Cross-Cultural Analysis Techniques: Hofstede, Hall and Hall, Handy

This report discusses three different techniques of cross-cultural analysis: Hofstede, Hall and Hall, and Handy. It compares these techniques in detail and explores their relevance in the current context. Recommendations for the use of cross-cultural analysis in the 21st century are also provided.

CW1

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1. Discussion of three different CCA techniques.........................................................................1
TASK2.............................................................................................................................................2
2. Comparison of the techniques of cross-cultural analysis in detail...........................................2
TASK3.............................................................................................................................................3
3. Discussion of the relevance that CCA holds today and recommendations for the use of this
in the 21st century........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Cross-cultural analysis is a method that is used to understand and analyse the behaviour
and perception of a human being (Amir and McAuliffe, 2020). This report covers topics such as
explanation and evaluation of different types of techniques of CCA that are used such as
Hofstede, Hall and Hall, and Handy. Apart from that this report also covers comparison of these
different techniques in detail. Further this report includes discussion of these techniques with
their relevance that prevails in the current situation and also there is recommendations for the use
of CCAs in the 21st century.
TASK1
1. Discussion of three different CCA techniques
According to Dhar, (2019), cross-cultural analysis (CCA) is a method by which
anthropologists collect different type of data from all around the world and after that evaluates
human behaviour with the help of it. There are various traditional CCA techniques and three
techniques from that are explained in detail below with reference to two countries that is China
and the UK-
According to Erdem and Safi, (2018), Hofstede is a technique which was developed by
Greet Hofstede. It is related to cross-cultural communication that means it shows the moral
values of an individual that is obtained by observing the society. It differentiates one person from
another due to the differences in the society that one is brought up in,the differentiation is done
on the basis of human behaviour. In a country like China it is observed through Hofstede
approach that people over there are more collective and are dedicated towards the welfare and
well being of the society. While in the UK it is observed that people there tends to give priority
to personal goals and objectives rather than considering society first.
According to Evans and Berning, (2019), Hall and Hall is a technique which is most
commonly associated with the use of proxemics. As it is a technique that is connected with
proxemics which elaborates the use of space by an individual that is in reference with the culture.
It says that every individual has different perception about space, though all of the perceptions
are not technically correctly. It is derived from the cultural patters of the society. China is a
country that is considered high context culture when analysed by Hall and Hall approach because
here context holds an important value and it is more important than the words spoken. Whereas
1

in the UK it is considered on a lower or medium context culture as more importance is given to
words rather than context.
According to Fog, (2020), Handy is a technique which analysis different behaviour of
individuals in different organisations and was developed mainly by Charles Handy a professor. It
is a tool that classifies the above explained thing in different aspects like power, role, task, and
person. Power refers to the centralisation and decentralisation of power within an organisation
while role defines the responsibility of a person to do a given work. Whereas task defined the
performance of an individual in the task that is assigned by the firm, and person reflects the
mindset of an individual person for the organisation or for the superiors. According to handy's
cross-cultural model China uses centralisation of powers in few hands and role of every
individual is clearly defined about the task that has to be completed. While in the UK there is
decentralisation of powers though the role is clearly defined about the task that has to be
performed.
TASK2
2. Comparison of the techniques of cross-cultural analysis in detail
Hofstede Hall and Hall Handy
 According to the
analysis that is done by
Hofstede approach it
can be seen that China
has low risk taking
societies that mean the
people over there
prefer to follow set
pattern and procedures
(Leong, Kalibatseva
and Somaraju, 2020).
 China is a country that
is numbered high on
long term orientation
 It is concerned with
proxemics which
means the space that an
individual feels is
necessary and China
ranks pretty low in this
aspect. People there are
not much concerned in
building a personal
space.
 In China importance is
given to the context of
an event or a message
rather than words or
 According to the handy
cross-cultural model
China ranks high in this
aspect as powers are
centralised in few
hands and decision
making power is stored
in few hands and role
of every individual is
fixed according to the
task requirements
(Lomas, 2018).
 In a country like China
person is very
2

which means people
over there give more
importance to the
future.
expressions of an
individual (LeVine,
2017).
important aspect as it is
very much dependent
on its labour and all the
people are dedicated
towards the betterment
of the society.
 According to the
analysis done by
Hofstede approach it is
seen that the UK has a
high percentage of
people that are willing
to take risk if
opportunity is good
enough (Morley,
2017).
 UK is very low on
long term orientation as
people over there is not
much concerned with
the future and gives
priority to present.
 People in the UK gives
a lot of importance on
building a personal
space and that is a
reason country scored
high on this aspect.
 Words and expressions
are given more
importance rather than
the context of an event
or a message in the
country such as the UK
 According to the handy
cross-cultural model
UK ranks a bit on the
lower side as there is
decentralisation of
powers and powers are
delegated to different
people according to the
role and task assigned
by the organisation.
 In a country like UK
people are mainly
concerned with the
achievement of goals
and objectives of their
own rather than of
society so it ranks
lower in this aspect.
TASK3
3. Discussion of the relevance that CCA holds today and recommendations for the use of this in
the 21st century
Cross-cultural analysis is very crucial for a country, society, or even for an individual
point of view as it identifies various aspects and helps in evaluating the behaviour of a person
with reference to society or nation (Murata, 2016). There are various techniques that are
3

