5. Trompenaars

Cultural dimensions explain how different cultures solve common human problems in different ways.

Trompenaars distinguishes cultural dimensions in 3 categories:

1. People-related

2. Time-related

3. Environment-related

What matters more – rules or relationships?

• Universalism: Rules apply equally to all. Trust is based on doing what’s right.

• Particularism: Rules depend on the relationship and situation. Trust comes from loyalty and personal connections.

What takes priority – the individual or the group?

1. Individualism: Focus on personal goals and self-responsibility. Success is defined by individual achievement.

2. Communitarianism: Focus on group well-being, shared responsibility. Respect is earned through contributing to the community.

Do people separate personal and professional lives ?

• Specific cultures: Work and private life are clearly separated. Relationships are goal-oriented.

• Diffuse cultures: People integrate different life areas. Relationships are personal and extend across work and private life. Authority often applies in both.

Is status earned through performance or based on personal characteristics?

• Achievement cultures: Status is gained through accomplishments and results. People are respected for what they do.

• Ascription cultures: Status comes from attributes like age, gender, education, or social class. Respect is based on who you are or where you come from.

• Business impact: Achievement cultures value performance; ascription cultures emphasize background and titles. (fe tradition)

Signs of an Achievement-oriented culture:

• Titles are used only when relevant to competence.

• Respect is based on what someone has accomplished.

• Leaders can be of various ages, genders, and backgrounds.

Signs of an Ascription-oriented culture:

• Titles are widely used to show social position or seniority.

• Respect is connected to someone’s status, background, or connections.

• Leadership is often dominated by middle-aged men from elite backgrounds.

Core question: Is it appropriate to express emotions openly?

• Neutral cultures: Emotions are controlled, especially in public or work. Examples: Germany, Japan, UK

• Affective cultures: Emotions are openly expressed. Examples: Italy, Mexico, Brazil

Business implication: In neutral cultures, people may appear cold or distant, even if they are not. In affective cultures, a lack of emotional might be interpreted as dishonesty.

⏳ 1. Time Focus: Past – Present – Future

• Past-oriented cultures: Focus on tradition, history, and heritage. Example: India, China, France

• Present-oriented cultures: Flexibility, spontaneity, and short-term outcomes are preferred. Example: Mexico, Nigeria, Greece

• Future-oriented cultures: Planning, innovation, and long-term strategies are central. Example: USA, South Korea, Sweden

⏱️ 2. Time Structure: Sequential vs. Synchronic

• Sequential-time cultures: Time is linear and structured. Tasks are done one at a time, Example: Germany, USA, Switzerland

• Synchronic-time cultures: Time is seen as fluid. People handle multiple things at once

  Example: Argentina, India, Egypt

📆 3. Time Horizon: Short-term vs. Long-term Orientation

• Short-term orientation: Focus on immediate rewards, fast results, and current needs. Example: UK, USA

• Long-term orientation: Emphasis on future planning, sustainability, and delayed gratification. Example: Japan, Germany

Internal Direction

• In an internal direction culture, individuals believe they can manipulate their environment to attain their goals. (U.S., the U.K., Australia)

External Direction

• In an external culture, individuals see the necessity of collaborating with their environment to achieve goals. (Asian societies)