Dubai Knowledge Village

Dubai, United Arab Emirates


Office Hours: 9:00am - 5:00pm

Our many years of experience in business make us
experts at enabling you to gain insights into your team
and into your business.

Organisational Culture

Accurately measure your organisational culture on the dimensions of the Multi-Focus Model.

Consumer Culture

If a global brand is to thrive, it must succeed among enormously diverse cultures. The Consumer Culture Intelligence empowers marketers to make decisions on transcreation, brand values, social communities, and more.

Intercultural Management

We offer high quality education in the field of culture and management based on a fusion of academic research and practical experience.

The Dimensions of Organisational Culture

The Hofstede Insights Multi-Focus Model™ consists of six autonomous dimensions or variables. This enables us to provide insights on
the fit between the actual culture and any strategic direction you can think of.



Means-Oriented VS. Goal-Oriented

This dimension is closely connected to the effectiveness of the organisation. In a means-oriented culture, the key feature is the way in which work has to be carried out; people identify with the “how”. In a goal-oriented culture, employees are primarily out to achieve specific internal goals or results, even if these involve substantial risks; people identify with the “what”. In a highly means-oriented culture, people perceive themselves as avoiding risks and making only a limited effort in their jobs, while each workday is pretty much the same. However, in a very goal-oriented culture, the employees are primarily out to achieve specific internal goals or results, even if these involve substantial risks.



Internally Drivem VS. Externally Driven

In a highly internally driven culture employees perceive their task towards the outside world as a given, based on the idea that business ethics and honesty matters most and that they know best what is good for the customer and the world at large. In a very externally driven culture the only emphasis is on meeting the customer’s requirements; results are most important and a pragmatic rather than an ethical attitude prevails.



Easygoing Work Discipline VS. Strict Work Discipline

This dimension refers to the amount of internal structuring, control, and discipline. A very easygoing culture reveals a fluid internal structure, a lack of predictability, and little control and discipline; there is a lot of improvisation and surprises. A very strict work discipline reveals the reverse. People are very cost-conscious, punctual and serious.



Local VS. Professional

In a local company, employees identify with the boss and/or the unit in which one works. In a professional organisation, the identity of an employee is determined by his profession and/or the content of the job. In a very local culture, employees are very short-term directed, they are internally focused and there is strong social control to be like everybody else. In a very professional culture it is the reverse.



Open System VS. Closed System

This dimension relates to the accessibility of an organisation. In a very open culture newcomers are made immediately welcome, one is open both to insiders and outsiders, and it is believed that almost anyone would fit in the organisation. In a very closed organisation it is the reverse.



Employee-Oriented VS. Work-Oriented

This aspect of organisational culture is most related to the management philosophy. In very employee-oriented organisations, members of staff feel that personal problems are taken into account and that the organisation takes responsibility for the welfare of its employees, even if this is at the expense of the work. In very work-oriented organisations, there is heavy pressure to perform the task even if this is at the expense of employees.

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Culture and Strategy

A successfully managed culture is at the very heart of every leading company in its field. Culture shapes and defines the people, the atmosphere, the parameters of how things get done. It is one of the most important components of any organisation yet the most neglected. Effective management of culture is crucial to succeed in today’s highly complex business environment.


Identify your organisation’s precise needs. Discover where your focus should be

In-house Training Programs

A sophisticated understanding of the intercultural aspects that influence daily operations

Management Team Consulting

Address challenges that management teams face with multicultural teams


One-hour e-learning programme to increase cultural awareness

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