Hofstede's cultural framework
[9], [10] Hofstede's (1980, 2001) cultural framework is built on the premise that people from around the world are guided by different attitudes, beliefs, customs, morals and ethical standards. Societies are based upon different traditions, rituals, and religions; and promote different views regarding family, work, social, and personal responsibilities. Hofstede's framework was originally comprised of four dimensions. The first dimension - individualism/collectivism - is widely acknowledged as a defining element of culture. In individualistic societies people are expected to look out after themselves, whereas in collectivist societies there is a greater emphasis on group welfare and loyalty. Individualists value independence and self-expression, and tend to believe that personal goals and interests are more important than group interests. In contrast, collectivists tend to view themselves as members of an extended family or organization, place group interests ahead of individual needs, and value reciprocation of favors and respect for tradition. The second dimension - uncertainty avoidance - represents the extent to which people feel uncomfortable or threatened by ambiguous and uncertain situations, and thus create belief systems and institutions in order to promote conformity. Societies with higher levels of uncertainty avoidance place greater value on security (e.g., financial, social), feel a greater need for consensus and written rules, and are intolerant of deviations from the norm. In contrast, individuals with low uncertainty avoidance rely less on written rules and are more risk tolerant. A third dimension - masculinity/femininity - refers to the extent to which a society embraces predominately male or female values. A masculine society places greater value on success, money, and personal accomplishments, whereas a feminine