International Human Resource Management-MJ Version

in many societies. Consequently, Hofstede labels this dimension Masculinity
versus Femininity. This dimension expresses values such as assertiveness of the
person (Masculinity) and care and attention to the social surroundings
(Femininity). A masculine environment is generally presented as a place where
career success is an important motivation. Feminine environments are seen as
valuing the wellbeing and satisfaction of employees and tending to foster intu-
itive and consensus-oriented styles of management.
Long-term versus Short-term Orientation. A fifth dimension of national cul-
ture appeared in another study designed to counterbalance the potential
Western bias of the IBM questionnaire. In 1987 with the project Chinese
Culture Connection (CCC), Michael Bond developed a questionnaire repre-
senting ‘fundamental and basic values for Chinese people’. This questionnaire
was administered to students in 23 Asian and non-Asian countries. The statis-
tical analysis displayed four dimensions. The correlation between Bond’s and
Hofstede’s dimensions was substantial. One dimension, however, appeared

Culture in Management 147

FIGURE 6.2

Masculinity Index^0

IndividualisticFeminine IndividualisticMasculine

CollectivisticFeminine CollectivisticMasculine

10 20 30 40 50 60 70 80 9095

Individualism Index

5

10

20

30

40

50

60

70

80

90

100

JAM

JPN

MEX

COL

EQA

PHI

MALHOK

SIN

PERIDOTAIPAK

SALWAF

EAF

THAKOR

GUA

PAN VEN

ARAGRE

URUIRATURBRA

YUGCHLPOR

COS

ARGIND

SPAISR

SAPGER

IRE

ITA

SWI

AUT

AULUSAGBR

CAN NZL

DEN FRA BEL

NET

SWENOR

FIN

The position of 50 countries and three regions on the Masculinity–Femininity
and Individualism–Collectivism dimensions

Source:Hofstede, 2001: 294