The Hofstede Model: Understanding a Multicultural Environment

The difference between etic and etic research is shortly explained, and the chapter sets off with a discussion on the (dis)advantages of etic research. Used in a positive way and with care, it gives us a chance to compare cultures and, in this case, is executed through the cultural dimensions of Hofstede. The different basic values of Angola, Portugal, and the USA (where most management literature originates) are compared, and they explain the situation leading up to the strike as well as provide clues as to how to proceed into the organizational change process. Fully understanding the main cultural differences between Portuguese management and Angolan frontliners concerning power distance, collectivism, and uncertainty avoidance (giving form to the so-called pyramid culture) provide a lot of understanding of the strike and the behaviour of the employees. Furthermore, these differences topped up with the cultural similarities between Angola and Portugal, in terms of a tender culture, striving for dialogue and consensus, and short-term orientation, with high respect for traditional wisdom, form interesting points of departure for the change process.