The Second Hofstede Cultural Dimension Compared : Individualism Vs. Collectivism

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The second Hofstede cultural dimension compared is “Individualism vs. Collectivism” which indicates whether members within a society define themselves as individuals or associate themselves with a particular group. In Hofstede’s comparison of Japanese and American cultures, American culture scored relatively high (91) in the individualism dimension. On the contrary, the Japanese culture scored relatively low (46) which firmly categorizes the culture as Collectivist. To clarify, Americans places self over group (Individualist), whereas the Japanese value group over self (Collectivist). As it relates to Snap Fitness’s desire to open fitness clubs in Japan, group think may lend itself to two very lucrative aspects of the business. First, a collectivist culture should stimulate Snap Fitness’s efforts to promote and sell corporate memberships which represent a significant revenue contribution in the 24/7 fitness business model. The second benefit collectivism should offer is an increase in the sales of group classes which is another notable source of club revenue. The third Hofstede cultural dimension considered is “Masculinity vs. Femininity” which is the extent to which certain values, materialism, quality of life, concern of others and work attitudes, are emphasized (Payne). A high masculinity score indicates a greater concern with the acquisition of money and things, less concern with others and the attitude that one should live to work. Conversely, a high femininity
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