Hofstede

Year

1973

Aim

To identify dimensions underlying cultural differences in

values, attitudes and behaviour.

participants

117,000 IBM employees

Method

Worldwide survey

procedure

A worldwide survey of values was conducted between 1967

and 1973. Results of the survey were statistically analysed to

identify hidden dimensions underlying observed patterns of

responses (a statistical technique known as factor analysis).

Results

Hofstede identified four dimensions: individualism

versus collectivism, uncertainty avoidance, power distance,

masculinity versus femininity. Later research refined the

theory and added two more dimensions: long-term versus

short-term orientation and indulgence versus self-restraint.