Task 1

Group presentation:

The concept of Hofstede: Hofstede cultural dimensions’ theory is a cross-cultural communication that is
developed by Geert Hofstede. It is using for the communication of different culture in the world. We can
understand the difference between the different countries culture. There are 6 cultural dimensions of
the model.

1. Power distance:

Power distance can be defined as the less powerful member of the organisation or institution accept as
a family and the expected power is distributed unequally. Air Pie is a restaurant which is providing fast
food and it is now growing fast. They Spread their business USA and Japan so they can express their
restaurant because of power distance. They are not so much different in the countries. British culture is
available of these countries. Some have a difference in the base of countries such a religious, quantity
and so on.

2. Uncertainty avoidance:

Uncertainty is the feeling of anxiety of the society people and it is not the same as risk. It indicates the
cultural programs which are uncomfortable to the people. Uncertain avoiding culture reduces some of
the situations in the restaurant of the country. It also tries to reduce law regulation, rules, behaviour
code, and truth of the country. In the air pie restaurant, uncertainty avoidance is motived by the
nervous energy and it seeks to truth of the countries.

3. Individualism:

Individualism is individual characters and collectivism is societal characters which are integrated into to
groups. Individuals are the characters of loose where collectivism are the strong reward in the country.
Individualism is providing information and people is expected looks after family. In the Air Pie, they
provide information in the way of British culture but sometimes it is not the same as the culture of those
countries. They can create consciousness about the fast food restaurant.

4. Masculinity-Femininity

Masculinity is the opposite of femininity but they need to combine in the organisation. For creating
values in female and male, then Air Pie provide service in the organisation. This is a distribution system
of the genders and they want to different thing from the restaurant.

Femininity society means to balance between family work, sympathy, woman decision, religious focus
on the human beings and so on. Masculinity society means to maximum emotion, work in family, fathers
decide, and so on.

5. Pragmatic Versus Normative

Pragmatic dimension is known as long-term dimension and there is known to effective way in the
market. It is the present and past events that are included in the short-term dimension but long-term is
including future occurrence.
In the air pie restaurant, they can follow the long term and short term way to their policy. they provide
interesting service in the short term way and they also give the long process service to sustain the
business in the market.

6. Indulgence Versus Restraint

This is a new dimension that is included the book in 2010 and it is the perception of the people that is
comprised here. Indulgence is the percentage of declaring happy, personal control, free speech, positive
emotion and so on. Restraint is the fewer happy, helpless, also positive emotions and so on.

Air Pie restaurant can happy the customer through the perception of the business and what types of
things they want from you.