This slide about Seven Dimensions of Culture.

1. TROMPENAARSTROMPENAARS
DIMENSIONDIMENSION
The seven dimensions ofThe seven dimensions of
cultureculture

2. INTRODUCTION:INTRODUCTION:
 TrompenaarsTrompenaars, views culture as, views culture as a way in which aa way in which a
group of people solve problemsgroup of people solve problems.. From the solutions toFrom the solutions to
three types of problems (relationship with others;three types of problems (relationship with others;
time; and the environment), he identifies seventime; and the environment), he identifies seven
fundamental dimensions of cultures.fundamental dimensions of cultures.
 Trompenaars’ definition of culture is generic acrossTrompenaars’ definition of culture is generic across
national and organisational cultures and therenational and organisational cultures and there
therefore often confounds the two.therefore often confounds the two.

3. 1.1. Universalism vsUniversalism vs
ParticularismParticularism
 ‘What is more important – rules or relationship?’
 People inPeople in UniversalisticUniversalistic cultures share the belief that generalcultures share the belief that general
rules, codes, values and standards take precedence overrules, codes, values and standards take precedence over
particular needs and claims of friends and relations. In aparticular needs and claims of friends and relations. In a
universalistic society, the rules apply equally to the wholeuniversalistic society, the rules apply equally to the whole
"universe" of members. Any exception weakens the rule."universe" of members. Any exception weakens the rule.
 Universalism is the belief in:Universalism is the belief in:
-rules or laws that can be applied to everyone;-rules or laws that can be applied to everyone;
-agreements and contracts are used as the basis for doing-agreements and contracts are used as the basis for doing
business;business;
-rules are used to determine what is right;-rules are used to determine what is right;
-contracts should not be altered-contracts should not be altered
 U.S, Germany, Sweeden , UK, AustraliaU.S, Germany, Sweeden , UK, Australia

4.  ParticularisticParticularistic cultures see the ideal culture incultures see the ideal culture in
terms of human friendship, extraordinaryterms of human friendship, extraordinary
achievement and situations; and in intimateachievement and situations; and in intimate
relationships.relationships.
 Particularism is the belief in:Particularism is the belief in:
-placing emphasis on friendships and looking at the-placing emphasis on friendships and looking at the
situation to determine what is right or ethicallysituation to determine what is right or ethically
-acceptable-acceptable
-deals are made based upon friendships;-deals are made based upon friendships;
-agreements are changeable;-agreements are changeable;
-different people hold different views about reality.-different people hold different views about reality.
 China, Indonesia, Korea, Spain, Japan, Italy,China, Indonesia, Korea, Spain, Japan, Italy,
FranceFrance

5. 2.2. Individualism vsIndividualism vs
CommunitarianismCommunitarianism
 ‘Do we need to function as a group or as individual?’
 IndividualismIndividualism is characterized by:is characterized by:
--frequent use offrequent use of ““II””,,
-decision are made on the spot by representatives,-decision are made on the spot by representatives,
-people ideally achieve alone and emphasize personal-people ideally achieve alone and emphasize personal
responsibility & decision making (made decision on the spot)responsibility & decision making (made decision on the spot)
-vacations taken in pairs or even alone vs. group orientation.-vacations taken in pairs or even alone vs. group orientation.
-people place individual first before community-people place individual first before community
-people take own initiative and take care of themselves-people take own initiative and take care of themselves
- U.S, Canada, UK and France- U.S, Canada, UK and France

6.  CommunitarianismCommunitarianism is characterized by:is characterized by:
-frequent use of-frequent use of ““wewe””
-decisions referred back by the delegates to the organization-decisions referred back by the delegates to the organization
-people ideally achieve objectives in groups and assume joint-people ideally achieve objectives in groups and assume joint
responsibilityresponsibility
-vacations are taken in organized groups of with extended family-vacations are taken in organized groups of with extended family
-success is achieved in groups, decisions are referred to-success is achieved in groups, decisions are referred to
committees and groups jointly assume reponsibilities.committees and groups jointly assume reponsibilities.
 In a predominantlyIn a predominantly communitariancommunitarian culture people place theculture people place the
community before the individual. It is the responsibility of thecommunity before the individual. It is the responsibility of the
individual to act in ways which serve society. By doing so,individual to act in ways which serve society. By doing so,
individual needs will be taken care of naturally.individual needs will be taken care of naturally.
 Japan, Arab, GermanJapan, Arab, German

7. 3.3. Specific vs DiffuseSpecific vs Diffuse
 ‘How we separate our personal and working live?’
 The specific vs. diffuse dimension explains the degree ofThe specific vs. diffuse dimension explains the degree of
people's involvement in relationships. (How far we gotpeople's involvement in relationships. (How far we got
involved?)involved?)
 SpecificSpecific is characterized by:is characterized by:
--SpecificSpecific cultures get to know people easily and maintain flexiblecultures get to know people easily and maintain flexible
relationships;relationships;
-large social/public life that is very open to others-large social/public life that is very open to others
--““no nonsenseno nonsense”” - direct in communications- direct in communications
-interaction between people are well defined-interaction between people are well defined
-strong separation between work and private life-strong separation between work and private life

