INTERCULTURAL BUSINESS COMUNICATIO

INTERCULTURAL BUSINESS COMUNICATIO

1. HOFSTEDE THEORY

   • GEERT HOFSTEDE defines culture as “the collective programming of the mind distinguishing the members of one group or category of people from others”
     • He stablished dimensions of national culture
       • individualism
         • A preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families.
       • Masculinity
         • represents a preference in society for achievement, heroism, assertiveness and material rewards for success.
       • uncertainty avoidance
         • expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity.
       • Long term orientation
         • Every society has to maintain some links with its own past while dealing with the challenges of the present and the future.
       • Indulgence
         • stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun.
       • Power distance
         • expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally.