Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms Geert Hofstede et al’s Set of National Cultural Dimensions - Popularity and Criticisms

Kiril Dimitrov* influenced dominating organizational practices Summary and theories in the context of increasing This article outlines different stages in globalization and economic turbulence. development of the national culture model, Furthermore, the contemporary times may created by Geert Hofstede and his affiliates. be characterized by realization of intensive This paper reveals and synthesizes the interactions between differing cultures, contemporary review of the application "traversing national borders, co-mingling, spheres of this framework. Numerous hybridizing, morphing, and clashing through applications of the dimensions set are media, migration, telecommunications, used as a source of identifying significant international trade, information technology, critiques, concerning different aspects supranational organizations, and unfortunately in model’s operation. These critiques are terrorism" (Nakata, 2009, p.4) which situation classified and their underlying reasons serves as a catalyst for the unceasing interest are also outlined by means of a fishbone in Hofstede’s research results. diagram. Naturally, this lasting memory of the aforementioned cultural dimensions set is Key words: cultural differences, national deeply grounded in the times of its creation, culture, business culture, Geert Hofstede. because the Dutch scientist even in the early JEL Classification: M14, Z1. 1980s proposed a plausible explanation for the great significance of the "nationality – Introduction management" relationship, formulating three or more than thirty years a set of reasons (Hofstede, 1983): Fcultural dimensions, proposed by yy The political reason is justified by Hofstede et al and constructed as a result essence and basic characteristics (for of their continuous research in identifying example institutions, ways of using them) and explaining cultural differences at the of the ‘nation’ construct. national and regional level, has attracted the yy The sociological reason relates to the special way of how people perceive attention of different social actors – scientists, and what value they ascribe to their managers, politicians, administrators, opinion identity and sense of belonging, which leaders, and other agents, because potential certainly directs their behaviors in key cultural differences are observed to have situations and may possibly cause the * Associate professor, Ph.D., "Industrial business" department at the University of National and World Economy, e- mail: [email protected]

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demonstrated extremes in their decision- research actions. The second perspective making (for instance to go to war). depends on the successive activities of yy The psychological reason is used to other scientists and consultants who tried, reveal the influence of national culture and are still trying to apply this model to factors on human thinking, expressed by specific fields of management and other one’s specific childhood and adolescence social sciences. learning experiences in diverse cultural Initially Hofstede’s research results on milieus as separate families, schools and organizations. national and regional cultural differences A richer and contemporary ‘official emerged as a set of four dimensions. justifications’ of the observed popularity Later on by extending his research and for this model are grounded by Hofstede collaborating with other scientists the and Minkov (2011), but these will not be Dutchman gradually enriched his model dwelled on here because ‘user experience’ to six dimensions that is evidenced in a is considered of greater importance in number of his publications (see table 1). The this deliverable. The unceasing interest in contributions of the Canadian psychologist applying and appraising Hofstede’s cultural Michael Harris Bond and Michael Minkov dimensions set by different constituencies – a Bulgarian researcher in the fields and the contemporary business environment of ancient languages, anthropology, and conditions (uncertainty, instability, management sciences, may be considered unpredictability, ambiguity, etc.) in which as key marker events in the model’s the organizations are operating today are elaboration (Bergiel, Bergiel, Upson, 2012; the two main factors that provoked my Hofstede, 2011; Adolphus, 2011; Hofstede, scientific interest in making a historical Hofstede, 2014; Hofstede, Hofstede, Minkov, review and taking an up-to-date snapshot 2010), as follows: yy In turn Michael Harris Bond succeeded of this cultural model in an attempt to: (a) in adding a new element to the model’s reveal important nuances in its structural structure – the so called fifth dimension, development, (b) trace the accumulation first labeled as Confucian Dynamism, but of its application spheres, and (c) analyze later on refined as Long versus Short the criticisms related with it. The current Term Orientation. It is the result of a article represents the means of achieving comprehensive study of Chinese Values, the aforementioned goals. conducted in the Asian-Pacific region The set of national culture (23 countries, research units: students in dimensions as a moving target psychology, fifty men and fifty women in each country). The replications of three The cultural model proved to be a dimensions were observed between IBM moving target in the analyzed period (since research and the Chinese Value survey. 1980 up to now) in terms of at least two The latter did not provide any evidence of perspectives – its structure and main "uncertainty avoidance" in this region. Yet application spheres. The first perspective at that time the fifth cultural dimension of the model development seems to be was accepted as a Chinese artifact. yy Michael Minkov’s scheme to contribute: a dependent variable on Hofstede et al’s The scholar used data provided by the investigative questions and subsequent World Values Survey, the United Nations

31 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Table 1. Mapping the structure of Hofstede’s cultural dimensions model references Respective Respective 1. Hofstede, Hofstede, 1. G., Culture’s Consequences: International in Differences Work-Related Values. Hills/ Beverly SAGE London: 1980. Publications, G., 2. Hofstede, "Dimensions of in Cultures National and Countries Fifty Regions." Three In Expiscations Cross-Cultural in edited Psychology, J. Deregowski, by and S. Dziurawiec, Lisse, Annis. R. C. Swets Netherlands: and Zeitlinger, 1983. s hort descriptions* with dimensions Cultural The two constructs are contrasted by incarnated respective meanings. meanings. respective incarnated by contrasted are constructs The two (IC). Collectivism versus Individualism 1. choose their and to themselves up for stand expected to are people which to the extent to refers Individualism the basic in expressed individuals, ties between loose by characterized societies are Such affiliations. own the extent to refers Collectivism family. and her/his immediate of her/himself care taking need of everyone’s Such organization. or group life-long a of members as predominantly act to expected are people which to example (for in-groups cohesive strong, birth into since integration people’s by characterized societies are is no political There loyalty. unquestioning for exchange them in protecting continue which families) extended as the be measured may constructs the two between The difference of "collectivism". the meaning in shade groups. into integrated are individuals which to degree be to and expects there a society accepts which to (PD). The degree Distance Power Small or 2. Large score A high the family). example (for and institutions organizations in of power the levels in differences of power amounts larger wield some individuals that and acceptance is an expectation there that suggests is defined The inequality rights. equal have should people all that the view reflects score A low than others. The comparative of inequality. level a society‘s appraise may and leaders Followers above. not from below, from relies because analysis the inequality, and power concerning important, is societies different between analysis than others". unequal more some are but unequal, societies are „all that on the axiom ambiguity uncertainty, a society accepts which to The extent (UA). Avoidance Uncertainty Weak or 3. Strong either they feel extent what to them or minimizing anxiety by with cope to its members attempt i.e. and risk, surprising unknown, as novel, be described may that situations unstructured in comfortable or uncomfortable by situations of such the possibility minimize try to cultures avoiding Uncertainty usual. from and different measures. security and safety truth), one only is there (i.e. rules and laws strict maintaining and introducing remain and tend to energy, nervous inner by motivated emotional, more are cultures The members of such of tolerance greater by characterized are cultures accepting Uncertainty employer. their present with longer phlegmaticness, greater possible, as rules few of establishment and philosophies religions/ opinions/ different of human emotions. control in and keeping contemplativeness the between roles of emotional distribution depicting extremes, two (MF). These are Femininity 4. Masculinity versus and the accumulation ambition, assertiveness, competitiveness, include(s) pole) (the assertive values Male genders. relationships to (is) oriented are pole) (the modest values feminine whereas possessions, and material of wealth among less differ values (a) women‘s here: important are results research several Furthermore, of life. and quality and assertive very from vary another may to one country from values (b) men‘s values; societies than men‘s to and similar and caring modest to on the one side, values women‘s from different and maximally competitive as the men values caring modest, the same have countries feminine in women (c) other. on the values women‘s as the men. not as much but competitive, and more assertive more they are countries masculine in while Initial Initial structure, containing four dimensions Structural Structural versions

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Table 1. Mapping the structure of Hofstede’s cultural dimensions model (continued) Respective references Respective 1. Hofstede, G. and M. H. Bond (1984). (1984). G. and M. H. Bond Hofstede, 1. Dimensions: An Culture "Hofstede’s Rokeach’s Using Validation Independent of Cross-Cultural Journal Survey." Value 417-433. 15(4): Psychology "The (1988). Bond H. M. and G. Hofstede, 2. to roots cultural connection: From Confucius Organizational growth." economic 5-21. 16(4): Dynamics and Cultures G. (1991). 3. Hofstede, London, of the mind. Software Organizations: McGraw-Hill. makes us M. (2007). What 4. Minkov, of A new interpretation and similar: different and other cross- Survey Values the World i Stil. Klasika Bulgaria: Sofia, data. cultural G. J. & Minkov, G., Hofstede, Hofstede, 1. and Organizations: Cultures M. (2010). ed.). New 3rd (Rev. Mind of the Software McGraw-Hill. York: makes us M. (2007). What 2. Minkov, of A new interpretation and similar: different and other cross- Survey Values the World i Stil. Klasika Bulgaria: Sofia, data. cultural s hort descriptions* Indulgence is typical of a society, allowing allowing of a society, is typical Indulgence with dimensions Cultural 1. Individualism versus Collectivism. versus Individualism 1. Distance. Power Small or 2. Large Avoidance. Uncertainty Weak or 3. Strong Femininity. versus 4. Masculinity described) (already „time horizon" a society‘s with It deals (TO). term orientation short versus 5. Long term In long present. and past the versus future the to attached importance the or perseverance as thrift, rewards future to oriented virtues societies pragmatic oriented term oriented In short more. valued are circumstances changing to and adaptation of „face", preservation pride, national tradition, for respect to related societies virtues, more. valued are of gifts and favors reciprocation obligations, social Collectivism. versus Individualism 1. Distance. Power Small or 2. Large Avoidance. Uncertainty Weak or 3. Strong Femininity. versus 4. Masculinity term orientation. short versus 5. Long described) (already (IR). Restraint versus Indulgence 6. life enjoying to related human drives and natural of basic gratification free relatively and needs of gratification suppressing society, a for stands Restraint fun. having and norms. social means of strict it by regulating versions Structural Structural Newer Newer structure, containing five dimensions The newest structure, containing six dimensions 2010). Minkov, Hofstede, Hofstede, 2014; Hofstede, (Hofstede, sources: based on the following are descriptions The presented

33 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Organization and the World Health Or- a frequent phenomenon; (d) meeting ganization in order to construct four di- researchers’demands by offering an mensions - industry versus indulgence, extensive data set for empirical analysis. monumentalism versus flexumility, hypo- The second perspective in the metropia versus prudence, and exclu- elaboration of Hofstede’s cultural dimensions sionism versus universalism. Later on he set may be outlined by tracing its possible adapted his research findings to enrich in application spheres through key specific an appropriate way (statistically and con- ceptually) Hofstede’s model of cultural studies and summarizing studies, intended dimensions on national level. Thus "indul- to provide reviews of publications from gence versus restraint" dimension came different periodicals and/or different into being which the author considers scientific databases for certain time similar to the earlier proposed "industry periods. Most frequently Hofstede’s cultural versus indulgence". Furthermore, the re- model simplicity to use and the ease of searcher confirmed the utility and univer- comparability, allowed by the utilization sality of the fifth dimension – "long versus of a quantitative measure of culture, are short term orientation" in the Asian-Pacific pointed as basic reasons for its great region by discovering a useful analogue in popularity and high utility among academics the World Values Survey. and in the business field (see Bing, 2004; This is how the contemporary structure Hoppe, 2004; Sivakumar, Nakata, 2001). of cultural dimension set gradually took its This is the reason why Kirkman, Lowe and current shape (see table 1). Furthermore, the Gibson (2006) succeed in their endeavors observed widespread adoption of Hofstede’s to identify shades of use for Hofstede’s dimensions sounds even better explained model in researches, conducted by other through the standpoint of "an intelligent scientists, and classify them by two criteria. user" (Chanchani, Theivanathampillai, In fact the scientific team reviewed 180 2009), as follows: (a) design of a clear studies, published in 40 business and framework, intended to classify diverse psychology journals and two international cultures, due to deliberate integration of annual volumes between 1980 and June previously fragmented cultural constructs 2002. The structure of their classification and theories; (b) perceived simplicity in the system seems a bit complex, because it is application of these cultural dimensions by designed in two tiers (see table 2): users from business world and academics; yy The first criterion appraises the role of (c) a new value measurement technique cultural values in investigated relation- is brought to our attention, which is not ships. The two poles along the chosen Table 2. Kirkman, Lowe and Gibson's classification scheme of literature review with the respective number of included articles Individual level Gnjup/organizatiori level Country level Total Culture as a main effect 64 6 78 148 Culture as а moderator 23 5 4 32 Total 87 11 82 180 Note: If a study was listed in more one section, it was counted only once in the section in which it appeared. Source: Kirkman, Lowe and Gibson (2006)

