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Hofstede Study
 2 COMMENTS

Psychologist Dr Geert Hofstede published his cultural dimensions model at

the end of the 1970s, based on a decade of research. Since then, it’s
become an internationally recognized standard for understanding cultural
di erences.

Hofstede studied people who worked for IBM in more than 50 countries.
Initially, he identi ed four dimensions that could distinguish one culture
from another. Later, he added fth and sixth dimensions, in cooperation
with Drs Michael H. Bond and Michael Minkov. These are:

1. Power Distance Index (high versus low).

2. Individualism Versus Collectivism.
3. Masculinity Versus Femininity.
4. Uncertainty Avoidance Index (high versus low).
5. Pragmatic Versus Normative.
6. Indulgence Versus Restraint.

1. Power Distance Index (PDI)

This refers to the degree of inequality that exists – and is accepted –

between people with and without power.

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A high PDI score indicates that a society accepts an unequal, hierarchical

distribution of power, and that people understand “their place” in the
system. A low PDI score means that power is shared and is widely
dispersed, and that society members do not accept situations where power
is distributed unequally.

Application:  According to the model, in a high PDI country, such

as Malaysia  (100), team members will not initiate any action, and they like
to be guided and directed to complete a task. If a manager doesn’t take
charge, they may think that the task isn’t important.

PDI Characteristics Tips

· Acknowledge a leader’s
· Centralized organizations. status. As an outsider, you
  may try to circumvent his
or her power, but don’t
· More complex hierarchies. push back explicitly.
High PDI  
· Large gaps in
compensation, authority · Be aware that you may
and respect. need to go to the top for
answers.

· Delegate as much as
·  Flatter organizations. possible.
   

Low PDI ·  Supervisors and · Ideally, involve all those

employees are considered in decision making who
almost as equals. will be directly a ected by
the decision.

2. Individualism Versus Collectivism (IDV)

This refers to the strength of the ties that people have to others within
their community.

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A high IDV score indicates weak interpersonal connection among those who
are not part of a core “family.” Here, people take less responsibility for
others’ actions and outcomes.

In a collectivist society, however, people are supposed to be loyal to the

group to which they belong, and, in exchange, the group will defend their
interests. The group itself is normally larger, and people take responsibility
for one another’s wellbeing.

Application: Central American countries Panama and Guatemala have very

low IDV scores (11 and six, respectively). In these countries, as an example,
a marketing campaign that emphasizes bene ts to the community would
likely be understood and well received, as long as the people addressed feel
part of the same group.

IDV Characteristics Tips

· High value placed on

people’s time and their · Acknowledge individual
need for privacy and accomplishments.
freedom.  
 
· Don’t mix work life with
High IDV · An enjoyment of social life too much.
challenges, and an
expectation of individual · Encourage debate and
rewards for hard work. expression of people’s own
ideas.
· Respect for privacy.

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IDV Characteristics Tips

· Wisdom is important.
 
· Emphasis on building
skills and becoming master ·  Suppress feelings and
of something. emotions that may
  endanger harmony.

· People work for intrinsic ·   Avoid giving negative

Low IDV rewards. feedback in public.

· Maintaining harmony · Saying “No” can cause

among group members loss of face, unless it’s
overrides other moral intended to be polite. For
issues. example, declining an
invitation several times is
expected.

3. Masculinity Versus Femininity (MAS)

This refers to the distribution of roles between men and women. In

masculine societies, the roles of men and women overlap less, and men are
expected to behave assertively. Demonstrating your success, and being
strong and fast, are seen as positive characteristics.

In feminine societies, however, there is a great deal of overlap between

male and female roles, and modesty is perceived as a virtue. Greater
importance is placed on good relationships with your direct supervisors, or
working with people who cooperate well with one another.

The gap between men’s and women’s values is largest

in Japan  and Austria, with MAS scores of 95 and 79 respectively. In both
countries, men score highly for exhibiting “tough,” masculine values and
behaviors, but, in fact, women also score relatively highly for having
masculine values, though on average lower than men.

Application: As we’ve highlighted, Japan has the highest MAS score of 95,
whereas  Sweden has the lowest measured value of ve. Therefore, if you
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open an o ce in  Japan, you should recognize you are operating in a

hierarchical, deferential and traditionally patriarchal society. Long hours are
the norm, and this, in turn, can make it harder for female team members to
gain advancement, due to family commitments.

At the same time, Japan is a culture where all children (male and female)
learn the value of competition and winning as part of a team from a young
age. Therefore, female team members are just as likely to display these
notionally masculine traits as their male colleagues.

By comparison, Sweden is a very feminine society, according to Hofstede’s

model. Here, people focus on managing through discussion, consensus,
compromise, and negotiation.

MAS Characteristics Tips

· Be aware of the
possibility of di erentiated
gender roles.
 
· Strong egos – feelings of
pride and importance are · A long-hours culture may
attributed to status. be the norm, so recognize
  its opportunities and risks.
High MAS

· Money and achievement · People are motivated by

are important. precise targets, and by
being able to show that
they achieved them either
as a group or as
individuals.

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MAS Characteristics Tips

· Success is more likely to

be achieved through
negotiation, collaboration
and input from all levels.
 

