1. Developing an international perspective: how to become a world citizen
Geert Hofstede
21 October 2016

2. Necessary for effectively cooperating with people in and from other countries:
(1) speaking or having learned a shared language (2) acting according to shared rules and standards

3. Everybody speaks with an accent
While speaking a common language, you and I each speak it each with our own accent
Our accent depends on the place where we learned our first language
If a foreigner speaks your language without a foreign accent, (s)he probably lived in your country as a child

4. Everybody also thinks, feels and acts with an accent
Equally true but less evident: we also think, feel and act with local “accents”, acquired when and where we grew up.
We call this our national culture.

5. Why this almost universal shock experience
Why this almost universal shock experience? In our own country, we function according to mental programmes we learned as children
As children before puberty, our body and mind are “wired” for unconscious learning of all the normal things we need to become adults
If we then move to an environment where these things are not normal, we feel like becoming children again – we have to be “rewired”

6. Three meanings of “culture”
Literally: tilling the soil, cultivation
Training or refining of the mind: civilization
Collective ways of acting, thinking, and feeling: “collective programming of the mind distinguishing the members of one group or category* of people from another”
*) nation, region, occupation, organization, gender

7. Gaining an international perspective
Becoming conscious of our own culture amidst the variety of cultures we may meet in people from elsewhere
There is no substitute for personal international experience
We can acquire knowledge about differences in national cultures in our present day world
We should develop skills for “translating” between cultures
When in another culture, in a way we become children again

8. Knowledge: Basics of national culture differences
All countries in the world share the same basic problems, but each national society has over time developed its own answers
Six basic problems for each society (outcome of my research):
How much (in)equality should there be among us?
How afraid are we of unknown people, ideas and objects?
How dependent are we on our (extended) family?
How should a man feel, how a woman?
Do we focus on the future, the present or the past?
May we have fun or is life a serious matter?
These can be seen as six different and separate dimensions of national cultures

9. Dimension 1: Power Distance
Extent to which the less powerful members of institutions and organizations expect and accept that power is distributed unequally

10. Some Power Distance Index (PDI) scores, out of 76
Higher
93 Russia
90 Romania
80 China
80 Arab countries
77 India
68 France
66 Turkey
57 Czech Republic
Lower
54 Japan
50 Italy
40 U.S.A.
38 Netherlands
36 Australia
35 Germany
35 Britain
18 Denmark

11. Dimension 2: Uncertainty Avoidance
Extent to which the members of a culture feel threatened by ambiguous and unknown situations
If high, concern for Truth, less tolerance for unfamiliar persons and ideas, and emotionality
If low, relativism and suppression of strong emotions

12. Some Uncertainty Avoidance Index scores, out of 76
Higher
95 Russia
92 Japan
90 Romania
86 France
85 Turkey
75 Italy
74 Czech Republic
68 Arab ctrs
Lower
65 Germany
53 Netherlands
51 Australia
46 U.S.A.
40 India
35 Britain
30 China
23 Denmark

13. Dimension 3: Individualism versus Collectivism
Individualism: A society in which the ties between individuals are loose: everyone is expected to look after self and immediate family
Collectivism: A society in which individuals from birth onwards are part of strong in-groups which last a lifetime

14. Some Individualism Index (IDV) scores, out of 76
Individualist
91 USA
90 Australia
89 Britain
80 Netherlands
74 Denmark
71 France
67 Germany
58 Czech Republic
Collectivist
51 Spain
48 India
46 Japan
39 Russia
38 Arab ctrs
37 Turkey
30 Romania
20 China

15. Dimension 4: Masculinity versus Femininity
Masculinity: A society in which emotions differ by gender: men are supposed to be assertive, tough and focused on material success, women on the quality of life
Femininity: A society in which emotions do not differ by gender: both men and women are supposed to be modest, tender, and focused on the quality of life

16. Some Masculinity (MAS) scores, out of 76
Masculine
95 Japan
70 Italy
66 China
66 Britain
66 Germany
62 USA
57 Czech Republic
53 Arab ctrs
Feminine
45 Turkey
43 France
42 Spain
42 Romania
36 Russia
34 Thailand
16 Denmark
14 Netherlands

17. Dimension 5: Long- versus Short Term Orientation
Long Term Orientation is directed at the future and seeks future rewards through perseverance and thrift
Short Term Orientation is directed at the past and present through respect for tradition, fulfilling social obligations and seeking immediate rewards

18. Some Long Term Orientation (LTO) scores, out of 93
Longer
88 Japan
87 China
83 Germany
81 Russia
70 Czech Republic
67 Netherlands
63 France
61 Italy
53 Sweden
Shorter
52 Romania
51 Britain
51 India
46 Turkey
38 Israel
26 U.S.A.
21 Australia
13 Nigeria
07 Egypt

19. Dimension 6: Indulgence versus Restraint
Indulgent societies allow relatively free gratification of human desires leading to enjoying life and having fun
Restrained societies regulate the gratification of desires by means of strict social norms

20. Some Indulgence versus Restraint (IVR) scores, out of 93
Indulgent
97 Mexico
84 Nigeria
78 Sweden
71 Australia
69 Britain
68 Netherlands
68 U.S.A.
59 Brazil
48 France
Restrained
49 Turkey
42 Japan
40 Germany
29 Czech Republic
26 India
24 China
20 Romania
20 Russia
04 Egypt

21. Examples of culture’s consequences
Consumer behaviour
Leadership concepts
Conservation of the environment
Economic development
Human rights
Corruption
International politics
Religion and sexuality

22. Culture is related to our unconscious values It is in our guts – not in our minds
What is like our culture is normal, good, smart
What is unlike our culture is evil, bad, stupid
The problem is that you will have guts reactions
Not intellectual but emotional
Culture is about values
Cultural differences are loaded with stereotypes
Some examples

23. Dimensions of culture do not apply to individuals
A culture presupposes a collective or social system
Individuals don’t have cultures but personalities
Our personality was influenced by the culture in which we grew up, but only to a limited extent
Stereotyping individuals by their supposed culture is a serious error
A society is like a jigsaw puzzle, the individuals are the pieces; each piece is different, but together they make one whole

24. Dimensions of national cultures do not apply to organizational cultures
National cultures are rooted in values learned before age 10
They pass from parents to children
For management, they are given facts
For academics, they belong to anthropology
Organizational cultures are rooted in practices learned on the job
With management effort, they can be monitored and changed
For academics, they belong to sociology
International organizations function through shared practices, rarely shared values

25. Being a world citizen, and enjoying it
Understand your own cultural software
Experience working in another country
Explore its geography, history and literature
Speak at least one other language
Make real friends in other cultures
Treat cultural differences as challenges
Be proud of your own cultural identity
My last point: be proud of your own cultural identity

26. Why want to be a world citizen?
For ourselves,
our grandchildren
and their grandchildren