e d jaffe1 culture think locally, act globally e d jaffe2 “nobody can think globally” geert...

E D Jaffe 1

CULTURETHINK LOCALLY, ACT

GLOBALLY

E D Jaffe 2

“NOBODY CAN THINK GLOBALLY”

Geert Hofstede

E D Jaffe 3

WHEN IN ROME, DO AS THE ROMANS?

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WHAT IS CULTURE?

• “The Collective Programming of the Mind”

• “A Shared System of Meaning, Ideas, and Thought”

• “What is Familiar, Recognizable, Habitual”

• National versus Organizational Culture

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DIMENSIONS OF NATIONAL CULTURES

• POWER DISTANCE

• INDIVIDUALISM

• MASCULINITY

• UNCERTAINTY AVOIDANCE

• LONG TERM versus SHORT TERM

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• POWER DISTANCE • The degree to which a society accepts the idea that power is to be distributed unequally.

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• UNCERTAINTY AVOIDANCE

• The degree to which a society feels threatened by ambiguous situations and tries to avoid them by providing rules and refusing to tolerate deviance.

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• INDIVIDUALISM • The degree to which a society believes that individuals’ beliefs and actions should be independent of collective thought and action.

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• MASCULINITY • The degree to which a society focuses on assertiveness, task achievement and the acquisition of things as opposed to the quality of life.

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• LONG TERM vs. SHORT TERM

• The extent to which a society exhibits a pragmatic future-oriented perspective rather than a conventional historic or short-term point of view.

• High = persistence, ordering relationships by status, thrift,

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having a sense of shame.

• Low = personal steadiness and stability, protecting your “face”, respect for tradition and reciprocation of greetings, favors and gifts.

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SCANDINAVIA

POWERDISTANCE

UNCERTAINTYAVOIDANCE

INDIVIDUALISM MASCULINITY

DENMARK 18 23 74 16

FINLAND 33 59 63 26

NORWAY 31 50 69 8

SWEDEN 31 29 71 5

Χ 56 66 44 48

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081624324048566472808896104112

0 10 20 30 40 50 60 70 80 90 100

Power Distance Index

Unc

erta

inty

Avo

idan

ce I

ndex

SAFUSA

THAIRA

ARA

A Power Distance and Uncertainty Avoidance plot

SIN

HOK

MAL

NZL

FINSWI EQA

COS

GRELarge Power Distance Strong Uncertainty Avoidance Masculine

JAM

CAN

DEN SWE

GBRIRE

NOR NETAUL

IDOIND PHI

EAFWAF

GER

ISRAUT

PAK TAI

GUA

PANVENBRAITA

ARGSPAJAP KOR

Small Power Distance Strong Uncertainty Avoidance Masculine

Small Power Distance Weak Uncertainty Avoidance

Large Power Distance Weak Uncertainty Avoidance Masculine

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081624324048566472808896104112

0 10 20 30 40 50 60 70 80 90 100

Masculinity Index

Unc

erta

inty

Avo

idan

ce I

ndex

GBR IRE

USA

NZL

CAN

BRAKOR

TURISR

URU

COS

YUG

PORGRE

JAP

SWIGERAUT

EQA

BEL

VEN

MEXITA

A Masculinity-Femininity and Uncertainty Avoidance Plot

SIN

HOK

MAL

DENSWE

NETNOR

FIN

TAI

IRAEAF

IDO

THA

PAKARA

Weak Uncertainty Avoidance Feminine

Strong Uncertainty Avoidance Feminine

Weak Uncertainty Avoidance Masculine

Strong Uncertainty Avoidance Masculine

JAM

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081624324048566472808896104112

0 10 20 30 40 50 60 70 80 90 100

Power Distance Index

In

div

idu

alis

m-C

olle

ctiv

ism

In

d.

GBR

ARA

USA

NZL

SPA

COS

AUT

EQA

POR

GUA

MEX

VEN

Power Distance and Individualism-Collectivism Plot

FIN

Large Power Distance Collectivist

CAN

ISR

GERNOR SWIIRE

DEN SWE

AUL

NET

SAFFRA

BELITA

JAPARG INDBRA

GRE

PAN

PHIMAL

COLPAK

TAISIN

Small Power Distance Collectivist

Large Power Distance Individualist

Small Power Distance Individualist

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UAI lowFEM

DEN

SWE

NOR

NETSAFETYVALUE

UAI low MAS

AULNZLCAN USA

INDGBR

MALHOK

JAM

STATUS:BIG POWERFUL

UAI highFEM

POR

GUA

KORFRA

SPA

PDI+

DESIGNSTYLEFASHION

ITA

VEN

BELMEX

SWI

AUTGER

PAK

GRE PDI+UAI highMAS

FASTBIGTECHNOLOGYDESIGN

JPN

BUYING MOTIVES FOR AUTOMOBILES

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HIGH-&

PDI lowFEM

PDI highFEM

PDI low & MAS PDI high & MAS

SWE

NOR

NETFIN

DEN

ISR

- -

CHL

POR

THA

KORSPA

FRA SIN

GUA

PAN

MAL

POWER

CAN

AULUSA

GBR/GERSWI

AUT

SUCCESS

BEL

GRE

ITA

JPN

HOK MEXVEN

POWER &SUCCESS

+ +

THE USE OF STATUS AS AN APPEAL

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PDI -UAI -

PDI +UAI +

IDV

COL

UNIQUEEXPLICIT

UNIQUEIMPLICIT

GROUPEXPLICIT

GROUPIMPLICIT

UK, USA, GERMANYBELGIUM FRANCE

SINGAPOREHONG KONG INDIA

CHINA

ITALY

SPAIN

JAPAN

DRAMATHEATRE

SYMBOLS

VISUAL METAPHORSLECTURE

GROUP ORIENTATION

EGO, SELF ORIENTATION

NONVERBAL COMMUNICATION STYLES & ADVERTISING

Directaccessible

Indirectinaccessible

ENTERTAINMENT

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COL/FEM COL/MAS

IDV/FEM IDV/MAS

THA

KOR

SIN

MAL

SPA

CHLPOR

NOR

SWEDEN

NET

ISR

FRA

EQAVENCOL

MEXPHI

AUT

GERSWI

IREITANZL

CANGBR

AULUSA

BELUAI +

JPN

COMPARATIVE ADVERTISING

1 2

4 3

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COMPARATIVE ADVERTISING• Quadrant 1. Comparison with the competition is

not acceptable because it makes the other party lose face. Also, it is considered too aggressive.

