ABSTRACT
The Hofstede episode (1980–2020) brought a model of cultural dimensions to help managers worldwide. His research project was similar to the one launched by Philippe d’Iribarne. The latter traced differences between the French and US American employees to a difference between the logic of contract (United States) and the logic of honor (France). Hofstede set out to investigate the universal claims of the American way of management and found enough exceptions to decide that one size of cross-cultural management does not fit all. However, his model of the dimensions of culture has been developed in a very complex and dynamic context of cultural and countercultural wars, which have changed the processes of socialization and enculturation of the new generations. It has also given rise to the new communication patterns evolving from Gutenberg to Zuckerberg, virtual metaverses, and ChatGPTs in new post-Cold War constellations.
