Argentina Cultural Dimensions

Cultural Dimensions

Culture is one of the external powers that influence on consumers. For international marketers is a complex system of interdependent different components such as, customs, beliefs, religion, political status, knowledge, technology forces, and habits of a country's society. For many marketers, culture is a challenging issue because is difficult to understand. What may be acceptable for one culture may be offensive to another culture. According to Hofstede, (2004), in the analysis research, "The five cultural dimensions are, Power Distance Index, Individualism versus collectivism, masculinity versus feminist, uncertainty avoidance index, and Long-term Orientation"(Hofstede, 2004, para. 1).

The Argentina's cultural dimensions are similar to many other Latin American countries. With the uncertainty avoidance ranking the highest 86, meaning the Argentineans have a high concern about establishing strict rules and regulations, to control and avoid uncertainty. Normally, this population does not easily accept change, and is risk adverse (Hofstede, 2004). The lowest ranking is Individualism, indicating the Argentinean society is more collectivist, with stronger relationships among group members taking responsibility for one another. Argentinean culture is predominantly Catholic. Combining the religion and the cultural dimension Hofstede's analysis the Argentinean attitude about truth, "There can only be one truth and we have it" (Hofstede, 2004 para. 2). Hofstede indicates that most of the predominantly catholic countries have a low acceptance for uncertainty.

According to Hofstede, (2004), the United States is similar to other countries with European, and British heritage. United States is multicultural and predominantly Christian. (Hofstede, 2004). In the Hofstede's analysis, Individualism scored the highest ranking, which is a major factor in American's life. The American society has a more individualistic attitude losing bonds with others (Hollensen, 2007). The high Individualism ranking for the United States indicates a society with a more individualistic attitude, and relatively loose bonds with others. The population is more self-sufficient and cares for themselves and close relatives (Hofstede, 2004). Masculinity is the second highest ranking indicating a high degree of gender differentiation. Male dominates in the social and power environment, making women become more aggressive shifting towards the male paradigm.

The Long-Term Orientation has the lower ranking, reflecting a cultural freedom from long-term traditional commitment allowing more flexibility and freedom for quickly reactions to opportunities. The Power Distance is the next lowest ranking dimension, indicating a significant equality among social levels such as organizations, government and within family (Hofstede, 2004). In other words, American society has