University of Sunderland ENGM92 Unit 1

ENGM92ENGM92

Cultural AwarenessCultural Awareness Unit 1 Unit 1

University of Sunderland ENGM92 Unit 1

International Project International Project Management and PracticeManagement and Practice

• Introduction– The importance of culture– Culture awareness– Cultural sensitivity– Working in different culture

University of Sunderland ENGM92 Unit 1

What is CultureWhat is Culture

• A commonly used definition is:

“the collective programming of the mind which distinguishes the members of one human group from another …. Culture, in this sense, includes systems of values and values are the building blocks of culture”

Hofstede, 1984

University of Sunderland ENGM92 Unit 1

What is CultureWhat is Culture

• What do you think culture is?– Discuss in small groups ……

University of Sunderland ENGM92 Unit 1

University of Sunderland ENGM92 Unit 1

What is CultureWhat is Culture

• A culture is particular to one group and not to others

• A culture influences the behaviour of group members in uniform and predictable ways

• A culture is learned and not innate

• Culture includes systems of values– Values are defined as assumption of how people

should behave

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

• Model developed over a number of years

• Original report 1980– Updated 1984 and 1997

• Study based on 116,000 people– Working for IBM and their affiliates worldwide– 50 countries and– 3 regions (containing 12 countries)

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

• The four original dimensions– Power Distance– Uncertainty Avoidance– Individualism versus Collectivism– Masculinity versus Femininity

• Additional dimension– Long-term orientation

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

• The model is comparative– Compares one culture with another

• The model does not give absolutes!

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

• Where do you think your country would sit on the four original Hofstede dimensions?– Do this working in small groups

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

University of Sunderland ENGM92 Unit 1

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

University of Sunderland ENGM92 Unit 1

• only 7 countries have Individualism as their highest Dimension– USA 91– Australia 90– United Kingdom 89– Netherlands and Canada 80– Italy 76– South Africa 70

University of Sunderland ENGM92 Unit 1

Hofstede’s ModelHofstede’s Model

• How well you think that the various cultural traits given by Hofstede’s model for your country match how you see your countries culture?– Do this working in small groups

University of Sunderland ENGM92 Unit 1

Group Culture TaskGroup Culture Task

• You must work in your allocated group• Group list will be posted on the MSc Project

Management notice board• The topic for each group will be posted on

the MSc Project Management notice board• You must produce a 15 minute presentation

on the topic to be given in two weeks time• All your team must attend a team tutorial

next week with the lecturer

University of Sunderland ENGM92 Unit 1

Culture Culture

• Conclusions– Culture is important– Culture varies around the world