• 1. It should be noted that attempts to measure individualism in a business context, such as the work of Hofstede, have used items (e.g., wanting time for your personal life, wanting empowerment on the job, wanting challenge, wanting good working conditions), that, although implicitly egoistic, do not identify the essential element involved: wanting the job for the purpose of enhancing your own personal happiness.
  • 2. Individualism does not preclude the use of team incentives as a means of enhancing cooperation and coordination so long as the more able members are not sacrificing rewards for the benefit of the less able.


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