1. Doctorate in Business Administration Hofstede in Luxembourg: An intercultural comparison with France and Germany Applying Geert Hofstede in collaboration with Lindab  
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2. Chapter Overview
Acknowledgements Chapter 1: Introduction Chapter 2: Literature Review Chapter 3: Methodology Chapter 4: Data Analysis Chapter 5: Conclusion References Appendixes

3. Chapter 1: Introduction

4. My Research Question The purposes of this study are:
Where does Luxembourg fit in on the 7 Hofstede cultural dimensions?
to explain Luxembourg people’s high scores on the measure of happiness
I would like to test the validity of Hofstede’s work in 2010, being contested, looking at France and Germany, previously researched, adding entirely new data for Luxembourg, for which he has only provided estimates.

5. My Contribution to Knowledge
My contribution to knowledge is adding the data that I collected about Luxembourg to Hofstede’s data, as Hofstede bases his research on Luxembourg on estimates.

6. My originality
There is no research about Hofstede’s cultural dimensions in Luxembourg
Choice of ONE company: Lindab
Interviews, Questionnaires at Lindab Luxembourg, France and Germany and their comparison
Differentialisation of the Luxembourger with Luxembourgish Nationality
Extrapolation of the pattern of the Luxembourger
My results in Hofstede’s maps of the world

7. Methods Review of the Literature
Participant Observation (Primary Data)
Interviews (Primary Data)
Questionnaires (Primary Data)

8. Chapter 2: Literature Review

9. Literature Review The era after Hofstede: The era before Hofstede:
Triandis, Harry
Smith, Peter, B.
Schwartz, Shalom
Trompenaars, Fons & Hamden-Turner, Charles
De Mooij, Marieke
Inglehart, Ronald
The GLOBE, House, Robert; Hanges, Paul…
Schein, Edgar
Bond, Michael, Harris
Mintzberg, Henry
Minkov, Michael
Hofstede, Gert Jan
McSweeney
The era before Hofstede:
Maslow, Abraham
McClelland, David
Herzberg, Frederick
Rockeach, Milton
Hall, Edward
Kluckhohn, Florence and Strodtbeck, Fred
The era besides Hofstede:
Scholz, Christian; Böhm, Hans
Lewis, Richard D.
Spizzo, Daniel
The era beyond Hofstede:
Aaker, Jennifer
Briley, Donnel
Nakata, Cheryl
Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen….

10. Culture Theories The era before Hofstede (- 1980): Abraham Maslow
David McClelland
Frederick Herzberg
Milton Rockeach
Edward Hall
Florence Kluckhohn
Fred Strodtbeck

11. Chapter 2: Literature Review
The era before Hofstede
Maslow, Abraham:
hierarchy of needs: physiological (food, sleep…), safety, love/belonging, esteem, self-actualization.
Mc Clelland, David: achievement motivation, motivation theory.
Herzberg, Frederick:
“Two Factor Theory”: Motivator Factors: Achievement, Recognition, Work Itself. Responsibility, Promotion, Growth. Hygiene Factors: Pay and Benefits, Company Policy and Administration, Relationships with co-workers, Supervision, Status, Job Security, Working Conditions, Personal life.
Kluckhohn, Florence, Strodtbeck, Fred:
Values Orientation Theory: universal problems in all human societies, limited numbers for value-based solutions, and different cultures have different preferences.
Rockeach, Milton:
Rockeach Value Survey, the terminal values in RVS are: true friendship, mature love, self-respect, happiness, inner harmony, equality, freedom, pleasure, social recognition, wisdom, salvation, family security, national security, a sense of accomplishment, a world of beauty, a world at peace, a comfortable life, an exciting life.
Hall, Edward: Anthropologist, lifelong research on culture, with descriptive, qualitative methods. Lived with Navajo and Hopi Native Americans. Studied France, Germany, compared with America, mostly descriptive research.
All American, thinking the world is like the USA

