Hofstede's Five Dimensions To Value National Cultures

small), uncertainty avoidance (strong vs. weak), individualism vs. collectivism, masculinity vs. femininity, long term orientation vs. short term orientation. In addition, Hofstede (1991, 2001) also argued that these five dimensions are common in all countries. Steenkamp (2001), advocates that these dimensions are relevant in assessing international marketing characteristics. Homestead’s five dimensions are as follows:

2010). In a high power distance cultures children are emphasized to respect elders more than that of the low power distance cultures (Hofstede, 1997)

3.2 Uncertainty avoidance:

Uncertainty avoidance is the degree to which members of a culture (from strong to weak) feel threatened by ambiguous or uncertain / unknown situation. In high uncertainty avoidance cultures there is preference for a structured environment. In low uncertainty avoidance cultures rules are not appreciated and often application of policies and rules lead to fear and discomfort. People are inclined to have a more stress-free attitude in these cultures (Hofstede et al. 2010).

3.3 Individualism / collectivism:

Individualism / collectivism is the preference of people where importance is placed on the individual and his or her autonomy whereas collectivism puts emphasis on dependency of social structure e.g. Individualism signifies self-reliance and personal independence, whereas collectivism values relationships in a connecting society (Blackwell et al.,