Maznevski and Peterson (1997) reiterated that culture is important in the provision of an individual's first impression. Studies have indicated that national culture has a lot of influence on the perceptions of individuals, their behaviors as well as their beliefs as noted by Harrison and Huntington (2000) and Hofstede (2001).In order to fully understand the various cultural dimensions; we present Hofstede's cultural dimensions in the next section.

Hofstede's Cultural Dimensions

This theory is based on the work of Hofstede (1980) in his landmark study that involved a focus group derived from IBM employees. He derived a total of four dimensions namely; Individualism, Uncertainty Avoidance Index, Masculinity as well as Power Distance Index. An additional dimension called the Long-Term Orientation (LTO) was later added.

Individualism Vs Collectivism

Individualism denotes the strength of the bond that exists between individuals within a given society. Companies and countries having high individualism are noted to...
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