cultural dimension in the concept of G. Hofstede. It manifests itself in an emphasis on achievement, success, rivalry, rational thinking and the division of social roles by gender. Masculine cultures value personal achievements, high social status, strength and power, as well as the assertiveness of men and the tenderness of women.Examples of countries with a masculine type of culture according to Geert Hofstede’s theory are Japan, Germany, Austria, Switzerland, the United States, Great Britain, etc.