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Since IBM had a tightly structured organization with a strong corporate culture in those days, it
can be assumed that samples of employees could only vary in terms of nationality from one
subsidiary to another. Hofstede catagorized national culture in five dimentions: power distance,
uncertainity avoidance, individualism, masculinity and long term orientation.3
Smith and his colleagues analyzed the responses to Rotter (1966) locus of control scale by
using multidimentional scaling techniques. Since the respondents were employees in business
organizations in 43 countries, Smith put forward three dimensions of national culture: mastery
over the environment versus harmony with the environment, individualist versus collectivist and
the role of luck and chance.5
5 Smith, Peter B., Trompenaars, Fons and Dugan, Shaun
4
Even though both academicians have a different approach to national culture, they meet at
the dimension individualism (vs. collectivism). Hofstede showed that “higher individualism
scores stand for “I” (rather than “we”) consciousness and that individualist cultures value
autonomy, variety, and pleasure over expertise, duty, and security”3.
FIGURE-1: This Figure is taken from Smith’s article. For the vertical axis, negative side
reflects more social countries while positive side shows more individualist countries. In
this thesis, the horizontal axis (personal-political) won’t be considered.
HOFSTEDE SAC
NETHERLANDS 80 (4) 4
SWEDEN 71 (4) 3
GERMANY 67 (4) 5
TURKEY 37 (2) 2
TABLE-1: Hofstede’s results are taken from his article “Business
Culture” (1994). SAC results belong to SAC Budapest 2007 participants
that each made a comment about his own country. Hofstede’s results are
out of 120 while, SAC’s are out of 6.
5
IBM survey analysis shows that “individualism prevails in developed and Western
countries, whereas collectivism prevails in less developed and Eastern countries. (Table 1)”3
Therefore, according to Hofstede, Europian countries are more individualist than collectivist. His
claims correspond with Smith’s research (Figure 1). Europian countries such as Netherlands,
Sweden, Germany are on the positive side of vertical axis that indicates how much individualist
these countries are. However, Mediterranian countries such as Spain and Italy are very close to
the medium. On the other hand, Eastern countries like Turkey are on the negative side of the
scale.
Summer Academy Budapest 2007 participants are asked to give scores to their countries
in terms of individualism. Their results seem to be parallel with Hofstede’s and Smith’s theories.
The countries are divided into two subcategories according to their ranking.
3.1 Europe
The survey that the SAC participants contributed shows that their opinion of their
countries correspond with Smith’s claims more than Hofstede’s because Swedish society ranks
lower than Netherlands and Germany in individualism in SAC survey as Smith suggested.
Dutch society is believed to be more individualistic and self-oriented. For example, the
retirement system, which the retired people recive money by decreasing the salaries of currently
employed people, increases individualist perception among the new generation since retired
people are increasing while employed people are getting less and less. Therefore, new generation
doesn’t rely on the society and wants to guarantee their lives by themselves. In this sense, Dutch
people are autonomous and since they have their own priorities over the society and they are
independent.
Sweden is claimed to be more individualist since basic institution, family, consists of
individuals, who live their lives independent of each other and have mature self-responsibility. In
the society, there are lots of single people and individualist families. People don’t need to take
care of elders since the society laws already take care of them. On the other hand, companies in
Sweden are believed to be rather collectivist.
Germans are individualist as Dutch and Swedish people since the individuals are not
tightly stick together. Also, in the companies, people strugle only for themselves. Nevertheless,
6
the laws are rather collective because they are the link between so many individuals. Individuals
are unique and important for the German society.
3.2 Turkey
Turkey is a collective country, in which the groups and instutitions are more important
than individuals. Family ties are very strong, there are many extended families; moreover, most
people live with their families until marriage. Communication between people are important and
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