they are most respected. The decisions in the villages are made by the two the king or the chief exampl
wants to acquire land, ceremonies being held should be requested and approved by the chief.

In both our cultures expressing disagreement is not welcomed anyone trying to disagree with the people in authority might be ban
village and his lineage might be also banned from the village.

Social mobility for outgroups

One notable aspect influencing the social mobility of the LGBTQ community in both our cultures is the pervasive social stigma and d
they encounter. Cultural norms, informed by historical and religious influences, often contribute to them being excluded. This not only
interpersonal relationships but also extends to educational and professional spheres, creating significant barriers to their social advanc

2. Individualism
Possible subjects: societal structure, goals, making decisions, communication styles, work
ethics, work-life balance, dealing with mistakes, family values, trust, reputation, role of the
state, customer service…
Discuss in 300 words or more. APA style references. Bibliography in part 8.

In both cultures how we communicate with each other is determined by age. For example our culture
young people stand up when talking to older people. In the Congolese culture, it is very important ´to
give eye contact while communicating with the elderly while in the Kenyan culture giving eye contact
to the elderly is considered rude and impolite. When communicating with the elderly and you are
wearing a hat this should be removed immediately before the greetings and also the hands should
not be placed inside the pockets. When greeting the elderly we hold our right hand with the left and
give a gentle handshake while letting the older person give a firm shake this is to show that you
respect and you acknowledge that they are above you. (goinglobal, 2023)

In our cultures, trust is built on a communal foundation. Individuals are often seen as representatives
of their families and communities. Trustworthiness is not only a personal attribute but is also
evaluated in the context of one's familial and community connections. A person's reputation is
intricately tied to the reputation of their family and community, emphasizing the collective
responsibility for maintaining trust. In both, our society places significant importance on extended
family networks, and reputation is often a shared responsibility. The actions of one family member
can impact the reputation of the entire extended family. Therefore, we are mindful of their behaviour,
understanding that it reflects not only on themselves but on their family and community as well.

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In both our cultures relationships are built on mutual support and shared values. We rely on each
other to navigate various aspects of life. For example, when someone does not have salt in their
house they can just go to their neighbour for help. People living next to each other make sure that no
one sleeps hungry because of a lack of food, everyone is expected to uphold communal harmony.
Even with the influence of globalization, we have noticed a shift in how young people carry these
values but the elderly keep on emphasizing the importance of these roles. (Placeholder1)

In Kenyan culture criticism is usually delivered in private and indirectly and sensitively. For example
in the coastal part of Kenya women use leso to express how they feel for example the leso below
with the saying “The phrase "wabea hawana likizo" is Swahili and can be translated to English as
"people who gossip do not take a vacation"” this is how women communicate indirectly with each
other. The leso becomes a metaphorical canvas, enabling women to weave messages that carry
deeper meanings, fostering a culture where feedback is given with care and consideration. (Incluude,
2023)

3. Masculinity
Possible subjects: gender roles, priorities, assertiveness, nurturance, gender equality,
parental roles, reward systems, cooperation, responsibilities, connection gender-occupation,
importance of ego, stress levels, (in)direct feedback, competitiveness, performance,
prevalence of the (internalized) male gaze and acceptance of the female gaze…
Discuss in 300 words or more. APA style references. Bibliography in part 8.

When it comes to gender roles, assertiveness, and societal values, Kenya and DR Congo tend to
follow more traditional views associated with masculinity. Personal success is highly valued in these
countries for example Kenya scores very high on motivation toward achievements and success
(hofstede-insights.com, 2023). Personal success is often measured by one's possessions, social
status, or professional title. From my own personal, I can agree that Kenyans value success growing
up academic success was emphasized as a means to a better future. Falling short in studies was not
an option, and those who excelled were rewarded with special privileges, such as becoming class
prefects.

In the realm of career choices, there exists societal pressure on women to opt for professions
perceived as less competitive or "easier." This influence begins in early childhood, where girls are
often assigned domestic responsibilities, while boys are assigned physically demanding tasks. The
societal expectation is for women to primarily assume nurturing roles, reinforcing the notion that
certain activities are inherently feminine. Moreover, if a man engages in traditionally feminine tasks,

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such as cooking or doing laundry, it may be met with negative perceptions, challenging his conformity
to traditional masculinity. (Kimberley Roberts , 2007)

From my own perspective, this societal dynamic is also mirrored in Kenyan films directed and written
by filmmakers. These films often depict men as emotionless, highly masculine, and solely focused
on their careers. On the other hand, women are portrayed as staying at home to manage household
responsibilities and care for children. This representation reinforces traditional gender roles and
reflects a broader pattern of societal expectations regarding the roles and behaviours deemed
appropriate for men and women.

