An overview of Russia, Russian culture, communication as well as the cultural dimensions of Geert Hofstede and Edward T. Hall

1. Intercultural
Management
Focus on Russia

2. Outline
2
6
2
1
5
4
3
Country data
Hofstede‘s dimensions
Hall‘s dimensions
Conclusion
Communication
Russian culture

3. Country data
Official name Russian Federation (Российская Федерация)
Total area 17 100 000 km²
Population 144,5 million
Density 8,4 inhabitants/km²
Neighbouring countries 14
Megapoleis 14
Men/women 46,5% / 53,5%
Religion 79% Russian orthodox 3

4. Russian culture
Russia is a heterogeneous state with over 180 different peoples
therefore the “Russian“ culture refers to the culture of Russian
people west of the Urals
4
Socialism ‒ autocracy, bribery, control, uniformity
Orthodox church ‒ destiny out of people‘s hands,
suffering as part of the existence
Superstition ‒ still essential nowadays, e.g don‘t whistle in
your flat otherwise you won‘t have any money
1
2
3
Characteristics & Origins

5. Verbal Communication
• Speaking and laughing loudly in public is not the custom
• Common to lower one‘s voice while talking about sensitive
topics
• Among close people swear words are more often used than in
other cultures
• Sarcasm appears commonly in Russian conversations
• Certain pride about their language, what could make it hard
for foreigners at times
5

6. Nonverbal Communication
• The handshake is rather a male domain, for women
handshake is less common, never used in informal occasions
• Hugging is accepted among women also on formal occasions
• The international OK sign is considered as rude in Russia and
therefore should be avoided
• Smiling is not a part of the public Russian face
• Facial expression might seem cold, emotions are not shown in
public, thus, public person seems another one in private
6

7. Hofstede‘s cultural dimensions
The basis is a survey among 116 000 IBM
employees in 70 countries
Most extensive
study until now
Study was published in 1980 in his book
Culture‘s Consequences
7

8. Power distance
“This dimension expresses the degree to which the less powerful members
of a society accept and expect that power is distributed unequally.”
8
 High level of control
 Power is centred to a few individuals
 High avoidance of admitting mistakes
 Authorities are respected
 Fewer rights of the individual
 Limitation of self-reliant actions
93 very high score
RU

9. Individualism
“Individualism can be defined as a preference for a loosely-knit social
framework in which individuals are expected to take care of only
themselves and their immediate families.”
9
 Identification as part of a family or of the state
 Low level of organisation in clubs or interest groups
 High degree of collectivism leads to fewer but deeper
relationships
 Relationships are essential to get things done
39 rather low score
RU

10. Masculinity
“Masculinity represents a preference in society for achievement, heroism,
assertiveness and material rewards for success.”
10
 General modesty about one‘s own success unless it‘s
about the achievement of one‘s own child or the “New
Russians“
 Focus rather on family than on status and work
 Tight family knots over generations
 Relationships determine business decisions
36 rather low score
RU

11. Uncertainty avoidance
“The Uncertainty Avoidance dimension expresses the degree to which the
members of a society feel uncomfortable with uncertainty and ambiguity.”
11
 High degree of bureaucracy
 In theory, high level of regulation, in practise, bribing is an issue
 Relationships are another factor to skirt the law
 Stability and security are highly valued
 Feeling of threat by ambiguous situations
 Reluctant towards change
95 very high score
RU

12. Long Term Orientation
"Long Term Orientation stands for the fostering of virtues oriented towards
future rewards, in particular perseverance and thrift.”
12
 Family planning starts quite early
 Superficial relationships are not persuaded
 Historically learned patience of waiting for better times to
come
 Destiny will turn every misery sooner or later for the better
 Russians are typically less flexible and adaptable
81 high score
RU

13. Summary of dimension scores
13
93
39 36
95
81
0
20
40
60
80
100
Power
distance
Individulism Masculinity Uncertainty
avoidance
Long Term
orientation

14. Cultural dimensions by Hall
Edward T. Hall was an
American anthropologist and cross-
cultural researcher
Each
dimension was
developed in a
different
decade
Dimensions were developed
successively within separate books 14

15. Proxemics
Russians usually stand close while talking
Public distance is around half a meter
Distinction between in- and out- group
Hugging, touching and general closeness widely
spread within the in-group
More distance to members of the out-group
15
“Proxemics is the study of human use of space and the effects that
population density has on behaviour, communication, and social
interaction.”
RU

16. High-/Low-Context Communication
Low-context culture
Not as direct as other cultures
Often underlaying information
Nonverbal communication as an essential part of
the communication
Unwritten conversation rules make it challenging
for foreigners to develop a quick understanding
16
“High and low context cultures fall on a continuum that describes how a
person communicates with others through their range of communication
abilities: utilizing gestures, relations, body language, verbal messages, or
non-verbal messages.”
RU

17. Concept of Time
Polychronic culture
“Time is time“ in contrary to “time is money“ in western
societies
Punctuality not as important as in some other countries,
15 minutes of delay are acceptable
Appointments are rather an orientation than a strict
starting date
Deadlines often lead to creative approaches to get the
job done
17
“The terms polychronic and monochronic are used to describe how
we understand and use time as well as how time affects our attitudes,
behaviours and communication.”
RU

18. Conclusion
• Hofstede‘s dimensions have to be considered with caution as the
data is from a time when Russia was still part of the Soviet Union!
• The Russian society and daily life has been partly westernized in
various ways but still keep a lot of its traditions, customs and values!
• Russian culture is a hybrid of Western and Eastern influences!
• Russians are said to have two faces – one public and one private,
therefore things will change after developing a relationship with
someone!
• To develop relationships might take some time but as soon as done
they might last for good!
• Russia is an adventure worth going for!
18

19. Thank you for
your attention!
19

20. Sources
• Apfelthaler, Gerhard (2002): Interkulturelles Management –
Die Bewältigung kultureller Differenzen in der internationalen
Unternehmenstätigkeit, Wien: Manz
• Bastian, Karin (2006): Die Europäische Union und Russland –
Multilaterale und Bilaterale Dimensionen in der europäischen
Außenpolitik, Wiesbaden: Verlag für Sozialwissenschaften
• Bogaschewsky, Ronald (2005): Einkaufen und Investieren
in Russland, Würzburg: BME
• Blom, Herman; Maier Harald (2016): Interkulturelles
Management, Herne: NWB
20

21. Sources
• Eckstein, Karl (2007): Geschäftserfolg in Russland, Zürich: Füssli
• Erll, Astrid; Gymnich, Marion (2013): Interkulturelle Kompetenzen,
Stuttgart: Klett
• Frank, Sergey; Wedde, Rainer (2009): Investmentguide Russland -
Personal, Recht, Steuern und Kommunikation in der Praxis,
Stuttgart: Schäffer-Poeschel
• Hall, Edward T. (1966): The Hidden Dimension, New York:
Random House
• Hirt, Christian; Schneider, Ursula (2007): Multikulturelles
Management, München: Oldenbourg
21

22. Sources
• Kutschker, Michael; Schmidt, Stefan (2011): Internationales
Management, 7.Auflage, München: Oldenbourg
• Lasch, Ines; Leymann, Angela (2007): Der Tanz mit dem russischen
Bären, Heidelberg: Redline
• Löwe, Barbara (2007); Kulturschock Russland, 5.Auflage, Bielefeld:
Reise-Know-How
• Rothlauf, Jürgen (2012): Interkulturelles Management –
Mit Beispielen aus Vietnam, China Japan, Russland und den
Golfstaaten, 4. Auflage, München: Oldenbourg 22