Among 61 Project GLOBE societies for which data are available, the U.S. ranks toward the top (10th-highest) in its level of societal Assertiveness (Slide #1 above), which is one of the research initiative's nine dimensions.
As a country, the U.S. is fairly satisfied with its level of Assertiveness, desiring to be only a little less assertive than it considers itself to be, as shown in Slide #2 above. Remember from previous columns, that Project GLOBE looked at both practices and values. The former represent how respondents currently viewed their societies (as is), while the latter represent how respondents desired their societies to be (should be). The difference between the two is a “pain point,” though that is a term I have adopted rather than a term used by Project GLOBE researchers.
Slide #3 shows how the U.S. compares with a sampling of countries on the basis of wishing to be more or less assertive. We can think of this as representing cultural distance on Assertiveness.
Measuring the concepts
But what do we really mean by Assertiveness?...
House, R, Hanges, P, Javidan, M, Dorfman, P, Gupta, V. (2004). Culture, leadership, and organizations: The GLOBE Study of 62 Societies. Thousand Oaks, London, New Delhi: Sage.