One thing we need to watch carefully as we move through Hofstede's research: cultural dimensions are tendencies and only tendencies. Hofstede himself is emphatic about this. Any individual in any culture could show up anywhere on any dimension. Think of the dimensions as statistical generalizations: road maps with enough detail to get you where you need to go, but far from a perfect representation.

The second cultural dimension of Hofstede's that we'll discuss is individualism. A common stereotype of "the East" versus "the West" is that the East is more "collectivist" and the West is more "individualistic." Now, there are plenty of problems with the stereotype, but Hofstede's research has shown that by and large — that is, statistically speaking — there are actual differences in this realm.

What does Hofstede mean by individualism? In his own words, individualism "describes the relationship between the individual and the collectivity that prevails in a given society. It is reflected in the way people live together — for example, in nuclear families, extended families, or tribes — and it has many implications for values and behavior." (Culture's Consequences, Second Edition, p. 209) Think of it this way: when the desires of an individual come into conflict with the collective desires of a group, where does the culture lean in resolving the conflict?

On a scale from 0-100, with 0 representing an extreme group orientation, China comes out at 20, the U.S. at 91. That's a pretty stark contrast, and one best heeded by Americans venturing into China. ITAP International, a management consultancy with special expertise in intercultural matters, puts it this way: "In countries with high group orientation, recognition and rewards are given to a team or group as a whole. Feedback to an individual is often given indirectly or through a member of an in-group. Decision-making takes into account the best interests of the group. Consensus, cooperation and harmony are valued, and direct confrontation is avoided." (Culture in the Workplace Questionnaire, ©2009 ITAP International, Inc. All rights reserved.)

That's a rich mix, and one that runs counter to many deeply intuitive ways Americans have of doing business. To succeed in China you'll need to become acutely aware of your own default ways of thinking and acting, and to expand your repertoire to include mindsets and behaviors that fit well within a more collectivist culture.