Hofstede dimensions

The Hofstede dimensions form the best-known framework for comparing national cultures, on axes like power distance, individualism, uncertainty avoidance and long-term orientation. For international marketing they offer a first language for reasoning why a message, price posture or colour choice lands differently across countries. The criticism is substantial and belongs with every use: the data are old and drawn from one corporate context, countries are not cultural units, and dimension scores tempt stereotyping at the individual level. Useful as a checklist for conversations and hypotheses; useless as a predictor of individual buying behaviour.

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