cultural

dimensions
Geert Hofsted: cultural dimension theory
The Lewis model: dimensions of behavior
Hofstede’s Cultural
Dimensions Theory
 GEERT HOFSTED

study conducted among IBM

Dutch psychologist
employees across over 50
countries
1980 : Hofsted’s cultural dimension
theory
6 dimensions for comparison +
use of data to assign a score
framework used to understand the
ranging from 0 to 100 to each
cultural differences between
country for each dimension
countries
The 6 dimensions of culture
1) power distance index
about the unequal distribution of power in a society and is acceptance by people

high-power distance index low-power distance index

decentralized structures and decision-making

inequity and power differences accepted
responsibility

high respect for rank and authority in work relationships: very little hierarchy
1) power distance index

high-power distance index low-power distance index

FRANCE (68) GERMANY (35)

children dependent on their Highly decentralized government

parents, and teachers (subsidiarity)

Co-determination rights at work

power centralized in companies, in
(right of workers to participate in
government and geographically
management of the companies)
2) collectivism vs individualism
degree of integration of individuals into groups

individualism collectivism

importance of goals and well-being of the society

importance of individual achievment and rights
(We)

priority given to the needs of oneself and one’s

Dependence on the group (social pressure)
immediate family (I)
2) collectivism vs individualism

individualism collectivism

UNITED KINGDOM BOLIVIA

Individualistic and private people strong and cohesive “in group”

personnal fulfllment as a road for

aim to protect each over
hapiness

loyalty
3) uncertainty avoidance index
how societies deal with anxiety, uncertainty and risk --> level of tolerance for
uncertainty which translates in a number of rules

high uncertainty avoidance index low uncertainty avoidance index

low tolerance for uncertainty, ambiguity, and risk-

high tolerance for uncertainty and ambiguity
taking

many rules and regulation lax rules and regulation

3) uncertainty avoidance index

high uncertainty avoidance low uncertainty avoidance

index index

GREECE (100) DENMARK (23)

unconformability in ambiguous no need of a lot of structure and

situations predictability in their life
4) Femininity vs Masculinity
A gender role differentiation regarding traditional masculine and feminine roles

Femininity Masculinity

Fluid gender roles Distinct gender roles

Modesty Appreciation of assertiveness

Nurturing Courage and strength

Concerns with the quality of life Competition

4) Femininity vs Masculinity

high “ motivation towards low “motivation towards

Achievement and Success” Achievement and Success”
index index

Colombia ( 64 ) Finland (26)

Incentives such as free time and

competitive and status-oriented
flexibilty are favoured

yet collectivistic rather than

Compromise and negociation
individualistic
5) Short-term VS long-term orientation
To what extent a society views its time horizon

Long-term Short-term

Prioritize future outcomes focus on the near future

Persistence Immediate results

Endurance respect for tradition and historical customs

5) Short-term VS long-term orientation

high “ long term low “long term orientation”

orientation” index index

South Korea Morocco

serve the durabilty of the

focusing on achieving quick results
company

act for the future generations great respect of tradition

6) Restraint VS Indulgence
how societies can control their impulses and desires, particularly in the context of enjoying
life and having fun

Indulgence Restraint

free gratification suppresses gratification

emphasis on enjoying life emphasis on self-control

6) Restraint VS Indulgence

high “ indulgence ” index low “ indulgence” index

Sweden Lebanon

willingness to realise their impluses

tendency to pessimism
and desires

control the gratification of their

positive attitude
desires
 The Lewis Model :
Dimensions of Behavior
 Richard.D Lewis
Author of “When Cultures Collide: Leading Across Cultures”
Published in 1996
Model’s goal : improve the communication
and the relations between the different cultures

Three different types of human beings

humans can be divided in 3 categories according to their behavior

 Linear-active profile
Characteristics
Talks half the time
Does one thing at a time
Plans ahead step by step Which culture ?
Polite but direct the English-
Partly conceals feelings speaking world –
North America,
Confronts with logic Britain, Australia
Dislikes losing face and New Zealand,
Rarely interrupts and Northern
Job-orientated Europe, including
Scandinavia and
Truth before diplomacy Germanic
Sometimes impatient countries
Limited body language
Respects officialdom
 Multiactive profile
Characteristics
Talks most of the time
Does several things at once
Plans grand outline only
Emotional Displays feelings Which culture ?
Confronts emotionally Mediterranean
Has good excuses countries, South
America, sub-
Often interrupts
Saharan Africa,
People-orientated Arab and other
Feelings before facts cultures in the
Flexible truth Impatient Middle East
Unlimited body language
Seeks out key person Interweaves
the social and professional
 Reactive profile
Characteristics
Listens most of the time
Reacts to partner’s action
Looks at general principles
Polite, indirect
Conceals feelings
Never confronts
Which culture ?
Must not lose face Asian countries
Doesn’t interrupt
Very people-orientated
Statements are promises
Diplomacy over truth
Patient Subtle body language
Uses connections
 Diagram of
variations among
major national
cultures