Research the Hofstede cultural indicators for a country of your choice in Asia, Europe, Central and South America, and Africa. For each of the five countries, identify the Hofstede score for the four dimensions:

e Power distance

¢ Uncertainty avoidance e Individualism e Masculinity To find the score, visit: www.geert-hofstede.com/hofstede_dimensions.php Compare each country to the Hofstede cultural indicators for the home country of your client—for example, the United States if your client was Starbucks. Describe how the Hofstede indicators for each country could provide guidance on international marketing challenges (or opportunities) for your client in each country. If your client relies on marketing messages that emphasize the individual, this may be a challenge in a culture with a low individualism score. Discuss your findings. Include specific recommendations on how your client may have to adapt its marketing due to these cultural differences. For example, if your selected company was Rolex watches (retail store) and one country was the Netherlands, you would first identify the Individualism score as 80 (which is quite high). For Rolex, this would mean e Salespeople should be rewarded individually, not as a team.

° Advertising should focus on individual achievement, perhaps showing a Rolex as a reward for someone in the workplace as opposed to a family birthday. LO.1