Cultural norms are significant in business, and work as they guide interpersonal relationships and other mechanics in these fields. In this case, setting up sales organization in Russia requires exploring the Russian culture through the five dimensions of culture by Geert Hofstede (Martin 2006, p.45). This is a model that is recognized to have international standards in analyzing cultural dimensions. Noteworthy, the model reduces the unknown thus boosting confidence to connect with other cultures. In this case, the model will provide a good overview of the deep aspects of the Russian culture relative to other cultures in the world.
Dimensions of Geert Hofstede