12. Culture Theories Hofstede’s Era (1980-2000): Christian Scholz
Hans Böhm
Richard D. Lewis
Daniel Spizzo

13. Christian Scholz and Hans Böhm:
Literature Review
Besides Hofstede.
Christian Scholz and Hans Böhm:
a comparative analysis of human resource management (HRM) in Europe, impacts contexts and different approaches to HRM in Europe, researching in Austria, Czech Republic, Denmark, France, Germany, Hungary, Italy, Latvia, the Netherlands, Poland, Spain, Turkey, comparing the UK, North America and continental Europe. Professor Dr Christian Scholz holds the chair of Business Administration, Organisation, HRM at University of Saarland. His research in Europe is about cultural, political and economic differences with the aim of avoiding fatal and expensive mistakes in doing business in Europe.
Richard D. Lewis:
explores the relationship between language and thought, how the mind is conditioned culturally at an early age, he researches about the cultural capital in organisations, about meetings, space and time, status and leadership, communication style, listening habits, team-building mechanisms, negotiation and decision-making.

14. Culture Theories The era after Hofstede (2000 - ): Harry Triandis
Peter B. Smith
Shalom Schwartz
Fons Trompenaars & Charles Hamden-Turner
Marieke De Mooij
Ronald Inglehart
The GLOBE: Robert House, Paul Hanges…
Edgar Schein
Michael Harris Bond
Henry Mintzberg
Michael Minkov
Gert Jan Hofstede
McSweeney

15. Individualism/Collectivism research. Traditional collectivist Greece.
Literature Review
Continued
Hofstede’s replications.
De Mooij, Marieke:
Global Marketing, Consumer Behaviour and Culture, co-wrote with Geert Hofstede “The Hofstede Model”.
Triandis, Harry:
Individualism/Collectivism research. Traditional collectivist Greece.
Trompenaars, Fons & Hamden-Turner, Charles: “Riding the wave of culture”, interviewed 8800 companies in 43 countries, identified 5 dimensions of culture: Universalism versus particularism, communitarianism versus individualism, neutral versus emotional, diffuse versus specific, achievement versus ascription.
Schwartz, Shalom:
identified 7 country-level value orientations surveying 60,000 people in 63 countries: conservatism or embeddedness, intellectual autonomy, affective autonomy, hierarchy, egalitarianism, mastery, harmony. Summarised in 3 culture dimensions: embeddedness versus autonomy, hierarchy versus egalitarianism, mastery versus harmony.
Peter Smith:
identified 2 country-level dimensions: egalitarian commitment versus conservatism, utilitarian involvement versus loyal involvement by analysing the data from Trompenaars.

16. Literature Review Continued Ronald Inglehart:
World Values Survey: the world’s most impressive database: questionnaire consisting of 360 questions in over 100 countries with over 420,000 respondents in several waves (wave 1, 2, 3, 4, 5, wave 6 being carried out ). WVS is headquartered in Stockholm, Sweden . Hofstede has stated that today he would use data from the WVS and analyse it, instead of collecting new data.

17. Literature Review Continued
The GLOBE: House, Robert; Hanges, Paul; Javidan, Mansour; Dorfman, Peter; Gupta, Vipin:
involving 160 researchers worldwide in 62 cultures: nine dimensions of culture: Power Distance, Uncertainty avoidance, Humane Orientation, Collectivism I (Institutional Collectivism), Collectivism II (In-Group Collectivism), Assertiveness, Gender Egalitarianism, Future Orientation, Performance Orientation.
Bond, Michael Harris:
Chinese Values Survey.
Mintzberg, Henry:
Organisational structure research. the typical 5 configurations of most organisations: operating core, strategic apex, middle line, techno-structure, support staff. 5 coordinating activities mechanisms in organisations: mutual adjustment, direct supervision, standardisation of work processes, standardisation of outputs, standardisation of skills. 6 species of organisations: the entrepreneurial O., the machine O., the professional O., the project O., the missionary O., the political O.
Schein, Edgar:
“Corporate Culture Survival Guide”, when cultures meet through acquisitions, mergers, joint ventures. Schein’s 10 culture change mechanisms: incremental change through general and specific evolution, insight, promotion of hybrids within the culture, systematic promotion from selected subcultures, technological seduction, infusion of outsiders, scandal and explosion of myths, turnarounds, mergers and acquisitions, destructions and rebirth. 7 dimensions of culture, 3 levels of culture: artifacts, espoused beliefs and values, basic underlying assumptions. Schein is a psychologist.
Cameron, and Quinn:
4 forms of organisational culture profile: the clan culture, the adhocracy culture, the hierarchy culture, the market culture.

