1.0.1 Hofstede’s Dimensions of National Cultures
Culture is a complex concept. Without cultural patterns, people will find it tough to live with one another. Hofstede explains that culture is a collective mental programming of societies in an environment whereby it is not a characteristic of individuals. It also encompasses a number of people conditioned by similar education and life experience (Hofstede, 2011). Cultures cannot be removed from individuals and historical context, including shared beliefs, attitudes, norms, roles and values that could be found among speakers of a certain language who live during the same historical period and in a specific geographic region (Triandis, 1995).
1.0.1.1 Power Distance Index
This dimension states …show more content…
They tend to emphasize more on the prominence of prestige and wealth in a vertical relationship between social classes (Hofstede, 1980). Branded products are usually bought to convey and express social states and image. Hence, consumers’ interest towards the luxury or prestige goods or brands normally serve their needs to display social statue (Souiden, M’Saad and Pons, 2011). For example, Mercedes is the most trusted brand in cultures with large power distance whereby social-status are extremely important whereas Toyota is more trusted in countries with low power distance (Reader’s Digest, …show more content…
In the individualistic societies, they highlight more on personal achievements and individual rights where people will stand up for their own self. On the other hand, collectivism represents a preference for a tightly knit framework in the society whereby individuals can count on their relatives or members of a particular in-group to look after them, in exchange for unquestioning loyalty. In the collectivist society, individuals act as members of a lifelong and cohesive group. Most people have large extended families that are used as a protection in exchange for unquestioning loyalty. This dimension is reflected in whether the society’s self-image is defined in terms of “we” or “I” (The Hofstede Centre
Culture is a complex concept. Without cultural patterns, people will find it tough to live with one another. Hofstede explains that culture is a collective mental programming of societies in an environment whereby it is not a characteristic of individuals. It also encompasses a number of people conditioned by similar education and life experience (Hofstede, 2011). Cultures cannot be removed from individuals and historical context, including shared beliefs, attitudes, norms, roles and values that could be found among speakers of a certain language who live during the same historical period and in a specific geographic region (Triandis, 1995).
1.0.1.1 Power Distance Index
This dimension states …show more content…
They tend to emphasize more on the prominence of prestige and wealth in a vertical relationship between social classes (Hofstede, 1980). Branded products are usually bought to convey and express social states and image. Hence, consumers’ interest towards the luxury or prestige goods or brands normally serve their needs to display social statue (Souiden, M’Saad and Pons, 2011). For example, Mercedes is the most trusted brand in cultures with large power distance whereby social-status are extremely important whereas Toyota is more trusted in countries with low power distance (Reader’s Digest, …show more content…
In the individualistic societies, they highlight more on personal achievements and individual rights where people will stand up for their own self. On the other hand, collectivism represents a preference for a tightly knit framework in the society whereby individuals can count on their relatives or members of a particular in-group to look after them, in exchange for unquestioning loyalty. In the collectivist society, individuals act as members of a lifelong and cohesive group. Most people have large extended families that are used as a protection in exchange for unquestioning loyalty. This dimension is reflected in whether the society’s self-image is defined in terms of “we” or “I” (The Hofstede Centre