The World And Hofstede 's Cultural Dimension Theory Essay

1181 Words Aug 17th, 2015 5 Pages
Criterion Furniture is a manufacturing company that sells ready-to-assemble furniture and was founded by Brian and Wally Smaill in the 1960’s. They are a globally known selling to markets in New Zealand, USA, Hong Kong, Guam, Singapore and the Philippines. The company has had its fair share of successes but also failures in particular the US and Japanese market resulting in changes being made in the organisations basic structure in order to achieve a bigger market share in the future. Looking ahead into this report, the five disciplines of management, globalisation, communication, teams, leadership and motivation will be examined in-depth and linked to Criterion Furniture.

Globalisation is the result of constantly changing world we see today. Life is different for each culture in the world and Hofstede’s cultural dimension theory clearly identifies the differences in attitudes between various cultures and shows how to be culturally sensitive when entering a global marketplace. Hofstede came up with six dimensions when entering the global market; power distance, individualism, masculinity, uncertainty, avoidance, long term orientation and indulgence. As mentioned before, culture sensitivity is an important aspect of being successful and unfortunately Criterion didn’t respect this enough and hence had troubling breaking into the Japanese market. Japan didn’t want Criterion’s products because of their high uncertainty avoidance. Certain cultures like Japan do not change very…

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