18. Literature Review Minkov, Michael: Continued
from Sofia, Bulgaria, co-writes with Geert Hofstede, analyses data from Ingelhart’s WVS, “Cultural Differences in a Globalizing World”, adds a sixth cultural dimension to Hofstede: Indulgence versus Restraint (IVR). 4 dimensions of culture: industry vs indulgence, Monumentalism vs flexumility, hypometropia vs prudence, exclusionism vs universalism.
Hofstede, Gert Jan (his son): concentrates on training and teaching culture, “Exploring Culture”.

19. Literature Review Going beyond Hofstede. Continued Jennifer Aaker
Professor at Stanford Graduate School of Business, Happiness Studies, The Dragonfly Effect.
Kirkman,
Lowe,
Gibson,
Nakata,
Briley,
Hong,
Benet-Martínez,
Chiu,
Morris,
Wyer,
Hermans,
Kempen,
Jenner,
Mc Nab,
Brisling,
Worthly,
Leung.
Donnel Briley
is Professor of Marketing at University of Sydney, Australia. His areas of expertise are consumer choice and international marketing, studying the influence of culture and ethnicity on consumers’ judgments and decisions.
Cheryl Nakata
focuses her research on culture on its theoretical explorations and managerial applications in international business, marketing, innovation and strategy. She is Associate Professor of Marketing and International Business at the University of Illinois at Chicago.

20. Culture Theories New theories: Jennifer Aaker Donnel Briley
Cheryl Nakata
Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen….

21. Literature Review
Donnel Briley at University of Sydney.

22. Geert Hofstede (1928- ) What did he do?
Born in the Netherlands in 1928
IBM HRM research in the 1960s
116,000 questionnaires
Identified 4 cultural dimensions, later added more:
IDV/COLL, UAI, PDI, MAS/FEM,
LTO, IVR, MON.
Dared to contradict Maslow, Herzberg, McClelland
Brought cultural research from the US to Europe
Emeritus Professor at Maastricht University
Start at 2:36

23. Culture
is measured in terms of all of the followings: symbols, heroes, rituals, values, practices, norms, beliefs, self-perceptions, cognitive ability and behaviours

24. Heroes
are persons that serve as model, such as:
S.A.R. Grand-Duc Henri
Jean-Claude Juncker
Andy+Franck Schleck
Charly Gaul

25. Symbols
are words, gestures, pictures or objects, such as jargon, dresses, national anthem, flags or
status symbols

26. Rituals
are collective activities (Schouberfouer),
ways of greeting (Moien) social and religious ceremonies (Octave)

27. are broad tendencies, feelings that come in pairings such as:
Values
are broad tendencies, feelings that come in pairings such as:
evil – good
dirty – clean
dangerous – safe
forbidden – permitted
moral – immoral
ugly – beautiful
unnatural – natural
irrational - rational

28. Hofstede’s Dimensions of Culture
Hofstede's Dimensions of Culture - Explained Easily :
Individualism versus Collectivism (IDV)
Uncertainty
Avoidance (UAI)
Power Distance
Index (PDI)
Masculinity versus
Femininity (MAS)
Long-Term versus Short-Term Orientation(LTO)
Indulgence versus
Restraint (IVR)
Monumentalism
(MON)

