ICC

Hofstede’s dimension

Power distance, Uncertanty avoidance, Indvidualisim or collectivism, masculinity or femininity, long-term or short tem orientaiton, idugence or restraint

Small Power distance in culure

Inequality is undesirable

Children treat parents and older relatives as equals

Power, wealth, and status should not go together

The ideal boss is a resourceful democrat

Teachers expect initiative from students in class Apperance is important

High power ditance

Inequalities between people are expected

Powerful use their power to increase wealth

Students give teacher respect

The idea boss is benevolent autocrat or “good father”

Subordinates expect to be told what to do

Try harder

Do not want to stand out

Power ditsnace in markeing com

Expert figure (dentist recommends). High power distance.

Indvidualism

Speaking one’s mind is a virtue

Clash of opinions lead to higher truth

Adults are supposed to take direct feedback constructively

Children learn to think about themselves in terms of ‘I’

People who always reflect the opinions of others are considered weak

Collectivism

Children take their bearings from others when it comes to opinions.

Loyalty to the group is an essential element of family.

When people meet, the fact of being together is emotionally sufficient. There is no compulsion to talk unless information needs to be transferred.

People wish to gain and maintain face.

Individualiam or collectivisn in marketing com

More advertisments with “I”, collectivism more about relaitons

Masculinity(high motivation towrds success)

Challenge, earnings, recognition and advancement are important

Women are supposed to be tender

Men are supposed to be tough

Corrective society

Economy should continue growing: big is beautiful

Few women are in elected political positions

Femininity (low motivatin towards success)

Relationships and quality of life are important

Both men and women can be tender and modest

Permissive society

Environment should be preserved: small is beautiful

Many women in elected political positions

Masc and fem in consumers

Masc and fem in marketing com

High uncertanty avoidance

The uncertainty inherent in life is a continuous threat that must be fought.

High stress and high anxiety.

Tight rules for children on what is dirty and taboo.

What is different, is dangerous.

Students are comfortable in structured learning situations and concerned with the right answers.

Citizens are incompetent toward authorities.

More extremism and repression of extremism.

religion there is only one truth

Low uncertanty avoidance

Uncertainty is a normal feature of life, and each day is accepted as it comes.

Low stress and low anxiety.

Lenient rules for children on what is dirty and taboo.

What is different, is curious.

Students are comfortable with open-ended learning situations and concerned with good discussions.

Citizens are competent toward authorities.

Tolerance, even of extreme ideas.

One’s religion should not be imposed on others.

High and low avoidance in customers

weeweq

long-term orientation

Long-term orientation stands for the fostering of virtues oriented towards future rewards – in particular, perseverence and thrift.

Short-term orientation

Short-term orientation stands for the fostering of virtues related to the past and present – in particular, respect for tradition, preservation of ‘face’, and fulfilling social obligations

Long term and short term orentation in customres

defs

Indulgence

Indulgence stands for a tendency to allow relatively free gratification of basic and natural human desires related to enjoying life and having fun.

A perception of personal life control

Positive attitude is valued

Higher optimism

Higher percentage of people who feel healthy •

More people are actively involved in sports

High importance of leisure

Maintaining order in the nation is not given a high priority

Higher percentages of happy people

Smiling as a norm

Restraint

Restraint reflects a conviction that such gratification needs to be curbed and regulated by strict social norms.

A perception of helplessness: what happens to me is not my own doing

Attitude of cynism

Less likely to remember positive emotions

Thrift is important

More pessimism

Lower percentage of people who feel healthy

Less people are actively involved in sports

High importance of leisure

Maintaining order in the nation is considered as a high priority

Lower percentages of very happy people

Smiling is suspicious

idulgent and restraining cutomer behaviuor