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15 November 2012Luxembourg Presentation by Ursula Schinzel
Doctorate in Business Administration
Hofstede in Luxembourg: An intercultural comparison with France
and GermanyApplying Geert Hofstede
in collaboration with Lindab
Doctorate in Business Administration
Hofstede in Luxembourg: An intercultural comparison with France
and GermanyApplying Geert Hofstede
in collaboration with Lindab
1
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter OverviewChapter OverviewAcknowledgementsAcknowledgements
Chapter 1: IntroductionChapter 1: Introduction
Chapter 2: Literature ReviewChapter 2: Literature Review
Chapter 3: MethodologyChapter 3: Methodology
Chapter 4: Data AnalysisChapter 4: Data Analysis
Chapter 5: ConclusionChapter 5: Conclusion
ReferencesReferences
AppendixesAppendixes
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15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 1: IntroductionChapter 1: Introduction
3
15 November 2012Luxembourg Presentation by Ursula Schinzel
My Research QuestionMy Research Question The purposes of this study are:The purposes of this study are:
Where does Luxembourg fit in on the 7 Hofstede Where does Luxembourg fit in on the 7 Hofstede cultural dimensions?cultural dimensions?
to explain Luxembourg people’s high scores on to explain Luxembourg people’s high scores on the measure of happiness the measure of happiness
I would like to test the validity of Hofstede’s work in 2010, I would like to test the validity of Hofstede’s work in 2010, being contested, looking at France and Germany, being contested, looking at France and Germany, previously researched, adding entirely new data for previously researched, adding entirely new data for Luxembourg, for which he has only provided estimatesLuxembourg, for which he has only provided estimates..
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15 November 2012Luxembourg Presentation by Ursula Schinzel
My Contribution to KnowledgeMy Contribution to Knowledge
My contribution to knowledge is adding My contribution to knowledge is adding the data that I collected about Luxembourg the data that I collected about Luxembourg to Hofstede’s data, as Hofstede bases his to Hofstede’s data, as Hofstede bases his research on Luxembourg on estimates.research on Luxembourg on estimates.
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15 November 2012Luxembourg Presentation by Ursula Schinzel
My originalityMy originality There is no research about Hofstede’s cultural There is no research about Hofstede’s cultural
dimensions in Luxembourgdimensions in Luxembourg Choice of ONE company: LindabChoice of ONE company: Lindab Interviews, Questionnaires at Lindab Interviews, Questionnaires at Lindab
Luxembourg, France and Germany and their Luxembourg, France and Germany and their comparisoncomparison
Differentialisation of the Luxembourger with Differentialisation of the Luxembourger with Luxembourgish NationalityLuxembourgish Nationality
Extrapolation of the pattern of the Extrapolation of the pattern of the LuxembourgerLuxembourger
My results in Hofstede’s maps of the worldMy results in Hofstede’s maps of the world
6
15 November 2012Luxembourg Presentation by Ursula Schinzel
Review of the LiteratureReview of the Literature Participant Observation (Primary Data)Participant Observation (Primary Data) Interviews (Primary Data)Interviews (Primary Data) Questionnaires (Primary Data)Questionnaires (Primary Data)
MethodsMethods
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15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 2: Literature ReviewChapter 2: Literature Review
8
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review The era before The era before
Hofstede:Hofstede: Maslow, AbrahamMaslow, Abraham McClelland, DavidMcClelland, David Herzberg, FrederickHerzberg, Frederick Rockeach, MiltonRockeach, Milton Hall, EdwardHall, Edward Kluckhohn, Florence and Strodtbeck, FredKluckhohn, Florence and Strodtbeck, Fred
9
The era after Hofstede:The era after Hofstede: Triandis, HarryTriandis, Harry Smith, Peter, B.Smith, Peter, B. Schwartz, ShalomSchwartz, Shalom Trompenaars, Fons & Hamden-Turner, CharlesTrompenaars, Fons & Hamden-Turner, Charles De Mooij, MariekeDe Mooij, Marieke Inglehart, RonaldInglehart, Ronald The GLOBE, House, Robert; Hanges, Paul…The GLOBE, House, Robert; Hanges, Paul… Schein, EdgarSchein, Edgar Bond, Michael, HarrisBond, Michael, Harris Mintzberg, HenryMintzberg, Henry Minkov, MichaelMinkov, Michael Hofstede, Gert JanHofstede, Gert Jan McSweeneyMcSweeney
The era besides The era besides Hofstede:Hofstede:
Scholz, Christian; Böhm, HansScholz, Christian; Böhm, Hans Lewis, Richard D.Lewis, Richard D. Spizzo, DanielSpizzo, Daniel
The era beyond Hofstede:The era beyond Hofstede: Aaker, JenniferAaker, Jennifer Briley, DonnelBriley, Donnel Nakata, CherylNakata, Cheryl Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen….Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen….
15 November 2012Luxembourg Presentation by Ursula Schinzel
The era before Hofstede (- 1980):The era before Hofstede (- 1980): Abraham MaslowAbraham Maslow David McClelland David McClelland Frederick Herzberg Frederick Herzberg Milton Rockeach Milton Rockeach Edward Hall Edward Hall Florence Kluckhohn Florence Kluckhohn Fred Strodtbeck Fred Strodtbeck
Culture TheoriesCulture Theories
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15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 2: Literature ReviewChapter 2: Literature Review
Mc Clelland, David: achievement
motivation, motivation theory.
Mc Clelland, David: achievement
motivation, motivation theory.
Hall, Edward: Anthropologist, lifelong research on culture, with descriptive, qualitative
methods. Lived with Navajo and Hopi Native Americans. Studied France, Germany, compared with America,
mostly descriptive research.
Hall, Edward: Anthropologist, lifelong research on culture, with descriptive, qualitative
methods. Lived with Navajo and Hopi Native Americans. Studied France, Germany, compared with America,
mostly descriptive research.
11
Herzberg, Frederick:
“Two Factor Theory”: Motivator Factors: Achievement, Recognition, Work Itself.
Responsibility, Promotion, Growth. Hygiene Factors: Pay and Benefits, Company Policy and Administration, Relationships with co-workers,
Supervision, Status, Job Security, Working Conditions, Personal life.
