Making Sense of Cross Cultural
Communication
Geert Hofstede’s Cultural Dimensions
 First based on a large research project into national culture
differences across subsidiaries of a multinational corporation
(IBM) in 64 countries.
 Subsequent studies by others covered students in 23 countries,
elites in 19 countries, commercial airline pilots in 23 countries,
up-market consumers in 15 countries, and civil service managers
in 14 countries.
 Together these studies identified and validated four independent
dimensions of national culture differences, with a fifth
dimension added later.
 • Power Distance
• Individualism
• Masculinity
• Uncertainty Avoidance
• Long-term Orientation
Power Distance Index
Power distance ……..
the extent to which the less powerful members
of institutions and organisations within a country
expect and accept that power is distributed unequally
1.
2.
3.
Germany has 35 on the Power Distance Index: no large gap between the
wealthy and the poor, strong belief in equality for each citizen, the
opportunity to rise in society.
United States has 40 on the Power Distance Index: a more unequal
distribution of wealth compared to German society
China has 80 on the Power Distance Index: the distance between the ‘have’
and ‘have-nots’ grows larger and larger.
What about Argentina?
Argentina has 49 on the Power Distance Index: higher values than
characterizes all other Latin American countries (leaving aside Costa Rica)
Why?
The sources of Argentina´s medium score on this dimension is rooted in
the migration waves that reached the Rio de la Plata around the turn of the
last century.
Around 1900, approximately 6.5 M. European immigrants entered
Argentina. About the same time over 30 % of its inhabitants (and every
second in Buenos Aires) had been born abroad.
In this society status should be underlined: appearance is very important:
the (dark) attire or sober tailleur, the valuable watch, an expensive hotel
What does this mean to Organizational Culture?
Individualism/Collectivism
Individualism/Collectivism ……
the degree of interdependence a society maintains among its members; is
people´s self-image is defined in terms of “I” or “We”?
In Individualist societies people look after themselves and their direct family only
In Collectivist societies people belong to ‘groups’ that take care of them in exchange for
loyalty.
1.
2.
3.
Germany has an individualism score of 67: people stress personal
achievements and individual rights; individuals expected to fulfil their own
needs; group work is important, but everybody has the right to their own
opinion
United States has an individualism score of 91: “American dream” is hope for a
better quality of life and a higher standard of living than their parents;
regardless of their status anyone can ‘pull up their boot straps’ and raise
themselves from poverty.
China has an individualism score of 20: ……?
What about Argentina?
Individualism/Collectivism score of 46, also in this dimension
Argentina sits in the middle rankings.
1. As a consequence of the migration waves and the early
emergence of wide middle classes, Argentina is, by far, the most
individualistic of all Latin countries
2. Many collectivistic traits prevail: the opinions of and obligations
towards the (extended) family or in-group, still count
3. Individualistic traits can also be found, particularly in the large
urban conglomerates; the employer-employee link is rather
calculative and there is a strict division between private life and
work life
What does this mean to Organizational Culture?
Masculinity/Femininity
Masculinity/Femininity ……
what motivates people, wanting to be the best (masculine) or liking what you do
(feminine)
1.
2.



A high score (masculine) indicates that the society will be driven by competition,
achievement and success, with success being defined by the winner/best in field –
a value system that starts in school and continues throughout organisational
behaviour.
A low score (feminine) indicates that the dominant values in society are caring for
others and quality of life. A feminine society is one where quality of life is the sign
of success and standing out from the crowd is not admirable..
Germany scores 66
United States scores 62
China scores 66
Masculine traits include assertiveness, materialism/material success, self-centeredness,
power, strength, and individual achievements.
What about Argentina?
Masculinity/Femininity scores 56, reflecting the presence of slightly
more masculine than feminine elements.
Important to note a strong achievement orientation and
assertiveness, the masculine behavior of female managers and
politicians, and the equally strong ego needs.
A former Brazilian chancellor da Silveira admonished his young team
members that during negotiations, you have to fear if there is only
one Argentine; if there are two, the best practice is to be patient
and relax; they are all so brilliant that one will destroy the other.
What does this mean to Organizational Culture?
Uncertainty Avoidance
Uncertainty Avoidance
extent to which the members of a culture feel threatened by
ambiguous or unknown situations and have created beliefs and
institutions that try to avoid these
1. Germany scores 65: Germans dislike uncertainty, by planning
everything carefully; Germany society that relies on rules,
laws and regulations: to reduce its risks to the minimum and
proceed with changes step by step
2. China scores 30: very low
3. United States scores 46: relatively low
What about Argentina?
Uncertainly Avoidance scores 86
These societies show a strong need for rules and elaborate legal
systems in order to structure life.
The individual’s need to obey these laws, however, is weak.
Corruption is widespread, the black market sizeable and, in
general, you´ll see a deep split between the “pays réel” and the
“pays légal”.
What does this mean to Organizational Culture?
Long-Term Orientation
Long-Term Orientation
the extent to which a society shows a pragmatic future-oriented perspective
rather than a conventional historical short-term point of view.
(teachings of Confucius)
Characteristics of the two opposing sides of this dimension:
 Long term orientation
-persistence
-ordering relationships by status and observing this order
-thrift
-having a sense of shame
 Short term orientation
-personal steadiness and stability
-protecting your ‘face’
-respect or tradition
-reciprocation of greetings, favors, and gifts
What about Argentina?
No score available for Argentina on this dimension.
Germany scores 31 (S-T horizon)
China scores 118 (L-T horizon)
United States scores 29 (S-T horizon)
 Long term orientation
-persistence
-ordering relationships by status and observing this order
-thrift
-having a sense of shame
 Short term orientation
-personal steadiness and stability
-protecting your ‘face’
-respect or tradition
-reciprocation of greetings, favors, and gifts