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Individualism-collectivism dimension (IC) defines the level, to which people give priority to
individual interests rather than collective work. A high level of individualism determines the
country's economic growth, the level of urbanization is higher, the industry is modernized,
social mobility is increasing and the country's residents are not afraid to change their positions
and lifestyles. Job and responsibility are of utmost importance, while the family - of minor
importance. In the countries with a low level of individualism the economic growth and its
expansion are slower, social mobility is low, the family is of key importance, traditions and
customs are observed and maintained.
Male-female dimension (MF) shows the attitude of an individual towards males and females.
Male dimension is particularly highlighted in those cultures; the dominant opinion is that males
should take higher posts than females. In those cultures the prevailing family structure is a
patriarchal one. However, in case a female dimension is highlighted, both males and females
can take the same jobs, males are considered not only as strong personalities and females hold
high posts.
Long-term - short-term orientation dimension (LS) describes how long people can wait until
they see results. Long-term orientation shows their concentration towards forthcoming results.
Short-term orientation is related to observing traditions and customs and having strong links
with the past, people try to pursue their short-term objectives, they do not save money but
work so that to spend it.
G. Hofstede's empirical model for assessing the cultures of different countries is widely used in
psychology and business management. Inter-cultural differences assessment system (Hofstede)
is composed of a questionnaire, which consists of 34 standard questions. After carrying out the
survey, the obtained information was used to estimate cultural dimension indicators according
to the formulas provided by Hofstede. The below provided diagrams show the assessment of
global business management models based on the data of the Hofstede Centre.
Figure 1 provides the values of Hofstede's dimensions for the American business model. The
digital value of power distance dimension is not high - 40, which means freedom and justice to
all residents of the country, equal rights in society. The enterprise governance hierarchy is as
follows: chief officers are available when needed, while executives of a lower rank can trust
employees and their team. The average uncertainty avoidance indicator - 46, which shows that
there is no fear for uncertainty. Due to this particular reason the country is open to innovation
and opportunities and innovative products. Therefore, the dominance of individualism is
significant, since the value of this indicator is 91. A newly employed worker is supposed to show
initiative and independence, while his decisions impact his salary. The dominance of males is
significant because the value of its indicator is 62. The USA is not oriented towards long-term
objectives, its indicator is quite low - 29. Business strategy is oriented towards achieving quick
results.
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