The traditional cultural dimensions of Power distance, Uncertainty avoidance, Masculinity, Individualism and Long term orientation propounded by him as bench marks for deciding cultural values of each countries engaged in the…
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In Hofstede’s view, nations have separate cultures which an international business has to adapt to, in order to successfully conduct its business in a particular nation. Hofstede’s five dimensions of culture are defined in terms of power distance, uncertainty avoidance, masculinity, individualism and long-term orientation. Although Hofstede’s theory of cross cultural dimensions has been subjected to criticisms, his cross cultural dimensions had been of practical applications in the international commerce. However, ever since the advent of globalisation, nations have stopped being watertight compartments with the Hofstede’s cultural dimensions attributable to individual nations in varying degrees having become outdated. It is proposed to place herein evidence based arguments to show that Hofstede’s cultural dimensions for the purpose of international commerce have become irrelevant or outdated in the wake of globalisation.
Hofstede attempted to explain that cultures are shaped within nations. But when businesses transcends beyond national boundaries, these cultural dimensions become cultural interconnections. Now globalisation has become the order of the day and irreversible. Cultural attributes are likened to an iceberg in that only very few are visible to the eye. They are language, behaviours, customs, and norms. And traditions, beliefs, priorities, assumptions and values are only perceptible (Parker, 2005 p189).
As already well known, Hofstede (1980) arrived at the above said dimensions based on his study of 88,000 employees of IBM from 72 countries. He expanded his study to ten more countries and three regions in his updated version (Hofstede, 2001).At the time of Hofstede’s original work in 1980, the world was not as complicated a place as it is today.
In the last three decades, nations have become more permeable and heterogeneous besides undergoing disintegration or dismantlement like Soviet
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