Cross-Cultural Analysis - Traditional Techniques in the 21st Century

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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1) Key perspectives of traditional CCA techniques...............................................................1
TASK 2............................................................................................................................................2
2) Comparison of key perspectives........................................................................................2
TASK 3............................................................................................................................................4
3) Relevance and Conclusion.................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Cross culture recognise differences between the business people of various backgrounds
and nations (Al Sayah and et. al., 2013). This given report is based on Tesco that deals in retail
sector and has its headquarters in United Kingdom. This company is going to establish its
business in Brazil. Thus, the report will take into account the differences prevailing between the
cultures of UK and Brazil. This present report is going to discuss about key perspectives of
different traditional CCA techniques.
TOPIC: “Cross-Cultural Analysis – are traditional techniques such as Hofstede, Wills et al,
Hall and Hall, Trompenaars still relevant in the 21st Century?”
TASK 1
1) Key perspectives of traditional CCA techniques
Cross cultural analysis described as data use which collected from anthropologists that
concerned customs as well as characteristics of the various people throughout world for test the
hypothesis concerning the human behaviour. It is necessary for all business organizations that are
planning to expand business through marketing over cultures in the new countries. There are
different cross cultural analysis techniques which need to include before gaining access in to
foreign nation (Berry and Dasen, 2019). Different techniques are given below:
Hofstede Culture Model
It is framework for the cross- cultural communication that developed through Geert
Hofstede. This model has six dimensions and they represent independent preferences for single
state of the affairs over other that differentiate the countries from another. Various dimensions of
Hofstede Culture Model mention below:
Power distance index (PDI)- This expresses degree to which less powerful members of
the society accept and also expect that the power is unequally distributed. In this, main issue is
that society handles the inequalities between people.
Uncertainty avoidance index (UAI)- This dimension expresses degree to which society
members feel more uncomfortable with ambiguity and uncertainty. It considers various attitudes
to the risk taking among countries (Davidov and et. al., 2012).
Indulgence versus Restraint (IVR)- Indulgence is for society that permits free
gratification of basic as well as natural human drives in order to enjoy life. On the other hand,