Global level — Globaliza/on has allowed economically
strong countries to (abempt to) export their own cultural
principles to other countries (e.g., freedom of choice,
individual rights, free market)
Na/onal level — Culture within a na/on state; received
most aben/on by researchers (e.g., Hofstede, GLOBE)
Organiza/onal level — Degree to which an organiza/on
emphasis certain aspect (e.g., hierarchy, innova/on, risk-
taking)
Group level — Shared values of a team (e.g., trust, performance norms, /me management)
Individual level — Internalized aspects of culture due to being exposed to different group,
organiza/onal or na/onal cultures
Schein’s concept of culture
Level 1 ‘ARTIFACTS’ – Visible structures and processes such as its architecture, furniture,
uniforms, technology, etc. in addi/on to non-tangible structures and processes like
vocabularies, stories, or rituals (e.g., role /tles, stories about failure or success, annual
Christmas party, …)
Level 2 ‘VALUES’ – Values of a company or society; visible on the surface and just below, i.e.,
partly conscious and partly unconscious (e.g., extraversion, conformity, power, tradi/on).
Level 3 ‘ASSUMPTIONS’ – Deeply rooted assump/ons, usually not visible, ohen unconscious,
and considered as self-evident (e.g., convic/ons about reality or truth, percep/ons of /me,
ideas about the nature of human rela/onships)
The majority of culture is immerged
Schwartz’s taxonomy of individual values
Values = trans-situa/onal goals, varying in importance, that serve as guiding principles in the
life of a person or group.
Inherent in Schwartz’s defini/on is the fact that values apply to various situa/ons and not only
to very specific ones.