How USA Retailers are Engaging Millennials and Gen Z Consumers

And there is no protection against superiors' power misuse. Formal authorities and penalties shape people. Furthermore, Chinese society generally sees people's aptitude for leadership and initiative as being rather positive. One should not have goals higher than their rank 50. But given Luxembourg's PDI, this might already be a subject of conflict between cultures about business, particularly in terms of behavior.Regarding masculinity, long-term orientation and indulgence, Luxembourg and France have practically comparable indices. Consequently, it may be said that, given their shared principles, the French and Luxembourgish cultures should theoretically not collide in view of cultural diversity. In view of their cultural communication classification, France as a nation with little ethnic diversity and high importance on the individuals is better classed as HCCour and expectancies than in collectivism.Based on Hofstede's theory, it is clear from the figure below (figure 10) that both Germany and Luxembourg have roughly the same results in the several categories. Still, the LTO dimension reflects cultural differences. Those numbers allow Germany to be clearly a pretty pragmatic nation with respect for context and time. Germany "shows an ability to adapt traditions easily to changed conditions, a strong inclination to save and invest, thriftiness, and perseverance in achieving results." Furthermore, Germany's culture is rather masculine coined and hence the country is driven by competition, success and success is defined by the

Winner or best in his field a value system that starts in school and continues.

Throughout private and professional life. Germans have a strong tendency to live in order to work, which helps to quite adequately explain their culture. Hall's theory allows one to characterize German communication as lowcontext and dependent on logic. Mostly in a somewhat direct manner, communication often comes out as hostile as well. Germans prefer clear, unambiguous language; they often express their view and sentiment freely to help to clarify a matter right from the beginning and to prevent any misunderstandings.Though Germans enjoy diplomacy, too much of it could cause uncertainty and impressions of dishonesty. Germans often say "no," if they reject a request or suggestion, instead of whitewashing the circumstances. Since the communication is essentially simple, they usually have negligible meaning for messages "between the lines". Germans seem too aggressive and direct. One could consider discussions as hot or even hostile. The speaker's professionalism and seriousness help Germans to feel reassured. Humour denotes a casualism that could turn into an ill-considered project and actions.The sixth dimension of Hofstede, indulgence against constraint, shows the most cultural variation between Luxembourg and Italy. Italy falls under the restraint ka dimension, which gauges the capacity of a society to satisfy the immediate wants and personal preferences of its citizens considering Hofstede's findings (figureHaving said this, Italy often shows cynicism and

Pessimism and believes that social conventions limit their behavior.

Moreover, Italy has a higher PDI than Luxembourg, thus it usually prefers "equality and a decentralisation of power and decision-making. Control and formal supervision is generally disliked among the younger generation, who demonstrate an inclination for teamwork and an open management style."53. Italy is said to be an HCC with strong convictions and common ideals.When comparing Luxembourg with the polish culture, one can observe in the image below (figure 12) that they vary greatly in almost every aspect except from the individualism, in which both scored 60. Poland is categorized as a hierarchical, masculine, individualistic country with strong inclination for avoiding ambiguity. Port Except from the third dimension, Portugal and Luxembourg tend to have entirely diverse cultures and views even although Poland marks the same degree as Luxembourg with regard to the making up 16% of total population. Portugal has a very strong inclination for avoiding ambiguity and scores great uncertainty avoidance. They "have strict codes of behavior and belief and reject unusual ideas and behavior". These societies satisfy an emotional desire for guidelines. Time is money; people have an inner drive to be busy and work hard; precision and punctuality are the norm; innovation may be resisted; security is an impothrough pragmatic; hence, they "exhibit great respect for traditions, a rather small propensity to save for the future, and a focus on achieving quick results."sixty. family and nation customs. nd of civilization.

Portugal is categorized as an with great sense of tradition and history.

According to Edward Hall's cultural characteristics. rtant ingredient in personal inspiration"49. Moreover, Portugal falls short in the individualistic category, so one may define it as a collectivistic culture. Portugal gets a low LTO index compared to Luxembourg. In summary, the most often occurring foreign nationality in Luxembourg is Portuguese normative uguese people. Comparatively between Luxembourg and Portugal, it is clear from Hofstede's dimensions that although their geography is rather similar, their cultures are very different. The third dimension, masculinity against femininity, defines the closest agreement; hence, both nations are "driven by competition, achievement and success, with success defined by the winner / best in field – a value system that starts in school and continues throughout organisational lifeshare the same values in social life." Both seem to be quite family-oriented, which would suggest their significance and worth in relation to business environment. Poland seems to be a paradox in himself, though. Although the nation is said to be highly individualistic, the society is nevertheless rather hierarchical. Consequently, the culture generates a particular tension that makes partnerships relatively delicate but effective once it has been developed. Poland is a highly male society marked by assertiveness and decision-making, not feminism. Applying the long-term orientation score, Poland is characterized as normative culture with significant respect for traditions. Therefore, using Hofstede's approach, Poland and Luxembourg seem to have different cultural characteristics even if certain parallels can be discovered.