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Table 3. Kirkman, Lowe and Gibson’s grid of research subject matter by level of analysis)

Level of analysis Group/ Individual Country organization

Management 4 and applied psvcliologv domains main mod** main mod main mod Change management 4 0 0 0 0 0

Conflict management 4 0 2 0 1 0

Decision-making 4 0 0 0 0 0

Human resource management 5 0 0 0 4 0

Leadership 4 1 1 0 3 0

Organizational citizenship behavior (OCB) 2 0 0 0 0 0

Work-related attitudes S 6 0 0 7 2

Negotiation 9 2 0 0 0 0

Reward allocation 8 0 0 0 0 0 Behavior relating to group processes and 16 4 3 6 2 0 personality Entrepreneursh ip 0 0 2 0 1 0

Social networks 0 0 0 0 2 0

Entiy modes 0 0 0 0 21 1

Foreign direct investment 0 0 0 0 6 0

Joint venture characteristics and performance 0 0 0 0 18 1

Alliance formation 0 1 0 0 2 1

Innovation and research and development 0 0 0 0 4 0 Societal outcomes (e.g., wealth, national accounting systems, number of intellectual 0 0 0 0 2 property violations Motivation 0 5 0 0 0 0

Organizationa 1 justice 0 5 0 0 0 0 Adapted from: Kirkman, Lowe and Gibson (2006). Legend: *MAIN - main effect study; **MOD - moderating effect study.

35 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

continuum, used to identify two groups of Hofstede’s recommendations about the studies, are occupied by: (a) examination appropriate level of analysis demonstrate of main associations between values and greater interest in application spheres for outcomes (main effect studies, labeled cultural dimensions as "entry modes", "joint as ‘Type I’), and (b) revelation of cultural venture characteristics and performance", values as moderators (moderator studies "societal outcomes", and "work-related ‘Type II’). This criterion is borrowed from a attitudes". The group of scientists who research, conducted by Lytle et al. (1995). sought new applications of Hofstede’s yy The second criterion is formulated on model on individual level showed keen the preferred level of analysis in the re- interest in "behavior relating to group viewed studies, i.e. individual, group/ processes and personality", "negotiation", organizational, or country. This choice "reward allocation" and "work-related is deliberate, because on one side, the attitudes". That is why it is not surprising that authors are aware of Hofstede’s limiting certain changes into Hofstede’s framework the application for his framework only to are proposed, so it may be applied without country and regional level studies while allowing "ecological fallacy" on the individual on the other side, they consider the avail- level of analysis (see Grenness, 2012). As ability of many studies where cultural di- a whole the approach of presenting culture mensions are adapted for implementa- as a main effect dominates on all identified tion on individual or group/organization levels of analysis and within most of the levels. Such ‘broadening of the research target research domains with the exception horizons’ may be justified through posing of "behavior relating to group processes and of appropriate research questions and personality" on group/ organization level, as the extent of greater commonality with- well as "motivation", "organizational justice" in surveyed groups, than between them and "alliance formation" on individual level, (Sivakumar, Nakata, 2001). Thus the au- within which issues were investigated by thors create a grid of research themes using culture as a moderator. Furthermore, that have been attracting the attention of Kirkman, Lowe and Gibson’s (2006) their colleagues as application spheres survey results reveal the stronger interest, for Hofstede’s culture dimensions set, demonstrated by scientists to cultural layered by the preferred levels of analysis dimensions as "individualism-collectivism" (see table 3). and "power distance" (see table 4). It should The majority of researchers who kept be noted that logically this research does Table 4. Kirkman, Lowe and Gibson’s count of cultural values inclusions by type of effect and level of analysis

36 Economic Alternatives, Issue 2, 2014 Articles not include data about the newest element yy Their statistical analysis confirms signifi- in Hofstede’s framework, i.e. "indulgence cantly stronger effects in culturally tight- versus restraint". er, rather than looser, countries. The investigative approach of multi- Furthermore, Baskerville (2003) gives level analysis is continued and elaborated evidence of the striking pattern of citations by Taras, Kirkman and Steel (2010), who from Social Sciences Citation Indices for assess the impact of Hofstede’s model (the the model of national cultural differences, first version) that consisted of four cultural provided by Hofstede (1980). The author dimensions (Hofstede, 1980) by collecting identifies diverse application spheres of the and retrieving data from 598 previously framework and labels them as "disciplines". conducted studies, encompassing the He states that Dutchman’s findings show expressed opinions of over 200,000 a continuous increase in citations in all persons. In this way they meta-analyze disciplines, since these were first published the relationship between Hofstede’s initial and up to the moment of conducting his set of national culture dimensions and a research which is not the traditional pattern deliberately designed variety of outcomes, of observed citations for the majority of describing important nuances in the studies, characterized by peaks of popularity organization’s existence (performance, about 3 to 5 years after publication, gradual relations, attitudes, etc.). Their findings may decreases up to the tenth year after it and be summarized as follows: steady levels of citing from this time point yy The individual level of analysis is charac- on (Gamble, O’Doherty, & Hyman, 1987, terized by the similar strength with which p.18). The scientist reports great use of values predict outcomes. Hofstede’s cultural dimensions in business- yy Personality traits and demographics for related research and psychological certain outcomes as job performance, research and low use of it in anthropology absenteeism, and turnover show signifi- and sociology (see table 5). In decreasing cantly higher predictive power in compar- order by the number of attributed articles ison to the cultural values. The opposite "management", "business administration" situation is observed, concerning other and "organizations" are the most popular outcomes as organizational commitment, sub-spheres. identification, citizenship behavior, team- Limiting the interested stakeholders related attitudes, feedback seeking. of Hofstede’s framework only to the yy Cultural values display different strength academic constituency represents another in their relationships with certain out- fruitful approach in investigating the ways comes, arranged in a consecutive order in which the cultural model is applied. by the observed decrease in this strength, This is accomplished by Sondergaard i.e. emotions, attitudes, behaviors, and (1994) whose choice may be explained job performance. by the passing over of just a decade from yy Stronger relationships between cultural Hofstede’s first widespread publication values and outcomes are ascertained for where the respective questionnaire was managers, older, male, and more edu- presented publicly, so other scientists cated respondents. could test it and later on share their results,