Herzberg, Frederick:
“Two Factor Theory”: Motivator Factors: Achievement, Recognition, Work Itself.
Responsibility, Promotion, Growth. Hygiene Factors: Pay and Benefits, Company Policy and Administration, Relationships with co-workers,
Supervision, Status, Job Security, Working Conditions, Personal life.Rockeach, Milton:
Rockeach Value Survey, the terminal values in RVS are: true friendship, mature love, self-
respect, happiness, inner harmony, equality, freedom, pleasure, social recognition, wisdom, salvation, family security, national security, a sense of accomplishment, a world of beauty, a world at peace, a comfortable life, an exciting
life.
Rockeach, Milton: Rockeach Value Survey, the terminal values in
RVS are: true friendship, mature love, self-respect, happiness, inner harmony, equality,
freedom, pleasure, social recognition, wisdom, salvation, family security, national security, a sense of accomplishment, a world of beauty, a world at peace, a comfortable life, an exciting
life.
The era before Hofstede
Maslow, Abraham: hierarchy of needs:
physiological (food, sleep…), safety, love/belonging, esteem,
self-actualization.
Maslow, Abraham: hierarchy of needs:
physiological (food, sleep…), safety, love/belonging, esteem,
self-actualization.
Kluckhohn, Florence, Strodtbeck, Fred: Values Orientation Theory: universal problems
in all human societies, limited numbers for value-based solutions, and different cultures
have different preferences.
Kluckhohn, Florence, Strodtbeck, Fred: Values Orientation Theory: universal problems
in all human societies, limited numbers for value-based solutions, and different cultures
have different preferences.
All American, thinking the world is like the USA
15 November 2012Luxembourg Presentation by Ursula Schinzel
Hofstede’s Era (1980-2000):Hofstede’s Era (1980-2000): Christian ScholzChristian Scholz Hans Böhm Hans Böhm Richard D. LewisRichard D. Lewis Daniel Spizzo Daniel Spizzo
Culture TheoriesCulture Theories
12
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature Review Literature Review BesidesBesides Hofstede. Hofstede.
13
Christian Scholz and Hans Böhm:
a comparative analysis of human resource management (HRM) in
Europe, impacts contexts and different approaches to HRM in Europe, researching in Austria,
Czech Republic, Denmark, France, Germany, Hungary, Italy, Latvia, the Netherlands, Poland, Spain,
Turkey, comparing the UK, North America and continental Europe.
Professor Dr Christian Scholz holds the chair of Business
Administration, Organisation, HRM at University of Saarland. His research in Europe is about
cultural, political and economic differences with the aim of avoiding
fatal and expensive mistakes in doing business in Europe.
Christian Scholz and Hans Böhm:
a comparative analysis of human resource management (HRM) in
Europe, impacts contexts and different approaches to HRM in Europe, researching in Austria,
Czech Republic, Denmark, France, Germany, Hungary, Italy, Latvia, the Netherlands, Poland, Spain,
Turkey, comparing the UK, North America and continental Europe.
Professor Dr Christian Scholz holds the chair of Business
Administration, Organisation, HRM at University of Saarland. His research in Europe is about
cultural, political and economic differences with the aim of avoiding
fatal and expensive mistakes in doing business in Europe.
Richard D. Lewis: explores the relationship between
language and thought, how the mind is conditioned culturally at an early age, he researches about the cultural capital in organisations, about meetings, space and time,
status and leadership, communication style, listening
habits, team-building mechanisms, negotiation and decision-making.
Richard D. Lewis: explores the relationship between
language and thought, how the mind is conditioned culturally at an early age, he researches about the cultural capital in organisations, about meetings, space and time,
status and leadership, communication style, listening
habits, team-building mechanisms, negotiation and decision-making.
15 November 2012Luxembourg Presentation by Ursula Schinzel
The era after Hofstede (2000 - ):The era after Hofstede (2000 - ): Harry TriandisHarry Triandis Peter B. SmithPeter B. Smith Shalom SchwartzShalom Schwartz Fons Trompenaars & Charles Hamden-TurnerFons Trompenaars & Charles Hamden-Turner Marieke De Mooij Marieke De Mooij Ronald Inglehart Ronald Inglehart The GLOBE: Robert House, Paul Hanges… The GLOBE: Robert House, Paul Hanges… Edgar ScheinEdgar Schein Michael Harris BondMichael Harris Bond Henry Mintzberg Henry Mintzberg Michael Minkov Michael Minkov Gert Jan HofstedeGert Jan Hofstede McSweeneyMcSweeney
Culture TheoriesCulture Theories
14
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Hofstede’s replications.Hofstede’s replications.
Continued
15
Trompenaars, Fons & Hamden-Turner, Charles:
“Riding the wave of culture”, interviewed 8800 companies in 43
countries, identified 5 dimensions of culture: Universalism versus
particularism, communitarianism versus individualism, neutral versus emotional, diffuse versus specific,
achievement versus ascription.
Trompenaars, Fons & Hamden-Turner, Charles:
“Riding the wave of culture”, interviewed 8800 companies in 43
countries, identified 5 dimensions of culture: Universalism versus
particularism, communitarianism versus individualism, neutral versus emotional, diffuse versus specific,
achievement versus ascription.
De Mooij, Marieke: Global Marketing, Consumer
Behaviour and Culture, co-wrote with Geert Hofstede “The Hofstede
Model”.
De Mooij, Marieke: Global Marketing, Consumer
Behaviour and Culture, co-wrote with Geert Hofstede “The Hofstede
Model”.
Triandis, Harry: Individualism/Collectivism
research. Traditional collectivist Greece.
Triandis, Harry: Individualism/Collectivism
research. Traditional collectivist Greece.
Schwartz, Shalom: identified 7 country-level value orientations surveying 60,000
people in 63 countries: conservatism or embeddedness, intellectual autonomy, affective
autonomy, hierarchy, egalitarianism, mastery, harmony.
Summarised in 3 culture dimensions: embeddedness versus
autonomy, hierarchy versus egalitarianism, mastery versus
harmony.
