Hofstede Cultural Dimensions

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In society today, we are observing a rapid increase in globalisation and economic integration. Internationalisation is now a key component for companies’ success in todays highly competitive market. My essay will discuss four Geert Hofstede’s cultural dimensions theory and discuss problems that businesses are confronted with when working across foreign borders. I have selected the New Zealand based gourmet hamburger chain Burgerfuel as my case study to relate and discuss Hofstede’s model in relating to the expansion of the business into the United Arab Emirates Market (UAE) market. Culture may be defined as the totality of the mental and physical reactions and activities that characterize the behaviour of individuals composing a social group collectively and individually in relations to their natural environment, to other groups, to members of the group itself and of each individual to himself. It also includes the products of these activities and their role in the life of the groups. The mere enumerations of these various aspects of life, however, does not constitute culture. It is more, for its elements are not independent, they have a structure (Boas, 1911).This definition of culture is highly relevant when discussing why businesses may encounter issues when working with foreign cultures. Due to increasing globalization it is crucial for companies to educate themselves and maintain an element of sensitivity when conducting business with foreign nations. It is crucial that companies identify with and understand that all countries have different values, beliefs, languages and religion. The concept of globalisation implies, first and foremost, a stretching of social, political and economic activities across frontiers such that ev... ... middle of paper ... ...y believe that as a multi-national company, Burgerfuels’ success has been an inspiration for small business around the world looking to expand into foreign markets. Their perseverance and understanding of the numerous cultural barriers between New Zealand and the United Arab Emirates has been the key factor in their success in the region today. I believe that Burgerfuel will continue to grow into the future and expand into more countries around the world. They have proven their ability in one of the strictest and most regulated regions in the world. In conclusion, in order for companies to find success and growth in expanding business to foreign parts of the world it is invaluable that they are educated on the prospective nation’s culture, values and beliefs. Burgerfuel is a prime case of a small privately owned company that has generated great success by doing so.

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