dimenson of geert hofstede
TRANSCRIPT
-
7/29/2019 Dimenson of geert Hofstede
1/4
ASSIGNMENT 2
Discuss the 5 dimension of culture laid down by Geert Hofstede and elaborate on how these
dimension influence the marketers decision whe operating overseas
Geert Hofstede is a Dutch scholar that developed another highly useful cultural
classification scheme. The 5 dimension of culture is power distance, uncertainty avoidance,
individualism, masculinity and longterism.
Power Distance Index (PDI) that is the extent to which the less powerful members of
organizations and institutions such as family accept and expect that power is distributed
unequally. This represents inequality, but defined from below and not from above. It suggests
that a society's level of inequality is endorsed by the followers as much as by the leaders.
Power and inequality, of course, are extremely fundamental facts of any society and anybody
with some international experience will be aware that 'all societies are unequal, but some are
more unequal than others.
Individualism on the one side versus its opposite, collectivism, that is the degree to
which individuals are inter-grated into groups. On the individualist side we find societies in
which the ties between individuals are loose: everyone is expected to look after him/herself
and his/her immediate family. On the collectivist side, we find societies in which people from
birth onwards are integrated into strong, cohesive in-groups, often extended families which
continue protecting them in exchange for unquestioning loyalty.
Masculinity refers to the distribution of roles between the genders which is another
fundamental issue for any society to which a range of solutions are found. The studies
revealed that womens values differ less among societies than men's values. The men's values
from one country to another contain a dimension from very assertive and competitive and
-
7/29/2019 Dimenson of geert Hofstede
2/4
maximally different from women's values on the one side, to modest and caring and similar
to women's values on the other. The assertive pole has been called 'masculine' and the
modest, caring pole 'feminine'. The women in feminine countries have the same modest,
caring values as the men; in the masculine countries they are somewhat assertive and
competitive, but not as much as the men, so that these countries show a gap between men's
values and women's values.
Uncertainty Avoidance deals with a society's tolerance for uncertainty and ambiguity,
it ultimately refers to man's search for truth. It indicates to what extent a culture programs its
members to feel either uncomfortable or comfortable in unstructured situations. Unstructured
situations are unknown, surprising, and different from usual. Uncertainty avoiding cultures
try to minimize the possibility of such situations by strict laws and rules, safety and security
measures, and on the philosophical and religious level by a belief in absolute truth. People in
uncertainty avoiding countries are also more emotional, and motivated by inner nervous
energy. The opposite type, uncertainty accepting cultures, are more tolerant of opinions
different from what they are used to, they try to have as few rules as possible, and on the
philosophical and religious level they are relativist and allow many currents to flow side by
side. People within these cultures are more phlegmatic and contemplative, and not expected
by their environment to express emotions.
Long-Term Orientation, these fifth dimensions refer to the distinction between
societies with a pragmatic, long-term orientation and those with short-term focus. People in
longterm oriented societies tend to have values that centre on the future. While on the other
hand, people with a short term oriented culture are concerns with value that reflect the past
and present. Values associated with Long Term Orientation are thrift and perseverance,
values associated with Short Term Orientation are respect for tradition, fulfilling social
obligations, and protecting one's 'face'.
-
7/29/2019 Dimenson of geert Hofstede
3/4
This 5 dimension influence marketer in many aspects when they want to operate in
overseas. Few terms need to be verified and understand before operating overseas. As
companies try to adapt their products and services to local habits and preferences they have to
understand the specificity of their market.
For example, if they want to market cars in a country where the uncertainty avoidance
is high, they should emphasize on their safety, whereas in other countries they may base their
advertisement on the social image the country given. And as for the cell phone marketing is
another interesting example of the application of Hofstedes model for cultural differences.
For example, if marketer wants to advertise cell phones in China, they may show a collective
experience whereas in the United States marketer may show how an individual uses it to save
time and money. The variety of application of Hofstedes abstract theory is so wide that it has
even been translated in the field of web designing in which marketer have to adapt to national
preferences according to cultures values.
In the long-term orientation, the marketer need to indicate the country prescribes to
the values of long-term commitments and respect for tradition. This is thought to support a
strong work ethic where long-term rewards are expected as a result of today's hard work.
However, business may take longer to develop in this society, particularly for an "outsider",
especially in the Middle East country and China which still highly value their culture and
tradition.
The marketer also needs to indicate that individuality and individual rights are
paramount within the society. Individuals may tend to form a larger number of looser
relationships.They also need to verify to what extent do people believe in individualresponsibility and reward rather than having these measures aimed at the larger group.
Contrary to the stereotype, Japan actually ranks in the middle of this dimension, while
-
7/29/2019 Dimenson of geert Hofstede
4/4
Indonesia and West Africa rank toward the collectivistic side. The U.S., Britain, and the
Netherlands rate toward individualism.
In the power distance dimension, marketer needs to indicate that inequalities of power
and wealth have been allowed to grow within the society. These societies are more likely to
follow a caste system that does not allow significant upward mobility of its citizens. Every
country in this world tends to have this type of dimension. In the country such as Arab
countries, power distance tends to be particularly high .this situation also involve in some
Latin American ones, while it is more modest in Northern Europe and the U.S.Therefore
marketer need to play an important role in order to market their product in this country. They
have to produce a product that can satisfy both sides in order to achieve their target.
The 5 dimension of culture by Geert Hofstede give marketer another view of opinion
in how operating their business in overseas.Different countries held a different culture in
handling a business.By understanding this terms, marketer is given more information than
what their thinking.