37 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Table 5. Analysis of journal articles that cited Hofstede (1980) (and its later editions)

experiences or propose recommendations Hofstede’s dimensions use in international for adaptation and/or improvement (see marketing studies. They confirm Lu et Hofstede, 1984). Sondergaard’s mapping al. (1999) research results that there the use of the current cultural dimension set are three ways of applying the first five at this moment is revealed in table 6. elements in this set, i.e. "to compare Soares, Farhangmehr and Shoham cultures, to support hypothesis, and as (2007) conduct a deeper investigation of a theoretical framework for comparing Table 6. Hofstede’s "Culture consequences..." (1984) and its applications for scientific use

Ways of applications Main purpose of the users Mentioning a modern framework; 1036 quotations in Social 1. Nominal quotations Science Citations Index (SSCI) from 1983-1993. Covering remarks on Hofstede’s ideas and results such as 2. More substantively interesting citations reviews and criticisms. Making duplications or adjustment of Hofstede’s framework by 3. Empirical usages means of testing it with samples from different nations and/or regions and continuous tries to refine the associated constructs. Applying Hofstede’s work without questioning its veracity without 4. Hofstede’s concepts as a paradigm conducting a test or research on the respective ideas. Source: Sondergaard (1994).

38 Economic Alternatives, Issue 2, 2014 Articles cultures even if, in some cases, the actual and identified several research streams, scores are not used and the dimensions differing by the specific use of this cultural are measured with new or adopted dimension. These streams are arranged instruments". In this way they reveal the by diminishing number of the associated relevance of these cultural dimensions articles, as follows: for international marketing and consumer yy The greatest number of articles (41) behavior, as follows: applied uncertainty avoidance dimension yy "Individualism – collectivism" influences in order to explain formulated research innovativeness, service performance, hypotheses. and advertising appeals. yy The second group of articles (30) used yy Uncertainty avoidance impacts this dimension as an independent or information exchange behavior, control variable. innovativeness, and advertising appeals. yy The third group of articles (29) utilized yy Power distance affects advertising Hofstede’s data to compare different appeals, information exchange behavior, countries through composite indices. innovativeness, and service performance. yy The forth group of articles (15) applied this yy Masculinity impacts sex role portrays, cultural dimension to support defended innovation, and service performance. positions in the respective literature yy Long-term orientation influences reviews of the scientific deliverables. innovativeness. yy The last group of articles (3) mentioned Without attracting the strongest scientific uncertainty avoidance in the research interest in itself (see Kirkman, Lowe, Gibson, notes of their produce. 2006), there may be identified a research The aforementioned investigative point stream, oriented to uncertainty avoidance of view generates great value added in applications by authors in certain journals. For outlining not only important spheres of example, Rapp, Bernardi and Bosco (2011) application for a certain component in adopt an interesting investigative approach to Hofstede’s national culture framework, but examine the use of Hofstede’s uncertainty also it may serve as a milestone in design avoidance construct in international research of further studies in the future. among the scientific articles, published in the Furthermore, almost the same team issues of "International Business Research" of researchers (Davis, Bernardi, Bosco, journal within a period of twenty five years, 2012) retained their attention to uncertainty because the team of scientists posed the avoidance cultural dimension, but this time research question of how to determine the investigated its application in the sphere special features of use in which Hofstede’s of ethics studies and on the pages of uncertainty avoidance construct has been Journal of Business Ethics, establishing a incorporated into international research. In research period of 29 years. They found this way they created a sample of 118 articles that the greater part of the reviewed

39 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms articles used uncertainty avoidance strictly Even though Hofstede’s framework is in the literature review (84%) and another not the only one that is intended to serve smaller group of articles (16%) used it as a as a means of surveying the impact of research variable or to compute a variable. national culture on information systems Of course ethics research is not limited domain, the first five of its components only to the aforementioned national culture are widely used by the researchers dimension (see: Su, Kan, Yang, 2010; which is very much in evidence by Ali Tavakoli, Keenan, Crrijak-Karanovic, 2003; and Brooks (2008), Myers and Tan Tsui, Windsor, 2001). (2003). Furthermore, Leidner and The information technologies for sure Kayworth (2006) reviewed and analyzed constitute an interesting modern application empirical and non-empirical IS-culture sphere of Hofstede’s model, outlining national knowledgeable manuscripts, books and culture dimensions, because: (a) project view: journals (for instance: MIS Quarterly, culture (at its different levels) has a great Journal of Management Information potential to influence the outcomes from Systems, etc.) in order to classify them design, implementation and use of information in six themes, as follows: (a) culture technology. (b) process view: since managerial and information systems development; processes are dependent on cultural factors, (b) culture, IT adoption, and diffusion; culture may directly, or indirectly, influence IT. (c) culture, IT use, and outcomes; (d) For instance it turned out that: culture, IT management, and strategy; yy e-government's readiness and its compo- (e) IT’s influence on culture; and (f) IT nents are related to dominating culture in culture. It appeared that the greater part certain countries and regions (Kovačić, of the scientific deliverables surveyed 2005). culture at national level and the majority yy Interesting differences are identified of them utilized one or more of Hofstede’s among multinationals, concerning mani- dimensions (see table 7). festation of culture in the design of Eng- Furthermore, Ford, Connelly and Meister lish-language and Chinese-language (2003) make direct conclusions not only corporate websites (Chang, 2011). about dominating application spheres yy Based on Hofstede’s cultural dimen- in information system (IS) research for sions, it was found that microblogging Hofstede’s framework, i.e. issues related to seems to be more prevalent in emerging IS management and to IS, but also about the countries in comparison to developed issue domains that at the moment of their ones. (Jobs, Gilfoil, 2012). survey seem relatively unexamined, i.e. IS yy National culture influences the pat- development and operations and IS usage. terns in software process mishaps They also find that theory development is that are revealed through incidents not a prime objective for the scientists in in global projects (MacGregor, Hsieh, the information system domain who used Kruchten, 2005). cultural dimensions model.

