Fachhoschule Frankfurt International Business Administration Cultural Diversity Professor: Hans Hahn Summer Semester 2014

Cultural Dimensions of Geert Hofstede: Analysis of Colombia 10.06.2014

Soraya A. Suarez I. Register Number: 969800 Darmstädter Landstr. 64 60598 Frankfurt Tel: 0176- 708 59654 E-mail: sorayasuarez@gmail.com

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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Content 1. Introduction............................................2 2. Culture.................................................3 3. Colombia................................................5 4. Cultural Models and Cultural Dimensions.................9 4.1 Geert Hofstede's Cultural Dimensions.................9 4.1.1. Power Distance Index...........................10 4.1.2. Uncertainty Avoidance..........................12 4.1.3. Individualism vs. Collectivism.................13 4.1.4. Masculinity vs. Femininity.....................15 4.1.5. Long vs. Short-term Orientation................16 4.1.6. Indulgence vs. Restraint.......................17 5. Conclusion.............................................20 6. References.............................................21

Table of Figures Colombia Facts & Figures...................................6 Colombia Location, Flag and Coat of Arms...................8 Colombian Population According to Ethnocultural Identity..11 Colombian Culture through the 6-D Model...................13

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1. Introduction With the arise of globalization, the issues about cultural dimensions are of extremely significance to understand cultural differences. It is important that these aspects could be analyzed to contribute to the improvement in the interactions contexts, for between cultures in the in the different global with instance, business relations

countries like Colombia. The aim of this paper is to analyze the cultural dimensions of Prof. Geert Hofstede, author mentioned in the lecture Cultural Diversity, examining them in the Colombian background. Therefore it starts by introducing the meaning of culture with reference to the points of view of different authors and scientist mentioned in the lecture as well, then general details about Colombia are described. Cultural Dimensions of Hofstede within the Additionally, framework of

cultural identity are mentioned in reference to the facts and characteristics of the culture of the country under examination. Finally this exam paper ends with a conclusion of the remarked features.

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2. Culture To go into the topic of the cultural dimensions and the case of Colombia, it is important to touch on the diverse definitions of culture of different authors. Clyde Kluckhohn and W. H. Kelly (1945) see culture “as all the historically created designs for living, explicit and implicit, exist at rational, any given irrational, time as and nonrational, guides which the potential for

behavior of men” (p. 97). This theory explains that culture are all the patterns that people create as a part of their life and that are present at all times. Moreover, Geert Hofstede (1984) considers culture as "the collective programming of the mind which distinguishes the members of one category of people from another" (p. 51). That means, that culture is like a software, which impregnate us since our childhood from our parents and from the environment that surrounds us. When we become adults those beliefs and behaviors that we learned are stucked into our subconscious, so that we perceive them as normal. Culture is also seen as a collective process, because you feel identified into a group of people who share the same learned patterns and who have the same cultural training or apprehension. More recently, as Edward “unified T. Hall wholes (1987) in has which referred to

cultures

everything

interrelates” (p. XVIII). He believes that „any culture is

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primarily processing

a

system

for

creating,

sending,

storing

and

information.

Communication

underlies

everything”(p. 3). According to Hall, communication is one of the most important aspect of culture. In this sense, it is not only defined as the language people use, but also words, material things and behaviors. It is complex to define culture. “Culture has been defined in a number of ways but most simply, as the learned and shared behavior of a community of interacting human beings” (Useem & Useem, 1963, p. 169).