However, Men are expected to assume the role of responsible heads of households in both Kenyan
and Democratic Republic of the Congolese societies. This expectation creates a shared ideal that
heavily burdens men to perform particular roles within their families, transcending ethnic, class, and
social boundaries. The idea that men should be competent problem solvers and negotiators is
fundamental to these expectations because society depends on men's ability to resolve difficulties
and disputes. (men-and-masculinities-in-eastern-dr-congo-Desiree%20 Lwanbo, n.d.)

From my own perspective these ideals only hint at the complexity of the reality. Many times, a
combination of factors such as physical strength, financial resources, knowledge, influence, and
decision-making abilities influence one's capacity to live up to these expectations. Although the
cultural narrative may dictate specific roles for men, the varied and ever-changing nature of personal
circumstances makes it difficult for everyone to fit into these expectations.

From my own perspective For example, physical strength is frequently linked to traditional ideas of
masculinity, but in the complex social and economic environments of today, it may not be relevant or
universally attainable. Similarly, not every man can easily fit neatly into the predefined mold of a
provider and decision-maker because financial resources and decision-making abilities are
influenced by various external factors, including economic opportunities, access to education, and
systemic inequalities.

It's important to understand that not everyone can or wants to live up to these standards, and there
are a variety of factors at play when people make these decisions. In order to promote a more
accepting and understanding society that values people for their distinctive contributions regardless
of their capacity to fit into predetermined gender roles, it is imperative that men in Kenyan and
Democratic Republic of the Congolee communities be acknowledged for the diversity of experiences
they have had. Accepting this diversity can result in more equal interactions between family members
as well as a larger cultural movement that values each person's autonomy and agency regardless of
gender.

Kenyans are always striving to be the best and get recognized as so. Employers even tend to hire
on the same basis of how much one has succeeded and achieved at that point in their life (Nasimiyu,
2021). From our own experience both In Kenya and DR Congo, it holds great significance to extend
greetings and acknowledgment when encountering someone who has attained a master's or
doctorate degree or holds a significant position. Failure to do so may lead to a lack of appreciation,
and in some cases, individuals might be excluded from meetings. If the person in question is a close
friend, neglecting these greetings could even strain or end the friendship

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4. Uncertainty Avoidance Index

Possible subjects: need for control, preparation for the future, dealing with ambiguity, rule
orientation, employment stability, stress levels, flexibility, decision making, comprehension of
time, punctuality, high or low context communication, expert power, laws and rules…
Discuss in 300 words or more. APA style references. Bibliography in part 8.

I understand why Kenya scores 50 on the Uncertainty Avoidance Index. Our approach to the future
is intricately connected to our cultural beliefs, making it a unique aspect of our society. Despite having
a moderate uncertainty avoidance index of 50, we actively take measures to prepare for the future.
This demonstrates our cultural inclination to address uncertainties with a balanced and proactive
mindset. (hofstede-insights.com, 2023)

In Kenya, where the majority of the population practices Islam and Christianity, our faith significantly
shapes our outlook on the future. The belief that everything is meticulously planned by a higher force,
as articulated in the Bible's teaching that "tomorrow God has it all planned out," and the Muslim
expression "inshallah," meaning "in God's will," profoundly influences our perception of the future.
This spiritual perspective plays a crucial role in managing stress, providing us with strength,
guidance, and comfort when confronted with life's challenges. (Kimberley Roberts , 2007)

From my own perspective, The fusion of these two faiths creates a distinctive blend that reduces our
inclination for excessive control or exhaustive future planning. Instead, we derive assurance from our
religious teachings, influencing various aspects of our lives. Decision-making becomes a
collaborative journey with the divine, and our concept of time is marked by patience and acceptance
of ambiguity.

