2. Individualism (idv)

This refers to the strength of the ties people have to others within the community. A high IDV score indicates loose connections. In countries with a high IDV score there is a lack of interpersonal connection, and little sharing of responsibility beyond family and perhaps a few close friends. A society with a low IDV score would have strong group cohesion, and there would be a large amount of loyalty and respect for members of the group. The group itself is also larger and people take more responsibility for each other's well being.

Application: The model suggests that in the Central American countries of Panama and Guatemala where the IDV scores are very low (11 and 6, respectively), a marketing campaign that emphasized benefits to the community or that tied into a popular political movement would likely be understood and well received.

IDV	Characteristics	Tips
High IDV	High valuation on people's time and their need for freedom. An enjoyment of challenges, and an expectation of rewards for hard work. Respect for privacy.	Acknowledge accomplishments. Don't ask for too much personal information. Encourage debate and expression of own ideas.
Low IDV	Emphasis on building skills and becoming masters of something. Work for intrinsic rewards. Harmony more important than honesty.	Show respect for age and wisdom. Suppress feelings and emotions to work in harmony. Respect traditions and introduce change slowly.

3. Masculinity (mas)

This refers to how much a society sticks with, and values, traditional male and female roles. High MAS scores are found in countries where men are expected to be "tough," to be the provider, and to be assertive. If women work outside the home, they tend to have separate professions from men. Low MAS scores do not reverse the gender roles. In a low MAS society, the roles are simply blurred. You see women and men working together equally across many professions. Men are allowed to be sensitive, and women can work hard for professional success.

Application: Japan is highly masculine with a score of 95, whereas Sweden has the lowest measured value (5). According to the model, if you were to open an office in Japan, you might have greater success if you appointed a male employee to lead the team and had a strong male contingent on the team. In Sweden, on the other hand, you would aim for a team that was balanced in terms of skill rather than gender.

MAS	Characteristics	Tips
High MAS	Men are masculine and women are feminine. There is a well defined distinction between men's work and women's work.	Be aware that people may expect male and female roles to be distinct. Advise men to avoid discussing emotions or making emotionally based decisions or arguments.
Low MAS	A woman can do anything a man can do. Powerful and successful women are admired and respected.	Avoid an "old boys' club" mentality. Ensure job design and practices are not discriminatory to either gender. Treat men and women equally.