3. Colombia

Colombia Facts & Figures
President: Juan Manuel Santos (2014) Area: - Total 1,141,748 km2 (26th) - Water (%) 8.8 (17th) Population (2014 est.): 47,425,437 - Growth rate: 1.13% - Birth rate: 17.23/1000 - Infant mortality rate: 15.92/1000 - Life expectancy: 74.79 - Density per sq km: 43 Capital and largest city (2009 est): Santafé de Bogotá, 8,262,000 (metro. area), 7,185,889 (city proper) Other large cities: Medellín, 3,497,800; Cali, 2,352,000; Barranquilla, 1,836,000; Bucaramanga 1,065,000 Monetary unit: Colombian Peso

Figure 1: Colombia Facts & Figures

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For

going

deeper

into

the about

subject, the

it

is

necessary under

to

mention situated

some in

details the

country of South

study. it

Colombia, officially the Republic of Colombia, is a country northwest corner America, borders Ecuador and Peru to the south, Brazil and Venezuela to the east, Panama to the northwest, the Caribbean Sea, between Panama and Venezuela and the North Pacific Ocean, between Ecuador and Panama. (January, 2014)1, Colombia With a population of 47,425,437 is the third-most populous

country in Latin America, after Brazil and Mexico 2.

The any

climate real

of

Colombia,

due

to

its

proximity change

to

the

Equator, is generally tropical and isothermal (there is no seasonal changes). Temperatures little through the year. The only variable climatic change element is the amount of annual precipitation. Climatic divergences are related to elevation and the displacement of the intertropical convergence zone between the two major air masses from which the northeast and southeast trade winds

originate3. In terms of biological diversity, Colombia is the second most diverse country in the world after Brazil and is considered the most megadiverse per square

kilometer4.

1 2 3 4

„Contador de Población“, DANE, http://www.dane.gov.co/reloj/reloj_animado.php Cf. Hudson (2010) p. 33 „Colombia, Climate“, Enciclopaedia Britannica, http://www.britannica.com/EBchecked/topic/126016/Colombia/25348/Climate Luis F. Potes, „Megadiversidad“ http://www.prodiversitas.bioetica.org/nota63.htm (Junio 11, 2005)

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Colombia is a nation of mixed race. The 2005 census reported that whites and mestizos (mixed white and Amerindian The ancestry) constituted 86 percent of the population.

Figure 2: Colombian Population According to Ethnocultural Identity Afro-Colombian (people of population, black and including white blacks, mulattoes and zambos

mixed

ancestry),

(mixed Amerindian and black ancestry), accounted for 10.5 percent of the population; the indigenous population, for

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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3.4

percent;

and

the

gypsy

(Rom)

population,

for

0.01

percent5 (see Figure 2). There is not a unique national culture separated from the cultural influence of colonial Spain. Instead of resisting Spanish cultural influences, most indigenous groups embraced them. Rather than having a common culture, Colombia is a country with many distinct regional is Spanish cultures6. but there are The are most still 500,000 78 practiced living religion In

traditionally is the Roman Catholic. The official language language. of Colombia there about speakers Amerindian

languages, but their numbers are diminishing rapidly7.

4. Cultural Models and Cultural Dimensions Cultural complex better studies field of are not a unified theory. They are a

study

that of

includes the

many

different cultural

conceptualizations, methods and views. understanding

To make possible a different

characteristics, scientist have tried to establish cultural models. However, there is no uniform single cultural model, but the variety of the existent models can show how diverse the approach can be and the similarities or differences in terms of cultural dimensions to explain it. This paper will be focused on the Cultural Dimensions of Hofstede.

5 6 7

Cf. Hudson (2010) p. 34
„Countries and their Cultures, Colombia“ (2014) http://www.everyculture.com/BoCo/Colombia.html

Cf. Hudson (2010) p. 34

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4.1 Geert Hofstede's Cultural Dimensions One of the most illustrious works in the field of cultural studies is the cultural dimension theory presented by the Dutch cultural theorist Prof. Geert Hofstede. the cultural differences into: 1. Power Distance Index 2. Uncertainty Avoidance 3. Individualism vs. Collectivism 4. Masculinity vs. Femininity 5. Long vs. Short-term orientation 8 6. Indulgence vs. Restraint9 When examining that Colombia it is with these to dimensions Latin it is He divided

perceived countries.

similar

many

American

Figure 3: Colombian Culture through the 6-D Model

8 9

Cf. Hofstede (2001)S. 58 „What about Colombia“, The Hofstede Centre, http://geerthofstede.com/colombia.html

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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4.1.1. Power Distance Index Power distance is defined as “the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed

unequally."10 Then, cultures with small power distance tend to have a flatter hierarchy than cultures with large power distance. In this study, Colombia scores high on the scale of the PDI (Position 67), so it is considered that in the Colombian society inequalities amongst people are simply a fact of life.11 Moreover Hofstede regards that this inequality is accepted in all layers of society, so that hierarchy is remarked in different areas, for instance, among business leaders and among the highest positions in a government12.