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Table 7. The intersection of national culture with the information system research Relevant Finding(s) Relevant Differences found across cultures in how excellent systems analysts are perceived. perceived. are analysts systems excellent how in cultures across found Differences follow to perceived are UA) low collectivism, (high Singapore from analysts Excellent (high analysts Canadian while clients to approach dominant technocratic, a more approach. participative a more follow UA) moderate-low individualistic, to tendencies exhibited greater (Singapore) avoidance uncertainly in low Cultures high than with lower risk was their perceived since projects IT troubled with continue cultures. avoidance uncertainty on predisposition climate of organizational the impact amplify cultures Individualistic the strengthens collectivism whereas collectivism) to (compared news bad report to to (compared news bad report to predisposition on asymmetry information of impact individualism). countries in others is greatest with alliances technology form SMEs to for The tendency SMEs in Mexico). (e.g., femininity in and high avoidance uncertainty in high rate that technology form to likely more are Mexico) (Indonesia, values collectivist with countries (Australia). countries individualistic more equity ties than SMEs in involving alliances Seven-country NII. a of development the in role significant a plays culture National village (family, models NII development similar follow will countries that suggests study values cultural similar based upon machine) well-oiled or of people, pyramid market, distance. and power avoidance uncertainty to related likely more were distance) power (lower students Bulgarian that demonstrate Findings (with the U.S. students than were outcome the GSS with dissatisfied being report to distance). power higher cultural of certain presence despite company succeeded services Mexican information managerial how show Results and collectivism). avoidance uncertainty high (e.g., barriers information an shaping/recreating to led competencies shaped resource-based to actions to led culture of transformation This industry. services information the to receptive culture products. services information of company’s of diffusion/acceptance levels greater and less innovative be less to found were countries distance power high from Individuals of technology. trusting Citation, Methodology and Measure of National Culture of National and Measure Methodology Citation, Information Systems Development Systems Information and Beck (2000) Hunter of 70 Grid Analysis) Repertory (using interviews study Field Respondents Singaporean and 17 Canadian (MF). (IC), (PD), (UA), (1980): Indices Cultural Hofstede’s (2000) and Wassenaar Tuunainen, Saarinen, Wei, Tan, Keil, and Netherlands Singapore Finland, in experiments lab Matching (UA). Indices: Cultural Hofstede’s (2003) and Keil Smith, Tan, and U.S. Singapore in experiment lab Matching (IC). Indices: cultural Hofstede’s Relationships Interorganizational (2000) and Dickson Weaver, Marino, Steensma, of SMEs survey country Five (MF), (IC). (UA), Indices: Cultural Hofstede’s and Diffusion Adoption IT (1998) and Watson Garfield national of government analysis) (content case study Descriptive 7 countries across (NII) archives infrastructure information (PD). (UA), Indices: cultural Hofstede’s (1998) Griffith GSS student Bulgarian and U.S. comparing experiment Laboratory teams (technology) (PD). Indices: culture Hofstede’s and Leidner (1998) Jarvenpaa of Mexican firm interviews) (semi-structured site case study Single (UA). (IC), Indices: culture Hofstede’s 33 countries. from students of foreign study Srite (2000) Field MF). IC, PD, (UA, Indices: culture Hofstede’s

41 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Table 7. The intersection of national culture with the information system research (continued…) Findings suggest that cultural values may influence the types of IS issues perceived to be most be most to the types of IS issues perceived influence may values cultural that suggest Findings managers. IT by critical to (as compared individualistic more in prevalent is less piracy software that indicate Results settings. cultural collectivist) cultures. national across dimensions of the IS function differs quality the service that found Study and Korean Kong Hong dimensions for (SERVQUAL) quality service Information valid Specifically, the U.S. and Netherlands. than for different significantly were rights. property intellectual toward attitudes influence values cross-cultural that suggest Findings soft lifting issue with of an ethical less perceived countries distance power high from Students cultures and individualistic masculinity high from use). Students personal for software (copying UA high those from while violations piracy software with problem of an ethical more perceived did not. countries of information levels higher much experienced (Korea) respondents culture context High context a low from respondents to as compared decisions use on operational IT from overload (U.S.). culture performance (nonfinancial of AMT and information effects the positive of AMT, level a high Under is greater performance of production on the improvement information) cost-control and advanced firms. Australian than in Korean in and U.S.) resulted (Korea cultures national different significantly from Comparison of respondents four Hofstede’s to attributable behaviors making decision group in differences no significant in dimensions of culture. information more select tend to and collectivist) avoidance uncertainty Japanese companies (high empowerment facilitate and phone) to fax, of media (face-to-face, forms present socially rich, lean more select tend to and individualistic) avoidance uncertainty (low U.S. companies whereas empowerment. facilitate to intranets) groupware, media (e-mail, of electronic forms (efficient) new technologies embrace to likely more are cultures avoidance uncertainty lower MNCs with flow. data international to impediments fewer encounter and to IT Management and Strategy Management IT (1993) and Cheung Ma, Saxema, Burn, Kong Hong in managers IT of 98 senior study Delphi (PD), (MF). (IC), (UA), Indices: cultural Hofstede’s (2000) Husted (BSA) Alliance Software Business from analysis data Archival (PD), (MF). (UA), (IC), indices: culture Hofstede’s Lee, and Lee (1995) Kettinger, U.S., and Netherlands Kong, Hong Korea, of IS users from Survey (PD), (MF), (TO). (UA), (IC), Indices: culture Hofstede’s Hassan, Burn, Solorzano, Venkatachalam, Shore, (2001) and Janczewski and U.S. Pakistan, Kong, Hong, New Zealand, from of students Survey (PD), (MF). (UA), (IC), Indices: culture Hofstede’s … Use and Outcomes IT and Cheon (2002) Teng, Calhoun, indices Cultural and U.S. professionals of Korean Survey (1976) and Hall (1988), and Bond Hofstede (1980), Hofstede by Choe (2004) firms and Australian of Korean Survey (PD), (MF), (CD). (UA), (IC), Indices: culture Hofstede’s (1997) and Adams Chung firms business of U.S. and Korean survey Comparative (MF). (PD), (UA), (IC), Indices: cultural Hofstede’s (2003) and Segars Gallaugher, Downing, of Japanese and U.S. organizations field study Interpretive (PD), (MF). (UA), (IC), indices: culture Hofstede’s (2003) and Strand Smith, Johns, (UA). (IC), Indices: culture MNCs Hofstede’s of 78 Survey … 2006). Kayworth, (Leidner, Source:

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Table 8. Important comparisons among three cultural frameworks

The great significance of Hofstede’s Trompenaars’ seven dimensions of culture framework may be better outlined if (1993). They surveyed the information of compared to other competing models published articles from the seven most in the cultural studies, struggling for the distinguished journals in the respective attention of business practitioners and scientific field, available on ISI Web of academia. Rosa dos Reis, Ferreira, Santos Knowledge (see table 8). In this way and Serra (2013) stick to this purpose while they prove that Hofstede’s set of cultural conducting their bibliometric study of the dimensions attracts the greatest numbers cultural models, applied in the sphere of of citations, its popularity increases within international business. In fact the team of the surveyed time period and many streams researchers concentrates its attention to the in the sphere of international business three most popular models. i.e. Hofstede’s research are interlinked with it. cultural dimensions (1980), Edward Hall’s The presented analysis reveals the high and low context culture (1976), and forming diversity in the use of Hofstede’s

43 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms framework and permits clear identifying and logic summarizing of its main streams of application that emerged and are not considered as alternative ones. These streams are depicted on figure 1.

