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Hofstedes Culture Study:

India, The UK and The USA
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Geert Hofsted Cultural Dimensions
Power Distance Index (PDI)
Power Distance is the extent to which the less powerful members of organizations and
institutions (like the family) accept and expect that power is distributed unequally. This
represents inequality (more versus less), but defined from below, 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 (IDV)
Individualism on the one side versus its opposite, collectivism, that is the degree to which
individuals are inte-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 (with uncles,
aunts and grandparents) which continue protecting them in exchange for unquestioning
loyalty. The word 'collectivism' in this sense has no political meaning: it refers to the group,
not to the state. Again, the issue addressed by this dimension is an extremely fundamental
one, regarding all societies in the world.
Masculinity (MAS)
Mascunality versus its opposite, femininity 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 IBM studies revealed that (a) women's values differ less among societies
than men's values; (b) men's values from one country to another contain a dimension from
very assertive and competitive and 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 Index (UAI)
Uncertainity 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 novel, 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;
'there can only be one Truth and we have it'. People in uncertainty avoiding countries are
also more emotional, and motivated by inner nervous energy. The opposite type, uncertainty
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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 (LTO)
Long-Term Orientation versus short-term orientation: this fifth dimension was found in a
study among students in 23 countries around the world, using a questionnaire designed by
Chinese scholars It can be said to deal with Virtue regardless of Truth. 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'.
Both the positively and the negatively rated values of this dimension are found in the
teachings of Confucius, the most influential Chinese philosopher who lived around 500 B.C.;
however, the dimension also applies to countries without a Confucian heritage.
Geert Hofsted Cultural Dimensions India
India is officially called Republic of India (Hindi Bharat), is located in southern Asia and is a
member of the Commonwealth of Nations. India consists geographically of the entire Indian
Peninsula and portions of the Asian mainland. To its north lies Afghanistan, China, Nepal,
and Bhutan; to its east is Bangladesh, Myanmar (formerly known as Burma), and the Bay of
Bengal; Palk Strait and the Gulf of Mannar (which separate it from Sri Lanka) and the Indian
Ocean are to the south; and on the west is the Arabian Sea and Pakistan.
The Geert Hofstede analysis for India shows a large power distance society and all other
measures are relatively moderate. This would be indicative of the fact that India is in the
midst of change. The traditional caste systems has been outlawed, however the large power
distance score indicates that the attitudes still remain.
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India has Power Distance (PDI) as the highest Hofstede Dimension for the culture, with a
ranking of 77 compared to a world average of 56.5. This Power Distance score for India
indicates a high level of inequality of power and wealth within the society. This condition is
not necessarily subverted upon the population, but rather accepted by the population as a
cultural norm.
India's Long Term Orientation (LTO) Dimension rank is 61, with the world average at 48.
A higher LTO score can be indicative of a culture that is perseverant and parsimonious.
India has Masculinity as the third highest ranking Hofstede Dimension at 56, with the
world average just slightly lower at 51. The higher the country ranks in this Dimension, the
greater the gap between values of men and women. It may also generate a more
competitive and assertive female population, although still less than the male population.
Indias second lowest ranking dimension is Individuality (IDV) at 45 with the world
average just slightly lower at 40 and much higher than asia average score of 20. A low
Individuality score sugests that India predomninantly is a collectivistic society. The people in
this country will find societies in which they are born, integrated into strong, cohesive in-
groups, often extended families which continue protecting them in exchange for
unquestioning loyalty.
India's lowest ranking dimension is Uncertainty Avoidance (UAI) at 40, compared to the
world average of 65. On the lower end of this ranking, the culture may be more open to
unstructured ideas and situations. The population may have fewer rules and regulations with
which to attempt control of every unknown and unexpected event or situation, as is the case
in high Uncertainty Avoidance countries.
Geert Hofstede Cultural Dimensions The UK
England is one of four distinct regions of the United Kingdom, which also includes Wales,
Scotland, and Northern Ireland. Englands population is approximately 47 million.
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It is important to note that the Scots, Welsh, and Irish are not English, and are often
offended when referred to as such. Additionally, citizens of the U.K. do not consider
themselves European. Unfortunately, they are usually grouped as such, due in part to their
membership in the European Union
The Geert Hofstede analysis for England illustrates their strong feelings towards
individualism and masculinity. The power distance and uncertainty avoidance are ranked
considerably lower than the first two. Long-term orientation ranks the lowest, indicating that
change in England can be achieved more rapidly than in many other countries.
