Hofstede
Azure Sky Tea needs to determine the best choice of a home base.
A number of factors must be taken into consideration including the cultural dimensions of the different potential host nations.
Possible Combinations
There are a number of countries that Azure Sky Tea can consider. The company can take into consideration when making this decision. Hofstede identified a number of different cultural dimensions that can be examined for each potential host country. These are individualism, uncertainty avoidance, power distance and masculinity/femininity (Hofstede, 2013). Individualism reflects the importance of the individual in the culture, compared with collectivism which emphasizes a collective group. Uncertainty avoidance reflects "the degree to which the members of a society feel uncomfortable with uncertainty." Power distance reflects power roles in a society, manifested mainly in the interactions between people in different positions within the company. Masculinity emphasizes competition, assertiveness and achievement, while femininity is seen as a preference for cooperation and quality of life (MindTools, 2013).
The home country for Azure is the United States, which is an outlier among nations on many attributes. For example, it has the highest score in the world for individualism and a low score for power distance (Hofstede, 2013). The U.S. has a moderate masculinity score, but a low uncertainty avoidance, indicating a tendency towards risk-taking. The U.S. also score low...
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