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Lewin (1942) is credited with conceptualizing time into three categories: past orientation, present orientation, and future orientation. This laid the foundation for subsequent research including the idea that some groups tend to use temporal frames and reference points while others do not (Ashkanasy, Gupta, Mayfield, & TrevorRoberts, 2004). Does society emphasize and value the past (i.e. respect for tradition, rely on the past to anticipate the future), the present (i.e. solving problems in the moment without regard to future implications), or the future (i.e. take into consideration the long term affects of decisions made today) (Kluckhohn and Strodtbeck 1961)? For the GLOBE authors, this dimension is defined as the extent to which members of society believe that their current actions will influence the future. This includes the degree to which societies focus on investment in the future, believe they will have a future that matters, believe in planning and developing their future, and/or base current decisions and actions with the future in mind. GLOBE calls this dimension Future Orientation. Cultures low in future orientation enjoy the moment and value spontaneity while culture high in future orientation imagine future contingencies and develop strategies and goals for meeting future aspirations (Ashkanasy et al. 2004). Along this scale, Brazil scored 5.69 while the U.S. scored 5.31 (Ashkanasy et al. 2004, p. 306). Differences between the two societies within this dimension may not be subtle. As could likely be predicted, Brazilians are more future oriented than Americans. The Catholic influence would likely result in Brazilians putting off rewards and delaying gratification. It is likely that Americans, with Protestant influence, would value more immediate evaluations and employer feedback; training that is designed to address an immediate company need (as opposed to long-term employee development); and immediate, measurable rewards compared to Brazilians (Cullen and Parboteeah 2008; Hofstede 1980, 1991, 1993; Phatak, Bhagat, & Kashlak, 2005; Rodrigues 2001).
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