Fig. 1. Mapping the main application streams for Hofstede’s model

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Main streams of criticisms to the national culture dimensions The existence and the further elaboration of Hofstede’s model are accompanied by unceasing flow of criticisms, oriented to the embedded assumptions in it by the team of contributors (see Hofstede, Hofstede, Minkov, 2010). Some of the critiques against the prominent scholar’s work at least partially lost their relevance within framework’s period of existence because of changes in Hofstede’s doctrine (see Minkov, Hofstede, 2011) or are considered to some extent dissolved, absolved or resolved with passing over of time according to the subjective stances, occupied by the respective critics. Brendan McSweeney (2002) is one of the most prominent and profound critics of Dutchman’s findings who sets up his arguments along perceived "crucial methodological assumptions", incarnated in the analyzed model (see table 9).

Table 9. Brendan McSweeney’s appraisal of cultural dimensions set Hofstede’s Respective arguments against them… assumptiopns… The existence of cultural heterogeneity in organizations. The existence The survey is conducted among the employees of just one organization. of three discrete Unclear definitions of applied constructs as ‘practice’ and ‘perceptions of practice’. and durable components The sources/causes of the differences at the organizational level between practices (occupational, or perceptions of practices are not addressed. organizational Treating of cultural levels as methodologically distinct. and national cultures) Occupational cultures are not characterized by permanent programming. Social and institutional attributes are considered consequences of national culture. The national is identifiable in the micro- Assuming national uniformity is not appropriate for a study that purports to have found it. local (all individuals The average tendency based on questionnaire responses from some employees in in a nation or a ‘central a single organization is not the national average tendency. tendency’) Differences identified on the basis of national stratification may not be treated as a National culture creates consequence of national culture. questionnaire response Individual questionnaire respondents may not be accepted as relays of national culture. Survey’s reliability is doubtful because IBM administered it and owned its results. Undisciplined mixing of two notions of culture - as a force, and as a decipherable National culture can manifestation. be identified Inaccurate and incomprehensive descriptions of cultural manifestations of by response difference underlying national values. analysis The composition and the number of the dimensions are questioned. There is no evidence for equivalence of meaning for dimensions across cultures. The apparent derivation of a national generalization from situational specific data is in fact a presupposition. The analyzed surveys encompassed only certain categories of IBM employees. The questions were oriented predominantly to workplace issues. It’s the same in any The formal workplace was the only environment in which the survey was conducted. circumstances within Generalizations about national level culture from an analysis of sub-national a nation populations are not correct investigative approach. Validity of Hofstede’s results is undermined by elusiveness of culture. In addition to national culture other types of cultures possess certain influence. Different levels and types of culture may interact. Source: (McSweeney, 2002).

45 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

McSweeney’s methodological perspective yy The researchers reject any obligatory of critique may be enriched to some extent alignment between a nation-state in its by an earlier analysis of Hofstede’s findings, meaning of a political entity, and culture, generated by Sondergaard (1994) who providing examples of existing states relying on other researcher’s stances: without availability of any common basis yy Expresses his doubts in the validity of in race, language, or culture (i.e. India, attitude-survey questionnaires as a means Switzerland, Yugoslavia, etc.). of providing inference about values. yy The contemporary anthropological view yy Gives a voice to his hesitations whether that is supported by the scientists, forces Hofstede’s cultural dimensions may be them to abandon Hofstede’s static view considered as ‘artifacts’ of the analysis of culture by defining it as an attribute period. that is "contested, temporal, emergent", Myers and Tan (2003) concentrate their "…interpreted, re-interpreted, produced critique of Hofstede’s work on the concept and reproduced in social relations". of "national culture" by expressing their yy The continuously accumulating research arguments against the appropriateness of evidences, showing the extreme complexi- "nation-state" as a unit of analysis and the ty and mediocre explanation by Hofstede’s possibility of concisely describing each model of the relationship between "nation- country’s culture with the help of a cultural al" cultural values and culturally-influenced work-related values and attitudes. dimension set. This stance allows them to Reviews of new streams in criticisms define several key issues, related with the of international management emerged as use of "national culture" construct, as follows: a new source of posing arguments against yy The relative newness of ‘nation-state’ Hofstede’s cultural dimension set (Prasad, phenomenon as a way of organization Pisani, Prasad, 2008). This is evident is pointed as a main reason of potential unreliability in Hofstede’s model which is from the cited article by Ailon (2008). He elucidated with historical evidence of the applies an interesting research approach political development in the world during to deconstructing Hofstede’s book "Culture the nineteenth and twentieth century. consequences…" (the version with five yy The instability of form and makeup for cultural dimensions) within the framework the "nation-state" is emphasized as the of organizational discourse, i.e. analyzed in second reason of potential unreliability terms of its own proposed value dimensions. in Hofstede’s model which is supported In this way the author reveals examples of by evidences from the recent history of how some non-Western societies seem two types: (a) these, associated with po- devalued in this publication while some litical unrest and sharp clashes (i.e. the Western ones are idealized. Thus, the collapse of the Soviet Union and Yugo- scientist explains the urgent needs to look slavia, and (b) these, associated with the for a solution to the problem of representing potential effects of globalization and re- ‘others’, to appreciate political awareness spective immigration flows to developed in theory development in this stream of countries (i.e. displayed different extents of embracing certain cultural values and management and finally to reconsider basic assumptions of the host culture by important conceptualizations, dominating in the newcomers). related cross-cultural research.

