Hall (1976) suggested the categorisation of cultures into high context versus low context cultures in order to understand their basic differences in communication style and cultural issues. Communication style refers to ways of expressing one- self, to communication patterns that are understood to be ‘typical’ of, say, Finns or Japanese people. Cultural issues mean certain societal factors, such as the coun- try’s status, history, religion and traditions. Cultural issues also include Hofstede’s (2008) individualism vs. collectivism dimension