“…Basing themselves on the work of Hofstede (1980), Latova and Latov (2003, p. 13) suggest that the following traits characterize an individualistic inclination: ''awareness of self as I, defense of private interests, duties laid on individuals, and fear of losing selfrespect.'' In contrast to America's frontier heritage, tsars, landowners, and Communist Party leaders subjugated Russia's culture (Latova and Latov, 2003;Puffer and McCarthy, 1995). Communism pushed for and rewarded collective rather than individual achievements (Puffer and McCarthy, 1995).…”