8. - they are open to share large public space with other and athey are open to share large public space with other and a
small private space are guard closely (shared between friendssmall private space are guard closely (shared between friends
and associates only)and associates only)
- Invitation to public spaces are common e.g.: seminar, talk,Invitation to public spaces are common e.g.: seminar, talk,
meeting, conferencemeeting, conference
- Concentrate on hard facts, standards contractsConcentrate on hard facts, standards contracts
- Austria, Switzerland, UK and USAustria, Switzerland, UK and US

9.  DiffuseDiffuse is characterized by:is characterized by:
-a large private life that includes a relatively large-a large private life that includes a relatively large
number of people;number of people;
-small public space that is difficult to enter (e.g. an-small public space that is difficult to enter (e.g. an
outsider needs a formal introduction from a mutualoutsider needs a formal introduction from a mutual
friend in order to do business with a particularfriend in order to do business with a particular
manager);manager);
--indirect communication - does not always say what isindirect communication - does not always say what is
really meant;really meant;
-no clear distinction between work and private life.-no clear distinction between work and private life.

10. -- work and private life are closely linked but intenselywork and private life are closely linked but intensely
protected;protected;
--E.g.: Italians take time to get to know people. TheyE.g.: Italians take time to get to know people. They
will invite you for lunch before completingwill invite you for lunch before completing
negotiations about a business contract. They want tonegotiations about a business contract. They want to
observe you and feel they know you. Once you areobserve you and feel they know you. Once you are
accepted though, you are welcomed with open arms.accepted though, you are welcomed with open arms.
-- China, Spain, France, VenezuelaChina, Spain, France, Venezuela

11. 4.4. Affective vs NeutralAffective vs Neutral
 ‘Do we display our emotions?’
 AffectiveAffective cultures readily express their thoughts andcultures readily express their thoughts and
feelings. Expressing feelings relieves tension.feelings. Expressing feelings relieves tension.
Emotions flow easily. Touching and gestures areEmotions flow easily. Touching and gestures are
common. Statements are dramatic and fluent.common. Statements are dramatic and fluent.
 In anIn an affectiveaffective culture people do not object to aculture people do not object to a
display of emotions. It isn't considered necessary todisplay of emotions. It isn't considered necessary to
hide feelings and to keep them inside. Affectivehide feelings and to keep them inside. Affective
cultures may interpret the less explicit signals of acultures may interpret the less explicit signals of a
neutral culture as less important.neutral culture as less important.
 People smile a great deal, talk loudly when excitedPeople smile a great deal, talk loudly when excited
and greet each other with enthusiasm.and greet each other with enthusiasm.
 Mexico, Netherlands, Switzerland, Italy, U.SMexico, Netherlands, Switzerland, Italy, U.S

12.  NeutralNeutral cultures do not openly reveal thoughts andcultures do not openly reveal thoughts and
feelings, admire self-possessed behavior and frown onfeelings, admire self-possessed behavior and frown on
physical contact.physical contact.
- They are not used to display their feeling/emotions inThey are not used to display their feeling/emotions in
public or business dealing.public or business dealing.
- UK, Japan and KoreaUK, Japan and Korea
 Italians are more affective than Americans. They feelItalians are more affective than Americans. They feel
freer to express their emotions.freer to express their emotions.
 Italians are generally stereotyped as talking with theirItalians are generally stereotyped as talking with their
hands. Gesturing is indeed very common in Italy.hands. Gesturing is indeed very common in Italy.
 Italians can loudly quarrel with each other over a topicItalians can loudly quarrel with each other over a topic
and still remain close friends and colleagues after that.and still remain close friends and colleagues after that.

13. 5. Achievement vs Ascription5. Achievement vs Ascription
 ‘Do we have to prove ourselves to receive status or is it
given to us?’
 Achievement vs. AscriptionAchievement vs. Ascription dimensions deals with the waysdimensions deals with the ways
a culture accords status to people whether it is through whata culture accords status to people whether it is through what
youyou achieveachieve or through who you are (or through who you are (ascriptionascription).).
 AscribedAscribed status refers to what a person is and how othersstatus refers to what a person is and how others
relate to his or her position in the community, in society or inrelate to his or her position in the community, in society or in
an organization. In an ascriptive society, individuals derivean organization. In an ascriptive society, individuals derive
their status from birth, age, gender or wealth. A person withtheir status from birth, age, gender or wealth. A person with
ascribed status does not have to achieve to retain his status: itascribed status does not have to achieve to retain his status: it
is accorded to him on the basis of his being.is accorded to him on the basis of his being.
 AscriptionAscription –– ascribing status based upon social position, age,ascribing status based upon social position, age,
title, family background, etc.title, family background, etc.
 Status simply given to them.Status simply given to them.
 India, Taiwan, China and VenezuelaIndia, Taiwan, China and Venezuela

14.  In anIn an AchievementAchievement culture, people are accorded statusculture, people are accorded status
based on how well they perform their function.based on how well they perform their function.
- Individuals must prove themselves to receive the statusIndividuals must prove themselves to receive the status
- People derived their status from what they havePeople derived their status from what they have
accomplishedaccomplished
- Achieved status must be proven time to timeAchieved status must be proven time to time
- High achievers are given status in achievement-orientedHigh achievers are given status in achievement-oriented
countries such as Austria, Switzerland, UK,U.S., Norway.countries such as Austria, Switzerland, UK,U.S., Norway.

