13/10/2020

I just saw Hofstede’s model of national cultures, and he teach us that there are multiple characteristics that define a culture. For example the individualism and collectivism of the population; the power distance, which is about the bureaucracy and respect for an authority; the masculinity and femininity, which is about the type of decision making style; uncertainty avoidance, which is about the different attitudes in a society on risk-taking and the different level of anxiety; long-term orientation, which is about the different business performance and aiming inside a society; and for last there is indulgence versus restraint.
I think that this characteristics can be very useful to better understand a society and its population, in order to make a clearer idea on the type of brand communication to use.

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