\ \\ ... Geert Hofstede Geert Hofstede (1928-) is a Dutch academic who also worked in industry. He has become known for pioneering research on national and organisational cultures. Hofstede originally identified four dimensions for defining work-related values associated with national culture: power distance, individualism, uncertainty avoidance, masculinity. A fifth dimension, long term orientation and a sixth dimension, indulgence versus restraint were added later. He devised the Values Survey Module for use in researching cultural differences, and this has been used by many other researchers in their work. The management of cultural diversity has become a significant issue for companies of all sizes, not just multinationals. The rise of global business, with an increasing number of joint ventures and cross-border partnerships, greater cooperation within the European Union, and the business need to embrace people from a variety of ethnic backgrounds and cultures, have all contri...