29. Individualism versus Collectivism (IDV)
defined as “people looking after themselves and their immediate family only, versus people belonging to in-groups that look after them in exchange for loyalty”
Uncertainty Avoidance (UAI)
defined as “the extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations”
Power Distance Index (PDI)
defined as “the extent to which less powerful members of a society accept and expect that power is distributed unequally”
Masculinity versus Femininity (MAS)
defined as “the dominant values in a masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of life”

30. Long-Term versus Short-Term Orientation(LTO)
defined as “the extent to which a society exhibits a pragmatic future-orientated perspective rather than a conventional historic or short-term point of view”
Indulgence versus Restraint (IVR)
defined as “Indulgence stands for enjoying life and having fun. Restraint stands for regulation of these by strict social norms”
Monumentalism (MON)
defined as “ veneration of heroes by buildings, songs, music, celebrations”

31. Limitations of Hofstede
Hofstede’s data from the 1960s might be outdated.
Hofstede used IBM employees as sample for his research.
The questions used in the questionnaire are self-perceptive questions.
Hofstede uses and recommends using secondary data (WVS from Inglehart).
Hofstede’s IBM study didn’t start as an intercultural study but as a ‘work satisfaction survey’.
Hofstede’s cultural model is fixed, not flexible.

32. Chapter 3: Methodology

33. Chapter 3: Methodology Review of the Literature.
Participant Observation (Primary Data).
Interviews (Primary Data).
Questionnaires (Primary Data).

34. Chapter 3: Methodology
Participant Observation.

35. Luxembourg
Unitary parliamentary democracy and constitutional monarchy.
Grand Duke: Henri.
Prime Minister: Jean-Claude Juncker.
Official languages: Luxembourgish, French, German.
Capital Luxembourg (90,000 inhabitants).
Size: 2,586 km2.
Population total: 511,000.
Motto: “Mir wëlle bleiwe wat mir sinn” “We want to remain what we are”
Anthem: “Ons Heemecht” – “Our Homeland”
Queen Mary II and Marie-Astrid

36. Data Analysis: Participant Observation
Continued
Data Analysis: Participant Observation
Femmes Leaders Luxembourg
LPRA – Luxembourg Professionals Recruiters Association
HRone
BEE SECURE
PaperJam Business Club
Fairs
‘Foires’
European Commission
American Chamber of Commerce
Libreria Italiana
Brasserie Guillaume
POG – Personnel Officer’s Group
Chamber of Commerce and Sacred Heart University Luxembourg
Participant
Observation

37. Chapter 3: Methodology
Choice of ONE company: Lindab Buildings.

38. Methodology
Continued
Lindab Buildings

39. Chapter 3: Methodology
Interviews (Primary Data).

40. Methodology Lindab Life Interviews Interviews.
Continued
Lindab Life
Interviews
Interviews.
Elaboration of questions with Hofstede.
Pre-study within the HR community in Luxembourg.
Validation by the Director Human Resources Lindab.
Interviewing of Lindab Luxembourg / France / Germany.
Transcript writing.
Comparison of the interviews in Luxembourg, France, Germany.

41. Chapter 3: Methodology
Questionnaires (Primary Data).

42. Methodology Questionnaire.
Continued
Questionnaire.
Questionnaire evaluation together with Hofstede: review and validation.
Questionnaire translation: English, French, German and, much desired, Luxembourgish.
Pre-study within the HR community in Luxembourg.
Questionnaire review with HRD Lindab.
Questionnaire distribution at Lindab Luxembourg, France, Germany.
Collection of filled-in questionnaires.
Excel sheet elaboration for questionnaires.
Fill-in all questionnaires in Excel sheet.
Clean-up database on Excel.
Analyse database on Excel.
Calculation of mean scores per question in Excel.
Calculation of IDV, MAS, UAI, PDI, LTO, IVR, MON, in Excel.
In SPSS: Logistic Regression on Happiness.

43. Chapter 4: Data Analysis

44. Chapter 4: Data Analysis
Participant Observation (Primary Data).
Interviews (Primary Data).
Questionnaires (Primary Data).

