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4.6.5. Confucian dynamism

A later work by Hofstede reveals a fifth dimension, Confucian dynamism
or time orientation. This dimension was created after the main study to

compare the Western attitude with the Chinese attitude in relation to time
(Hofstede and Bond, 1998). The dimension assesses culture according to

how universalist or particularist it is. Universalist cultures believe that what
is true and good can be determined and defined and can be applied

everywhere. Particularist cultures evolve; unique circumstances and
relationships are more important considerations in determining what is
right and good, not abstract rules. This concept is the modern definition of

culture. Because we live in a multinational society, the traditional definition
of culture as being language and customs does not fit the facts very well.

In the UK, for example, people can speak English, eat Indian or Chinese
food, dance Salsa and dress in different ways but still not be engaged in
any deep way in these other cultures.

4.7 Hall and Hall study

The second study by Hall and Hall (1987) states that cultural difference

can be classified in terms of attitudes to time and the use of language.
They classify countries into monochronic, where time is regarded as a

precious commodity, and polychronic, where time is seen as less
significant. It is important to mention that working in a different time culture
can create problems in establishing working guidelines, and can affect

business performance (Woods, 2001). This study sees language as the
most important component of culture. The language differences between

some cultures will be large, and therefore there will be marked differences
in their cultures. Language and value differences between the German
and Japanese cultures, for example, are considerable. There are also

differences between Spanish and Italian cultures, but they are much less;
both have languages based on Latin, they use the same written

communication, and have similar although not identical values and norms.
In different cultures, the use of communication techniques varies. In some
languages, communication is based on the words that are said or written