Schwartz, Shalom: identified 7 country-level value orientations surveying 60,000
people in 63 countries: conservatism or embeddedness, intellectual autonomy, affective
autonomy, hierarchy, egalitarianism, mastery, harmony.
Summarised in 3 culture dimensions: embeddedness versus
autonomy, hierarchy versus egalitarianism, mastery versus
harmony.
Peter Smith: identified 2 country-level
dimensions: egalitarian commitment versus conservatism, utilitarian
involvement versus loyal involvement by analysing the data
from Trompenaars.
Peter Smith: identified 2 country-level
dimensions: egalitarian commitment versus conservatism, utilitarian
involvement versus loyal involvement by analysing the data
from Trompenaars.
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Continued
16
Ronald Inglehart: World Values Survey: the world’s most impressive
database: questionnaire consisting of 360 questions in over 100 countries with over 420,000 respondents in
several waves (wave 1, 2, 3, 4, 5, wave 6 being carried out 2010-2012). WVS is headquartered in Stockholm, Sweden www.worldvaluessurvey.org . Hofstede has
stated that today he would use data from the WVS and analyse it, instead of collecting new data.
Ronald Inglehart: World Values Survey: the world’s most impressive
database: questionnaire consisting of 360 questions in over 100 countries with over 420,000 respondents in
several waves (wave 1, 2, 3, 4, 5, wave 6 being carried out 2010-2012). WVS is headquartered in Stockholm, Sweden www.worldvaluessurvey.org . Hofstede has
stated that today he would use data from the WVS and analyse it, instead of collecting new data.
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Continued
17
Cameron, and Quinn: 4 forms of organisational culture
profile: the clan culture, the adhocracy culture, the hierarchy
culture, the market culture.
Cameron, and Quinn: 4 forms of organisational culture
profile: the clan culture, the adhocracy culture, the hierarchy
culture, the market culture.
Schein, Edgar: “Corporate Culture Survival Guide”, when
cultures meet through acquisitions, mergers, joint ventures. Schein’s 10 culture change mechanisms: incremental change through
general and specific evolution, insight, promotion of hybrids within the culture,
systematic promotion from selected subcultures, technological seduction, infusion of outsiders, scandal and explosion of myths,
turnarounds, mergers and acquisitions, destructions and rebirth. 7 dimensions of
culture, 3 levels of culture: artifacts, espoused beliefs and values, basic underlying
assumptions. Schein is a psychologist.
Schein, Edgar: “Corporate Culture Survival Guide”, when
cultures meet through acquisitions, mergers, joint ventures. Schein’s 10 culture change mechanisms: incremental change through
general and specific evolution, insight, promotion of hybrids within the culture,
systematic promotion from selected subcultures, technological seduction, infusion of outsiders, scandal and explosion of myths,
turnarounds, mergers and acquisitions, destructions and rebirth. 7 dimensions of
culture, 3 levels of culture: artifacts, espoused beliefs and values, basic underlying
assumptions. Schein is a psychologist.
Bond, Michael Harris: Chinese Values Survey.
Bond, Michael Harris: Chinese Values Survey.
Mintzberg, Henry: Organisational structure research. the typical 5 configurations of most organisations: operating
core, strategic apex, middle line, techno-structure, support staff. 5 coordinating activities mechanisms in organisations: mutual adjustment,
direct supervision, standardisation of work processes, standardisation of outputs, standardisation of skills. 6 species of
organisations: the entrepreneurial O., the machine O., the professional O., the project O.,
the missionary O., the political O.
Mintzberg, Henry: Organisational structure research. the typical 5 configurations of most organisations: operating
core, strategic apex, middle line, techno-structure, support staff. 5 coordinating activities mechanisms in organisations: mutual adjustment,
direct supervision, standardisation of work processes, standardisation of outputs, standardisation of skills. 6 species of
organisations: the entrepreneurial O., the machine O., the professional O., the project O.,
the missionary O., the political O.
The GLOBE: House, Robert; Hanges, Paul; Javidan,
Mansour; Dorfman, Peter; Gupta, Vipin:
involving 160 researchers worldwide in 62 cultures: nine dimensions of culture: Power
Distance, Uncertainty avoidance, Humane Orientation, Collectivism I
(Institutional Collectivism), Collectivism II (In-Group
Collectivism), Assertiveness, Gender Egalitarianism, Future
Orientation, Performance Orientation.
The GLOBE: House, Robert; Hanges, Paul; Javidan,
Mansour; Dorfman, Peter; Gupta, Vipin:
involving 160 researchers worldwide in 62 cultures: nine dimensions of culture: Power
Distance, Uncertainty avoidance, Humane Orientation, Collectivism I
(Institutional Collectivism), Collectivism II (In-Group
Collectivism), Assertiveness, Gender Egalitarianism, Future
Orientation, Performance Orientation.
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Continued
18
Minkov, Michael: from Sofia, Bulgaria, co-writes with Geert Hofstede, analyses data from
Ingelhart’s WVS, “Cultural Differences in a Globalizing World”, adds a sixth cultural dimension to
Hofstede: Indulgence versus Restraint (IVR). 4 dimensions of culture: industry vs indulgence, Monumentalism vs flexumility,
hypometropia vs prudence, exclusionism vs universalism.
Minkov, Michael: from Sofia, Bulgaria, co-writes with Geert Hofstede, analyses data from
Ingelhart’s WVS, “Cultural Differences in a Globalizing World”, adds a sixth cultural dimension to
Hofstede: Indulgence versus Restraint (IVR). 4 dimensions of culture: industry vs indulgence, Monumentalism vs flexumility,
hypometropia vs prudence, exclusionism vs universalism.
Hofstede, Gert Jan (his son): concentrates on training and teaching culture, “Exploring
Culture”.
Hofstede, Gert Jan (his son): concentrates on training and teaching culture, “Exploring
Culture”.
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Going Going beyondbeyond Hofstede. Hofstede.
Continued
19
Donnel Brileyis Professor of Marketing at University
of Sydney, Australia. His areas of expertise are consumer choice and
international marketing, studying the influence of culture and ethnicity on
consumers’ judgments and decisions.
