Hofstede and McSweeney. Viewpoints on Culture

Seminar paper from the year 2010 in the subject Communications - Intercultural Communication, grade: 1,0, Edinburgh Napier University, course: Intercultural Business Communication, language: English, abstract: The purpose of this report is to display the major points in the scientific dialogue between Geert Hofstede and Brendan McSweeney, with the regard on their contribution towards the topic of cultural heterogeneity. The second chapter will explain Hofstede's main findings -the five cultural dimensions- and relate them to both, examples in a rather private environment and towards the working world, where it is possible. The link between Hofstede's theory and the practical examples shall pro-vide the reader with a brief, but holistic background about the concept. Subsequently, the reader will gain an insight about Hofstede's methodology to learn about the background of his work. Moreover the author will mention studies that are related to Hofstede's findings. Chapter four is addressed towards the critical objections of Hofstede's harshest critic, profes-sor Brendan McSweeney. As the area of McSweeney's criticism provides more valuable con-tent towards the purpose of this report, the author puts a focus on this chapter rather than on the anterior chapter. Afterwards, the author will relate the importance of the pre-discussed theory with managerial practice. Hence, the aim of chapter five is to give practical recommendations. As the possibilities of this report are limited, the author only focuses on two major concepts, namely diversity management and participant observation, to address possible challenges multinational companies might have to face in their operative business. Finally there will be a conclusion given, as well as a relation to future issues in human resource management within the cultural setting of this report.