CROSS CULTURAL COMPARISON IN THE INTERNATIONAL MARKETING: HOFSTEDE’S 6-D MODEL ANALYSIS
CROSS CULTURAL COMPARISON IN THE INTERNATIONAL MARKETING: HOFSTEDE’S 6-D MODEL ANALYSIS

Summary/Abstract: The purpose of this article is to describe briefly the Hofstede’s 6-D Model, respectively Power Distance, Uncertainty Avoidance, Individualism / Collectivism, Masculinity / Femininity, Long / Short Term Orientation, and Indulgence / Restraint in the context of international marketing. Culture is defined as the collective mental programming of the human mind which distinguishes one group of people from another (Hofstede, 2010). This research paper is based in the cultural dimension in several counties like Albania, Austria, Sweden, Denmark, Germany, Switzerland and France. From the empirical analysis we have found a lot of differences between countries that we have mentioned above. The methodology is based in the Hostede’s software for country comparison.

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