Donnel Brileyis Professor of Marketing at University
of Sydney, Australia. His areas of expertise are consumer choice and
international marketing, studying the influence of culture and ethnicity on
consumers’ judgments and decisions.
Jennifer AakerProfessor at Stanford Graduate School of Business, Happiness Studies, The
Dragonfly Effect.
Jennifer AakerProfessor at Stanford Graduate School of Business, Happiness Studies, The
Dragonfly Effect.
Cheryl Nakata focuses her research on culture on its
theoretical explorations and managerial applications in
international business, marketing, innovation and strategy. She is
Associate Professor of Marketing and International Business at the
University of Illinois at Chicago.
Cheryl Nakata focuses her research on culture on its
theoretical explorations and managerial applications in
international business, marketing, innovation and strategy. She is
Associate Professor of Marketing and International Business at the
University of Illinois at Chicago.
Kirkman, Lowe, Gibson, Nakata, Briley, Hong, Benet-Martínez, Chiu, Morris, Wyer, Hermans, Kempen, Jenner, Mc Nab, Brisling, Worthly, Leung.
Kirkman, Lowe, Gibson, Nakata, Briley, Hong, Benet-Martínez, Chiu, Morris, Wyer, Hermans, Kempen, Jenner, Mc Nab, Brisling, Worthly, Leung.
15 November 2012Luxembourg Presentation by Ursula Schinzel
New theories:New theories: Jennifer Aaker Jennifer Aaker Donnel Briley Donnel Briley Cheryl Nakata Cheryl Nakata Kirkman, Hong, Benet-Martínez, Leung, Kirkman, Hong, Benet-Martínez, Leung,
Hermans, Kempen….Hermans, Kempen….
Culture TheoriesCulture Theories
20
15 November 2012Luxembourg Presentation by Ursula Schinzel
Literature ReviewLiterature Review Donnel Briley at University of Sydney.Donnel Briley at University of Sydney.
21
15 November 2012Luxembourg Presentation by Ursula Schinzel
What did he do?What did he do? Born in the Netherlands in 1928Born in the Netherlands in 1928 IBM HRM research in the 1960sIBM HRM research in the 1960s 116,000 questionnaires116,000 questionnaires Identified 4 cultural dimensions, later added more:Identified 4 cultural dimensions, later added more:
IDV/COLL, UAI, PDI, MAS/FEM, IDV/COLL, UAI, PDI, MAS/FEM, LTO, IVR, MON.LTO, IVR, MON.
Dared to contradict Maslow, Herzberg, McClellandDared to contradict Maslow, Herzberg, McClelland Brought cultural research from the US to EuropeBrought cultural research from the US to Europe Emeritus Professor at Maastricht UniversityEmeritus Professor at Maastricht University http://www.geerthofstede.nl/
Start at 2:36Start at 2:36
22
Geert Hofstede (1928- )Geert Hofstede (1928- )
15 November 2012Luxembourg Presentation by Ursula Schinzel 23
Culture is measured in terms of all of the followings: symbols, heroes, rituals, values, practices, norms, beliefs, self-perceptions, cognitive ability and behaviours
15 November 2012Luxembourg Presentation by Ursula Schinzel 24
Heroes are persons that serve as model, such as: • S.A.R. Grand-Duc Henri • Jean-Claude Juncker• Andy+Franck Schleck• Charly Gaul
15 November 2012Luxembourg Presentation by Ursula Schinzel 25
Symbols are words, gestures, pictures or objects, such as jargon, dresses, national anthem, flags or status symbols http://www.nationalanthems.me/luxembourg-ons-heemecht/
15 November 2012Luxembourg Presentation by Ursula Schinzel 26
Rituals are collective activities (Schouberfouer), ways of greeting (Moien) social and religious ceremonies (Octave)
15 November 2012Luxembourg Presentation by Ursula Schinzel 27
Values are broad tendencies, feelings that come in pairings such as:evil – gooddirty – cleandangerous – safeforbidden – permittedmoral – immoralugly – beautifulunnatural – naturalirrational - rational
15 November 2012Luxembourg Presentation by Ursula Schinzel
Hofstede’s Dimensions of CultureHofstede’s Dimensions of Culture
28
Masculinity versusFemininity (MAS)
Power Distance Index (PDI)
Long-Term versus Short-Term
Orientation(LTO)
Indulgence versusRestraint (IVR)
UncertaintyAvoidance (UAI)
Individualism versus Collectivism
(IDV)
Monumentalism(MON)
Hofstede's Dimensions of Culture - Explained Easily :http://www.youtube.com/watch?v=6gJzRS0I7tA&feature=related
15 November 2012Luxembourg Presentation by Ursula Schinzel 29
Individualism versus Collectivism (IDV)defined as “people looking after themselves
and their immediate family only, versus people belonging to in-groups that look after
them in exchange for loyalty”Uncertainty Avoidance (UAI)defined as “the extent to which people
feel threatened by uncertainty and ambiguity and try to avoid these
situations”Power Distance Index (PDI)defined as “the extent to which less
powerful members of a society accept and expect that power is distributed unequally”
Masculinity versus Femininity (MAS)defined as “the dominant values in a
masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of
life”
15 November 2012Luxembourg Presentation by Ursula Schinzel 30
Long-Term versus Short-Term Orientation(LTO)
defined as “the extent to which a society exhibits a pragmatic future-orientated perspective rather than a conventional
historic or short-term point of view”Indulgence versus Restraint (IVR)defined as “Indulgence stands for
enjoying life and having fun. Restraint stands for regulation of these by strict
social norms”Monumentalism (MON)
defined as “ veneration of heroes by buildings, songs, music, celebrations”
15 November 2012Luxembourg Presentation by Ursula Schinzel
Limitations of HofstedeLimitations of Hofstede
31
Hofstede’s data from the 1960s might be outdated.
Hofstede used IBM employees as sample for his research.
The questions used in the questionnaire are self-perceptive questions.
Hofstede uses and recommends using secondary data (WVS from Inglehart).
Hofstede’s IBM study didn’t start as an intercultural study but as a ‘work satisfaction survey’.
Hofstede’s cultural model is fixed, not flexible.