Geert Hofstede Cultural Dimensions The USA
There are only seven (7) countries in the Geert Hofstede research that have Individualism
(IDV) as their highest Dimension: USA (91), Australia (90), United Kingdom (89),
Netherlands and Canada (80), and Italy (76).
The high Individualism (IDV) ranking for the United States indicates a society with a more
individualistic attitude and relatively loose bonds with others. The populace is more self-
reliant and looks out for themselves and their close family members.
The next highest Hofstede Dimension is Masculinity (MAS) with a ranking of 62,
compared with a world average of 50. This indicates the country experiences a higher
degree of gender differentiation of roles. The male dominates a significant portion of the
society and power structure. This situation generates a female population that becomes
more assertive and competitive, with women shifting toward the male role model and away
from their female role.
The United States was included in the group of countries that had the Long Term
Orientation (LTO) Dimension added. The LTO is the lowest Dimension for the US at 29,
compared to the world average of 45. This low LTO ranking is indicative of the societies'
belief in meeting its obligations and tends to reflect an appreciation for cultural traditions.
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The next lowest ranking Dimension for the United States is Power Distance (PDI) at 40,
compared to the world Average of 55. This is indicative of a greater equality between
societal levels, including government, organizations, and even within families. This
orientation reinforces a cooperative interaction across power levels and creates a more
stable cultural environment.
The last Geert Hofstede Dimension for the US is Uncertainty Avoidance (UAI), with a
ranking of 46, compared to the world average of 64. A low ranking in the Uncertainty
Avoidance Dimension is indicative of a society that has fewer rules and does not attempt to
control all outcomes and results. It also has a greater level of tolerance for a variety of ideas,
thoughts, and beliefs.
Cultural Dimensions and Religions Distribution
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India:
India is predominantly Hindu, with 81% of the population practicing that religion. Next is
Muslim at 12%, Christian at 2%, and all others within the last 5% of the society.
It has been found that in most cultures, there is a correlation between a country's religion
and the Hofstede Dimension rankings it has. There is only one country with over 50% of its
population practicing the Hindu religion India.
The Hofstede Dimension that correlates most with the Hindu religion is Power Distance
(PDI), the same as Atheists in China and Muslims. All three have a high level of Power
Distance as the highest correlating cultural Dimension with their religions.
United Kingdm:
The UK has been defined predominantly a Christian country as over 50% of the population
practicing some form of Christianity, other than Catholicism.
In this group, the primary correlation between religion and the Geert Hofstede Dimensions is
a high Individualism (IDV) ranking. This indicates that predominantly Christian countries (as
defined above) have a strong belief in individuality, with individual rights being paramount
within the society. Individuals in these countries may tend to form a larger number of looser
relationships.
United States of America:
The predominant religion in the United States is Christian at 56%, and when added to
Catholic practitioners (28%) , the total practice of Christianity within the US is 84%. (We
have defined a predominantly Christian country as over 50% of the population practicing
some form of Christianity, other than Catholicism)
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In analyzing Predominantly Christian countries, the primary correlation between religion and
the Geert Hofstede Dimensions is a high Individualism (IDV) ranking.
This indicates that predominantly Christian countries (as defined above) have a strong belief
in individuality, with individual rights being paramount within the society. Individuals in these
countries may tend to form a larger number of looser relationships.
The population of the United States is 300 million people of mixed races and heritage.
Although the population is predominantly of European descent, the country has been a
welcoming beacon to immigrants from virtually every country and culture in the world.
English is the predominant language, although languages from many foreign countries are
spoken within cultural enclaves throughout the U.S. The majority of American's (U.S.) are
Christian.
The United States of America consists of 50 states governed on a federal level, as well as a
state level. Laws are written at both levels, and when doing business in the United States
one must make sure to meet the requirements mandated by these laws. The country is very
litigious so legal resources are available and specialists can be found to assist with any
transaction.
The culture and geographic location of an area will influence how business is done.
Traditionally, the East Coast is more conservative and formal in their dress and manners
than the West Coast. That is not to say a West Coast meeting carries any less importance.
The climate and lifestyle are just more relaxed, which is reflected in the pace and informality.