This behavior is reflected in the phenomenon resulting from the massive urban migration that began in the 1950s and the resurgence of a middle class, which divided the society in a three-class system: upper, middle, and lower. To the upper class, which comprises 20 percent of the population, belongs about 75 to 80 percent of the gross national product 13. There is a tendency that reflects patterns influenced by the colonial history. The upper class tends to be made up of persons of unmixed European ancestry. Within this class,
10 11 12 13
Cf. Hofstede (2006)S. 59 „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html „Countries and their Cultures, Colombia“ (2014) http://www.everyculture.com/BoCo/Colombia.html

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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there is an elite that enjoys wealth and financial security, political power and education14. can be perceived that the positions belong to this group. The masses are widely separated from the first group. These individuals, mulattoes, who are for the most few part mestizos and for are characterized with opportunities In the business area, it and people in high

managers

social mobility. Social inequality is evident in the lower class, in which Blacks and Indians make up a significant portion. These members of this group are often malnourished, poorly housed, disease-ridden, and illiterate15.

In the

the top

business and

context, passed do

Colombian down not to

business the

is

rigidly to be with

hierarchical. Most of the decision-makings are taken from then managers agreement implemented. Managers consider

subordinates to take decisions, because they could be seen as weak. If a subordinate has no clear her or his given task, they will generally ask co-workers rather than their manager16.

Hierarchy is also remarkable in the family. Colombians have a sense of respect towards members of the family who are older.
14 15 16

For

some

people

it

is

common

to

use

the

formal

expression “usted” to refer to older relatives or to the
„Countries and their Cultures, Colombia“ (2014) http://www.everyculture.com/BoCo/Colombia.html „Countries and their Cultures, Colombia“ (2014) http://www.everyculture.com/BoCo/Colombia.html „Intercultural Management Colombia“, Kwintessential. http://www.kwintessential.co.uk/intercultural/management/colombia.html

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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parents and grandparents, not as a sign of distance, but of respect.

4.1.2. Uncertainty Avoidance Index Hofstede culture (2006) feel mentioned in by his study the or by dimension unknown

Uncertainty Avoidance as threatened situations" (p.233).

"the degree to which members of a ambiguous

Colombia scores at 80, which means that it has a high score on uncertainty avoidance. Furthermore, the Colombian society tries to avoid uncertainty through different mechanisms17. This is reflected, for example, in religion. In many of the Latin American countries, including Colombia, the population is preponderantly Roman Catholic, which explains that the low tolerance to uncertainty is reinforced by the idea of an absolute “Truth”. Geert Hofstede explains that societies with a high UAI, may think that “There can only be one Truth and we have it18.” Moreover, this high index is an indicative of a society full of fixed rules In and regulations and rigid these to change are the not status quo. Colombia however rules

necessary followed in practice, it depends on the whole group whether they follow them or on the decision of the power holders, who use to make their own rules19.
17 18 19
„What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html „Dimensions of National Cultures“, G. Hofstede http://www.geerthofstede.nl/dimensions-of-national-cultures „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html

Cultural Dimensions of Geert Hofstede: Analysis of Colombia

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4.1.3. Individualism vs. Collectivism Hofstede considers that "Individualism describes

