Hofstede’s cultural dimension

Hofstede’s cultural dimension theory is a framework for cross-cultural communication,

developed by Geert Hofstede. This helps people to identify different values and norms of different
geographic backgrounds and is the most helpful model for employees at international organizations.

Dimensions of national culture:

1. Power distance index (PDI): This refers to the degree of inequality that exists – and is accepted –
between people with and without power. Some society accepts equality in organizations, and some are
not.

 In high PDI countries, employees are likely to work under the direction of superiors. There is a
large gap between the top and the shop-floor level. Traditional organizations are common.
 In low PDI countries, individual employees are important beings for the company and prefer
equality and diversity. The organization type is progressive.

2. Individualism vs. collectivism (IDV): This refers to the strength of the ties that people have to others
within their community.

 In an individualist society, people have loose ties with each other. The word ‘I’ is common in
their talk. Instead of group rewards, they prefer individual rewards for their hard work. They
value time and privacy. The boundary between work and life is important.
 In a collectivist society, good teamwork is a norm. The word ‘We’ is the most likely to use.
People emphasize harmonious communication within organizations and care about each other.
People work for intrinsic rewards. In marketing campaigns, making the customers feel part of
the organization can bring much more brand awareness and loyalty.

3. Masculinity Versus Femininity (MAS): This refers to the distribution of roles between men and
women.

 In a Masculine society, most people believe that men have to be tough and the ones who have
to take leadership positions. When the children have problems, they can go to their mother for
warmth and their father for facts. In the working environment, men and women overlap less.
Long working hour is common. The kitchen is especially for women.
 In a feminine society, men can cry, and be gentle and feminine. When children have difficulties,
they can go to both father and mother. In the working environment, male and female roles
overlap. The workplace is flexible. People in feminine society value quality of life. In marketing
campaigns, both male and female is the target of groceries advertisements.

4. Uncertainty Avoidance Index (UAI): This dimension describes how well people can cope with anxiety.

 In societies that have a high score of UAI, people like predictable lifestyles and are more
conservative, rigid, and strict. The countries with high UAI have more doctors and engineers
than scientists and idols. In a high-energy society, people feel that they are in control of their life
instead of feeling overwhelmed by life’s vagaries.
 People in low UAI-scoring countries are more relaxed, open, or inclusive. Innovation is
encouraged and scientists are also on the top list of most favorable career dreams.
5. Long-Versus Short-Term Orientations: It refers to the time horizon people in a society display.

 In a long-term oriented society, a superior person is somebody who knows to adapt to the
circumstances. People want to learn from other countries. In the long term side, if two truths
oppose each other, they may be integrated into something new.
 In the short-term oriented society, the superior person is someone who is always the same.
People seek positive information about themselves. On the short-term side, people find more
fundamentalism which is choosing the extreme. If A and B are not the same type, they always
contradict each other.

6. Indulgence Versus Restraint (IVR): This dimension refers to the degree of freedom that societal norms
give to citizens in fulfilling their human desires.

 In indulgence societies, people tend to feel happier and healthier. Extroverts are more in these
societies and having many friends is important. Participation in sports is encouraged.
 In restrained societies, people feel less happy and healthier. There are much more introverted
personalities, stricter moral disciplines, and more personal controls. Competition for high marks
is encouraged.
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