Geert hofstede undertook what is probably the most famous study of how culture relates to values in the workplace. through his research in the late 1960s and early 1970s, he was able to isolate four dimensions that he claimed summarized different cultures: power distance, individualism vs. collectivism, uncertainty avoidance, masculinity vs. femininity, and, later, confucian dynamism. how a society's culture affects the values found in the workplace is considerably important to an international business with operations in different countries. management processes and practices may need to vary according to culturally determined work-related values.