45. Chapter 4: Data Analysis
Participant Observation.

46. Data Analysis: Participant Observation
Continued
Luxembourg prefers:
Meeting in person, in a Hotel or Bank.
Champagne and Cocktail.
Lunch or Dinner.

47. Chapter 4: Data Analysis
Interviews (Primary Data).

48. Hofstede’s Interview Analysis
Symbols.
Values.
Heroes.
Rituals.

49. Data Analysis: Interviews: Symbols – Values – Heroes – Rituals
Lindab Luxembourg
Lindab France
Lindab Germany
Symbols
Lindab Life
Excellence in construction
The open door
Lindab is the leader in building construction
Standardisation
Conquering new markets
Code of ethics
Cost Analyses
Quality Handbook
Procedures
Values
Customer success : Be Nr. 1
Down to earth
Neatness and order
Corporate social responsibility
Mutual trust
Quality in work
Punctuality
Team work
Good relations among employees
Satisfied clients
Long-term orientation
Reliability
Heroes
The director
The directors at Lindab Luxembourg
Rituals
Christmas Party
Seniority awards
24 hour bicycle race
ING Marathon
Birthday cake
Meeting for success

50. Chapter 4: Data Analysis
Questionnaires (Primary Data).

51. Culture Calculation Formulas
PDI = 35(mQVAL7 – mQVAL2) + 25(mQVAL23 – mQVAL26) + C (pd)
UAI = 40(m QVAL20 – mQVAL16) + 25(mQVAL24 – mQVAL27) + C (ua)
IDV = 35(mQVAL4 – mQVAL1) + 35(mQVAL9 – mQVAL6) + C (ic)
MAS = 35(mQVAL5 – mQVAL3) + 35(mQVAL08 – mQVAL10) + C (mf)
LTO = 40(mQVAL18 – mQVAL15) + 25(mQVAL28 – mQVAL25) + C (ls)
IVR = 35(mQVAL12 – mQVAL11) + 40(mQVAL19 – mQVAL17) + C (ir)
MON = 35(mQVAL14 – mQVAL13) + 25 (mQVAL22 – mQVAL21) + C (mo)

52. Hofstede’s Cultural Dimension Calculations of the Paper Questionnaire
Table 4.1 Comparison Lindab Luxembourg – Lindab Luxembourg with Luxembourgish nationality – Hofstede’s estimates on Luxembourg
(on a scale from 1-100, 1 being the lowest and 100 the highest score)
Lindab Luxembourg
Lindab Luxembourg with Luxembourgish nationality
Hofstede’s estimates on Luxembourg
PDI 36 29 40
UAI 97 95 70
IDV
51.5 34 60
MAS 47 54 50
LTO 69 65 64
IVR
53.5 55 56
MON 10 24 -

53. Hofstede’s Cultural Dimension Calculations of the Paper Questionnaire
Table 4.2 Comparison Lindab Luxembourg – Lindab Luxembourg with Luxembourgish nationality – Hofstede’s estimates on Luxembourg –
Lindab France – Hofstede’s France – Lindab Germany – Hofstede’s Germany
Lindab Luxem-bourg
Lindab Luxembourg with Luxembourgish nationality
Hofstede’s estimates on Luxembourg
Lindab France
Hofstede’s France
Lindab Germany
Hofstede’s Germany
PDI 36 29 40
32.5 68 37 35
UAI 97 95 70
28.8 86
67.5 65
IDV
51.5 34 60 41 71
65.5 67
MAS 47 54 50
43.5 43
64.5 66
LTO 69 64 63
84.5 83
IVR
53.5 55 56 80 48 46
MON 10 24 - 31
16.5
6.5
9.9

54. Hofstede’s cultural dimensions on Luxembourg – France – Germany – UK – Belgium FR – Belgium NL – Italy – the Netherlands NL – China – USA - Japan
Luxbg
France
Germany UK
Belgium FR
Belgium NL
Italy NL
China
USA
Japan
PDI 40 68 35 61 50 38 80 54
UAI 70 86 65 93 97 75 53 30 46 92
IDV 60 71 67 89 78 76 20 91
MAS 43 66 14 62 95
LTO 64 63 83 51 82 87 26 88
IVR 56 48 69 57 24 42
MON -
16.5
9.9
35.4
35.2
11.9
57.2
4.0

