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Geert Hofstede - Coggle Diagram
Geert Hofstede
limitations in the 21st century
Outdated
original research was conducted in the 1960's
People within the 21st century's culture has turned to a more technology based culture.
The people he tested had different views and opnions to what the new generation have today.
Cultures change over time through various means such as technologies or environmental
CLimate change - people have become very much aware of the situation.
Have people's cultural values changed due to climate change?
Does the 5-D's model highlight this?
Is the 5-D's model limited to internal business environment?
Is it useful for marketing communication today?
Has the eduation system changed?
People within the 60's and 70's education was completely different
Klaes Eringa states that Hofstede's 'every person carries/her own 'mental programme' which is already formed in their childhood and further developed later in academic institutions & organisations'
With this statement in mind, it points towards a culture that changes over time due to changing Education system
The education system in England for example went from 'O levels' to GCSE's
Business practices has changed
Companies markets are forever changing and they adapt to the environment
An example would be that companies are promoting 'sustainability' through recycable products as consumers needs/values have changed to being more environmentally friendly
This model does not highlight the value of consumers for the environment
There are multiple sub-cultures within country borders
Makes it very difficult to get an accurate reading
HIs data-set was collected within an office of IBM and not from actual locations
HOw does it implicate the results?
Environmental issues are a serious value in some culture. This theory does not cover this aspect of cultural values
Countries are more 'mixed' in terms people migrating frm country to country
A number of family members have 'dual-heritage' background
The model is vastly generalised - data will be quantitive and not qualitive
Technology may make cultures more and more similar
5-dimension model
Collectivism vs individualism
Power distance
Masculin vs feminin
uncertainty avoidance
long-term/short-term orientation
Advantages in the 21st century
Values are still relavent today as they are the centre of culture and all assumptions made by different individuals on businesses derive from values.
However, it goes back to the argument of 'do value's change through generations?'.
If you were to give the CCA questions to 2 generations will the answers be the same?
Easier access of data through social media networks etc
The five dimensions add greater depth to where you can focus on
Aid's in understanding the changes in culture
New scores can be compared to the original analysis
How does it approach the issue of 'culture'?
'every person carries/her own 'mental programme' which is already formed in their childhood and further developed later in academic institutions & organisations'