S. which is supported by the concept of rugged individualism and taking care of one's own family (Minkov, Hofstede, 2011). It's nearly the opposite in Japan, where communities care for each other, showing IDV to be a measure of collectivism and collaboration over individuality (Hofstede, McCrae, 2004). For Mercedes, the brand in Japan would need to stress a wealthy homeowner or land owner using their new car to help their neighbors and those around them who are not necessarily relatives. In the U.S., the Mercedes brand has quickly become a symbol of individual achievement, status and financial accomplishment. As a result, the Mercedes brand means something completely different in Japan than it does in the U.S. On the Long-Term Orientation (LTO) and Uncertainty Avoidance (UAI) areas of the model, Japan far outpaces the U.S. For Mercedes and Nike, the safety and security of their brand need to...

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