In this cultural context, societal rules and laws are not merely norms; they are perceived as reflections
of the moral guidance outlined in our religious texts. For us, dealing with the future is not just a matter
of practical planning; it's about navigating it hand in hand with our faith, drawing strength and wisdom
from our spiritual beliefs. From my own perspective, Kenyans actively plan for the future by
accumulating assets to pass on to the next generation. It is a cultural norm for individuals to inherit
valuable resources from their parents, constituting a crucial aspect of future preparation. Parents
take deliberate measures to ensure a comprehensive readiness for their children's education. This
often involves acquiring land or engaging in farming practices, thereby securing both a stable
financial foundation and the means to access education. This commitment to providing for future
generations aligns with the concept of preparation for the future, as outlined in the Uncertainty
Avoidance Index of Hofstede's 6 cultural dimensions. The emphasis on tangible assets and careful
planning reflects a societal approach that seeks to mitigate uncertainty and provide a stable pathway
for future success, particularly in the context of education.

From my own perspective Kenyans, especially within women's groups, employ collaborative financial
strategies to fortify their economic resilience. This includes both taking loans and participating in
contribution groups, where individuals pool a portion of their income monthly. In this collective effort,
a predetermined participant receives the accumulated funds until every member has had their turn.
This practice underscores the community's commitment to navigating uncertainties, as individuals
proactively manage their financial well-being. Such cooperative financial initiatives not only facilitate
access to capital but also exemplify a shared cultural ethos of mutual support, aligning with the
preparation for the future.

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Moreover, this communal financial practice extends to significant life events such as burials or
weddings. In these instances, people come together to contribute money towards the ceremonies'
expenses, ensuring the success of these important occasions. This collaborative approach to
financial matters reflects a cultural value placed on community support and solidarity.

From the perspective of Hofstede's Uncertainty Avoidance Index, these collective financial practices
align with a societal strategy to mitigate uncertainties. By sharing financial responsibilities and
creating a support system, individuals in these groups contribute to a sense of stability and security
in the face of unforeseen circumstances. This collective approach reflects a cultural inclination to
address uncertainties collaboratively, demonstrating a shared commitment to financial preparedness
and community well-being.

The Uncertainty Avoidance Index (UAI) is noticeably high in the Democratic Republic of the Congo
(DRC), a country renowned for its rich cultural diversity and deeply rooted religious values. This high
avoidance of uncertainty is a reflection of the tendency in society to minimize uncertainty and
ambiguity, which is often translated into a desire for stability and conservatism. The nation's strong
religious influence despite this, people's propensity for certainty and predictability can limit their ability
to adopt novel behaviors.

Religious convictions, which have a big influence on the DRC's cultural fabric, help promote the
country's conservative outlook. Religious organizations have a strong influence on traditional values
and practices, which discourages deviating from accepted norms. This cautious approach is evident
in many facets of daily life, including social interactions and business dealings. (Talking about DR
Congo, n.d.)

The expectation of conformity in society can be the reason for the decreased tendency towards
innovative behavior in the Democratic Republic of Congo. Stressing consistency and being resistant
to change could make people less likely to think outside the box or act in ways that are unusual. The
pressure to fit in with the norms can impede creativity and restrict the examination of different
viewpoints in such a setting. (Talking about DR Congo, n.d.)

In addition, the DRC's cultural environment encourages a way of thinking that prioritizes immediate
and noticeable outcomes. This need for quick fixes may discourage people from doing things that
take time to complete or could have long-term advantages. The emphasis placed by society on
immediate results could be a factor in people's unwillingness to devote time and energy to creative
projects that might not produce results right away. (Talking about DR Congo, n.d.)

Overall, the DRC has a high Uncertainty Avoidance Index due to a combination of religious influence,
societal expectations, and a desire for immediate results. Although the security that these cultural
factors offer may be aided by their stability, they also present obstacles to the development of an
innovative culture and the encouragement of people to adopt non-conventional ideas and actions.
The Democratic Republic of the Congo faces a difficult task as it forges ahead in preserving cultural
values while fostering innovation and creativity.

(Talking about DR Congo, n.d.)

From my own perspective In the Democratic Republic of the Congo (DR Congo), a lack of high-
quality or modern healthcare facilities has a substantial impact on community perceptions of
uncertainty in addition to the physical health of people. The stability and confidence of a society are
largely determined by its ability to access high-quality healthcare. The possible ramifications of
disease or injury become sources of increased uncertainty in areas with limited access to healthcare.

First of all. people might not receive immediate and sufficient medical attention if there aren't any
modern, easily accessible healthcare facilities. Long-lasting illnesses, higher death rates, and a

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general feeling of vulnerability among people can result from this. Without access to appropriate
medical care, common health problems can worsen and become more serious conditions, which
breeds a generalized sense of uncertainty about one's health.

