In this chapter, seven intercultural teaching experiences are contextualised by using the Hofstede (2011) model on cultural dimensions. The experiences are from Australia, China, France, Germany, Russia, India and Thailand. They are analysed using Hofstede’s four cultural dimensions of Power Distance, Individualism, Masculinity, and Uncertainty Avoidance. The results show that stereotypical behaviour in the teacher-student interaction is confirmed, but is also refuted in numerous instances and across the dimensions. The described cases also cover interactions between the guest lecturer and staff of the hosting universities in the seven countries. This anecdotal evidence shows more commonality with the Hofstede model than the teacher-student relationships do. Using Hofstede’s model to prepare for and carry out international guest lectures remains a useful tool. It is advised to keep an open mind and not take stereotypical behaviour for granted
Aim. Although cultural dimensions theory is a topical strand of quantitative cultural research, few intercultural simulation games use it. We present the design and review of the application of OASISTAN, an intercultural role-playing simulation game that is specifically based on cultural dimensions theory. Method. OASISTAN was first designed in 1999 for use in Master’s courses on cross-cultural management at Delft University of Technology in the Netherlands, attracting 20-23 year old students with a Bachelor degree in engineering and from various cultural backgrounds. Since its first design the game has been played approximately 45 times at Delft University of Technology in the Netherlands and three times at Harbin Institute of Technology in China in the years 2006-2008. We reviewed their experiences designing and facilitating OASISTAN since 1999. Results. The game has a no-tech role-play design and revolves around the geopolitically complex region of the Caspian Sea, specifically the fictional country of ‘Oasistan’. The game consists of students forming small teams of Oasistani, Western and non-Western public/private actors collaborating with each other to try and reach the common goal of oil exploration and production in this country. In total 15-30 students were involved. We found that OASISTAN allowed its players not only to intensely experience the difficulty and awkwardness of being confronted with cultural differences, but also to interpret and understand these differences through cultural dimensions. Students who played OASISTAN identified ten out of the 12 dimensions by Maleki and De Jong. The two dimensions that students were not able to identify are uncertainty avoidance and collaborativeness. Conclusion. OASISTAN shows how a game design field (i.e., intercultural simulation gaming) can be reinvigorated in light of new or updated scientific theories pertaining to the field’s subject matter (i.e., cultural dimensions). Several opportunities for future research are identified.
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Chapter 6 in Consumption culture in Europe. The chapter focuses on cultural differences in consumption across Europe and describes general attitudes towards consumption and brands, the significance of shopping, and how these are linked to the motives of consumption of alcoholic and non-alcoholic drinks. These topics have been analysed using the Hofstede dimensions, and the evaluation also considers regional differences within the European Union. The main objective of this research is to attempt to understand consumption patterns and national cultural dimensions, general consumption values, and what their connections are to alcoholic and non-alcoholic drinking patterns. The main research question is how cultural styles influence consumption styles within Europe. This analysis concluded that some European societies are more adaptable to cross-cultural influence than others in relation to beverage consumption. The authors’ findings suggest that the cultural dimensions identified by Hofstede supported the understanding of cultural differences related to purchasing, brands and beverage consumption both at national and individual levels. However, there is an overlap between some countries in their drinking behaviour, which supports the claim that existing cultural patterns cannot fully explain the new beverage trends, especially in alcohol consumption. This indicates the necessity of a shift toward new dimensions with regard to beverage consumption and/or eventually consumer behaviour.
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