Societies in which the ties between individuals are loose; are expected from everyone to care for himself and for his immediate family. Its opposite, collectivism, describes societies in which people belong from birth into strong, closed groups, which protect them for a lifetime and for that those groups demand unconditional loyalty. "20 Colombia scores 13 in this dimension, which means that it is between the lowest individualistic countries. Colombian society is one of the most collectivistic societies in the world. For Colombians it is important belonging to an ingroup and being involved in the group's opinion. This aspect is tied to the high score in the PDI, which means that this in-group is linked to the class distinctions. Conflict in the group is also avoided, in order to maintain group

harmony. 21. In the business field, people try to belong to groups of the same position. It is not usual to see managers eating in the same area of the subordinates in the lowest ranges, for example. Communication used to be context-rich, so that public speeches and written documents are usually elaborate. It is not common to express something in a direct way. Even if your communicating bad news you should find arguments and present them duly arranged, embellish them with words,and
20 21
Cf. Hofstede (2006) S. 102 „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html

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express them with decency and decorum. In terms of personal life Colombians are used to do

activities in large groups.

In the familiar context, for

example, as family is considered not only the direct family, but also the extended family and distant relatives and also family closed friends. 4.1.4. Masculinity vs. Femininity This dimension means, that there are societies with a high score (masculine) on this dimension, which shows that it will be driven by competition, achievement and success, with success being defined by the winner / best in field. A low score (feminine) on the dimension means that the dominant values life.22 With a score of 64 Colombia is considered as a masculine society, highly success oriented. Colombians are competitive and status-oriented, but at the same time collectivistic. This means that competition is directed towards members of other groups.23 Another characteristic of the Colombian society in terms of masculinity is comprised in Hofstede's belief (2006) that men are also expected to follow a career or occupy a high position in the social context where people are involved.
22 23
„What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html

in

society

are

caring

for

others

and

quality

of

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Women always have a choice. As a result, the proportion of working women in higher positions is also less than in feminine societies (pp. 202-208). The low participation of women in positions of power in Colombia is evident and growing concern. According to the World Economic Forum (2011, p.9) Colombia has fallen 58 positions between 2006 and 2011 in terms of inequalities between men and women and is the political level the highest unequal24. Management’s business countries are in Nevertheless, Center in a for good studies Gender position of in in Simmons School of in

Organizations, comparison of the to

partnership with Ernst & Young Latin America.

show that women in Colombian other (2008) Figures UNDP

confirmed that Colombia has a 38 percent of women in high positions25. regular forms However of Colombian women still suffer and from

violence,

exploitation

social

marginalization. Oxfam (2009) reports also ongoing violence against women, including the use of sexual violence as a weapon of war in the country26. A report of the InterAmerican Development Bank (2014) shows that in Colombia the wage gap between men and women is less marked than the average in Latin America, with a wage differential of 7.1 percent. Nonetheless, are less countries. the for report women notes in that employment than men in is opportunities neighboring
24

Colombia among

While

unemployment

„Segundo Ranking de Igualdad de Mujeres y Hombres en los Partidos y Movimientos Políticos“, PNUD http://www.pnud.org.co/sitio.shtml?apc=jBa-1--&x=71464#.U5T52ijb5dd Cf. Cárdenas de Santamaría, Durana Ángel (2009) p. 21 „La Violencia Sexual en Colombia; Un arma de guerra“, OXFAM, http://www.oxfam.org/es/policy/violencia-sexual-colombia (September 9th, 2009)

25 26

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slightly above 9 percent in Colombia, female unemployment stands at 15 percent, according to data of the National Administrative Colombia the Department country in of the Statistics region (Dane), the making highest with

unemployment rate27. 4.1.5. Long vs. Short-term Orientation Hofstede believes that “Long term oriented societies attach more importance to the future. They foster pragmatic values oriented towards rewards, including persistence, saving and capacity for adaptation. In short term oriented societies, values promoted are related to the past and the present, including steadiness, respect for tradition, preservation of one's face, reciprocation and fulfilling social

obligations.28" Colombia has a low score of 13, Colombian culture is

classified as normative. People in such societies have a strong concern with establishing the absolute Truth, like in terms of religion, for example; they are normative in their thinking. They exhibit great respect for traditions, a relatively small propensity to save for the future, and a focus on achieving quick results29. Colombians are very proud of their traditions and cultural
27
„Mujeres ganan 17 por ciento menos que los hombres en Latinoamérica“, Revista Semana, http://www.semana.com/mundo/america-latina/articulo/mujeres-ganan-17ciento-menos-hombres-latinoamerica/108585-3 (October 13 th, 2009) Cf. Hofstede (2006) S. 294 „What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html