Hofstede that is concerned with the difference in the behaviour of an individual due to various
factors that can be analysed and evaluated on the basis of this approach. Hall and Hall is
concerned with proxemics which is the space that an individual prefers or it can be understood as
personal space that is required by an individual. Handy cross-cultural model helps in identifying
various aspects such as power, role, task, and person that it very important in analysing various
situations (Olanrewaju, Loromeke and Adekoye, 2017).
Further in the 21st century all these techniques are very important as it is required by
almost all the countries in general. As in Hofstede is related with identifying, evaluating, and
analysing general behaviour of an individual which is an important aspect in the 21st century.
While Hall and Hall is concerned with analysing and evaluating the need, requirement, and
demand of proxemics by a person which is very crucial in general. Whereas Handy's cross-
cultural model defines about the uses of different type of power structures that is decentralisation
or centralisation and role of an individual in performing task and identifying a person's connect
with the society (Zhu, Ye and Chang, 2017). So it is very important for each and every one to
understand these cross-cultural analysis (CCA) which will be beneficial for a nation, society, and
for an individual too. All the countries regardless of the geographical location, size of the market,
population, area covered, etc. as it will be helpful in the long run sustainable of all the above.
CONCLUSION
Cross-cultural analysis is a process by which anthropologists analyse and evaluate
various types of data so that human behaviour can be understood properly, precisely, effectively,
and efficiently. It can be concluded from the above that cross-cultural analysis is an important
aspect for a business, individual, society, and of course for a nation too. All the techniques that
are Hofstede, Hall and Hall, and Handy are very important in general as it helps in overall
growth, development, and profitability. Besides that it can also be concluded that all the
techniques provide different type of results according to the structure of that method ad Hofstede
provide results related to human behaviour. While Hall and Hall defines proxemics that is
defined above, whereas handy's cross-cultural model gives results about power, role, task, and
person. All have important values in their own region and thus have to be implemented in a very
precise and careful manner so that it will result in achieving the goal.
4

REFERENCES
Books and journals
Amir, D. and McAuliffe, K., 2020. Cross-cultural, developmental psychology: Integrating
approaches and key insights. Evolution and Human Behavior. 41(5). pp.430-444.
Dhar, A., 2019. Madness and subjectivity: A cross-cultural examination of psychosis in the West
and India. Routledge.
Erdem, G. and Safi, O. A., 2018. The cultural lens approach to Bowen family systems theory:
Contributions of family change theory. Journal of Family Theory & Review. 10(2).
pp.469-483.
Evans, H. and Berning, B. S., 2019. 9. Evidence of hostility to a theory of cross-cultural
communication in English Language Teaching.
Fog, A., 2020. A test of the reproducibility of the clustering of cultural variables. Cross-Cultural
Research. p.1069397120956948.
Leong, F. T., Kalibatseva, Z. and Somaraju, A., 2020. Evaluating measurement equivalence in
cross-cultural stress research. Handbuch Stress und Kultur: Interkulturelle und
kulturvergleichende Perspektiven. pp.1-20.
LeVine, R., 2017. Challenging developmental doctrines through cross-cultural
research. Universalism without uniformity: Explorations in mind and culture. pp.23-31.
Lomas, T., 2018. The dimensions of prosociality: A cross-cultural lexical analysis. Current
Psychology. pp.1-12.
Morley, S., 2017. In praise of vagueness: re-visioning the relationship between theory and
practice in the teaching of Fine Art from a cross-cultural perspective. Journal of Visual
Art Practice. 16(2). pp.87-103.
Murata, A., 2016. Cultural Inuences on Cognitive Biases in Judgment and Decision Making: On
the Need for New Theory and Models for Accidents and Safety. In Modeling
Sociocultural Influences on Decision Making (pp. 133-140). CRC Press.
Olanrewaju, I. P., Loromeke, R. E. and Adekoye, R. A., 2017. Multiculturalism, value
differences and cross-cultural conflict in Nigeria: Surgery on a centenarian. Journal of
African Union Studies. 6(1). pp.39-62.
Zhu, D. H., Ye, Z. Q. and Chang, Y. P., 2017. Understanding the textual content of online
customer reviews in B2C websites: A cross-cultural comparison between the US and
China. Computers in Human Behavior. 76. pp.483-493.
5