Cultural Dimensions of India compared to UK, USA
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Hofstedes Dimension of Culture Scales
Country PDI IDV MAS UAI LTO
Arab World ** 80 38 52 68
Argentina 49 46 56 86
Australia 36 90 61 51 31
Austria 11 55 79 70
Austria 11 55 79 70
Bangladesh * 80 20 55 60 40
Belgium 65 75 54 94
Brazil 69 38 49 76 65
Bulgaria * 70 30 40 85
Canada 39 80 52 48 23
China * 80 20 66 30 118
Colombia 67 13 64 80
Costa Rica 35 15 21 86
Czech Republic * 57 58 57 74 13
Denmark 18 74 16 23
East Africa ** 64 27 41 52 25
Estonia * 40 60 30 60
Finland 33 63 26 59
France 68 71 43 86
Germany 35 67 66 65 31
Greece 60 35 57 112
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Guatemala 95 6 37 101
Hong Kong 68 25 57 29 96
Hungary * 46 80 88 82 50
India 77 48 56 40 61
Indonesia 78 14 46 48
Iran 58 41 43 59
Ireland 28 70 68 35
Israel 13 54 47 81
Italy 50 76 70 75
Jamaica 45 39 68 13
Japan 54 46 95 92 80
Luxembourg * 40 60 50 70
Malaysia 104 26 50 36
Malta * 56 59 47 96
Mexico 81 30 69 82
Morocco * 70 46 53 68
Netherlands 38 80 14 53 44
New Zealand 22 79 58 49 30
Norway 31 69 8 50 20
Pakistan 55 14 50 70 0
Peru 64 16 42 87
Philippines 94 32 64 44 19
Poland * 68 60 64 93 32
Portugal 63 27 31 104
Romania * 90 30 42 90
Russia * 93 39 36 95
Singapore 74 20 48 8 48
Slovakia * 104 52 110 51 38
South Africa 49 65 63 49
South Korea 60 18 39 85 75
Spain 57 51 42 86
Surinam * 85 47 37 92
Sweden 31 71 5 29 33
Switzerland 34 68 70 58
Taiwan 58 17 45 69 87
Thailand 64 20 34 64 56
Trinidad * 47 16 58 55
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Turkey 66 37 45 85
United Kingdom 35 89 66 35 25
United States 40 91 62 46 29
Uruguay 61 36 38 100
Venezuela 81 12 73 76
Vietnam * 70 20 40 30 80
West Africa 77 20 46 54 16
* Estimated values
** Regional estimated values:
Arab World = Egypt, Iraq, Kuwait, Lebanon, Libya, Saudi Arabia, United Arab Emirates
East Africa = Ethiopia, Kenya, Tanzania, Zambia
West Africa = Ghana, Nigeria, Sierra Leone
Cultural Differences: India, The UK and The USA
Appearance
India
Men are generally expected to wear a suit and tie for business, although the jacket may be
removed in the summer. Women should wear conservative dresses or pantsuits.
When dressing casual, short-sleeved shirts and long pants are preferred for men; shorts are
acceptable only when exercising. Women must keep their upper arms, chest, back, and legs
covered at all times.
Women should wear long pants when exercising.
The use of leather products including belts or handbags may be considered offensive,
especially in temples. Hindus revere cows and do not use leather products.
UK
Business attire rules are somewhat relaxed in England, but conservative dress is still very
important for both men and women.
Dark suits, usually black, blue, or gray, are quite acceptable.
Men's shirts should not have pockets; if they do, the pockets should always be kept empty.
Additionally, men should wear solid or patterned ties, while avoiding striped ties.
Men wear laced shoes, not loafers.
Businesswomen are not as limited to colors and styles as men are, though it is still important
to maintain a conservative image.
USA
Business suit and tie are appropriate in all major cities. Wear dark colored business suits in
classic colors of gray and navy. For an important formal meeting, choose a white dress shirt,
for less formal a light blue shirt will still give you a conservative appearance.
Women should wear a suit or dress with jacket in major cities. Wearing classic clothing and
classic colors of navy, gray, ivory, and white will ensure you give a confident and
conservative appearance.
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Rural areas and areas with extremely warm summers have more informal wardrobe
requirements.
Women may wear a business dress, or skirt and blouse, in rural areas.
Men may conduct business without wearing a jacket and/or tie in rural areas.
The formality of a meeting, even in rural areas, may dictate a sports jacket and tie for men.
The same formality will require a woman to wear a dress, possibly with a jacket.
Casual clothing is appropriate when not attending a work related meeting/dinner. Building a
casual wardrobe using classic lines and colors (navy, gray, camel, ivory and white) will give
you a look that is stylish and professional even when you are relaxing.
