Paper 2 Marketing consumer behavior

CULTURE 8

Hofstede Culture

Name

Institution

Professor

Course

Date

Hofstede’s cultural dimensions theory basically is considered to be a framework which is used in communication which is considered to be cross-cultural which was created by one Geert Hofstede. It is used in indicating the effects of the culture of a society on its members’ values in addition to the manner which these given values tend to relate with behavior through the use of a structure which is acquired from analysis of factor. One method used in distinguishing in between cultures of different nations is through delineating value dimensions. Hofstede identified value dimensions which are five in number they basically include; uncertainty avoidance, power distance, femininity or masculinity, individualism or collectivism in addition to orientation which is long term versus short term one (Khlif, 2016).

Massive research regarding value dimensions has concentrated mainly on uncertainty avoidance as well as collectivism or individualism. Uncertainty avoidance defines the manner in which individuals within a culture tend to cope with the ambiguous as well as the unpredictable, the manner in which they handle a lack of knowledge regarding the future in addition to what extent they tend to experience the fear of what is not known. Cultures tend to be different in relation to avoiding or tolerance of uncertainty. Cultures that are considered to be uncertainty avoidant have the believe that different is dangerous in addition to developing means of coping with uncertainty as well as potential anxiety regarding the future (Beugelsdijk and Welzel, 2018).

German tends to have a strong necessity of determining their future as well as a tendency of always avoiding risk. On the other hand the United States citizens are more than willing to encounter risks since their confidence is greater within their capability to succeed. Therefore, Germans are not comfortable with the unknown and are more reluctant in taking risks while U.S.A has higher probabilities of favoring alternatives that are risky. Germans behavior involves analyzing problems carefully as well as evaluating critically the alternatives that are possible on the contrary, Americans take minimal time to have problems analyzed in addition to producing solutions at a faster rate (Kim, 2017).

There is also the value dimension describing cultures depending on collectivism as well as individualism levels. Cultures that are individualistic every member of the team perceptions are considered of importance therefore teams encourage original ideas expression while in cultures that are collectivistic, teams value loyalty in addition to consensus more than individual inventiveness. Germany as well as United States are known to be individualist cultures; however, Germans tend to be less individualistic as compared to Americans who happen to be ranked first among general nations on individualism (Favaretto, et.al, 2016, September).

In addition there is also the culture of indulgence. This is particularly a single challenge which is basically confronting humanity at the moment in addition to the past; it is considered to be the extent which the small children get to be socialized. In the absence of socialization, then it is not possible for people to be considered human. This particular dimension is in most cases referred to as the degree which individuals make efforts to be in control of their desires in addition to impulses depending on the manner which they got raised up. Relatively, control which is weak is referred to as indulgence in addition relatively control which is strong is referred to as restraint. Therefore, it is possible to describe culture as restrained or indulgent.

German is considered to be a country which is basically restrained which makes it to practice cynicism as well as pessimism. Additionally, contrary to societies that are indulgent, it does not emphasize on time for leisure as well as gratification control of their given desires. On the other hand, the United States citizens are considered to be indulgent they put more focus on their time for leisure as well as being in control of the gratification of their on desires (Kristjánsdóttir, et.al, 2017).

There is the power distance dimension which is relatively concerned with the fact that every person within the societies. It is basically used in expressing the culture’s attitude in relation to these given inequalities which exist between us. Power distance is basically referred to as the degree which members of an organization as well as an institution who are considered to be less powerful in a given country accept in addition to expect that the distribution of power is unequal.

In German, a communication which is considered to be participative as well as direct in addition to a meeting style tend to be common, they are known for disliking control as well as challenging the leadership in order to prove expertise in addition to being most preferable when it happens to rely on it. Germany differs with Unite States in this because America’s culture strongly believes on the power distance dimension. They have their power distribution done in a manner which is not equal (Huang and Crotts, 2019).

Marketing strategy

The organization is supposed to put into consideration the dimension values of German prior to expanding the business into the particular country. First and foremost they organization needs to focus on the uncertainty avoidance culture which is considered to be dominant among its citizens. The strategic plan should make sure it factors in the products as well as services which are available there so that they can be given priority since the have a low reception regarding commodities that are new. In addition the organization should make sure their marketing strategy is appropriately researched due to the fact that the citizens are very inquisitive in addition to always analyzing as well them being laid back in relation to anything that involves taking risks (Laitinen and Suvas, 2016).

In addition, within the marketing strategy, the intended products as well as services are supposed to be within a standard which can cater for every citizen despite their financial status. This is mainly because the Germans do not believe in power distance on the contrary they greatly challenge leadership. Therefore, there is the need for the organization to express the dimension of equality within their marketing strategy for it to be towards the direction of effectiveness.

In addition, another area which is considered to be of essence within enhancing effectiveness in the strategy is making sure that the products as well as services are not too much focused on leisure time or gratification of one self , this is mainly because the German citizens restrain themselves from leisure time as well as gratifying their own desires so to increase efficiency, it should be more focused on goods as well as services which are considered to be basics as well as essentials in the day to day activities of an individual. They are referred to as a culture which is restrained hence minimalist in nature (Minkov, et.al, 2017).

References