28 29

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expressions. important

One of the examples is the is Colombia's most celebration, Barranquilla's Carnival,

folklore

that was declared by the UNESCO, in Paris on November 7, 2003, as one of the Masterpieces of the Oral and Intangible Heritage of Humanity, because their cultural expressions pass from generation to generation. Who lives it, is who enjoys it (Quien lo vive, es quien lo goza) is the slogan of the carnival, which is an expression that indicates shortterm and living the moment without thinking about the future or the consequences. In terms of business, in Colombia tends it to be normative. It is usual to work improvising tasks and taking rapid decisions to lose problems in a company, because there is no always an habit of planing. If a manager takes an improvised and quick decision, it is expected for him/her that the subordinates take also quick actions to see quick results. 4.1.6. Indulgence vs. Restraint This dimension is defined as the extent to which people try to control their desires and impulses, based on the way they were raised. Relatively weak control is called “indulgence” and relatively can, strong therefore, control be is called as “restraint”. indulgent or Cultures described

restrained30. In the case of Colombia, it is shown that with scoring a very high 83 in this dimension, indulgence is predominant.
30
„What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html

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That means, that societies have a tendency to realise their impulses and desires with regard to enjoying life and having fun. They possess a positive attitude and have a tendency towards optimism31. In relation to the dimension of short-term orientation, In Colombia, in spite of the problems, people enjoy the present. Colombia is also situated in the third place, after Costa Rica and Vietnam in the Happy Planet Index (HPI). Colombia's expectancy, HPI score reflects high a relatively of high life wellrelatively levels experienced

being, and a moderate ecological footprint32. In the business context it is usual to create an amusing atmosphere at the work place and some celebrations like Carnival, Mother's Day, Father's Day, Secretary's Day, Christmas etc are also celebrated within the firm. In some

workplaces, it is aloud to listen to music but not too loud. A recent study of Mercer shows that Colombia is one of the countries with most public holidays in the world, with 18 days a year33. Nevertheless, indulgence in general in Colombia can be also reflected, for instance, in the political aspect, where the use of Media, full of entertainment content, distracts of
31 32 33
„What about Colombia“, The Hofstede Centre, http://geert-hofstede.com/colombia.html „Happy Planex Index Data“, New Economic Foundation. http://www.happyplanetindex.org/data/ (2014) „Who gets the most time off, by law?. Mercer (2013). http://www.mercer.com/insights/think/2014/who-gets-the-most-time-off-bylaw.html

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the attention of the individuals to serious problems that are happening and it is also manifested in a low political participation. During the last elections in Colombia there was a high level of abstentions, which reached almost 60 percent and it is the highest in the last 20 years, reported the National Civil Registry, the body that organizes the elections34.

34

„Abstencionismo en Colombia alcanzó el 60 % en las elecciones presidenciales „, Prensa Libre. http://www.prensalibre.com/internacional/abstencionismo-colombiaalcanza_60-elecciones-presidenciales_0_1144685788.html (May 26th, 2014)

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5. Conclusion The Geert Hofstede analysis for Colombia illustrates a very strong uncertainty avoidance, large power distance, collectivism, masculinity, indulgence and pragmatism. The Colombian society is characterized with a high disposition for rules and regulations and it is slow to accept change and is risk adverse. It is a normative society. There is also an respect for the traditions and close tied relationship and demand for being considered include into a group. Colombia has one of the highest masculinity rankings in Latin America, whereby success as being the winner plays an crucial role. Colombia is also an indulgent country, in terms of the weak control of they desires and impulses. With the analysis of the different cultural dimensions of Hofstede it is important to remark that there is no better or worse culture. Each of the dimensions has advantages and disadvantages. The most important is that, when interacting with other cultures like Colombia or making business with them, we have to know the culture to check if there is consistency between the two or if they can produce tensions and cultural clashes and try to we avoid can them to have the satisfactory partnership, whereby understand

context, habits and values and where the other part can understand us, to co-work efficiently.

