Geert Hofstede

The table on the left is a simplified indication on how the results of Hofstede’s research may be used. The table consists of some example countries (Yugoslavia does not exist anymore and Germany refers to the former West-Germany) and their values. The values are mentioned on top. PDI stands for Power Distance and the scale runs from 11 (minimum) to 104 (maximum). IDV is short for individualism (with collectivism on the other end of the scale). MAS represents masculinity (versus femininity) and UAI is uncertainty avoidance. In practice the values are often used as percentage. Although technically not correct, the relative value when comparing countries remains more or less intact. Colours have been added, green indicating the lowest and blue the highest value in a column.

If for example a Dutch businessman wants to do business with someone in Austria, he may start with getting an idea of his own culture: low on power distance, rather high on individualism, very low on masculinity (or high on femininity) and average on uncertainty avoidance. Then he may compare ‘his’ scores with those on Austria. You see that the biggest difference is in the dimension of masculinity – femininity. Hence, he prepares for the differences in this domain by being open for the position of the other and refraining from stressing his own perception. What this dimension implies in practice is summarized in the pictures in the stack on the previous page.