Furthermore, the effects of poor medical care go beyond personal health issues to encompass larger
societal issues. Communities with limited access to healthcare resources frequently experience
unstable economies because of the potential impact of widespread illness and lower productivity on
the workforce. This can then worsen already-existing social and economic divides, creating a vicious
cycle of uncertainty that is hard to escape. existing social and economic divides, creating a vicious
cycle of uncertainty that is hard to escape.

5. Long Term Orientation

Possible subjects: focus on past or future, stability, openness to change, setting goals,
making decisions, relationships, tradition, work-life balance, perception of good and evil…
Discuss in 300 words or more. APA style references. Bibliography in part 8.

Based on my research, while specific scores for Long-Term Orientation are not available for Kenya,
I assert that Kenya exhibits characteristics indicative of a low long-term orientation culture. This
conclusion is drawn from the profound emphasis on tradition within various Kenyan communities. In
these communities, traditions hold significant reverence, and individuals are expected to uphold and
respect these cultural practices.

One illustrative example of this strong attachment to tradition is the mourning process observed in
certain parts of Kenya. When a person passes away, the mourning period commences immediately
and can extend over several weeks. During this time, specific rituals are performed, involving singing,
dancing, and vocal expressions of grief. It is firmly believed that adhering to these rituals in a
prescribed manner is essential for the peaceful rest of the departed spirit. Failure to observe the
mourning rituals correctly may be perceived as a failure to honor the deceased and can lead to the
belief that the spirit will roam restlessly. (corporation, 2023)

What I have encountered is that non-compliance with traditional mourning practices can result in
social ostracization. Those who do not receive consent from the family to conduct the mourning rituals
traditionally may find themselves unwelcome in the community, facing a disassociation from the
collective identity. This cultural phenomenon suggests a societal inclination towards maintaining
established traditions, indicating a lower inclination toward adaptability and change, characteristic of
a low long-term orientation culture.

Based on an interview with the Managing Director of a company in Kenya that specializes in
manufacturing and distributing animal health products, it was revealed that the clientele, primarily
small-scale farmers, exhibit a notably short-term orientation. In the context of their purchasing
behaviour, the customers demonstrate a strong desire for immediate, tangible outcomes from the
products they acquire. When questioned about their time horizon, the Managing Director disclosed
a remarkably brief perspective, stating that their customers anticipate results within just two days.
(Navarra, kein Datum)

From this inclination towards expecting rapid, short-term outcomes I can conclude that this aligns
with the concept of short-term orientation in the cultural dimension model developed by Geert
Hofstede. In cultures with a low long-term orientation, there is often a preference for quick and

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concrete results, a mindset reflected in the farmers' expectations of seeing immediate benefits from
the animal health products they purchase. This contrast in time horizons underscores the cultural
disposition towards immediate gratification and tangible, short-term gains, which can be interpreted
through the lens of long-term orientation theory.

6. Indulgence
Possible subjects: perception of desire, money savings, desire control, indulgence, luxury
goods, social norms, leisure activities, having fun, work ethic, optimism…
Discuss in 300 words or more. APA style references. Bibliography in part 8.

In Kenya, indulgence is not just about consuming beverages; it is intricately woven into the very fabric
of daily life. The affection that Kenyans have for alcohol mirrors their love for tea, deeply embedded
in cultural traditions. As the sun sets on a day of hard work, the local bars and nightclubs in Nairobi
transform into lively canvases where Kenyans come together. Here, the shared delight in sipping a
cold beer intertwines with animated conversations among friends, creating a communal space where
the exhilaration of a game adds to the vibrant tapestry of the evening.

A notable expression of this indulgence is found in the creation of "Dawa," a cocktail featuring vodka
that showcases the ingenuity and artistry Kenyans infuse into their leisure. This alcoholic elixir
becomes more than just a drink; it evolves into a communal thread, binding individuals together in
moments of celebration and camaraderie.

The fusion of alcohol and social dynamics takes center stage during significant football events,
particularly European Premier League games. Kenyans eagerly flock to nightspots, immersing
themselves in the intoxicating blend of alcohol and the savory aroma of "Nyama Choma" (grilled
meat) while passionately following the games. The clinking of glasses harmonizes with spirited
discussions about football, creating an ambiance where shared indulgence acts as a conduit for
collective joy.

