Europe
Lessem and Neubauer(1994) attempted to characterize the European values and philosophies that dominate European culture. They determined the four most significant European values as pragmatism, rationalism, holism, and humanism. However, they also noted that European countries are quite different from each other in terms of their value orientations. According to Hofstede(1996), Europeans are different in their mental programming and the differences are quite large. Table 3.2 shows the ranking scores, which represent the relative positions of the selected European countries on Hofstede's(2001) cultural dimensions. According to Ho stede(2001), he most individualistic European countries are Great Britain, Netherlands, Italy, Belgium and Denmark; the