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
32
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
Review of the Literature.Review of the Literature. Participant Observation (Primary Data).Participant Observation (Primary Data). Interviews (Primary Data).Interviews (Primary Data). Questionnaires (Primary Data).Questionnaires (Primary Data).
33
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
Participant Observation.Participant Observation.
34
15 November 2012Luxembourg Presentation by Ursula Schinzel
LuxembourgLuxembourg
35
Unitary parliamentary democracy and constitutional monarchy.Unitary parliamentary democracy and constitutional monarchy. Grand Duke: Henri.Grand Duke: Henri. Prime Minister: Jean-Claude Juncker.Prime Minister: Jean-Claude Juncker. Official languages: Luxembourgish, French, German.Official languages: Luxembourgish, French, German. Capital Luxembourg (90,000 inhabitants).Capital Luxembourg (90,000 inhabitants). Size: 2,586 km2.Size: 2,586 km2. Population total: 511,000.Population total: 511,000. Motto: “Mir wëlle bleiwe wat mir sinn” Motto: “Mir wëlle bleiwe wat mir sinn” “We want to remain what we are” “We want to remain what we are”
Anthem: “Ons Heemecht” – “Our Homeland”Anthem: “Ons Heemecht” – “Our Homeland”
Queen Mary II and Marie-Astrid
15 November 2012Luxembourg Presentation by Ursula Schinzel
Data Analysis: Data Analysis: ParticipantParticipant
ObservationObservation
36
HRone
American Chamber of Commerce
Chamber of Commerce and Sacred Heart University Luxembourg
PaperJam Business Club
European Commission
ParticipantObservation
LPRA – Luxembourg Professionals Recruiters Association
Brasserie Guillaume
Femmes Leaders Luxembourg
POG – Personnel Officer’s Group
Libreria Italiana
BEE SECURE
Fairs‘Foires’
Continued
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
Choice of ONE company: Choice of ONE company: Lindab Buildings.Lindab Buildings.
37
15 November 2012Luxembourg Presentation by Ursula Schinzel 38
MethodologyMethodologyLindab Buildings
Continued
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
Interviews (Primary Data).Interviews (Primary Data).
39
15 November 2012Luxembourg Presentation by Ursula Schinzel
MethodologyMethodology Interviews.Interviews.
Elaboration of questions with Hofstede.Elaboration of questions with Hofstede. Pre-study within the HR community in Luxembourg.Pre-study within the HR community in Luxembourg. Validation by the Director Human Resources Lindab.Validation by the Director Human Resources Lindab. Interviewing of Lindab Luxembourg / France / Germany.Interviewing of Lindab Luxembourg / France / Germany. Transcript writing.Transcript writing. Comparison of the interviews in Luxembourg, France, Comparison of the interviews in Luxembourg, France,
Germany.Germany.
40
Continued
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 3: MethodologyChapter 3: Methodology
Questionnaires (Primary Data).Questionnaires (Primary Data).
41
15 November 2012Luxembourg Presentation by Ursula Schinzel 42
MethodologyMethodologyQuestionnaire. 1.Questionnaire evaluation together with Hofstede: review and validation.2.Questionnaire translation: English, French, German and, much desired, Luxembourgish.3.Pre-study within the HR community in Luxembourg.4.Questionnaire review with HRD Lindab.5.Questionnaire distribution at Lindab Luxembourg, France, Germany.6.Collection of filled-in questionnaires.7.Excel sheet elaboration for questionnaires.8.Fill-in all questionnaires in Excel sheet.9.Clean-up database on Excel.10. Analyse database on Excel.11. Calculation of mean scores per question in Excel.12. Calculation of IDV, MAS, UAI, PDI, LTO, IVR, MON, in Excel.13. In SPSS: Logistic Regression on Happiness.
Continued
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 4: Data AnalysisChapter 4: Data Analysis
43
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 4: Data AnalysisChapter 4: Data Analysis
Participant Observation (Primary Data).Participant Observation (Primary Data). Interviews (Primary Data).Interviews (Primary Data). Questionnaires (Primary Data).Questionnaires (Primary Data).
44
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 4: Data AnalysisChapter 4: Data Analysis
Participant Observation.Participant Observation.
45
15 November 2012Luxembourg Presentation by Ursula Schinzel
Data Analysis: Data Analysis: Participant ObservationParticipant Observation
46
Luxembourg prefers:Luxembourg prefers: Meeting in person, in a Hotel or Bank.Meeting in person, in a Hotel or Bank. Champagne and Cocktail.Champagne and Cocktail. Lunch or Dinner.Lunch or Dinner.
Continued
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 4: Data AnalysisChapter 4: Data Analysis
Interviews (Primary Data).Interviews (Primary Data).
47
15 November 2012Luxembourg Presentation by Ursula Schinzel
Hofstede’s Interview AnalysisHofstede’s Interview Analysis
Symbols.Symbols. Values.Values. Heroes.Heroes. Rituals.Rituals.
48
15 November 2012Luxembourg Presentation by Ursula Schinzel 49
Data Analysis:Data Analysis: Interviews: Symbols – Values – Interviews: Symbols – Values – Heroes – RitualsHeroes – RitualsLindab Luxembourg Lindab France Lindab Germany
Symbols Lindab LifeExcellence in constructionThe open door
Lindab is the leader in building construction
StandardisationConquering new marketsCode of ethicsCost AnalysesQuality HandbookProcedures
Values Customer success : Be Nr. 1Down to earthNeatness and orderCorporate social responsibilityMutual trustQuality in workPunctuality
Team workGood relations among employees
Satisfied clientsLong-term orientationReliability
Heroes The director The director The directors at Lindab Luxembourg
Rituals Christmas PartySeniority awards24 hour bicycle race ING Marathon
Christmas Party Birthday cakeChristmas PartyMeeting for success
15 November 2012Luxembourg Presentation by Ursula Schinzel
Chapter 4: Data AnalysisChapter 4: Data Analysis
Questionnaires (Primary Data).Questionnaires (Primary Data).