• Quadrant 2. In favor of comparative advertising, but comparison with another product, not a person (loss of face).

• Quadrant 3. Focus on “rights”, i.e. comparative advertising gives the consumer right to choose.

• Quadrant 4. Use soft approach, not confrontation.

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“SILENT LANGUAGES”OF CULTURE

• TIME

• SPACE

• MATERIAL GOODS

• FRIENDSHIP

• AGREEMENT

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SILENT LANGUAGES

• TIME

• SPACE

• Appointments, deadlines, scheduling of people and events.

• Size of office, location of office, furnishings, conversation distance.

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SILENT LANGUAGES

• THINGS • Material possessions, interest in latest technology, personal connections vs. material symbols of status, power and respect.

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SILENT LANGUAGES

• FRIENDSHIP

• AGREEMENTS

• Friends vs. self as social insurance for times of stress and emergency.

• Rules of negotiations based on laws, moral practices, or informal customs.

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TIME ORIENTATION

• MONOCHRONIC

• Complete one thing before starting something else.

• Time coordinates relationships.

• Task-Oriented.

• POLYCHRONIC

• Do several things at once.

• Involvement of people.

• People-Oriented.

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ARE YOU LATE?

• Mumble Something Time (Monochronic - 5 minutes; Polychronic - 45-60 minutes).

• Slight Apology Time (Monochronic - 10-15 minutes; Polychronic - over one hour).

• Mildly Insulting Time.

• Rude Time.

• Downright Insulting Time.

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CONTEXT

CONSTRUCTS LOW HIGH

CODES EXPLICIT IMPLICIT

IDENTITY EMPHASIS ON“I”

EMPHASIS ON“WE”

CONCERN SELF OTHER

NEED AUTONOMY,DISSOCIATION

INCLUSION,ASSOCIATION

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CONTEXT

CONSTRUCT LOW HIGH

STYLE CONTROL ORCONFRONT,SOLUTIONORIENTED

OBLIGING ORAVOIDANCE,AFFECTIVEORIENTED

SPEECH DIRECT INDIRECT

STRATEGY COMPETITIVE,DIRECT

COLLABORATIVE,INDIRECT

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VERBAL COMMUNICATION STYLES Style

ISRAELIS• Low-Context• Direct Verbal Style• “Straight Talk”• “I” Talk• Self Face

ARABS• High-Context• Indirect Verbal• “Sweet Talk”• “You” Talk• Mutual Face, “Going

Along”

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LIFESTYLE CATEGORIESSURVIVAL ESCAPE SECURITY STATUS CONTROL INDIVIDUALITY SELF-

FULFILLMENT

GERMANY 11 5 46 11 16 10 2

ITALY 8 3 40 18 12 13 6

SPAIN 8 7 30 13 17 12 13

FRANCE 14 9 33 18 7 10 10

DENMARK 4 4 32 11 6 15 28

HOLLAND 7 11 44 19 6 4 9

UK 11 13 40 9 12 7 8

9 7 38 14 11 10 11

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IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

FRANCE UK GERMANY ITALY HOLLAND DENMARK SPAIN

HONESTY 76 79 74 77 79 76 47

TOLERANCE 59 62 42 43 57 58 44

GOOD MANNERS 21 68 42 55 59 49 54

RESPONSIBILITY 39 24 63 46 55 63 63

POLITENESS 51 27 29 37 42 51 20

LOYALTY 36 36 22 43 24 24 29

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LOYALTY 36 36 22 43 24 24 29

SELF-CONTROL 30 33 30 20 34 12 37

INDEPENDENCE 16 23 47 23 27 55 24

OBEDIENCE 18 37 16 27 23 14 30

HARD WORK 36 16 27 23 14 30 42

THRIFT 32 9 31 19 17 15 11

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DETERMINATION 18 17 27 17 16 11 13

RELIGIOUSFAITH

11 14 17 22 14 8 22

UNSELFISHNESS 23 40 4 2 9 23 4

PATIENCE 10 16 14 16 15 9 15

IMAGINATION 12 11 14 8 11 11 24

LEADERSHIP 2 4 32 3 4 2 8

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VALUE CHOSEN AS MOST IMPORTANTStudents Parents

Values USA Germany Denmark USA Germany Denmark

Sense ofbelonging

2.1 20.6 6.1 7.0 38.2 24.2

Fun andenjoyment

14.9 6.9 23.0 2.3 0 3.3

Warmrelationships

8.5 14.5 12.2 11.6 3.6 9.9

Self-fulfillment 27.7 13.7 10.1 9.3 8.2 2.2

Beingwell-respected

7.1 3.1 4.7 2.3 4.5 5.5

Excitement 1.4 4.6 2.0 0 0 0

Sense ofaccomplishment

11.3 5.3 8.1 9.3 8.2 15.4

Security 10.6 5.3 4.1 11.6 18.2 9.9

Self-respect 16.3 26.0 29.7 46.5 19.1 29.7

e d jaffe1 culture think locally, act globally e d jaffe2 “nobody can think globally” geert...

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