4 Hofstede’s model of national culture

In the 1970s, Geert Hofstede looked at the national cultural differences between IBM employees working across 64 countries (Hofstede, 1980). His view was that if any differences were seen between IBM employees across the 64 countries, then this would be down to national cultural differences and not the result of working culture, as they were all working for the same organisation.

Figure 5 A sample of nationalities

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In the centre of this is an image of the Earth. Around it are human-shaped figures, each one representing a different nation, with the flag of a different country, such as Great Britain, Israel, India and Switzerland, printed on each.

Figure 5 A sample of nationalities

Hofstede’s research initially led to the identification of four dimensions of cultural difference. They were power distance, individualism versus collectivism, masculinity versus femininity and uncertainty avoidance.

A decade of research, subsequently validated by the replications of others, led to the identification of the six dimensions of cultural difference we see today, now also known as the 6-D model of national culture (The Culture Factor Group, 2024). This model presents a way of understanding the culture of a country based on its cultural values.

The six dimensions of cultural difference identified are: power distance, individualism, masculinity versus femininity, uncertainty avoidance, long-term versus short-term orientation and indulgence versus restraint. You will look at each of these in turn next.