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THE BALTIC STATES: Hofstede’s Cultural dimensions

DIGITALIZATION AS A MODEL In order to understand the specificity of Estonian and Latvian culture, we decided to use the five

cultural dimensions of Geert Hofstede. You will find below some information that will enlighten you
on how these two cultures reacts in front of certain situation.

like to recall that Skype, the remote Valdis Krebs, Latvian American
The Baltics have messaging service owned today by naturalized mathematician who Power distance
the Microsoft titan, was born from modeled the use of social networks,
gained a reputation the work of some developers in meets the typical profile of these Power Distance is defined as the extent to which the less powerful members of institutions
locally trained Baltic engineers
Tallinn.
and organizations within a country expect and accept that power is distributed unequally.
as digitalized As a showcase of state-of-the-art who are capable of an international
countries : technologies in the Soviet era, the career. Estonians do not readily obey and respect Latvians show tendencies to prefer equality
Baltic republics were known for the
people in authoritarian positions based
and a decentralization of power and decision-
How did this start? manufacture of radio equipment. The local social networking merely on their rank and status as power- making. Control and formal supervision
For several decades, they have
holders. Instead, Estonians welcome managers
is generally disliked among the younger
factory
trained brilliant engineers from all Skype is not the only exchange that give them the opportunity to state their generation, who demonstrate a preference for
over the USSR. opinions and express disagreement, as well as teamwork and an open management style.
With an average Internet platform born on the shores of the to be included in the decision-making process.
penetration rate of 74.5% in 2013, As European frontiers of the Baltic Sea. The «Made in Baltica» However, similar to the other Baltic States,
the Baltic countries are indeed are Soviet Union, they were strategic could even become a trademark for But the older Soviet ways of thinking and there is a sense of loyalty and deference
far ahead some European countries. information centers. This was part social networks launched in those relating to the world still remain and the boss- towards authority and status among the older
The Latvian government has set of a certain historical tradition: in countries. Indeed, what country of subordinate relationship among Estonians is generation, who has experienced Russian and
itself a target of having 85% of Estonia, for example, Tartu is home two million inhabitants can boast sometimes more hierarchical than the score Soviet dominance.
connected population by 2017 and to one of the oldest universities in of having created its own social suggests.
already provides a higher quality northern Europe, which since the network welcoming one in two
and speed of connection than many 17th century has been teaching citizen? This performance is that
European countries. science. In the neighboring republic, of Draugiem.lv, now more popular
the Riga Technological Institute saw than Facebook in Latvia. Yet, as the Uncertainty avoidance
Above all, young Baltic entrepreneurs the emergence of great computer eponymous IT group based in Riga
have managed to associate their scientists who, for a significant points out, maintaining leadership Uncertainty avoidance is the extent to which the members of a culture feel threatened by ambiguous
names with telecommunication number of them, went to inflate the in a country open to competition or unknown situations and have created beliefs and institutions that try to avoid these.
projects that have become global ranks of the Baltic diaspora in the requires constantly integrating
phenomena. Estonians, in particular, United States after 1991. new functionalities. This requires
resources.
Estonia has a high preference for avoiding Just like Estonia, Latvia has a high preference
In addition, the use of local social uncertainty. for avoiding uncertainty.
networks in Latvia also hides
political issues: for some time the Countries exhibiting high Uncertainty In these cultures there is an emotional need
main local competitor of Draugiem. Avoidance maintain rigid codes of belief and for rules (even if the rules never seem to work),
lv was One.lv, a network targeted behavior and are intolerant of unorthodox time is money, people have an inner urge to be
primarily at Russian-speakers in behavior and ideas. busy and work hard, precision and punctuality
the country, Which account for are the norm, innovation may be resisted and
almost a third of the population. security is an important element.
It had to close in 2013, when the
number of regular users dropped
below 100,000. Draugiem.lv, which
is rather addressed to a Latvian Long-term orientation
audience, was probably right This dimension describes how every society has to maintain some links with its own past while
because it also offers A Russian
version. dealing with the challenges of the present and future.

Estonian culture is shown to be highly Latvia’s culture is pragmatic in nature, as well
pragmatic. They show an ability to adapt as the Estonian’s.
traditions easily to changed conditions, a
strong propensity to save and invest, and
12 perseverance in achieving results. 13