An Assignment on

Hofstede's Six Dimensions of Culture and Country Comparisons

Corporate Governance and Social Ethics in Marketing

MKT 5105

Submitted by:
Mushfikul Islam
ID: 24253505015
Program: MBA Regular (Marketing)
Batch: 2023-2024

Submitted to:
Dr. Mohammad Abdullah Mahfuz
Professor
 Hofstede's Six Dimensions of Culture and Country Comparisons

1. Power Distance Index (PDI)

This dimension deals with the fact that all individuals in societies are not equal - it expresses the
attitude of the culture towards these inequalities amongst us. Power Distance is defined as the
extent to which the less powerful members of institutions and organizations within a country
expect and accept that power is distributed unequally.

PDI Characteristics Tips

 Centralized
 Acknowledge a leader's status. As an
organizations.
outsider, you may try to circumvent
 More complex
High his or her power, but don't push back
hierarchies.
PDI explicitly.
 Large gaps in
 Be aware that you may need to go to the
compensation, authority
top for answers.
and respect.

 Flatter organizations.  Delegate as much as possible.

Low  Supervisors and  Ideally, involve all those in decision

PDI employees are considered making who will be directly affected by
almost as equals. the decision.
 Interpretation: Both Bangladesh and Turkey exhibit high Power
Distance, indicating acceptance of hierarchical structures and
centralized authority. In Bangladesh, hierarchy is seen as reflecting
inherent inequalities, with a benevolent autocrat as the ideal leader,
underscoring a direct relationship between superiors and
subordinates. Turkey, while similarly hierarchical, views the ideal
boss as a patriarchal figure, emphasizing a father-like authority that
expects loyalty and formal respect. In Turkey, communication is
indirect and selectively filtered, with limited accessibility to
higher- ups. Both cultures expect employees to follow directions
closely, but Turkey’s approach emphasizes a familial loyalty and
more controlled information flow within the hierarchy.

2. Individualism Versus Collectivism (IDV)

It refers to the degree to which individuals are integrated into groups. Individualistic societies
stress personal achievement and individual rights, focus on personal needs and those of
immediate family. In individualistic societies, people choose their own affiliations and groups
and move between different groups. On the other hand, collectivistic societies put more emphasis
on the importance of relationships and loyalty. Individuals in collectivist societies belong to
fewer groups and they are defined more by their membership in particular groups.
Communication is more direct in individualistic societies but more indirect in collectivistic
societies.
IDV Characteristics Tips

 High value placed on

people's time and their
 Acknowledge individual
need for privacy and
accomplishments.
freedom.
High  Don't mix work life with social life too
 An enjoyment of
IDV much.
challenges, and
an  Encourage debate and expression of
expectation of individual people's own ideas.
rewards for hard work.

 Respect for privacy.

 Emphasis on building  Wisdom is important.

skills and becoming  Suppress feelings and emotions that may

master of something. endanger harmony.

 People work for intrinsic  Avoid giving negative feedback

Low
rewards. in public.
IDV
 Maintaining harmony  Saying "No" can cause loss of face,
among group members unless it's intended to be polite. For
overrides other moral example, declining an invitation several
issues. times is expected.
 Interpretation: Bangladesh and Turkey are both collectivistic
societies, emphasizing loyalty and group identity. In Bangladesh,
collectivism is very strong, with close, long-term group bonds
where loyalty to family or in-group members is prioritized over
societal rules. Relationships in Bangladesh are perceived as moral
obligations, with hiring and promotions often influenced by group
affiliations. Turkey, though collectivistic, has a slightly more
individualistic tendency compared to Bangladesh, with a focus on
maintaining group harmony through indirect communication and
avoiding open conflict. Turkish society also emphasizes trust-
building before forming close bonds, with a tendency for nepotism.
Both cultures prioritize group cohesion, but Turkey’s approach is
more cautious and indirect in communication.

3. Masculinity Versus Femininity (MAS)

This refers to the distribution of roles between men and women. In masculine societies, the roles
of men and women overlap less, and men are expected to behave assertively. Demonstrating your
success, and being strong and fast, are seen as positive characteristics.

In feminine societies, however, there is a great deal of overlap between male and female roles,
and modesty is perceived as a virtue. Greater importance is placed on good relationships with
your direct supervisors or working with people who cooperate well with one another.
 MAS Characteristics Tips

 Be aware of the possibility of

differentiated gender roles.
 Strong egos – feelings of
 A long-hours culture may be the norm,
pride and importance are
High so recognize its opportunities and risks.
attributed to status.
MAS
 People are motivated by precise
 Money and
targets, and by being able to show that
achievement are
they achieved them either as a group or
important.
as
individuals.

 Success is more likely to be achieved

through negotiation, collaboration and
input from all levels.

 Avoid an "old boys' club"

 Relationship
mentality, although this may still
Low oriented/consensual.
exist.
MAS  More focus on quality of
 Workplace flexibility and work-
life.
life balance may be important,
both in terms of job design,
organizational
environment and culture, and the way
that performance management can be
best realized.

Japan has the highest MAS score of 95, whereas Sweden has the lowest measured value of five.
Therefore, if you open an office in Japan, you should recognize you are operating in a
hierarchical, deferential and traditionally patriarchal society. Long hours are the norm. And this
can make it harder for female team members to gain advancement, due to family commitments.
At the same time, Japan is a culture where all children (male and female) learn the value of
competition and winning as part of a team from a young age. Therefore, female team
members are just as likely to display these notionally masculine traits as their male colleagues.