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6. References Hofstede, G. (1984). National cultures and corporate cultures. In L.A. Samovar & R.E. Porter (Eds.), Communication Between Cultures. Belmont, CA: Wadsworth. Hofstede, G. (2006): Lokales Denken, globales Handeln – Interkulturelle Zusammenarbeit und globales Management (3. Edition) München: dtv Kluckhohn, C., & Kelly, W.H. (1945). The concept of culture. In R. Linton (Ed.). The Science of Man in the World Culture. New York. Hall, E. T. (1987) Hidden Differences Doing Business with the Japanese. Anchor Books. Useem, J., Useem R., & Donoghue J. (1963). Men in the Middle of the Third Culture: The Roles of American and Non-Western People in Cross-Cultural Administration, Human Organization 22(3). „Contador de Población“, DANE, http://www.dane.gov.co/reloj/reloj_animado.php Hernández, A., & Pinilla, D. (2005). Visibilización de la política étnica en el censo general 2005: análisis comparativo de los principales indicadores demográficos. https://www.dane.gov.co/revista_ib/html_r8/articulo5.html Luis F. Potes, „Megadiversidad“ http://www.prodiversitas.bioetica.org/nota63.htm (Junio 11, 2005) „Colombia, Climate“, Enciclopaedia Britannica, http://www.britannica.com/EBchecked/topic/126016/Colombia/25 348/Climate Hudson, R. A. (2010). Colombia, a country study. Washington D.C. http://lcweb2.loc.gov/frd/cs/pdf/CS_Colombia.pdf „Countries and their Cultures, Colombia“ (2014)

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http://www.everyculture.com/Bo-Co/Colombia.html „What about Colombia“, The Hofstede Centre, http://geerthofstede.com/colombia.html „Intercultural Management Colombia“, Kwintessential. http://www.kwintessential.co.uk/intercultural/management/col ombia.html Dimensions of National Cultures“, G. Hofstede http://www.geerthofstede.nl/dimensions-of-national-cultures „Segundo Ranking de Igualdad de Mujeres y Hombres en los Partidos y Movimientos Políticos“, PNUD http://www.pnud.org.co/sitio.shtml?apc=jBa-1-&x=71464#.U5T52ijb5dd Cárdenas de Santamaría, M.C., & Durana, V (2009). La particularidad de la ejecutiva colombiana. Revista Soluciones de Postgrado EIA, Número 4.p. 19-43. http://revistapostgrado.eia.edu.co/Revista%20Edicion %20No.4/02%20La%20particularidad%20de%20la%20ejecutiva %20colombiana.pdf „Mujeres ganan 17 por ciento menos que los hombres en Latinoamérica“, Revista Semana, http://www.semana.com/mundo/america-latina/articulo/mujeresganan-17-ciento-menos-hombres-latinoamerica/108585-3 (October 13 th, 2009) „La Violencia Sexual en Colombia; Un arma de guerra“, OXFAM, http://www.oxfam.org/es/policy/violencia-sexualcolombia (September 9th, 2009) „Happy Planex Index Data“, New Economic http://www.happyplanetindex.org/data/ (2014) Foundation.

„Who gets the most time off, by law?. Mercer (2013). http://www.mercer.com/insights/think/2014/who-gets-the-mosttime-off-by-law.html „Abstencionismo en Colombia alcanzó el 60 % en las elecciones presidenciales „, Prensa Libre. http://www.prensalibre.com/internacional/abstencionismo-

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colombia-alcanza_60-eleccionespresidenciales_0_1144685788.html (May 26th, 2014)