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But, they are also proud individualist who can have difficulties in cooperating. Hofstede distinguishes between hard masculine values, such as assertiveness and competition, and feminine soft values, such as life quality and caring about others. Swedes are low in their masculinity while Spanish emphasizes a medium level of masculinity...
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Swedes are low in their masculinity while Spanish emphasizes a medium level of masculinity. In 1991 Hofstede added a fifth dimension to the previous four called long-term orientation. IKEA aims to foster a culture where people grow as they develop greater commitment to the company. This has created an environment in which long-term perspectives are seen as more appropriate which can be confusing for Spanish who prefer short-term targets to know their direction...
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