The GLOBE (Global Leadership and Organizational Behavior Effectiveness) research program reflects an additional approach to measuring cultural differences. Conceived in 1991, the GLOBE project is an ongoing research project, currently consisting of three major interrelated phases. GLOBE extends and integrates the previous analyses of cultural attributes and variables published by Hofstede and Dutch researcher, Fons Trompenaars. The three completed GLOBE phases explore the various elements of the dynamic relationship between the culture and organizational behavior. Phase one of the GLOBE project identified the nine cultural dimensions: (1) Uncertainty avoidance―the extent to which members of an organization or society strive to avoid uncertainty by reliance on social norms, rituals, and bureaucratic practices to alleviate the unpredictability of future events; (2) Power distance―the degree to which members of an organization or society expect and agree that power should be unequally shared; (3) Collectivism I: Societal collectivism―the degree to which organizational and societal institutional practices encourage and reward collective distribution of resources and collective action; (4) Collectivism II: In-group collectivism―the degree to which individuals express pride, loyalty, and cohesiveness in their organizations or families; (5) Gender egalitarianism―the extent to which an organization or a society minimizes gender role differences and gender discrimination; (6) Assertiveness―the degree to which individuals in organizations or societies are assertive, confrontational, and aggressive in social relationships; (7) Future orientation―defined as the degree to which individuals in organizations or societies engage in future-oriented behaviors such as planning, investing in the future, and delaying gratification; (8) Performance orientation―the extent to which an organization or society encourages and rewards group members for performance improvement and excellence; and (9) Humane orientation―the degree to which individuals in organizations or societies encourage and reward individuals for being fair, altruistic, friendly, generous, caring, and kind to others.