ibahrine chapter 4 dimensions of culture

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Chapter 4

Dimensions of Culture

American University of Sharjah College of Arts and Sciences

Department of Mass CommunicationDr. Ibahrine

Hofstede’s model

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Discuss how the sociocultural environment will affect the attractiveness of a potential market

Define culture and name some of its elements

Discuss whether the world’s cultures are converging or diverging

Explain the ‘4+1’ dimensions in Hofstede’s model

Discuss the strengths and weaknesses of Hofstede’s model

Chapter 4 Objectives

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Hofstede’s dimensions of culture

Power Distance

Masculinity-Femininity

Long-Term vs Short-Term orientation

Uncertainty Avoidance

Individualism-Collectivism

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Hofstede’s dimensions of national culture

Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance Long-Term vs Short-Term orientation

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Power DistanceThe extent to which the less powerful

members within a society accept - even expect- that power is unevenly distributed

High power distance societiesChildren expected to be obedient to

parentsSubordinates are less likely to

contradict bosses

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Power Distance: Rightful place vs Equality

Power Distance large

Respect authority & eldersacceptance and expectance of authority

‘rightful place’, dependence, consume for social status

Inequality minimized, anti-authorityarguments, “critical mind”, opinions

respect for youth, independence consume for use

Power Distance small

Hofstede, 2001

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It is important to understand the difference between the context cultures to avoid misunderstanding of messages and intentions.

Culture Defined

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High-context culture - The social context in which what is said strongly affects the meaning of the message.

Low-context culture - The meaning of the message is explicitly expressed by the words and is less affected by the social context.

Culture Defined

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Individualism-Collectivism: “I” versus “we”

“I” oriented, personality, identity, independence

privacy, freedom, differentiationmedia main source of information

universalist, sell, persuasionverbal orientation, product brands

communication direct

“we” oriented, interdependenceharmony / face, sharing, conformance

social network main source of informationparticularist, trust, invest in relationsvisual orientation, company brands

communication indirect Source: Hofstede, 2001

Individualist

Collectivist

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Hall’s Communication Context

Low-context cultures

High-context cultures

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Comparing low- and high-context cultures

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Communication Explicit, direct Implicit, indirect

CharacteristicLow-context High-context

Informal handshakesFormal hugs, bows, and handshakes

Sense of self and space

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Comparing low- and high-context cultures

(2)

Dress and appearance

Varies widely, dress for success

Indication of position in society,

religious rule

CharacteristicLow-context High-context

Eating is anecessity, fast food

Eating is social eventFood

and eating habits

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Comparing low- and high-context cultures

(3)

Time consciousness

Linear, exact, promptness is valued,

time = money

Elastic, relative, time = relationships

CharacteristicLow-context High-context

Nuclear family, self-oriented,value youth

Extended family, other oriented,

loyalty

Family andfriends

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Comparing low- and high-context cultures

(4)

Values and normsIndependence, confrontation

of conflict

Group conformity, harmony

CharacteristicLow-context High-context

Egalitarian, challenge authority,

gender equity

Hierarchical, respect for authority,

gender rolesBeliefs andattitudes

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Comparing low- and high-context cultures

(5)

Mental process and learning

Linear, logical, sequential,

problem solving

Lateral, holistic,accepting

life’s difficulties

CharacteristicLow-context High-context

Deal oriented, rewardsbased on achievement

Relationship oriented, rewards based

on seniority

Business/work habits

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High- and Low- Context Cultures

High Context Information resides in

context Emphasis on background,

basic values, societal status Less emphasis on legal

paperwork Focus on personal

reputation Saudi Arabia, Japan

Low Context Messages are explicit and

specific Words carry all information Reliance on legal

paperwork Focus on non-personal

documentation of credibility Switzerland, United States,

Germany

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High- and Low- Context Cultures

Factor/Dimension

High Context Low Context

Lawyers Less important Very important

A person’s word Is his/her bond Is not reliable—get it in writing

Responsibility fororganizational error

Taken by highest level Pushed to the lowest level

Space People breathe on one another

Private space maintained

Time Polychronic Monochronic

Competitive bidding

Infrequent Common

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Figure 7.3 The contextual continuum of differing cultures