By comparison, Sweden is a very feminine society, according to Hofstede's model. Here,

people focus on managing through discussion, consensus, compromise, and negotiation.

4. Uncertainty Avoidance Index (UAI)

The dimension Uncertainty Avoidance has to do with the way that a society deals with the fact
that the future can never be known: should we try to control the future or just let it happen? This
ambiguity brings with it anxiety and different cultures have learnt to deal with this anxiety in
different ways. The extent to which the members of a culture feel threatened by ambiguous or
unknown situations and have created beliefs and institutions that try to avoid these is reflected in
the score on Uncertainty Avoidance.
UAI Characteristics Tips

 Conservative, rigid and

structured, unless the danger  Be clear and concise about
of failure requires a more expectations and goals, and set
flexible attitude. clearly defined parameters. But

 Many societal conventions. encourage creative thinking and

dialog where you can.
 People are expressive, and are
High
allowed to show anger or  Recognize that there may be
UAI
emotions, if necessary. unspoken "rules" or cultural
expectations you need to learn.
 A high energy society, if
people feel that they are in  Recognize that emotion, anger and

control of their life instead of vigorous hand gestures may simply

feeling overwhelmed by life's be part of the conversation.

vagaries.

 Ensure that people remain focused,

 Openness to change or
but don't create too much structure.
innovation, and generally
inclusive.  Titles are less important, so
Low
avoid "showing off" your
UAI  More inclined to open-ended
knowledge or experience.
learning or decision making.
Respect is given to
 Less sense of urgency.
those who can cope under all
circumstances.
 Interpretation: Both Bangladesh and Turkey have high
Uncertainty Avoidance, reflecting a strong preference for structure
and rules to reduce ambiguity. In Bangladesh, this manifests in a
focus on hard work, punctuality, and adherence to routines, with an
emphasis on stability and security. However, innovation may be
met with resistance, as people prefer established norms. Turkey
scores even higher, showing an even stronger inclination towards
rule- following and traditional practices to manage anxiety. Rituals,
often appearing religious, serve to maintain social harmony and
reduce uncertainty. Both cultures value stability, but Turkey’s
higher score suggests a more intense need for predictability and
ritualized behavior in daily life.

5. Long- Versus Short-Term Orientation

This dimension describes how every society has to maintain some links with its own past while
dealing with the challenges of the present and future, and societies prioritize these two existential
goals differently. Normative societies. which score low on this dimension, for example, prefer to
maintain time-honored traditions and norms while viewing societal change with suspicion. Those
with a culture which scores high, on the other hand, take a more pragmatic approach: they
encourage thrift and efforts in modern education to prepare for the future.
 Characteristics Tips
PRA

 People often wonder how to

know what is true. For  Behave in a modest way.
example, questions like
 Avoid talking too much
"What?" and "How?" are
about yourself.
asked more than "Why?"
Long-Term
 People are more willing to
Orientation  Thrift and education are
compromise, yet this may not
seen as positive values.
always be clear to outsiders;
 Modesty. this is certainly so in a culture

 Virtues and obligations that also scores high on PDI.

are emphasized.

 People often want to know

"Why?"
 Sell yourself to be taken
 Strong convictions.
seriously.
 As people tend to oversee
Short-Term  People are less willing to
themselves, others will
Orientation compromise as this would be
assess their assertions
seen as a weakness.
critically.
 Flattery empowers.
 Values and rights
are emphasized.
 Interpretation: Bangladesh and Turkey both exhibit a
normative cultural orientation, reflected in their focus on
traditional values and quick results. Bangladesh, with an
intermediate score of 38, values traditions and prioritizes
immediate achievements over
long-term planning, with limited emphasis on saving for the future.
Similarly, Turkey’s low score of 35 underscores a strong
adherence to traditional norms and a preference for fast, tangible
outcomes, showing limited future-oriented saving behavior. Both
cultures prioritize established beliefs and societal norms, seeking
absolute
truths while valuing stability over innovation. This shared
normative outlook fosters a sense of continuity and respect for
historical values in both societies.

6. Indulgence Versus Restraint (IVR)

One challenge that confronts humanity, now and in the past, is the degree to which small children
are socializing. Without socialization we do not become "human". This dimension is defined as
the extent to which people try to control their desires and impulses, based on the way they were
raised. Relatively weak control is called "Indulgence" and relatively strong control is called
"Restraint". Cultures can, therefore, be described as Indulgent or Restrained.
PDI Characteristics Tips

 Don't take life too seriously.

 Optimistic.  Encourage debate and dialog in

 Importance of meetings or decision making.

High
freedom of speech.  Prioritize feedback, coaching and
Indulgence
 Focus on personal mentoring.

happiness.  Emphasize flexible working and

work-life balance.

 Avoid making jokes when engaged

 Pessimistic. in formal sessions. Instead, be
High
professional.
 More controlled
Restraint
and rigid behavior.  Only express negativity about the
world during informal meetings.
Interpretation: Bangladesh, with a low Indulgence score of 20,
is a highly Restrained society where self-gratification is
controlled,
leisure is undervalued, and social norms heavily influence personal
behavior. This restraint is often accompanied by a sense of
cynicism and limited pursuit of personal desires, as indulging is
seen as somewhat inappropriate. Turkey’s intermediate score of 49
indicates an ambivalence in this dimension, reflecting neither a
clear inclination toward indulgence nor restraint. While Turkish
society may show some traits of restraint, such as valuing social
norms, it is more flexible compared to Bangladesh, with a more
balanced approach to leisure and personal gratification.