55. Cultural Map PDI - IDV shows the special place that Lux. Nat
Cultural Map PDI - IDV shows the special place that Lux. Nat. holds: strong Collectivism (weak Individualism) and small Power Distance

56. Cultural Map PDI - UAI shows the special place that Luxembourg and Lux
Cultural Map PDI - UAI shows the special place that Luxembourg and Lux. Nat. hold: strong Uncertainty Avoidance and small Power Distance

57. Cultural Map IVR - LTO shows the special place that Luxembourg and Lux
Cultural Map IVR - LTO shows the special place that Luxembourg and Lux. Nat. hold: next to Hofstede’s France

58. What is Logistic Regression?
start at 1:02
Logistic regression allows prediction of group membership, for example, prediction of whether someone is a belly dancer based on gender, occupational category, preferred type of reading material and age. Logistic regression allows to evaluate the odds (the probability) of membership in the group of belly dancers based on the combination of values of the predictor variables, 25 year old female sports professor, teaching hip-hop and reading dance books

59. Logistic Regression Definition:
Logistic Regression is a statistical method used to model the relationship between a qualitative dependent variable – like for example ‘happiness’ – and a combination of independent variables – like for example ‘taking risk’, ‘free time for life’, ‘level of education’ ‘job level manager or non-manager’, ‘state of health’, ‘religion’
Logistic Regression is calculated in SPSS. SPSS is a computer program from IBM. SPSS means ‘Statistical Package for the Social Sciences’. Between 2009 and 2010 it was called PASW – ‘Predictive Analytics SoftWare’

60. Logistic Regression Regression Coefficients Odds Ratios Taking Risk
Table Logistic regression – Being happy – Regression coefficient and Odds Ratio
Dependent Variable: Being happy
Regression Coefficients
Odds Ratios
Taking Risk
0.931
2.538
Free Time for Life
0.974
2.647
Level of Education
-0.930
0.394
Contradict boss
1.096
2.993
State of health
1.485
4.416
Importance of Religion
0.677
1.969
Constant
-0.628
0.534

61. Correlation Matrix * Significant at .05 Taking Risk Free Time for Life
Level of Education
Contradict boss
State of health
Importance of Religion
1.000 -
0.214
0.054
-0.213
-0.149
0.126
0.182
0.105
0.006
-0.279
-0.233
0.195
-0.101
-0.122
-0.065
0.086

62. Constant
-0.628
For a person who takes risks
+(0.931)x1
And who takes free time for himself/herself
+(0.974)x1
Who has a high level of education
+(-0.930)x1
Who dares to contradict the boss
+(1.096)x1
Whose state of health is good
+(1.485)x1
For whom religion is important
+(0.677)x1
e =
3.605
z = 3.605 =
+ 1 =
logit = p
with z =
with the constant
p= p=
p = 0.97
The probability for this person to be happy is This is a very high probability, near 1

63. Logistic Regression: The probability of Luxembourgers of being happy
Who takes risk
Who takes free time for life for him/herself
Probability of being happy = 0.97
Person 1
Who has a high level of education
Who dares to contradict the boss
Whose state of health is good
For whom religion is important
Who does Not take risk
Person 2
Probability of being happy = 0.94
Who takes free time for life for him/herself
Who has a high level of education
Who dares to contradict the boss
Whose state of health is good
For whom religion is important

64. Conclusion Luxembourgers use their language as identifier
LONG-TERM ORIENTATION
HIGH UNCERTAINTY AVOIDANCE
LOW POWER DISTANCE
Luxembourgers
use their language as identifier
are highly uncertainty avoidant
are long-term oriented
have low power distance
are highly collectivist
and are happy
LANGUAGE AS IDENTIFIER
HIGH COLLECTIVISM/
LOW INDIVIDUALISM
HAPPY

