价值取向模型：文化必须回答的5 价值取向模型：文化必须回答的5个问题
1. What is basic human nature?
Fundamentally evil or good Fundamentally changeable or unchangeable
价值取向模型：文化必须回答的5 价值取向模型：文化必须回答的5个问题
Power Distance Index • Power Distance Index:
1. The Power Distance Index measures (tolerance of )power inequality between superiors and subordinates within a social system Cultures with high PDI scores tend to be hierarchical (分等 分等 级的) and value power and social status 级的 High PDI cultures the those who hold power are entitled to privileges Cultures with low PDI scores value equality and reflect egalitarian (平等主义的 views 平等主义的) 平等主义的
Individualism/Collectivism Index • Individualism/Collectivism Index:
1. 2. 3. 4. The Individualism/Collective Index refers to the preference for behavior that promotes one’s self-interest High IDV cultures reflect an “I” mentality and tend to reward and accept individual initiative Low IDV cultures reflect a “we” mentality and generally subjugate the individual to the group Collectivism pertains to societies in which people from birth onward are integrated into strong, cohesive groups, which protect them in exchange for unquest of National Culture（3）：
MASCULINITY NORMS, VALUES, AND BELIEFS
• • • • • •
Clear definitions of gender roles Men are assertive and dominant Support for Machismo Men should be decisive Work is priority Growth, success, and money are important
HOFSTEDE’S VALUE DIMENSIONS BY COUNTRIES 霍夫斯泰德文化类型分类
• Latin European
– High
uncertainty avoidance masculinity
• Nordic
– Low
• Far Eastern
– high
power distance, low individualism
文化基本要素的差异
TWO DIAGNOSTIC MODELS TO UNDERSTAND CULTURAL DIFFERENCES • Value Orientations Model • Hofstede’s Model of National Culture
THE VALUE ORIENTATIONS MODEL: FIVE PROBLEMS THAT CULTURES MUST SOLVE 价值取向模型：文化必须回答的5 价值取向模型：文化必须回答的5个问题
Elements of Culture: Cultural Values
• • 1. 2. 3. 4. Differences in cultural values, which is found to exist among countries, affects consumer behavior Hofstede, who studied over 90,000 people in 66 countries, found that the cultures differed along four primary dimensions: Individualism/Collective Index (IDV), which focuses on self-orientation Power Distance Index (PDI), which focuses on authority orientation Uncertainty Avoidance Index (UAI), which focuses on risk orientation; and Masculinity/Femininity Index (MAS), which focuses on assertiveness and achievement
Hofstede’s Model of National Culture（2）：
INDIVIDUALISM NORMS, VALUES, AND BELIEFS
• People are responsible for themselves • Individual achievement is ideal • People are not emotionally dependent on organizations or groups
HOFSTEDE’S MODEL OF NATIONAL CULTURE • Issues of equality - “power distance” • What is different and dangerous “uncertainty avoidance” • The individual and the group in society “collectivism/individualism”
Hofstede’s Model of National Culture（4）：
LONG TERM (CONFUCIAN) ORIENTATION
• • • • •
Belief in substantial savings Willingness to invest Acceptance of slow results Persistence to achieve goals Sensitivity to social relationships • Pragmatic adaptation
• People are evil - authoritarian leadership/careful personnel selection • Nature dominates people products/strategies constrained
SOME MANAGERIAL IMPLICATIONS OF VALUE ORIENTATIONS MODEL 与管理有关的几个价值取向假设
UNCERTAINTY AVOIDANCE NORMS, VALUES, AND BELIEFS • Avoid conflict • Low tolerance of deviant people and ideas • Respect for laws and rules • Experts and authorities are usually correct • Consensus is important
Hofstede’s Model of National Culture（3）：
COLLECTIVISM HAVE NORMS, VALUES, AND BELIEFS
• Self identity based on group membership • A belief that group decision making is best • A belief that groups protect you in exchange for loyalty
HOFSTEDE’S VALUE DIMENSIONS BY COUNTRIES 霍夫斯泰德文化类型分类
• Anglo cultures (US, GB, Australia)
– High
on individualism and masculinity, low on power distance and uncertainty avoidance
2. 3. 4.
Uncertainty Avoidance Index • Uncertainty Avoidance Index:
1. The Uncertainty Avoidance Index measures the tolerance of uncertainty and ambiguity (模糊）among members of a 模糊） 模糊 society High UAI cultures are highly intolerant of ambiguity, tend to have anxiety and stress, accord a high level of authority to rules as a means of avoiding risk Low UAI cultures are associated with a low level of anxiety and stress, a tolerance of deviance and dissent, and a willingness to take risks