Vol. 1 No. 3 (2015): Journal of Leadership and Management
Cultural Awareness in Leadership Strategy and Marketing: Applying Hofstede’s Basic Dilemmas to Brazil
Published May 29, 2015
How to Cite
Montoya, C., & Montoya, J. A. (2015). Cultural Awareness in Leadership Strategy and Marketing: Applying Hofstede’s Basic Dilemmas to Brazil. Journal of Leadership and Management, 1(3). Retrieved from http://leadership.net.pl/JLM/article/view/45
Copyright (c) 2015 Author & JLM
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
AbstractGlobalization has inspired scholars to seek knowledge in the field of cultural studies since the mid-1950s. Gert Hofstede collected valuable industry data at IBM in the 1960s, and later collaborated with researchers in China to empirically reveal five basic dilemmas present in every culture: power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and long-/short-term orientation. Hofstede argued that culture is expressed through a combination of values, symbols, heroes, and rituals. By applying Hofstede’s five initial dimensions of culture to real-life circumstances in Brazil, we demonstrate the gravity of understanding these frameworks in the process of decision-making on a global scale. When ignoring cultural differences, the health of organizations can be compromised. On the other hand, we show that companies such as Coca-Cola have been attentive to cultural differences in consumer behavior and advertising, which has proven to be very lucrative.
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