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Cultural Differences Between Venezuela and the United States

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CULTURAL dIFFERENCES
United States and Venezuela

Introduction
When examining the cultures of Venezuela and the United States there are some aspects of each that make them unique and special. There are three areas in which there is considerable difference. The first would be the cultural dimensions, which reflects the underlying framework of each society, the second would be the family structure and values, and the third would be the social norms, which dictate how people in a society ought to behave. It is important to understand these differences so that as an international marketer one is culturally competent and prepared to interact successfully within another culture.
Cultural Dimensions
Cultural values are the ideas and things of importance within a society. Starting in 1980, Geert Hofstede studied cultural values of more than 90,000 people in 66 countries, and found that nations differed along four primary dimensions. The four dimensions are; the Individualism/Collectivism Index (IDV), which focuses on self-orientation; the Power Distance Index (PDI), which focuses on authority orientation; the Uncertainty Avoidance Index (UAI), which measures the tolerance of uncertainty and ambiguity among members of the society; and the Masculinity/Femininity Index (MAS), which focuses on assertiveness and achievement. (International Marketing 16th Edition, 2013) Indulgence refers to the extent to which people try to control their desires and impulses as well as spending. Long term orientation describes how every society has to maintain some links with its own past while dealing with the challenges of the present and future.

In terms of Hofstede’s dimensions, for individualism, Venezuela scored very low on the IDV at 12. This makes Venezuela one of the most

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