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Concentrating one’s critiques only to a Hofstede’s cultural dimension set is another key dimension emerges as a new option approach of criticizing the Dutchman (Ofori, of bringing arguments against Hofstede’s Toor, 2009). In this way the authors provide framework. Tony Fang (2003) deliberately a review of critiques selected by them for chooses as a target the fifth national culture the purpose of enriching their deliverable’s dimension and in fact outlines six reasons literature review or justify the need of of justifying his specific scientific stance: conducting a certain research, intended yy The researcher opposes Hofstede’s to adapt or perfect Hofstede’s framework unconsciously embedded association in its application within a certain milieu by between: (a) ‘short-term oriented’ values providing clear recommendations, certain and ‘negative’ values, and (b) ‘long-term steps, methods, etc. In this way they create oriented’ values and ‘positive’ values. a great bundle of miscellaneous criticisms: Fang considers it as a tough violation yy Observed overlapping in reflected values of the Chinese Yin Yang principle (i.e. a between the fifth dimension (Confucian philosophical flaw). dynamism) and individualism. yy He states that the respective meanings of yy The low percent of other scientists, the forty Chinese values set in the Chinese interested in this framework who studied the Value Survey (CVS) that constitute the fifth dimension, is explained by its inherent fundamental of this dimension overlap philosophical, language and methodological with each other entirely or are highly weaknesses (i.e. use of students, and use interrelated. That is why the effect of of different factor analysis techniques) that bipolarity between values along this are ascribed to it. dimension may not be appraised (tested). yy Detected sampling design issues. yy The researcher detected unbalanced yy Accepting Hofstede’s work as an attempt to inclusion of values, stemming from basic measure the immeasurable (i.e. culture). religions in China (i.e. overreliance on yy Observed greater emphasis on proving Confucianism, but not on Taoism and one’s own viewpoint rather than evaluating Buddhism) in the values list, building the the adequacy of one’s findings. fifth dimension which is explained by yy Identified issues, related with model’s Hofstede’s choice to base his work on operationalization, generalizability of the Chinese Culture Connection (1987). findings, author’s subjectivity (i.e. culture- yy Detected linguistic issues, concerning bound conclusions are made). some values, may have caused difficulties yy The action research is not accomplished and inaccuracies in received results and step-by-step. their interpretations in conducted cross- yy Left with the impression that a powerful cultural surveys. feeling of ownership for the cross-cultural yy Students as a research object may not field is expressed by Hofstede et.al. be associated with the average cultural yy Hofstede’s model is viewed as an inhibitor values, possessed by typical members of for satisfying the need to look beyond it (i.e. respective national cultures. identifying other values specific to certain yy Different factor analysis technique is regions, cultures, religions and countries). applied here and questionnaires are filled This trend of analyzing Hofstede’s model in by students instead of IBM employees. gains other supporters from the academic Arbitrary accumulation of heaps from community. For example Froholdt and arguments by different scholars against

47 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Knudsen (2007) produce a research on yy The results along dimensions as popular critiques and achieve similar results. "masculinity - femininity" and "uncertainty But in this article only the critiques, enriching avoidance" may be considered subject Ofori and Toor’s (2009) "pile of arguments to dominating political influences at the against Hofstede", are presented: time of the survey as deep memories of yy The scientists provide us with a World War II, the on-going Cold War, and classification of the authors who express communist insurgence in Asia, Africa and their doubts in Dutchman’s findings: (a) Europe, because the constructed sample radical criticizers who reject the framework; missed data from socialist counties and (b) constructive criticizers who are merely many Third World Countries. oriented to correction or refinement of the yy Considering the effects of driving forces model; (c) relatively passive criticizers who as rapidly changing global environments, warn against overuse of the aforementioned internationalization and convergence dimensions set that often is done in a Jones does not miss the opportunity of simplified and uncritical way. expressing a widespread opinion by his yy A bunch of methodological problems are colleagues that such survey does not outlined, because: (a) questionnaires create value added for the contemporary are used to measure self-representation, world. but not practices; (b) bipolarization is yy The scientist shows his hesitations accepted as a main paradigm in the whether cultural differences may be construction of these cultural dimensions; adequately explained by means of a (c) other scientists reach other outcomes model, consisting of four or five cultural when deliberately ‘unzipped’ some of dimensions. these dimensions. yy The use of the same questionnaire item The same approach was partially on more than a single scale is considered not to be sufficiently supported by adopted by Jones (2007) who streamlines appropriate numbers of subjects (cases). his critiques to Hofstede’s four dimension Furthermore, Catalin (2012) mentions model version through the perspective of several of the abovementioned critiques traditional issues, associated with cross- but brings forward the issue of Hofstede’s cultural research as frequently arising accent on cultural differences and his semantic problems with used definitions, lack of attention to cultural commonalities. persistent adherence to methodological The scientist outlines the fact that in simplicity, and the bias to assume Dutchman’s model there may be found equivalency in phenomena occurrences some coincidences in cultural dimension in its functional, conceptual, instrument scores between an Eastern country and a and measurement aspects. In addition Western one. to the abovementioned critique items as Preparing summaries of cited national relevancy of used research instrument, culture values dimensions for the purpose the assumption of cultural homogeneity, of gaining deeper insights in the information the acceptance of national divisions, and system domain may be indicated as another overreliance on one company approach source of special critiques, partially oriented Jones (2007) incorporates new shades of to Hofstede’s framework (Ali, Brooks, meaning for some of them or formulates AlShawi, 2008). The arguments, aiming at new ones, as follows:

48 Economic Alternatives, Issue 2, 2014 Articles the intersection between cultural studies guarantee that designed sample contains and information system research, may be all known variants and barriers do summarized as follows: not hamper meaningful comparisons yy Hofstede’s complete attributing of detected between separate countries. differences between the respondents yy The equation of nation states with to national culture differences does not cultures which traditionally is rejected in stimulate scientists to investigate specific sociology and anthropology because: (a) influence(s) that different cultural levels percentage point differences cannot be (i.e. organizational, group, task force, always treated as evidence; (b) it is not etc.) may exert on studied information acceptable all individuals inquired within a system phenomena. certain area to be grouped together under yy Dynamic nature of culture is neglected a dummy variable, labeled "country"; (c) in Hofstede’s model which may reduce frequently arising difficulties in making the quality of surveys, investigating any a difference between dependent and potential influence of culture on the independent variables; (d) measured implementation and use of information properties are not always characterized systems. by stability. Furthermore, the "indices of Constructing a network of the reasons culture" structure, proposed by Hofstede, for observed low citations rate of Hofstede’s does not imply any consideration of "Culture consequences…" (1980) in the potential heterogeneity or suspected lack of independence of the unit of analysis. domains of sociology and anthropology yy The quantification of culture is based allows Baskerville (2003) to formulate a bit on numeric dimensions and matrices. indirectly his criticisms to national culture At the moment of Hofstede’s research in dimensions set, as follows: the sociology and anthropology spheres yy Evident adherence to anthropology there were no predecessors, utilizing and sociology as a realm, confirming indices, attributed with fixed numeric the Dutchman’s ideas and deliberate measures. pursuing of methodological closeness yy Baskerville rejects Hofstede’s stance with George Murdock’s research (1962, that preferred status for the observer 1963) that was very popular at that time. is not clearly defined in sociology and In fact Hofstede aims at conducting a anthropology and presents evidence cross-cultural study in the sphere of through the widespread use of fieldwork commerce and business research while methods in these domains. accepting the nation as a unit of analysis. yy The observed relationship of indices to Such approach explains chosen direction other national data (i.e. social, political of his prime interest in finding the ways or economic measures). This fact allows in which national characteristics may be Baskerville to express his opinion that these one variable in the analysis of business cultural dimensions "reflect mechanisms institutional or organizational behavior. of social organization, or strengths and But validity of this research strategy looks opportunism of different nations" that may doubtful since human societies are not originate from a nation’s history. characterized by existence in isolation yy A single reverberation of personal from each other and demonstration confrontation against Hofstede becomes of only local variations. That is why evident only when the criticizer forgets according to Baskerville there is no his good manners by insulting the Dutch