Clothing, whether formal or casual, should be clean and neat in appearance.
Men may generally wear jeans or khaki pants with a shirt for casual attire.
Women may wear comfortably fitting slacks with a casual shirt. Wearing jeans or shorts, even
in a casual setting, may be inappropriate for the city. It is better to err on the conservative
side if you are not sure.
Behavior
India
The head is considered the seat of the soul. Never touch someone elses head, not even to
pat the hair of a child.
Beckoning someone with the palm up and wagging one finger can be construed as in insult.
Standing with your hands on your hips will be interpreted as an angry, aggressive posture.
Whistling is impolite and winking may be interpreted as either an insult or a sexual
proposition.
Never point your feet at a person. Feet are considered unclean. If your shoes or feet touch
another person, apologize.
Gifts are not opened in the presence of the giver. If you receive a wrapped gift, set it aside
until the giver leaves.
Business lunches are preferred to dinners. Hindus do not eat beef and Muslims do not eat
pork.
UK
Always be punctual in England. Arriving a few minutes early for safety is acceptable.
Decision-making is slower in England than in the United States; therefore it is unwise to rush
the English into making a decision.
A simple handshake is the standard greeting (for both men and women) for business
occasions and for visiting a home.
Privacy is very important to the English. Therefore asking personal questions or intensely
staring at another person should be avoided.
Eye contact is seldom kept during British conversations.
To signal that something is to be kept confidential or secret, tap your nose.
Personal space is important in England, and one should maintain a wide physical space
when conversing. Furthermore, it is considered inappropriate to touch others in public.
Gifts are generally not part of doing business in England.
A business lunch will often be conducted in a pub and will consist of a light meal and perhaps
a pint of ale.
When socializing after work hours, do not bring up the subject of work.
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When dining out, it is not considered polite to toast those who are older than yourself.
USA
Business conversation may take place during meals. However, many times you will find more
social conversation taking place during the actual meal.
Business meetings may be arranged as breakfast meetings, luncheon meetings, or dinner
meetings depending on time schedules and necessity. Generally a dinner, even though for
business purposes, is treated as a social meal and a time to build rapport.
Gift giving is discouraged or limited by many US companies. A gracious written note is
always appropriate and acceptable.
If you do give a gift, it should not appear to be a bribe.
An invitation for a meal or a modest gift is usually acceptable.
If you are someplace with a line or queue, go to the end and wait your turn.
Do not use or chew on a toothpick in public.
Many public places and private homes do not allow smoking. In some areas laws have been
passed to prevent smoking in public places.
Communications
India
There are more than fourteen major and three hundred minor languages spoken in India. The
official languages are English and Hindi. English is widely used in business, politics and
education.
The word "no" has harsh implications in India. Evasive refusals are more common, and are
considered more polite. Never directly refuse an invitation, a vague "Ill try" is an acceptable
refusal.
Do not thank your hosts at the end of a meal. "Thank you" is considered a form of payment
and therefore insulting.
Titles are very important. Always use professional titles.
UK
"America and Britain are two nations divided by a common language" George Bernard was
once quoted as saying.
In England, English is the official language, but it should be noted that Queens English and
American English are very different.
Often times ordinary vocabulary can differ between the two countries.
Loud talking and disruptive behavior should be avoided.
One gesture to avoid is the V for Victory sign, done with the palm facing yourself. This is a
very offensive gesture.
If a man has been knighted, he is addressed as "Sir and his first name" example: Sir John. If
writing a letter, the envelope is addressed "Sir First name and Last name" example: Sir John
Roberts.
USA
Offer a firm handshake, lasting 3-5 seconds, upon greeting and leaving. Maintain good eye
contact during your handshake. If you are meeting several people at once, maintain eye
contact with the person you are shaking hands with, until you are moving on the next person.
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Good eye contact during business and social conversations shows interest, sincerity and
confidence.
Good friends may briefly embrace, although the larger the city, usually the more formal the
behavior.
Introductions include one's title if appropriate, or Mr., Ms, Mrs. and the full name.
Business cards are generally exchanged during introductions. However, they may be
exchanged when one party is leaving.
A smile is a sign of friendliness, and in rural areas you may be greeted with a "hello" rather
than a handshake.
Ask permission to smoke before lighting a cigarette or cigar. Due to health concerns, you
may or may not be given permission.
Compiled from Geert Hofstede official website: www.geert-hofstede.com