Professor Trompenaars has studied how people in specific countries resolve dilemmas.

After analyzing problem

resolution behaviors, Dr. Trompenaars has identified 7 basic dimensions for culture.

International trade consultants and lawyers consider these cultural dimensions when designing sales strategies where
buyers and sellers originate from different cultures. This is particularly true for emerging markets unaccustomed to
dealing with businesspersons from so-called more developed countries.

Below is a brief summary of the seven cultural dimensions.

Achievement vs. Ascription

In an achievement culture, people are accorded status based on how well they perform their functions. High achievers
are given status in achievement-oriented countries including Austria, Switzerland, the United Kingdom and the
United States. Achievers must continue to prove their worth, as status is accorded based on their actions.

In an ascription culture, status is attributed based on who or what a person is. This is based on age, gender and social
connections.

Individualism vs. Communitarianism

People make their own decisions and achieve success alone in highly individualistic countries including Canada, the
United States, the United Kingdom and France. Emphasis is on personal responsibility and decision-making, and
negotiations are made on the spot.

Communitarianism is a culture like Japan that places the community before the individual. Success is achieved in
groups, decisions are referred to committees and groups jointly assume responsibilities.

Internal vs. External

In an internalistic culture like the United States, people believe that what happens to them is their own doing.

Many Asian countries have an external culture in which the environment shapes their destiny. Because they don’t
believe they are in full control of their destinies, often externalistic people adapt to external circumstances.

Neutral vs. Emotional

In neutral cultures like Japan and the United Kingdom, emotions are held in check. People don’t show their feelings.

In an emotional culture, feelings are expressed naturally and openly. People smile a great deal, talk loudly when
excited and greet each other with enthusiasm. Mexico, Netherlands and Switzerland are high-emotion countries.

Specific vs. Diffuse

In what is called a specific culture, individuals are open to sharing a large public space with others and a small private
space they guard closely and share with only friends and associates. Specific cultures like Austria, Switzerland, the
United Kingdom and the United States show a strong separation between work and private life. Invitations to public
spaces are common.

A diffuse culture features similarly sized public and private spaces. Like most introverts, diffuse culture people guard
both spaces carefully, because entry into public space also affords entry into private space. China, Spain and
Venezuela are examples of diffuse cultures where work and private life are closely linked but intensely protected.

Time Orientation
In sequential cultures like the United States, people tend to do one activity at a time. Appointments are strictly kept,
with a strong preference for following plans.

In synchronous cultures like France and Mexico, people usually do more than one activity at a time. Appointments
are approximate, subject to change at any moment.

Read more at Suite101: Trade Culture Dimensions: Distinct Cultural Values, Attitudes and Trade Behavior
http://www.suite101.com/content/trade-culture-dimensions-a42575#ixzz15bSmChMj