Applied Hofstede’s Cultural Dimensions Theory to analyze the impact of cultural differences on international marketing, consumer behavior, and business strategy through a case study of The Hologram for the King.

The Hologram for the King film starring Tom Hanks is a precise representation of the reality of cultural differentiation. In this film, Tom Hanks plays the role of an American salesman traveling to Saudi Arabia to personally sell an IT system directly to the King. As Tom Hanks did little to no research on this brand-new country, he finds it difficult to adjust to the new culture. This film takes the audience along Tom Hanks’ difficult journey into becoming accustomed to a new culture and showcases the important role that culture plays in the business world. This film dives deep into  Hofstede’s dimensions, as it represents multiple aspects of the cultural framework used to understand how values differ across foreign nations and societies. These dimensions measure areas including power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, long-term orientation, and indulgence vs. restraint. All together, these dimensions differentiate and explain how people from different cultural backgrounds think, communicate, work, and make decisions. When comparing the cultural differences between Saudi Arabia and America within Hologram for the King, the two clear cultural differences in relation to workplace and values included power distance and indulgence vs. restraint when taking a closer look at the workplace norms within Saudi Arabia, along with the social and gender hierarchy.

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The high power distance that is displayed within the film plays a key role in how much people in Saudi Arabia accept unequal levels of power in society and in the workplace. For example, Tom Hanks was chosen to lead the project entering Saudi Arabia due to his small connection to the King. This connection is proven to be unhelpful when he enters this foreign country and is treated with little to no respect. It is clear to Hanks that due to his low stand within the Saudi Arabian hierarchy, it will be proven difficult for him to successfully follow through on the business that he was meant to complete while working abroad. Specifically, the people of power within Saudi Arabia held no responsibility or obligation to meet with Hanks or tend to his needs in any way. This at first was proven difficult for him; however, as he learned more about the culture within Saudi Arabia, this became a mere bump in the road on his way to success. In a high power distance culture such as Saudi Arabia, hierarchy is seen as normal, and people are more likely to respect authority without questioning it. The high power distance is also seen within the large gap between the rich and poor that is clearly seen throughout this film, and also apparent within the real-world as well. Coming from a country that tends to have a lower power distance, Hanks valued equality more and was more comfortable challenging authority and expected the Saudi Arabian leaders to be more approachable. This dimension overall helps explain the key differences in how people respond to rules, leadership, and social status. Through trial and error, Hanks was able to navigate how to properly act and communicate with the leaders and authoritative figures within this foreign nation by the end of the movie.

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In addition, indulgence versus restraint refers to how much a culture allows people to freely enjoy life and satisfy personal desires. In indulgent cultures such as America, people are more likely to value leisure, happiness, and personal freedom. However, in restrained cultures such as Saudi Arabia, social norms are more strict and people are more likely to control their desires and place greater importance on discipline and following expectations, especially when it comes to gender. Furthermore, this dimension is viewed quickly within this film as Hanks realizes the dangers of merely consuming alcohol. His Saudi Arabian driver, who soon becomes one of his close friends, gets Hanks further accustomed to their way of life as his driver explains to him the lack of freedom that women have within society, their strict execution laws, and the appropriate way to act towards locals and authoritative figures. These regulations within society become clear to Hanks as he starts to fall in love with his female doctor and witnesses firsthand the true dangers that she could be facing if their secret relationship was revealed. Overall, this dimension showcases how different societies value human rights and behaviors.

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After viewing this film and comparing it with Hofstede's dimensions, it is clear that culture plays a crucial role in marketing. Culture helps to explain why consumers in different countries respond differently to products and advertising. Culture is everything. It shapes a consumer’s values, behaviors, and expectations. It is necessary for marketers to be knowledgeable about how these dimensions change in foreign markets in order to create strategies that fit specific audiences. This film successfully interprets that culture is not a small background factor in marketing, but rather one of the main forces that determines whether a business strategy will succeed or fail. Hanks believed that his product was deemed a failure before he was able to fully grasp an understanding of how people view authority, relationships, time, trust, and social behavior within Saudi Arabia. Through Hofstede’s dimensions, Hanks’ struggles can be understood as the result of trying to apply an American business mindset in a cultural setting shaped by different expectations. Once he started making an effort to learn more about the Saudi Arabian culture, he was able to better market his product and take on a greater leadership role in the success of their project. His personal and professional experience throughout this film reveals how easily it can be for a real-world company to fail in terms of entering a new market without knowledge of the culture. The deeper message of the story is that successful international marketing depends on cultural intelligence, patience, and adaptation. A company that ignores these differences risks misunderstanding its audience, while a company that studies and respects culture is far more likely to build meaningful connections and long-term success in a global market.