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(c) 
Individualism
: the extent to which people prefer to live and work in individualist (focusing on the 
'I' identity) or collectivist (focusing on the 'we' identity) ways 
(i) 
High
individualism cultures (as in Anglo, more developed Latin and Nordic countries) 
emphasise autonomy and individual choice and responsibility. They prize individual 
initiative. The organisation is impersonal and tends to defend business interests: task 
achievement is more important than relationships. Management is seen in an individual 
context. 
(ii) 
Low
 
individualism (or collectivist) cultures (as in less developed Latin, near Eastern and 
less developed Asian countries) emphasise interdependence, reciprocal obligation and 
social acceptability. The organisation is seen as a 'family' and tends to defend employees' 
interests: relationships are more important than task achievement. Management is seen in 
a team context. (Japan and Germany are 'medium' cultures on this dimension.) 
(d) 
Masculinity
: the extent to which social gender roles are distinct (Note that this is different from 
the usual sense in which the terms 'masculine' and 'feminine' are used.) 
(i) 
High
masculinity cultures (as in Japan and Germanic and Anglo countries) clearly 
differentiate gender roles. Masculine values of assertiveness, competition, decisiveness 
and material success are dominant. Feminine values of modesty, tenderness, consensus, 
focus on relationships and quality of working life are less highly regarded, and confined to 
women. 
(ii) 
Low
 
masculinity (or Feminine) cultures (as in Nordic countries) minimise gender roles. 
Feminine values are dominant – and both men and women are allowed to behave 
accordingly.