15. 6.6. TimeTime
 ‘Do we do things one at a time or several thing at once?’
 Sequential vs Synchronic culturesSequential vs Synchronic cultures
Every culture has developed its own response to time.Every culture has developed its own response to time.
The time orientation dimension has two aspects: theThe time orientation dimension has two aspects: the
relative importance cultures give to the past, present,relative importance cultures give to the past, present,
and future, and their approach to structuring time.and future, and their approach to structuring time.
 Time can be structured in two ways. In one approachTime can be structured in two ways. In one approach
time moves forward, second by second, minute bytime moves forward, second by second, minute by
minute, hour by hour in a straight line. This is calledminute, hour by hour in a straight line. This is called
sequentialismsequentialism (US).(US). In another approach time movesIn another approach time moves
round in cycles: of minutes, hours, days, years. Weround in cycles: of minutes, hours, days, years. We
call thiscall this synchronismsynchronism(Middle East/Asian)(Middle East/Asian)

16. Sequential vs SynchronicSequential vs Synchronic
SEQUENTIAL SYNCHRONIC
People tend to do one
activity at a time
People usually do more
than one activity at a time
Appointment are strictly
kept
Appointment are
approximate
Strong preferences to
follow plan
Believe time is flexible and
intangible
Country: US Countries: Mexico, France,
Middle East, Asian

17.  Past-oriented culturesPast-oriented cultures
If a culture is predominantly oriented towards the past, the futureIf a culture is predominantly oriented towards the past, the future
is seen as a repetition of past experiences. Respect for ancestorsis seen as a repetition of past experiences. Respect for ancestors
and collective historical experiences are characteristic of a past-and collective historical experiences are characteristic of a past-
oriented culture.oriented culture.
 Present-oriented culturesPresent-oriented cultures
A predominantly present-oriented culture will not attach muchA predominantly present-oriented culture will not attach much
value to common past experiences nor to future prospects. Day-value to common past experiences nor to future prospects. Day-
by-day experiences tend to direct people's life.by-day experiences tend to direct people's life.
 Future-oriented culturesFuture-oriented cultures
-much talk of prospects, potentials, aspirations, future achievements-much talk of prospects, potentials, aspirations, future achievements
-planning and strategizing done enthusiastically-planning and strategizing done enthusiastically
-great interest in the youthful and future potentials-great interest in the youthful and future potentials
-present and past used, even exploited for future advantage-present and past used, even exploited for future advantageII
-in a future-oriented culture most human activities are directed-in a future-oriented culture most human activities are directed
toward future prospectstoward future prospects

18. 7.7. Internal vs ExternalInternal vs External
 ‘Do we control our environment or are we controlled by
it?’
 InternalisticInternalistic people have a mechanistic view of nature. Theypeople have a mechanistic view of nature. They
see nature as a complex machine and machines can besee nature as a complex machine and machines can be
controlled if you have the right expertisecontrolled if you have the right expertise
- Internalistic people do not believe in luck or predestination.Internalistic people do not believe in luck or predestination.
- They are 'inner-directed' - one's personal resolution is theThey are 'inner-directed' - one's personal resolution is the
starting point for every action.starting point for every action.
- You can live the life you want to live if you take advantage ofYou can live the life you want to live if you take advantage of
the opportunities.the opportunities.
- People believe what happens to them is their own doingPeople believe what happens to them is their own doing
- Human can dominate nature - if they make the effort.Human can dominate nature - if they make the effort.
- US, GermanyUS, Germany

19.  ExternalisticExternalistic people have a more organic view of nature.people have a more organic view of nature.
- Mankind is one of nature's forces, so should operate inMankind is one of nature's forces, so should operate in
harmony with the environment. Man should subjugate toharmony with the environment. Man should subjugate to
nature and go along with its forces.nature and go along with its forces.
- Externalistic people do not believe that they can shape theirExternalistic people do not believe that they can shape their
own destiny. (environment shapes their destiny)own destiny. (environment shapes their destiny)
- 'Nature moves in mysterious ways','Nature moves in mysterious ways', and therefore you neverand therefore you never
know what will happen to you.know what will happen to you.
- The actions of externalistic people are 'outer-directed' -The actions of externalistic people are 'outer-directed' -
adapted to external circumstancesadapted to external circumstances..
- India, Arab, most of Asian countries.India, Arab, most of Asian countries.

20.  http://www.slideshare.net/haraldf/xcultural-commuhttp://www.slideshare.net/haraldf/xcultural-commu