Original scientific paper
https://doi.org/10.1080/1331677X.2014.974915
Analysis of cultural differences between Croatia, Brazil, Germany and Serbia
Najla Podrug
Davor Filipović
Ines Stančić
Abstract
In the context of globalisation process and the growth of economical interdependence between countries, national culture is becoming more and more important. The article presents comparative analysis of national cultures. Empirical research was conducted during 2012 in Croatia, Brazil, Germany, Serbia and Spain while results for Spain
were used for standardisation purposes. Estimated positions on the dimensions of national cultures (power distance, uncertainty avoidance, individualism/collectivism, masculinity/femininity and long versus short-term orientation) were done by using a narrow-sample strategy. The ranking of the countries from Hofstede’s original
research was confirmed in all dimensions with the exception of uncertainty avoidance for Croatia and Brazil. The most significant change is the move from collectivism towards individualism in Brazil, Croatia and Serbia which confirms Hofstede’s assumption about a cultural change towards individualism as a consequence of global
economic growth.
Keywords
national culture; Hofstede’s methodology; Croatia; Brazil; Germany; Serbia
Hrčak ID:
171362
URI
Publication date:
20.12.2014.
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