Cultural Dimensions

Hofstede’s five cultural dimensions

In order to respect to cultural distance to local targets in marketplace and build their brand awareness through the Internet, international advertisers or publisher are looking for a culture models that could be used to analyse consumption data and market behaviour across culture. There are a few formulated and dimensional culture models. Hofstede’s five dimensions model might be the first choice to classify the culture score. The reasons are that: firstly, wide countries were indicated with rating scores result (Hofstede G. , 2001); secondly, it’s the simplicity of his dimensions related to the other cultural frameworks (Mooij, 2010); thirdly, he has taken in mind a factor in the affluent level (e.g. GNI/capita); lastly, many academic studies or managerial implications remain and substantiate his theory as a positive witness.

In Hofstede model, the national culture was distinguished in five dimensions (Hofstede G. , 2001) (Mooij & Hofstede, 2010): Power Distance Index (PDI), Individualism/Collectivism (IND/COL), Masculinity/Femininity (MAS/FEM), Uncertainty Avoidance Index (UAI), and Long-/Short-Term Orientation (LTO/STO). 73 countries were surveyed on a numeric scale between 0 and 100 for each one of the dimensions.