49 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

scientist through a statement, inserted in Because of detected inherent the introduction of his article that read: contradictions, partial overlapping in "he (i.e. Hofstede) might not have studied meanings and simultaneous pursuing culture at all" (Baskerville, 2003, p. 2). of many (sub-)directions among the Defending their scientific positions in components from the presented aggregate return to Hofstede’s critiques of GLOBE of critiques, directed to Hofstede’s work, it survey (2006), Javidan, House, Dorfman, may not be directly used as a means of Hanges and de Luque (2006) not only reveal clearly snap shooting the whole richness of and analyze the advantages of their research outside views even after performing careful methodology, but also uncover an important selection, analysis, logic classification insufficiency in Dutchman’s work, i.e. his and summary of these components. The partial view to the relationship "national tension of contradiction among different culture – national wealth". They consider criticism items may be dissolved to some that it is not enough to pose only the right extent if Edgar Schein’s (2004) concept question of ‘What are the consequences of of a group’s fulfilling its ultimate need to economic wealth?’, but also state that each balance between the interests of different ambitious scientist is obliged to ask further constituencies for the sake of its own survival ‘What drives economic prosperity?’ which is and successful development is transposed ignored by Hofstede. to Hofstede’s cultural dimensions set, The strong resonance from the scientific viewed as a product of a scientific team. conflict between Hofstede’s national In other words different criticizers may be culture dimensions and McSweeney’s determined as separate constituencies critiques to them (2002) is intelligently to the Dutchman’s model which for sure used by Williamson (2002) who occupies has its own life, directed by Hofstede and the role of an arbiter in this "ideas clash", associates’ initial ideas and consecutive delineating his moderate position by giving elaborations, and the continuous respective honor and unbiased appraisal contributions of other researchers and of the respective contributions to both consultants whose differing opinions and sides. In this way he seems to support the recommendations may be attributed to existence of several issues, related with different milieus in which they applied the the abovementioned model, labeled as framework. Furthermore, the considerations "important warnings" for users: of their criticisms by model’s authors may yy Not to assume culture uniformity for be even interpreted as potential ways of granted, i.e. all individuals from a given continuously solving the problem of model’s culture do not homogeneously possess external adaptation to the current scientific the same cultural attributes. and business environment. That is why it yy Not to assume cultural background as seems worth utilizing the fishbone diagram as the only reason, explaining individuals’ an appropriate tool for analyzing the revolving values or behavior. the issue of "the arising, numerous critiques yy To distinguish between cultural constructs to Hofstede’s dimensions" by looking for its and their approximate measures, i.e. the potential sources and revealing the reasons scores of respective cultural dimensions. of their occurrence (see figure 2).

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Fig. 2. Mapping the causes of critiques for Hofstede’s national culture dimensions Conclusion doctrine. Such a mapping of the framework provides readers with: (a) a simple and clear This contemporary snapshot of application spheres and most significant critiques for explanation of its structure; (b) existing relations Hofstede’s national culture model reveals the among its elements; (c) observed interactions complexity of assumptions and paradigms, with the higher-rank systems; (d) a useful embedded in the initial construction and means of making universalistic conclusions further elaboration of the dimensions set. by beginners in the field, since most of the The specific issues, encountered by different researchers are experts in boundary fields; users, in the process of the larger penetration (e) a generator of static pictures, revealing for this model in many scientific or business moment states of the model which dynamics spheres as well as its deeper encroachment may be traced by snap shooting successive in some of them determine the large array of photos (see figure 3). critiques the set has been attracting all these Relying on clinical research in cultural years. This situation allures me to analyze the studies, the author’s position of an unbiased model with the system approach that attaches observer is considered appropriate in great importance to these external forces as efficiently achieving the preliminary defined main drivers, pushing framework’s further aims of this article. In this way an impartial development and maintaining the interest of view to model’s being and becoming may be Hofstede et.al in it – an interest manifested by successfully obtained that is intended to be undertaking of key changes in the embraced used by researchers, managers, consultants,

51 Geert Hofstede et Al’s Set of National Cultural Articles Dimensions - Popularity and Criticisms

Fig. 3. Hofstede’s model of national culture dimensions as a system and others to explain how things are done, the authors of the model who are granted thought, felt or perceived in relation to this the right to accept or reject them and/or framework by its diverse constituencies follow their own scientific endeavors. (see Schein, 2004). That is why the author’s On one side, such an "intensive testing" approach to reviewing and analyzing the set may be regarded as a prerequisite for of national culture dimensions, its evolution, model’s lasting life. On the other side, expressed through numerous elaborations the readers are incited not be in a hurry – updating of meanings, adding new to express their opinion in relation to elements, applications at different cultural this model by undertaking intrepid and levels, incorporation in other models, and its complacent survey duplications in different acceptance levels and emerged application regions or communities or due criticizing spheres – does not imply these options or giving recommendations to its structure, are mutually exclusive, but reveals them as appropriate survey design, implementation an aggregate of different realms in which process and application spheres, but first Hofstede’s framework is needed to provide read with patience Hofstede’s publications additional and plausible explanations of and after that deliberately explore how their interesting societal and business-related intended research design and potential phenomena. Thus the interested users in the results may contribute to the current stage set national culture dimensions may feel free in development of this model, because even to continue their creative use, elaborations recent surveys apply its elder (outdated) and experiments with it, providing incessant versions, for example a set of four or five pipeline of potential change proposals to cultural dimensions.

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