MASCULINITY VERSUS FEMININITY (MAS)
The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. Society at large is more competitive. Its opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus-oriented.
In the business context Masculinity versus Femininity is sometimes also related to as “tough versus tender” cultures.