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Similar to Kenyans' renowned discussions on politics, football serves as yet another avenue for
expression, fueled by the convivial atmosphere enhanced by a drink or two. In Kenya, indulgence
surpasses the act of drinking; it transforms into a shared experience, a cultural phenomenon fostering
connections and shared memories within the vibrant backdrop of social and recreational spaces
(Corporation, 2023).

7. Proxemics & haptics

Discuss in 300 words or more. Make sure to give specific examples and connect those to the
previous 6 parts. APA style references. Bibliography in part 8.

Personal Space:

In Kenyan culture, it is generally accepted and not perceived as impolite to stand near someone
else's personal space. It is customary for Kenyans to engage in conversations at a distance of
approximately an arm's length. Especially among individuals from rural areas, there is a prevalent
belief that maintaining too much distance during a conversation can be interpreted as rudeness. It is
not uncommon for someone to express the sentiment that they won't bite and encourage the other
person to come closer when they perceive the distance as too far.

In the Congolese culture the closer you’re to a person shows mutual trust between the two parties
Normally in the Congolese culture people value their personal space but that does not mean a
stranger cannot approach someone. (Incluude, 2023)

Physical Contact:

Physical contact norms in both Kenyan and Congolese cultures are quite similar. For instance,
touching elders or individuals in more senior positions is generally discouraged. Public displays of
affection between couples are generally not deemed acceptable behaviour in either culture.

Within the familial setting, Kenyan cultural practices involve the exchange of hugs between
individuals of the same gender, while handshakes are the preferred mode of greeting between
individuals of opposite genders. In contrast, Congolese cultural greetings may involve men gently
bumping their heads together. (Incluude, 2023)

In more formal or official settings, the emphasis is on maintaining minimal physical contact.
Handshakes are the customary and widely accepted form of greeting in both Kenyan and Congolese
cultures during such situations.

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Pointing

In both Kenyan and Congolese cultures, the act of pointing at someone is deemed impolite. Instead,
individuals in our cultures we commonly employ non-verbal cues such as using our chin or lips to
indicate direction. It's important, however, that the person being referred to should not visibly witness
this gesture, as it is considered a breach of etiquette. (Incluude, 2023)

In Kenyan financial practices, the closeness observed during group meetings, discussions, and when
contributing funds signifies a cultural preference for interpersonal intimacy. This physical closeness
reinforces a sense of community and shared responsibility. It's a way for the community to collectively
address uncertainties, fostering a feeling of security and unity among group members. The close
physical proximity is a visible expression of their collaborative efforts to navigate uncertainties and
strengthen social bonds within the community.

8. Bibliography
Post the sources that you used for parts 1 to 6 here.
Make sure you referenced and paraphrased according to APA guidelines.

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Bibliography
(n.d.).

(2023). Retrieved from hofstede-insights.com: https://www.hofstede-insights.com/country-

comparison-tool?countries=kenya

goinglobal. (2023). Retrieved from goinglobal: https://www.goinglobal.com/kenya-communication-

styles

Incluude. (2023). culturalatlas.sbs.com.au. Retrieved from culturalatlas.sbs.com.au:

https://culturalatlas.sbs.com.au/kenyan-culture/kenyan-culture-communication

Kimberley Roberts . (2007). Retrieved from internationalbusinesscenter.org:

https://www.internationalbusinesscenter.org/geert-hofstede/hofstede_east_africa.shtml

men-and-masculinities-in-eastern-dr-congo-Desiree%20 Lwanbo. (n.d.). Retrieved from usip:

https://www.usip.org/sites/default/files/missing-peace/men-and-masculinities-in-eastern-dr-
congo-Desiree%20%20Lwanbo.pdf

Nasimiyu, W. b. (2021, feb 12). Retrieved from medium.com:

https://medium.com/@cindybella578/the-6-d-model-of-culture-in-kenya-227fc4b12f60

Talking about DR Congo. (n.d.). Retrieved from aboutthecongo:

https://aboutthecongo.art.blog/2020/03/09/hofstede-model/

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9. Case analysis
Select a real-world case study that involves an intercultural interaction between somebody
(or a group of people) from your culture and somebody from another culture. Think of a
multinational corporation's experience in the chosen country, a cross-cultural
misunderstanding, or a global marketing campaign. If you struggle to find an example, you
may use an example that you experienced yourself.