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Add figure 3.3, p.80 here

The Positions of Fifty Countries and Three Regions on Power Distance and

Individualism-Collectivism Dimensions

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Individualism-Collectivism

The world is viewed as in-groups and out-groups Individuals are identified by group allegiance and

role Groups are established, strong, and cohesive –

You don’t just choose which group to join

Individualistic cultures are more open to outsiders and foreign ideas

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Masculinity-FemininityMasculinity is associated with

assertivenessMasculine societies value ambition,

competitiveness, and high earningsFemininity is associated with modesty

and nurturingFeminine societies are concerned with

public welfare

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Masculinity-Femininity: Gender of nations: hard vs soft

Material success, what you do competition, money & things, consume for

showlive for working, role differentiation

Modesty, who you are, equality (= leveling)people, quality of life, consume for use,

work for living, overlapping roles

Source: Hofstede, 1991

Masculine

Feminine

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Uncertainty Avoidance

The state of being uneasy or worried about what may happen in the future Anxious in general

Uncertainty avoidant societies Don’t like ambiguity Consider the different to be threatening Tend to be better implementers than innovators

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Uncertainty Avoidance: Coping with ambiguity

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110clarity, structure, precision, punctuality

competence/expertise, scientific controlstress, stability, need for purity

slow adoption of innovationsadvertising is serious

Comfortable with ambiguity, chaosfast adoption of innovations, tolerance

humor in advertising

Source: Hofstede, 2001

Strong UA

Weak UA

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Hofstede’s model of national cultures

Power distance

Uncertainty avoidance

Individualism

Masculinity

Time perspective

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Attitudes Toward Time

Monochronic versus polychronic Temporal orientations

Past orientation Europe and Middle East

Present orientation Mexico

Future orientation USA

Work and leisure time

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Hofstede Scores Are Relative

Compared to USA, Japan is collectivist USA = 91 on Individualism Japan = 46 on Individualism

Compared to South Korea, Japan is individualistic Japan = 46 on Individualism South Korea = 18 on Individualism

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Hofstede Scores

Country/

region

Power distance

Individualism Masculinity Uncertainty avoidance

USA 40 91 62 46

Canada 39 80 52 48

United Kingdom

35 89 66 35

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Hofstede Scores

Country/

region

Power distance

Individualism Masculinity Uncertainty avoidance

France 68 71 43 86

Germany 35 67 66 65

Hungary 46 80 88 82

Romania 90 30 42 90

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Hofstede Scores

Country/

region

Power distance

Individualism Masculinity Uncertainty avoidance

Arab countries

80 38 53 68

Israel 13 54 47 81

Mexico 70 46 53 68

Chile 63 23 28 86

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Long Term Orientation - Short Term Orientation

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CHN HOK JPN KOR BRA IND THA SIN NET GER USA UK CAN SPA PAK

Thriftsparing with resources

perseverance, work hardpragmatismslow results

Spendingbuy now, pay later

instant gratificationtradition, truth

bottom-line now Short-Term

Long Term

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WATCH VIDEO

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Hofstede’s dimensions of national culture

Hofstede notes that three of the dimensions Power Distance, Individualism-Collectivism and Masculinity-Femininity

refer to expected social behavior

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Hofstede’s dimensions of national culture

The fourth dimension Uncertainty Avoidance is concerned with “man’s search for Truth,” and a fifth reflects the importance of time.

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Hofstede’s dimensions of national culture

The fifth Long-Term vs Short-Term orientation

reflects the importance of time.

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Quibla Cola Products

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Cross-Cultural Training Methods

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Assignments Making Culture Work for Marketing Success

Embrace local culture. Build relationships. Employ locals to gain cultural knowledge. Help employees understand you. Adapt products and processes to local markets. Coordinate by region.

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OVERT NAMES

Reveal what the company

does

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IMPLIED NAMES

• Contain recognizable words or word parts that imply what the company is about

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CONCEPTUAL NAMES

• Try to capture the essence of the idea behind the brand

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ICONOCLASTIC NAMES

Does not reflect the company’s goods and services, but instead

something that is unique different and

memorable

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CONCEPTUAL

IMPLIED

ICONOCLASTIC

OVERT

CORPORATE NAMES