Geert Hofstede’s Cultural Studies

Why Hofstede?

·      The reason why we have used Geert Hofstede’s cultural studies is because it is adequate when studying a specific culture; in our case Norway.

• Hofstede is relevant because our study, focuses on the Norwegian consumer and the speculated reason behind the ascending consumption of Tesla and the presumed feminine consumer in Norway.
• This also in gives us a glance at the contradiction between these.

Results

·      Model A provides us with answers in accordance to studying the Norwegian consumer with the theories of Hofstede.

o   The car has feminine values in terms of being environmentally focused (19%), but the car is still mainly bought on the basis of performance (30%), technology (14%) as well as design (12%) : These are all masculine values when analysing the theories of Hofstede.  

¬ With this in mind – The consumer is divided in groups, but with its main focus on the masculine values of tesla.

Alternatives to studying the Norwegian consumer

     In terms of alternatives that we could have used when studying the Norwegian consumer, one could argue that the theories of Schwartz could have been of use, in terms of studying culture.

o   The reason why we chose Hofstede rather than Schwartz, is because Schwartz would have been appropriate if we were studying e.g. the consumer culture in europe rather than in Norway as a whole. Hofstede on the other hand introduces six cultural dimensions which enables us to study the presumed contradiction between masculine and feminine values.

We have now established a contradiction between the dominant masculine features of Tesla vs. National culture of Femininity.