· Avoid an “old boys’ club”

· Relationship
mentality, although this
oriented/consensual.
may still exist.
 
Low MAS
· Workplace exibility and
· More focus on quality of
work-life balance may be
life.
important, both in terms
of job design,
organizational
environment and culture,
and the way that
performance management
can be best realized.

4. Uncertainty Avoidance Index (UAI)

This dimension describes how well people can cope with anxiety.

In societies that score highly for Uncertainty Avoidance, people attempt to

make life as predictable and controllable as possible. If they nd that they
can’t control their own lives, they may be tempted to stop trying. These
people may refer to “mañana,” or put their fate “in the hands of God.”

People in low UAI-scoring countries are more relaxed, open or inclusive.

Bear in mind that avoiding uncertainty is not necessarily the same as

avoiding risk. Hofstede argues that you may nd people in high-scoring
countries who are prepared to engage in risky behavior, precisely because it
reduces ambiguities, or in order to avoid failure.

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Application:  In Hofstede’s model,  Greece  tops the UAI scale with 100,
while Singapore scores the lowest with eight.

Therefore, during a meeting in Greece, you might be keen to generate

discussion, because you recognize that there’s a cultural tendency for team
members to make the safest, most conservative decisions, despite any
emotional outbursts. Your aim is to encourage them to become more open
to di erent ideas and approaches, but it may be helpful to provide a
relatively limited, structured set of options or solutions.

UAI Characteristics Tips

· Conservative, rigid and

· Be clear and concise about
structured, unless the danger
expectations and goals, and
of failure requires a more
set clearly de ned
exible attitude.
parameters. But encourage
 
creative thinking and
dialogue where you can.
· Many societal conventions.

· Recognize that there may

· People are expressive, and
High UAI be unspoken “rules” or
are allowed to show anger or
cultural expectations you
emotions, if necessary.
need to learn.

· A high energy society, if

· Recognize that emotion,
people feel that they are in
anger and vigorous hand
control of their life instead of
gestures may simply be
feeling overwhelmed by life’s
part of the conversation.
vagaries.

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UAI Characteristics Tips

· Openness to change or · Ensure that people remain

innovation, and generally focused, but don’t create
inclusive. too much structure.
 
· Titles are less important,
Low UAI · More inclined to open- so avoid “showing o ” your
ended learning or decision knowledge or experience.
making. Respect is given to those
who can cope under all
· Less sense of urgency. circumstances.

5. Pragmatic Versus Normative (PRA)

This dimension is also known as Long-Term Orientation. It refers to the

degree to which people need to explain the inexplicable, and is strongly
related to religiosity and nationalism.

This dimension was only added recently, so it lacks the depth of data of the
rst four dimensions. However, in general terms, countries that score
highly for PRA tend to be pragmatic, modest, long-term oriented, and more
thrifty. In low-scoring countries, people tend to be religious and
nationalistic. Self-enhancement is also important here, along with a
person’s desire to please their parents.

Application:  The U.S. has a normative score. This is re ected in the

importance of short-term gains and quick results (pro t and loss
statements are quarterly, for example). It is also re ected in strong
normative positions politically and socially.

PRA Characteristics Tips

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PRA Characteristics Tips

· People often wonder

how to know what is
· Behave in a modest
true. For example,
way.
questions like “What?”
 
and “How?” are asked
more than “Why?”
· Avoid talking too much
 
about yourself.

· Thrift and education

Pragmatic · People are more willing
are seen as positive
to compromise, yet this
values.
may not always be clear
to outsiders; this is
· Modesty.
certainly so in a culture
that also scores high on
· Virtues and
PDI.
obligations are
emphasized.

· People often want to

know “Why?”
· Sell yourself to be taken
 
seriously.
 
· Strong convictions.

·  People are less willing

· As people tend to
Normative to compromise as this
oversell themselves,
would be seen as
others will assess their
weakness.
assertions critically.

· Flattery empowers.
·  Values and rights are
emphasized.

6. Indulgence Versus Restraint (IVR)

Hofstede’s sixth dimension, discovered and described together with Michael

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Minkov, is also relatively new, and is therefore accompanied by less data.

Countries with a high IVR score allow or encourage relatively free

grati cation of people’s own drives and emotions, such as enjoying life and
having fun. In a society with a low IVR score, there is more emphasis on
suppressing grati cation and more regulation of people’s conduct and
behavior, and there are stricter social norms.

Application: According to the model, Eastern European countries, including

Russia, have a low IVR score. Hofstede argues that these countries are
characterized by a restrained culture, where there is a tendency towards
pessimism. People put little emphasis on leisure time and, as the title
suggests, people try to restrain themselves to a high degree.

PDI Characteristics Tips

Don’t take life too

seriously.
Encourage debate and
Optimistic. dialogue in meetings or
Importance of freedom decision making.
High of speech. Prioritize feedback,
Indulgence Focus on personal coaching and
happiness. mentoring.
Emphasize exible
working and work-life
balance.

Avoid making jokes

when engaged in formal
Pessimistic. sessions. Instead, be
High More controlled and professional.
Restraint rigid behavior. Only express negativity
about the world during
informal meetings.

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