Hofstede's Cultural Dimensions: Application to an Australian Brand

This essay examines the application of Hofstede's Cultural Dimensions to the strategic development of an Australian brand, particularly in the context of international management and cross-cultural marketing. It analyzes Australia's scores on Power Distance, Individualism, Masculinity, Uncertainty Avoidance, and Indulgence, comparing them to those of Islamic countries to inform the brand's approach to markets like the hijab fashion industry. The analysis emphasizes the importance of thorough market research, adapting designs to meet local needs and preferences, and understanding cultural values to ensure successful market entry and brand promotion, particularly in both local Australian and international Islamic markets. The essay also highlights the need to balance global demand with local cultural sensitivities, leveraging free samples and diverse designs in high-indulgence cultures like Australia, while adhering to accepted designs in low-indulgence countries. Desklib is a great platform to find similar solved assignments.

Initiating an Australian-
Based Brand
Hofstede's Cultural Dimensions

Power Distance and Individualism
Australian Power Distance is 36 and Individualism
90
(Country Comparison, n.d.).
Hierarchy established for convenience
High degree of independence
Local market open to Hijab fashion and others
Islamic countries Hijab fashion only (high power
distance and collectivism)
Base promotions in Australia on extensive research.
Each person is free to express his or her interests

Masculinity/ Femininity
Index 61 Australia (Robbins& Judge, 2013).
Society driven by competition
Islamic countries driven by communal values
Local fashion depends on emerging interests
Hijab fashion demanded in low femininity cultures
Hijab fashion in Australia for local Muslims
Target many Islamic countries with the design
(Danecki, 2011).
Know the market
Meet the local and global demand

Uncertainty Avoidance and Indulgence
Australia: 51 and 71 respectively (Gōvindarāju,
2009).
Locals want to avoid uncertainty but experience life
Free samples can promote new fashion
Create several designs to meet unique needs
In low indulgence countries, stick to the accepted
design.
Little research in low indulgence countries
Invest in production and marketing
In Australia, invest on identifying market trends

References
Country Comparison.(Online)Available at<
https://www.hofstede-insights.com/country-
comparison/australia,fiji/>(Accessed 12 Sept. 2018)
Danecki, J., 2011. The Middle East: cultural
dimensions. Warszawa: Katedra Arabistyki i
Islamistyki Uniwersytetu Warszawskiego.
Gōvindarāju, S. A., 2009. Movement for united
Karnataka: cultural dimensions. Hampi: Kannada
University.
Robbins, S, P., & Judge, T., 2017. Essentials of
organizational behavior. Boston: Pearson Education.