It is commonly used for completely analyses of why one culture has trouble intermeshing and integrating with another on a workforce and individual level. One of the most valuable aspects of Cultural Dimensions Model is the ability to see how one culture sees time and transactions from a completely different vantage point compared to another. The five dimensions of this model include the Personal Distance Index (PDI), Individuality (IDV), Masculinity (MAS), Uncertainty Avoidance (UAI) and Long-Term Orientation (LTO). Country comparisons can be completed using the application Dr., Hofstede makes available on his website at this location: http://geert-hofstede.com/countries.html. Each of these dimensions shows how drastically different cultures are from each other, with the aspects of PDI, UAI and LTO being the most significant differentiators across cultures on a consistent basis. The Hofstede Model shows why trust is hard to achieve across cultures given how drastically different values, perceptions and the development of expectations are. It also shows why it is so critical to get completely acclimated to a given culture before attempt to sell into it.
References
Beatty, P., Reay, I., Dick, S., & Miller, J. (2011). Consumer trust in e-commerce web sites: A meta-study. ACM Computing Surveys, 43(3), 3.
Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural differences among nations.International Studies of Management & Organization, 13(1), 46-46.
Kim, D.J., Ferrin, D.L., & Rao, H.R. (2009). Trust and satisfaction, two stepping stones for successful E-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.
Kord, B., Yaghoubi, N.M., Khani, R.Y., & Esmaeali, M.J. (2011). Trust and E- commerce; study of customers behavior. Interdisciplinary Journal of Contemporary Research in Business, 2(11), 596-605.
Sun, T. (2011). The roles of trust and experience in consumer confidence in conducting e-commerce: A cross-cultural comparison between france and germany. International Journal of Consumer Studies, 35(3), 330-337.
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