65. Explanations
PDI (Power Distance Indicator) in Luxembourg is low with 36/100.
Lux.Nat. have an even lower PDI of 29, compared with China (80) and France (68)
Luxembourg being small, hierarchy is not felt that much, boss and employees meet in the same sport clubs, supermarkets, bars, evening events

66. Explanations
UAI (Uncertainty Avoidance Indicator) is high, near 100 in Luxembourg (97) and Lux.Nat.(95)
Uncertain and unknown situations are avoided,
Secure, regulated, clear life without surprises, is preferred

67. Explanations
IDV (Individualism versus Collectivism) is medium (51.5) in Luxembourg and diverges from Lux.Nat. (34).
Lux.Nat. are highly collective people, preferring the well-being of the group and country
This is contrary to people in USA (91) and Italy (76), where people take their time for themselves or their immediate family

68. Explanations
MAS (Masculinity versus Femininity) is medium (47) for Luxembourg and Lux.Nat. (54)
This shows a country where the characteristics of a masculine dominant country = competition and success, and those of a feminine dominant country = caring for others and quality of life, are equally distributed
The most masculine countries are Japan (95), Austria and Venezuela, the most feminine are Sweden, Norway and The Netherlands

69. Explanations
LTO (Long-Term Orientation versus Short-Term Orientation) is high in Luxembourg (69) and Lux.Nat. (65)
Long-term is characterized by foreseen, and planned events and by perseverance and thrift
Contrary to USA (26) where short-term decisions are taken.
Germany with score of 83 on LTO is the example for a highly long-term oriented country

70. Explanations
IVR (Indulgence versus Restraint) is medium in Luxembourg (53.5) and Lux.Nat. (55)
In general people in Luxembourg indulge on life, they love profiting from the benefits of life, they enjoy life
Italy has an IVR of 30, where religion, traditions and social rules limit personal enjoying of life

71. Explanations
MON (Monumentalism) is low in Luxembourg (10) but more than the double for Lux.Nat. (24).
Lux.Nat. love their national traditions and nationality, the Grand Ducal family, National Day, National Hymn and are living their national identity.
The USA (54.2) are living a strong MON, contrary to Japan (4); US people love symbols, banner, heroes, their president, elections…

72. Language as Identifier
After World War I the need was to assure the national identity, to give value to the concept of ‘citizenship’, why it is important to be ‘Luxembourger’ and the advantages that come with the citizenship. When Nazism (World War II) engulfed small Luxembourg, because for Germans this small land seemed to be German, the Luxembourgish language attained its importance, the discriminating factor to distinguish between who is able to benefit from Luxembourgish citizenship and its advantages, and who not. Luxembourgish language defines the in-group. In order to benefit from all of the advantages of the Luxembourgish nationality, one has to be able to speak Luxembourgish. Luxembourgish is not only a dialect, but the key giving access to the advantages of the rights of the citizenship. French is for bureaucratic problems, German for religious ceremonies, Luxembourgish to define the in-group (Spizzo, 1995).

73. Hofstede’s Dimensions of Culture in Luxembourg: Why are people in Luxembourg happy?
Luxembourgers are happy because they:
Use their language as identifier
are highly uncertainty avoidant
are long-term oriented
have low power distance
are highly collectivist

74. Conclusion
Continued
Evaluation whether my research question and my objectives were met?:
Yes, I reached my objective: I succeeded in replicating Hofstede’s studies in Luxembourg.
My contribution to knowledge was adding the data that I collected about Luxembourg to Hofstede’s data, as Hofstede bases his research on Luxembourg on estimates; I did so.
My objective was also to come up with a pattern for the Luxembourger. I did so.

75. Conclusion Did my research add to the thinking in the literature?
Continued
Did my research add to the thinking in the literature?
Yes, there is only little in the literature about Luxembourg, further research is needed.

