**4.4 Monitor**

It is essential to establish metrics by which your progress may be monitored. According to Baumgartner, in order to effect lasting cultural shifts, you must provide concrete evidence that people's lives are improving as a result of your efforts. Think

*The Impact of Technological Advances on Cultural Conflicts within Organizations DOI: http://dx.doi.org/10.5772/intechopen.113095*

about and evaluate: Are individuals more involved and content than before? Is there an increase in output? What kind of progress have we made in terms of memory retention? Is there greater nuance in the hiring process? How well do new hires mesh with the existing team dynamic?

Supporting your organization in achieving its goals is no easy task, but by keeping these three Ms. in mind and addressing them, you can help it succeed. Once it happens, good things will start happening across the board for your business.

#### **4.5 Cultural values and its dimensions**

The IBM Values Survey was conducted from 1967 to 1973. (Geert [44]) Factor analysis on the findings of a global survey provided Geert Hofstede with the foundation for his first model. It's been improved upon since then. Using a framework borrowed from factor analysis, he explains how a culture shapes individuals' values and how those values influence their actions. Cultural values were intended to be analyzed along four dimensions in the original theory: The cultural dimensions theory given by Hofstede are as under;

1. "Power Distance Index (PDI),

2.Individualism vs. Collectivism (IDV),

3.Uncertainty Avoidance Index (UAI),

4.Masculinity vs. Femininity (MAS)

5.Long-term Orientation vs. Short-term Orientation (LTO)

6.Indulgence vs. Restraint (IND)".

**The Power Distance Index (PDI)** measures how much less powerful members of institutions and organizations (such as families) acknowledge and anticipate that power is not allocated fairly. In this dimension, followers at the lower level sense inequity and authority. A higher Index degree means that hierarchy is undeniably created and followed in society, without hesitation or justification. A lower Index score indicates that individuals challenge authority and want to share power.

**Collectivism vs. Individualism (IDV):** This indicator investigates the degree of social integration of individuals. Individualistic cultures tend to have weak relationships that frequently only connect a person to his or her immediate family. "I versus the We" is emphasized. Collectivism, which is its antithesis, Imagine a world where extended families and other in-groups are connected through tightly-integrated ties. These in-groups have an undeniable bond of loyalty and stand by one another when there is an issue with another in-group.

**Index of Uncertainty Avoidance (UAI):** The Uncertainty Avoidance Index measures a society's propensity to welcome or avoid an occurrence that is unexpected, uncharted, or inconsistent with the status quo. An index with a lower value indicates that more people accept different viewpoints. The environment is more free-flowing, ambiguity is more common, and society tends to put less restrictions.

**Masculinity vs. Femininity (MAS):** Masculinity refers to the inclination in society for success, bravery, aggressiveness, and monetary benefits. Its opposite stands for a preference for harmony, modesty, helping the weak, and high quality of life. Women tend to exhibit distinct ideals in their respective communities. Equally with males, feminine civilizations value modesty and compassion. Women are more competitive and emphatic in civilizations where men are more dominant, although they are noticeably less emphatic than men. They nevertheless acknowledge the discrepancy in values between men and women. In communities that are predominately masculine, this component is typically seen as forbidden**.**

**IND: Indulgence vs. Restraint** Whether or not the basic delights are realized, this dimension ultimately serves as a gauge of happiness. A civilization that permits the relatively unrestricted satisfaction of fundamental and natural needs is considered indulgent to human needs.

#### **4.6 Changes in values and norms**

There have been substantial shifts in values and conventions as a result of technological advancements. Popularity of social media is only one factor that has pushed individuals to put more effort into marketing themselves. The ideals, customs, and practices of a society are all manifestations of its culture [45]. A culture can learn about itself through its members by examining how they think, act, and share knowledge and technology. Language, art, movement, education, and religion are just few of the essential facets of human civilization that have been profoundly influenced by technological advancements. A community's culture provides a benchmark against which technological innovations are evaluated, and assessed. Technology has an impact on every facet of culture; it ultimately dictates the course of Cultural Revolution [46]. If technology is not in tune then will be conflict between the advancement of technology and the preservation of cultural norms depending on the social and cultural circumstances of the community. When reason and emotion are in balance, freedom of speech in the technical world transcends boundaries of race, age, and educational attainment. The lack of limits, regulations, and repercussions could lead to a cultural decline if people exploit it to live out their wildest ambitions [47]. Culture can be seen in the ways in which people think and act. Culture is observed by people as a mirror reflecting their own ideas, behaviors, values, and acquired knowledge. Technology has had profound effects on fundamental facets of human culture, including language, education, mobility, art, and religion [48]. The cultural norms of a society are used as a yardstick by which technological innovations evaluate. The development of culture is ultimately shaped by technology since it has an influence on all facets of culture. Technology must be in sync with community social and cultural contexts if it is to occupy the larger cultural dimension. If it is not, there will be tension between technological progress and the maintenance of cultural norms".

It increasingly common for people to construct identities based on how they appear online. Because of this, people's views on privacy and authenticity have shifted [49]. Values and customs have shifted as a result of the expansion of online shopping. Nowadays, ease of use and availability are prioritized by consumers over product perfection. Our standardized way of life has erased traces of our heritage. Inevitably, technology has had a profound effect on our customs and values, and this influence may be broken down into subcategories based on how they manifest in modern society. The language was developed so that younger generations may communicate with their elders and gain wisdom from their experiences. They created tools for farming, structures for living in, and weapons for both offense and defense [50]. Technology advances in tandem with the expanding human population. Because of scientific

## *The Impact of Technological Advances on Cultural Conflicts within Organizations DOI: http://dx.doi.org/10.5772/intechopen.113095*

and technological progress, the average human lifespan has risen. The advent of the printing press paved way for more people to gain access to education, literature, and information. When the technical world kept in check, people of various ages, backgrounds, and levels of expertise are able to openly express their ideas and opinions. We rely on current techniques to fulfill our dreams letting true, and if no restrictions are there on rules, regulations, or consequences, humanity could suffer [28]. Every facet of human life is being affected by the rapid development of technology. Benefits of cutting-edge digital methods are having far-reaching effects on our societies. However, the process of cultural change management is one of the most important business problems, not the devices, software, or solutions themselves.