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15 November 2012Luxembourg Presentation by Ursula Schinzel
PDI = 35(mQVAL7 – mQVAL2) + 25(mQVAL23 – mQVAL26) + C (pd)PDI = 35(mQVAL7 – mQVAL2) + 25(mQVAL23 – mQVAL26) + C (pd) UAI = 40(m QVAL20 – mQVAL16) + 25(mQVAL24 – mQVAL27) + C (ua)UAI = 40(m QVAL20 – mQVAL16) + 25(mQVAL24 – mQVAL27) + C (ua) IDV = 35(mQVAL4 – mQVAL1) + 35(mQVAL9 – mQVAL6) + C (ic)IDV = 35(mQVAL4 – mQVAL1) + 35(mQVAL9 – mQVAL6) + C (ic) MAS = 35(mQVAL5 – mQVAL3) + 35(mQVAL08 – mQVAL10) + C (mf)MAS = 35(mQVAL5 – mQVAL3) + 35(mQVAL08 – mQVAL10) + C (mf) LTO = 40(mQVAL18 – mQVAL15) + 25(mQVAL28 – mQVAL25) + C (ls)LTO = 40(mQVAL18 – mQVAL15) + 25(mQVAL28 – mQVAL25) + C (ls) IVR = 35(mQVAL12 – mQVAL11) + 40(mQVAL19 – mQVAL17) + C (ir)IVR = 35(mQVAL12 – mQVAL11) + 40(mQVAL19 – mQVAL17) + C (ir) MON = 35(mQVAL14 – mQVAL13) + 25 (mQVAL22 – mQVAL21) + C MON = 35(mQVAL14 – mQVAL13) + 25 (mQVAL22 – mQVAL21) + C
(mo)(mo)
Culture Calculation FormulasCulture Calculation Formulas
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Hofstede’s Cultural Dimension Calculations of the Paper Questionnaire
Table 4.1 Comparison Lindab Luxembourg – Lindab Luxembourg with Luxembourgish nationality – Hofstede’s estimates on Luxembourg (on a scale from 1-100, 1 being the lowest and 100 the highest score)
Lindab Luxembourg
Lindab Luxembourg with Luxembourgish nationality
Hofstede’s estimates on Luxembourg
PDI 36 29 40UAI 97 95 70IDV 51.5 34 60MAS 47 54 50LTO 69 65 64IVR 53.5 55 56MON 10 24 -
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Hofstede’s Cultural Dimension Calculations of the Paper Questionnaire
Lindab Luxem-bourg
Lindab Luxembourg with Luxembourgish nationality
Hofstede’s estimates on Luxembourg
Lindab France
Hofstede’s France
Lindab Germany
Hofstede’s Germany
PDI 36 29 40 32.5 68 37 35UAI 97 95 70 28.8 86 67.5 65IDV 51.5 34 60 41 71 65.5 67MAS 47 54 50 43.5 43 64.5 66LTO 69 65 64 37 63 84.5 83IVR 53.5 55 56 80 48 46 40MON 10 24 - 31 16.5 6.5 9.9
Table 4.2 Comparison Lindab Luxembourg – Lindab Luxembourg with Luxembourgish nationality – Hofstede’s estimates on Luxembourg – Lindab France – Hofstede’s France – Lindab Germany – Hofstede’s Germany
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Hofstede’s cultural dimensions on Luxembourg – France – Germany – UK – Belgium FR – Belgium NL – Italy – the Netherlands NL – China – USA - Japan
Luxbg France Germany UK Belgium FR
Belgium NL
Italy NL China USA Japan
PDI 40 68 35 35 68 61 50 38 80 40 54UAI 70 86 65 35 93 97 75 53 30 46 92IDV 60 71 67 89 71 78 76 80 20 91 46MAS 50 43 66 66 60 43 70 14 66 62 95LTO 64 63 83 51 82 82 61 67 87 26 88IVR 56 48 40 69 57 57 30 68 24 68 42MON - 16.5 9.9 35.4 - - 35.2 11.9 0 57.2 4.0
15 November 2012Luxembourg Presentation by Ursula Schinzel
CulturalCultural Map Map
PDIPDI--
IDVIDVshows the special place shows the special place
that Lux. Nat. holds: strong that Lux. Nat. holds: strong Collectivism (weak Collectivism (weak Individualism) and Individualism) and
small Power Distancesmall Power Distance
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CulturalCultural Map Map
PDIPDI--
UAIUAIshows the special shows the special
place that Luxembourg place that Luxembourg and Lux. Nat. hold: and Lux. Nat. hold: strong Uncertainty strong Uncertainty
Avoidance and Avoidance and small Power Distancesmall Power Distance
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CulturalCultural Map Map
IVR-
LTO shows the special shows the special
place that Luxembourg place that Luxembourg and Lux. Nat. hold: and Lux. Nat. hold: next to Hofstede’s next to Hofstede’s
FranceFrance
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What is What is Logistic Logistic
Regression?Regression?http://video.mynet.com/1982yucel/Arabic-Super-hits-Belly-Dance/1447061/
start at 1:02Logistic regression allows prediction of group membership, for example, prediction of whether someone is a belly dancer based on gender, occupational category, preferred type of reading material and age. Logistic regression allows to evaluate the odds (the probability) of membership in the group of belly dancers based on the combination of values of the predictor variables, 25 year old female sports professor, teaching hip-hop and reading dance books
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Logistic RegressionDefinition:
Logistic Regression is a statistical method used to model the relationship between a qualitative dependent variable – like for example ‘happiness’ – and a combination of independent variables – like for example ‘taking risk’, ‘free time for life’, ‘level of education’ ‘job level manager or non-manager’, ‘state of health’, ‘religion’
Logistic Regression is calculated in SPSS. SPSS is a computer program from IBM. SPSS means ‘Statistical Package for the Social Sciences’. Between 2009 and 2010 it was called PASW – ‘Predictive Analytics SoftWare’
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Logistic Regression
Regression Coefficients
Odds Ratios
Taking Risk 0.931 2.538Free Time for Life 0.974 2.647Level of Education -0.930 0.394Contradict boss 1.096 2.993State of health 1.485 4.416Importance of Religion
0.677 1.969
Constant -0.628 0.534
Dependent Variable: Being happyTable Logistic regression – Being happy – Regression coefficient and Odds Ratio
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Correlation Matrix* Significant at .05
Taking Risk
Free Time for Life
Level of Education
Contradict boss
State of health
Importance of Religion
Taking Risk 1.000 -
Free Time for Life
0.214 1.000
Level of Education
0.054 -0.213 1.000
Contradict boss
-0.149 0.126 0.182 1.000
State of health 0.105 0.006 -0.279 -0.233 1.000
Importance of Religion
0.195 -0.101 -0.122 -0.065 0.086 1.000
15 November 2012Luxembourg Presentation by Ursula Schinzel