Write down what happened and give context. If you can, link to your source.

Certainly! Let's create a hypothetical case study involving KFC (Kentucky Fried Chicken) in Kenya,
focusing on the theme of indulgence and cultural nuances.

**Case Study: KFC's Indulgence Dilemma in Kenya**

**Background:**

KFC, a global fast-food giant known for its fried chicken, decided to expand its presence in Kenya,
drawn by the country's growing urban population and evolving consumer preferences. The move
aimed to introduce Kenyans to KFC's signature offerings while respecting and adapting to local
cultural norms around food and indulgence.

**Cultural Context:**

In Kenya, communal dining is a deeply ingrained cultural practice. Kenyans often associate
indulgence with shared experiences and flavors rooted in their rich culinary traditions. Local
preferences for grilled meat, known as "Nyama Choma," and communal gatherings heavily influence
dining habits.

KFC's initial marketing approach centered on promoting individual meals and quick-service models,
emphasizing personal indulgence. However, this strategy encountered challenges as Kenyan
consumers, who valued communal dining and shared experiences, found the individual-focused
approach somewhat at odds with their cultural norms.

Using the knowledge of Hofstede's cultural dimensions, analyse your chosen situation to
understand how cultural differences might have influenced the situation. Explore how
Hofstede’s cultural dimensions played a role. Explain in enough detail.

Kenya tends to score higher on the collectivism scale in Hofstede's model. The emphasis on
communal dining and shared experiences is deeply rooted in Kenyan culture. KFC's initial marketing
approach, which focused on individual meals, clashed with this cultural norm. The adaptation to
"Family Indulgence Buckets" better aligned with the collectivist values, promoting shared enjoyment
and communal dining.

Kenya generally has a moderate score on power distance, indicating a relatively balanced approach
to hierarchical structures. In the case of KFC, adapting to local cultural norms required recognizing

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the power dynamics within the context of communal dining. By acknowledging the importance of
shared decision-making and communal experiences, KFC adjusted its strategy to better resonate
with Kenyan consumers.

Kenya generally has a lower uncertainty avoidance index, suggesting a higher tolerance for
ambiguity and a more relaxed approach to rules. KFC's incorporation of local flavours like "Nyama
Choma" into their menu could be seen as a response to this cultural trait, embracing a more flexible
and adaptable strategy to cater to local preferences.

Once you have identified the cultural dimensions at play, suggests strategies that could have
been employed to mitigate or leverage these differences. Lastly, discuss how a better
understanding of cultural dimensions could have benefited the situation.

While specific scores for Kenya on this dimension are unavailable, the importance of traditions and
social norms in Kenyan culture is evident. KFC's success could be influenced by its ability to integrate
into local customs, engage in community events, and align with cultural celebrations. A long-term
commitment to understanding and respecting local traditions could enhance the brand's acceptance
in the Kenyan market.

Kenya, leaning towards collectivism, places a strong emphasis on community and group identity.
KFC, as a brand often focused on individual enjoyment, would need to adjust its marketing approach.
Highlighting shared experiences, family gatherings, and communal satisfaction in their campaigns
would align more closely with the collectivist nature of Kenyan culture.

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10. Reflection
Reflect on the Assignment: Write a reflection paper on what you've learned about Hofstede's
Cultural Dimensions through this assignment. Include insights gained, challenges faced, and
how this knowledge might be useful in your future personal and professional life.

Engaging in the assignment on Hofstede's Cultural Dimensions has been an enlightening experience,
providing me with valuable insights into the complexities of intercultural interactions. Throughout the
process, I have gained a deeper understanding of the influence that cultural dimensions have on
behaviours, attitudes, and organizational dynamics.

The knowledge gained from this assignment is highly applicable to my future personal and
professional life. In a globalized world, where cross-cultural interactions are increasingly prevalent,
understanding and navigating cultural differences is a crucial skill. In a professional context, this
knowledge can enhance my effectiveness in multicultural teams, negotiations, and leadership roles.
It provides a lens through which to analyse and address challenges that may arise due to cultural
disparities, fostering better communication and collaboration.

Challenges arose in applying these dimensions to real-world situations, especially in instances where
specific scores were unavailable. However, navigating these challenges encouraged me to think
critically and use available information to draw informed conclusions. It also highlighted the
importance of considering cultural dimensions as dynamic and subject to change over time,
influenced by various societal, economic, and political factors.

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