Austrian business culture since Freud’s time

We do not know to what extent Austrian culture has changed since Freud's time, but evidence suggests that cultural patterns change very slowly. It is, therefore, not likely to have been much different from today's culture. The most striking thing about present-day Austrian culture is that it combines a fairly high Uncertainty Avoidance with a very low Power Distance. Somehow the combination of high Uncertainty Avoidance with high Power Distance is more comfortable. Having a powerful superior whom we can both praise and blame is one way of satisfying a strong need for avoiding uncertainty. The Austrian culture, however (together with the German, Swiss, Israeli, and Finnish cultures) cannot rely on an external boss to absorb its uncertainty. Thus Freud's superego acts naturally as an inner uncertainty-absorbing device, an internalized boss. For strong Uncertainty Avoidance countries like Austria, working hard is caused by an inner urge-it is a way of relieving stress. The Austrian superego is reinforced by the country's relatively low level of Individualism. The inner feeling of obligation to society plays a much stronger role in Austria than in the United States. The ultrahigh Individualism of the United States leads to a need to explain every act in terms of self-interest, and expectancy theories of motivation do provide this explanation-we always do something because we expect to obtain the satisfaction of some need.
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The comparison between Austrian and U.S. culture has so far justified the popularity of expectancy theories of motivation in the United States. The combination in the United States of weak Uncertainty Avoidance and relatively high Masculinity can tell us more about why the achievement motive has become so popular in that country. David McClelland, in his book The Achieving Society, sets up scores reflecting how strong achievement need is in many countries by analyzing the content of children's stories used in those countries to teach the young to read.

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