“…Cultural dimensions explored though the literature have varied, although Hofstede's principles have dominated. The study of Individualism, Uncertainty Avoidance, Power Distance and Masculinity has been closely observed (Burn, Saxena, Ma and Cheung, 1993;Mcleod, Saunders, Jones, Schreel and Estrada, 1997;Cummings and Guynes, 1994;Hofstede, 2000;Hunter and Beck, 2000;Mejias, Shepherd, Vogel and Lazanco, 1997;Milberg, Burke, Smith and Kallman, 1995;Niederman, 1997;Palvia and Hunter, 1996;Walczuch, Singh and Palmer, 1995;Watson and Bracheau, 1991;Watson, Kelly, Galliers and Brancheau, 1997). Harvey (1997) adopts an ethnographic approach when considering Masculinity dimensions, while Hansan and Ditsa (1999) broadened Hofstede's principles concentrating on Time Orientation, Context, Mono/Polymorphic and Mono/Polychrony.…”