Cross-Cultural Communication Case Study

4.2 Communication Strategy

Hofstede's cultural dimensions’ theory is a framework for cross-cultural communication, developed by Geert Hofstede (2016). It describes the effects of a society's culture on the values of its members, and how these values relate to behaviour, using a structure derived from factor analysis. If we explore Saudi Arabia’s culture, we can get a good overview of the drivers of its culture in comparison to the rest of the world cultures. This also will give us the insight on the best practices that can be implemented and align strategies that can work best. Source: Greet Hofstede’s website (2016)

Power Distance

This dimension gives us the view of the fact that different individuals in each society are not same – it conveys the viewpoints of the culture towards these inequalities. Power Distance is defined as the unequal power distribution in the society and to which

It is understood that people live in an orderly manner, decisions lie with superiors and are focused on equity, performance and competition. The decisions are made by the head of the family abiding in their best interest (Hofstede 2016).

Uncertainty Avoidance

This dimension lets us know the societies readiness to handle unpredictable situations that may occur in the future which could be by having a control on the future or the openness to handle them when a situation arises. This confusion and complexity could bring anxiety to people and how they deal or avoid such instances.

Saudi Arabia is prepared for avoiding uncertainty, as they score 80 which indicates rigid codes of conduct and intolerance towards unorthodox ideas or behaviour. It has been seen that there is emotional need for such regulations, time is considered as money, people tend to be hard working, sincere and disciplined. New ideas or trends are resisted and importance is given to the security of an individual (Hofstede 2016).

Long Term