Examine the role of two cultural dimensions on behaviour

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Examine the role of two cultural dimensions on behaviour

Hofstede 1973 conducted a classic piece of research, involving asking employees of the multinational company IBM to fill in surveys about morale in the workplace. He then carried out content analysis on their responses, focusing on the key differences submitted by employees in different countries. He called the trends he noticed “dimensions.” By 2001 he had data from 72 countries and had identified 5 major work related trends. These are power distance, uncertainty avoidance, masculinity vs femininity, individualism vs collectivism and long term vs short term orientation. This essay will examine these last two dimensions.

Time orientation reflects the extent to which a culture has a dynamic future-orientated mentality and refers to the degree to which a culture encourages delayed gratification of material, social and emotional needs among its members. This was based on the argument put forward by Hall 1959, who said that the ways humans experience time is influenced by their culture. In 2001, Hofstede renamed this dimension long term vs short term orientation. Long term orientation cultures value persistence, loyalty and trustworthiness. They value long-standing as opposed to short term traditions and values. Individuals in such cultures strive to fulfil their own long-term social obligations and avoid loss of face. Short term orientation cultures are not concerned with past traditions. They are impatient, present focused and strive for immediate success. According to Matsumoto and Juang 2008, in practical terms time orientation refers to the degree to which cultures will delay gratification of material, social and emotional needs among their members. 7 of the 10 highest ranking countries on Hofstede’s time orientation dimension were in Asia. Western countries tend to be more short term orientated.

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There have been several pieces of research into time orientation. Chen et al 2005 is a notable one. In eastern countries, where long term orientation is prevalent, patience is valued more than in Western countries. Chen et al conducted an experimental study using 147 Singaporean “bicultural participants” (exposed extensively to Singaporean and American culture) and assumes that both can affect behaviour depending on which is more active in the mind at a particular time. In group A, Singaporean culture was activated by presenting a collage of easily recognisable photos relevant to Singaporean culture. In group B, American culture was activated ...

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