Constant -0.628
For a person who takes risks +(0.931)x1
And who takes free time for himself/herself
+(0.974)x1
Who has a high level of education +(-0.930)x1
Who dares to contradict the boss +(1.096)x1
Whose state of health is good +(1.485)x1
For whom religion is important +(0.677)x1
e = 3.605
z = 3.605 = 36.7817 + 1 = 37.7817logit = p
with z = with the constantp= p= p = 0.97 The probability for this person to be happy is 0.97. This is a very high probability,
near 1
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Logistic Regression: Logistic Regression: The probability of The probability of Luxembourgers of Luxembourgers of being happybeing happy
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Who does Not take risk
Probability of being
happy = 0.97
Person 1
Person 2
Probability of being
happy = 0.94
Who takes free time for life for him/herselfWho has a high level of educationWho dares to contradict the bossWhose state of health is good
For whom religion is important
Who takes riskWho takes free time for life for him/herselfWho has a high level of educationWho dares to contradict the bossWhose state of health is good
For whom religion is important
15 November 2012Luxembourg Presentation by Ursula Schinzel
ConclusionConclusion
LuxembourgersLuxembourgers use their language as identifieruse their language as identifier are highly uncertainty avoidantare highly uncertainty avoidant
are long-term orientedare long-term oriented have low power distancehave low power distance
are highly collectivistare highly collectivist and are happyand are happy
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HAPPY
HIGH UNCERTAINTY
AVOIDANCE
LOW POWER DISTANCE
HIG
H C
OLLECTIVIS
M/
LOW IN
DIVID
UALISM
LANGU
AGE AS
IDEN
TIFIER
LONG-TERM ORIENTATION
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PDI (Power Distance Indicator) in Luxembourg is low with 36/100. •Lux.Nat. have an even lower PDI of 29, compared with China (80) and France (68) •Luxembourg being small, hierarchy is not felt that much, boss and employees meet in the same sport clubs, supermarkets, bars, evening events
EXPLANATIONSEXPLANATIONS
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UAI (Uncertainty Avoidance Indicator) is high, near 100 in Luxembourg (97) and Lux.Nat.(95) •Uncertain and unknown situations are avoided, •Secure, regulated, clear life without surprises, is preferred
EXPLANATIONSEXPLANATIONS
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IDV (Individualism versus Collectivism) is medium (51.5) in Luxembourg and diverges from Lux.Nat. (34). •Lux.Nat. are highly collective people, preferring the well-being of the group and country •This is contrary to people in USA (91) and Italy (76), where people take their time for themselves or their immediate family
EXPLANATIONSEXPLANATIONS
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MAS (Masculinity versus Femininity) is medium (47) for Luxembourg and Lux.Nat. (54) •This shows a country where the characteristics of a masculine dominant country = competition and success, and those of a feminine dominant country = caring for others and quality of life, are equally distributed •The most masculine countries are Japan (95), Austria and Venezuela, the most feminine are Sweden, Norway and The Netherlands
EXPLANATIONSEXPLANATIONS
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LTO (Long-Term Orientation versus Short-Term Orientation) is high in Luxembourg (69) and Lux.Nat. (65) •Long-term is characterized by foreseen, and planned events and by perseverance and thrift •Contrary to USA (26) where short-term decisions are taken. •Germany with score of 83 on LTO is the example for a highly long-term oriented country
EXPLANATIONSEXPLANATIONS
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IVR (Indulgence versus Restraint) is medium in Luxembourg (53.5) and Lux.Nat. (55) •In general people in Luxembourg indulge on life, they love profiting from the benefits of life, they enjoy life •Italy has an IVR of 30, where religion, traditions and social rules limit personal enjoying of life
EXPLANATIONSEXPLANATIONS
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MON (Monumentalism) is low in Luxembourg (10) but more than the double for Lux.Nat. (24). •Lux.Nat. love their national traditions and nationality, the Grand Ducal family, National Day, National Hymn and are living their national identity. •The USA (54.2) are living a strong MON, contrary to Japan (4); US people love symbols, banner, heroes, their president, elections…
EXPLANATIONSEXPLANATIONS
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After World War I the need was to assure the national identity, to give value to the concept of ‘citizenship’, why it is important to be ‘Luxembourger’ and the advantages that come with the citizenship. When Nazism (World War II) engulfed small Luxembourg, because for Germans this small land seemed to be German, the Luxembourgish language attained its importance, the discriminating factor to distinguish between who is able to benefit from Luxembourgish citizenship and its advantages, and who not. Luxembourgish language defines the in-group. In order to benefit from all of the advantages of the Luxembourgish nationality, one has to be able to speak Luxembourgish. Luxembourgish is not only a dialect, but the key giving access to the advantages of the rights of the citizenship. French is for bureaucratic problems, German for religious ceremonies, Luxembourgish to define the in-group (Spizzo, 1995).
LANGUAGE AS IDENTIFIERLANGUAGE AS IDENTIFIER
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Hofstede’s Dimensions of Culture Hofstede’s Dimensions of Culture in Luxembourg: in Luxembourg: Why are people in Why are people in
Luxembourg happy?Luxembourg happy?
