The way people perceive themselves and relate to each other
in social and business settings
Individualism vs. collectivism focuses on
the degree of interdependence a society
maintains among its members.
It has to do with whether people´s self-image is defined in terms of “I” or “We”.
In Individualist societies people are supposed to look after themselves and their direct family only. In Collectivist societies people belong to ‘in groups’ that take care of them in exchange for loyalty.
Individualism: high degree of mobility (geographical or managerial), self-reliance, sense of competition, hiring and promotion decisions are based on merit or evidence of what one has done or can do (individual achievement).