76. Conclusion
Continued
What are my recommendations for the business world from my research?
Hofstede started an incredible process of research in cross-cultural studies, which I recommend should continue and be expanded over time with the trends like: writing, print, radio, telephones, telegraphs, photography, film, disk and tape recording, television, video, computers, internet, mobile telephones, social media, globalisation.

77. Conclusion What are the limitations of my research?
Continued
What are the limitations of my research?
As single researcher I cannot cover the amount of 160 researchers in the GLOBE or Inglehart’s WVS. I should hire people to research in Luxembourg and the world.
I researched 1 company in Luxembourg, France and Germany. More companies and civil servants should be researched (45% of the Lux. Nat. are civil servants).
Time limitation (research for a Doctorate, not a lifetime research), more statistics could be made.

78. Conclusion Suggestions for further research in the field?
Continued
Suggestions for further research in the field?
Seeing cultural research more flexible, open, and investigating in other domains.
Linking culture with ‘Happiness studies’,
‘Language as an identifier’,
‘Social Media’,
‘Psychology’,
‘Marketing’,
and ‘Communication’.
Replicate Hofstede’s studies in other companies in Luxembourg.

79. Conclusion
Continued
What have I learnt from the research project in terms of knowledge and my personal experience?
Known people like my supervisors from LGSM, Hofstede, Briley, Burçik, de Mooij, Nakata, Kirkman, and the company Lindab. PowerPoint, Word, Excel, SPSS, internet, web blog.
Hofstede’s estimates on Luxembourg are still valid, because Luxembourg has not had a crisis like the Eastern European countries.
My research at Lindab revealed some surprising results about Luxembourgish society that I personally found intriguing, especially the response rate of over 90%.

80. Conclusion What are my near projects as outcomes from this research?
Continued
What are my near projects as outcomes from this research?
A post-doc distance program: I wish to extend this research and continue my research.
Publication of my thesis (done).
Publication of articles (in process).
Be Professor at a Business School (with ESG ? ) (applied).

81. References

82. References Continued Aaker, Smith Adair Avery Bitektin Blake Blodget
Bond
Bradford University
Braun
Brewer
Briley
Cameron, Quinn
Creswell
Cronjé
Crotts
Cranston
Davis
De Mooij
De Lorenzo
Denzin
De Walt
Diener, Lucas
Dumont, Poirier
Eckhardt
Eisenhardt
Eldridge
Elms
Fontaine
Frey
Gantenbein
Glaser
Gordon
Greenwald
Haag
Hagerty
Hall
Have, ten
Hermans, Kempen
Herzberg
Hofstede Geert
Hofstede Gert Jan
Hong
Hopp
Hoppe
Horner
Horton
House
Husserl
IBM
Info Press Lxg
Inglehart
IPSE
Jameson
Javidan
Jenner
Jones
Kanayama
Kegan
Kingsley
Kirkman
Kluckhohn, Strodtbeck
Lester
Leung
Lewis
Likert
Lopez-Menchero
Lord, Gerber
Lunghi
Lxg Tourist Office
Maseland
Maslow
McClelland
McGregor
McSweeney
Menard
Meyerson
Minkov
Mintzberg

83. References Mogilner, Aaker Molard Moraru Moustaka Myers Nakata
Neefs, Laures
OPOCE
Orr, Hauser
Pallant
paperJam
Peterson
Posthuma
Pratt
Prince, Hoppe
Rawls
Reisinger
Roberts
Robertson
Rockeach
Saunders, Lewis, Thornhill
Scandula
Schein
Scholz, Böhm
Schwartz
Signorini
Sinclair
Singelis
Smith
Sohn
Sondergaard
Spizzo
Statec
Strauss
Stutzer
Tan, Koveos
Taras
Taylor
Treece
Triandis
Trochim
Trompenaars,
Hampden-Turner
Tung
van Horn
Venaik
Verbeke
Verluise
Vroom
Webb, Campbell
Welter
Welzel
Williams
Wilson
World Values Survey
Yin
Zinkin

84. Thank you for your attention