Luxembourgers are happy because they:Use their language as identifierare highly uncertainty avoidant
are long-term orientedhave low power distance
are highly collectivist
15 November 2012Luxembourg Presentation by Ursula Schinzel
ConclusionConclusion Evaluation whether my research question and my Evaluation whether my research question and my
objectives were met?: objectives were met?: Yes, I reached my objective: I succeeded in replicating Yes, I reached my objective: I succeeded in replicating
Hofstede’s studies in Luxembourg. Hofstede’s studies in Luxembourg. My contribution to knowledge was adding the data that My contribution to knowledge was adding the data that
I collected about Luxembourg to Hofstede’s data, as I collected about Luxembourg to Hofstede’s data, as Hofstede bases his research on Luxembourg on Hofstede bases his research on Luxembourg on estimates; I did so.estimates; I did so.
My objective was also to come up with a pattern for the My objective was also to come up with a pattern for the Luxembourger. I did so.Luxembourger. I did so.
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ConclusionConclusion Did my research add to the thinking in the literature? Did my research add to the thinking in the literature?
Yes, there is only little in the literature about Yes, there is only little in the literature about Luxembourg, further research is needed.Luxembourg, further research is needed.
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15 November 2012Luxembourg Presentation by Ursula Schinzel
ConclusionConclusion What are my recommendations for the business world What are my recommendations for the business world
from my research?from my research?
Hofstede started an incredible process of research Hofstede started an incredible process of research in in cross-cultural studies, which I recommend should cross-cultural studies, which I recommend should continue and be expanded over time with the continue and be expanded over time with the trendstrends like: writing, print, radio, telephones, telegraphs, like: writing, print, radio, telephones, telegraphs, photography, film, disk and tape recording, television, photography, film, disk and tape recording, television, video, computers, internet, mobile telephones, social video, computers, internet, mobile telephones, social media, globalisation.media, globalisation.
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ConclusionConclusion What are the limitations of my research? What are the limitations of my research?
As As single researcher single researcher I cannot cover the amount of I cannot cover the amount of 160 researchers in the GLOBE or Inglehart’s WVS. I 160 researchers in the GLOBE or Inglehart’s WVS. I should hire people to research in Luxembourg and should hire people to research in Luxembourg and the world.the world.
I researched I researched 1 company 1 company in Luxembourg, France and in Luxembourg, France and Germany. More companies and civil servants should Germany. More companies and civil servants should be researched (45% of the Lux. Nat. are civil be researched (45% of the Lux. Nat. are civil servants). servants).
Time limitation Time limitation (research for a Doctorate, not a (research for a Doctorate, not a lifetime research), more statistics could be made.lifetime research), more statistics could be made.
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ConclusionConclusion Suggestions for further research in the field? Suggestions for further research in the field?
Seeing cultural research more flexible, open, and Seeing cultural research more flexible, open, and investigating in other domains.investigating in other domains.
Linking culture with Linking culture with ‘Happiness studies’,‘Happiness studies’, ‘‘Language as an identifier’, Language as an identifier’, ‘‘Social Media’, Social Media’, ‘‘Psychology’, Psychology’, ‘‘Marketing’, Marketing’, and ‘Communication’and ‘Communication’. . Replicate Hofstede’s studies in other companies in Replicate Hofstede’s studies in other companies in
Luxembourg.Luxembourg.
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ConclusionConclusion What have I learnt from the research project in terms of What have I learnt from the research project in terms of
knowledge and my personal experience? knowledge and my personal experience?
Known people like my supervisors from LGSM, Hofstede, Known people like my supervisors from LGSM, Hofstede, Briley, Burçik, de Mooij, Nakata, Kirkman, and the company Briley, Burçik, de Mooij, Nakata, Kirkman, and the company Lindab. PowerPoint, Word, Excel, SPSS, internet, web blog. Lindab. PowerPoint, Word, Excel, SPSS, internet, web blog.
Hofstede’s estimates on Luxembourg are still valid, because Hofstede’s estimates on Luxembourg are still valid, because Luxembourg has not had a crisis like the Eastern European Luxembourg has not had a crisis like the Eastern European countriescountries. .
My research at Lindab revealed some surprising results about My research at Lindab revealed some surprising results about Luxembourgish society that I personally found intriguing, Luxembourgish society that I personally found intriguing, especially the response rate of over 90%.especially the response rate of over 90%.
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ConclusionConclusion What are my near projects as outcomes from this What are my near projects as outcomes from this
research? research? A A post-docpost-doc distance program: I wish to extend this distance program: I wish to extend this
research and continue my research.research and continue my research. Publication of my thesis (done).Publication of my thesis (done). Publication of articles (in process).Publication of articles (in process). BeBe Professor Professor at a Business School (with ESG ? ) at a Business School (with ESG ? )
(applied)(applied)..
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ReferencesReferences
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ReferencesAaker, SmithAdairAveryBitektinBlakeBlodgetBondBradford UniversityBraunBrewerBrileyCameron, QuinnCreswellCronjéCrottsCranstonDavisDe MooijDe LorenzoDenzinDe WaltDiener, Lucas
Dumont, PoirierEckhardtEisenhardtEldridgeElmsFontaineFrey GantenbeinGlaserGordonGreenwaldHaagHagertyHallHave, tenHermans, KempenHerzbergHofstede GeertHofstede Gert JanHong
HoppHoppeHornerHortonHouseHusserlIBMInfo Press LxgInglehartIPSEJamesonJavidanJennerJonesKanayamaKeganKingsleyKirkmanKluckhohn, Strodtbeck
LesterLeungLewisLikertLopez-MencheroLord, GerberLunghiLxg Tourist OfficeMaselandMaslowMcClellandMcGregorMcSweeneyMenardMeyersonMinkovMintzberg
Continued
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ReferencesMogilner, AakerMolardMoraruMoustakaMyersNakataNeefs, LauresOPOCEOrr, HauserPallantpaperJamPetersonPosthumaPrattPrince, HoppeRawlsReisinger RobertsRobertson
RockeachSaunders, Lewis, ThornhillScandulaScheinScholz, BöhmSchwartzSignoriniSinclairSingelisSmithSohnSondergaardSpizzoStatecStraussStutzerTan, KoveosTarasTaylorTreece
TriandisTrochimTrompenaars,Hampden-TurnerTungvan HornVenaikVerbekeVerluiseVroomWebb, CampbellWelterWelzelWilliamsWilsonWorld Values SurveyYinZinkin
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Thank you for your attention